Product: Anna, March Health (formerly Captain Well)

Anna is a groundbreaking FemTech wearable. It is the only device on the market that integrates TENS (Transcutaneous Electrical Nerve Stimulation) technology with a companion mobile app. It delivers non-invasive, drug-free, and customizable relief, offering women discreet comfort for every level of period pain.

My Role at March Health

As a PMM and PR/Marketing Manager, I owned the go-to-market strategy for Anna, spanning both the physical wearable and SaaS mobile app. This portfolio highlights how I created some important product pieces to understand our end users and market and how I shaped the product launch strategy ahead of CES.

Independent Contributions at a Glance

• Collaborative brainstorming → Facilitated a cross-functional session with Product, Sales, UX, Marketing, and Content to develop consumer interview questions.

• Consumer insights → Conducted in-depth 1:1 interviews to uncover pain points, feature expectations, and post-product trial feedback.

• Consumer personas → Strategized and created 3 detailed consumer personas, including a "North Star" aspirational persona grounded in research and product vision.

• Positioning & messaging → Shaped positioning and messaging that help set a consistent narrative across stakeholders and channels/platforms.

• Sales enablement → Developed battlecards, pitch decks, one-pagers, demo videos, and product feature assets.

• GTM strategy → Contributed research-driven inputs on customer segmentation, messaging, and competitive positioning.

Impact

My work helped align Product, Sales, UX, Content, and Marketing around a single positioning statement, ensuring consistency across teams. The personas I developed became a daily reference point with teammates often asking, "What would Elena (our primary persona) do?" This foundation enabled a unified narrative with internal and external stakeholders before, during, and after CES.

What Follows

This portfolio demonstrates how I transformed insights into a comprehensive GTM strategy with impactful pieces, showcasing strategic thinking, research capabilities, consistent narrative, and end-to-end PMM execution.