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Evernow was committed to addressing medical care inequalities that mature women face, and I was captivated by their compelling vision to revolutionize menopause care with a science-first approach.
Over a 16-month period, I held various roles at Evernow, leading creative efforts in their growth marketing. I also played a critical role in exploring and testing new growth channels, while implementing rapid experiments to drive results.
Please note: Some images on this page have been re-created and re-styled with placeholder content to illustrate the work process and the output without disclosing the actual deliverables.
Fundraising
Pitch Assist
Growth
Acquisition Campaigns
Resurrection Campaigns
Upgrade Campaigns
Referral Campaigns
Lifecycle Analytics
Paid Social Landing Page
Paid Social Ad Creatives
Marketing & PR
Press Launch Kit
Investor Microsite
Email Marketing Setup
Deliverability Audit
Brand
Marketing Design Guides
Marketing Brand Assets
Marketing Collateral Designs
Agency Onboarding
Contractor Onboarding
By the year 2025, the number of postmenopausal women is expected to rise to 1.1 billion worldwide, yet the market is severely underserved — which makes the global menopause market a large, unclaimed opportunity.
Evernow is a science-first, direct-to-consumer telehealth startup redefining women’s health, starting with online menopause care.
Venture capital firm NEA and many celebrity angel investors backed Evernow’s $28.5 million Series A funding round.
Gen-X celebrities are digging into [...] menopause. Gwyneth Paltrow, Drew Barrymore, Cameron Diaz, Glennon Doyle, and Abby Wambach have all chipped in to raise $28.5 million for Evernow.
Founded in 2019, Evernow offers telehealth patients hormone therapies including estradiol patches or pills [...] “We overlook it and just call it getting older,” Jackson says. “It’s unacceptable.”
“My head was exploding,” Jackson continued. “I’m living in Silicon Valley where people are obsessed with longevity and here is this really clear factor for that — but nobody was talking about it.”
Evernow is building medicine for women on their terms," says Dr. Alicia Jackson, Evernow's founder and CEO, "for their goals and needs when they need it, where they are, how they want it delivered.
Describing my role at Evernow isn't so straightforward: I was responsible for both creative and analytical outcome. Think of it a growth lead and a creative lead rolled into one.
Jump to the bottom of this page for a breakdown of outcomes and my contributions.
Visual storytelling for board meeting and fundraising decks after the initial Series A raise.
The first thing I did upon expanding to a growth role was to create a common picture of how we acquire customers.
It involved creating a one-pager visualization of our acquisition funnel by meeting with existing teams and gaining access to analytics tools.
It enabled us to form a shared understanding of our current status and points of improvements, and became an essential part of onboarding materials for new team members or outside collaborators.
To fuel our ongoing paid acquisition loop, our growth team experimented with a linear initiative to create high-engagement organic social posts and turn them into paid ads.
After quick research, I defined a set of common characteristics seen in high-engagement social posts and picked two design directions to test.
I collaborated with a copywriter and the leadership to create design drafts that were further iterated and ran by an outside agency.
A next major step in the paid acquisition funnel was the landing page.
Working with Conversion Rate Optimization expert Dan Maffucci, I delivered design iterations that significantly increased signup & purchase conversion rates.
Managing leads and paying subscribers at different parts of their lifecycle journey takes careful design efforts. As the audience and growth channels grew, a clean and structured plan was needed.
I delivered an audit and a new proposal for restructuring email and SMS marketing audiences, and redefining subscription vs. unsubscription logic for all of them.
![Unsubscription confirmation page: "Sorry to see you go. Your email [address] has been unsubscribed from marketing emails at Evernow."](https://assets-global.website-files.com/648cac37e8a6470529b43163/65a17afe1d48b10efb83bc0d_Evernow-Seg-Sorry.webp)
When I was tasked to explore lifecycle campaigns as a new growth channel for Evernow, my goals for the setup phase were to fill the obvious gaps & low hanging fruits in the acquisition funnel and attribute leads and purchases to the new channel.
I started by reviewing our acquisition funnel and defining high priority, non-overlapping metrics. I then created 3 email sequences can cover all high priority KPIs across the acquisition funnel.
To check for overlaps, conflicts, and plan how to define lifecycle attribution, I mapped various case scenarios. After that, I collaborated with the team to create various email collection and automation touchpoints including website popups, landing pages, and Braze custom events.
Mapped to the non-overlapping KPIs above, each email sequence was defined, written, designed and implemented by myself. The sequences included:
![Email S2E02: Why menopause care plan is worth it for [firstname/you] — and for most women.](https://assets-global.website-files.com/648cac37e8a6470529b43163/65a2f85bb52f089cc190556b_Evernow-Email-s2e02.webp)
![Email S3E09: Why menopause care plan is worth it for [firstname/you] — and for most women.](https://assets-global.website-files.com/648cac37e8a6470529b43163/65a2f95ddd92a6a5af3cb6bf_Evernow-Email-s3e09.webp)
As we ramped up lifecycle marketing, we started to see early signs of deliverability issues.
I did a quick audit and breakdown of the current deliverability issues, and monitored top recipient domains on an ongoing basis.
Without brand design assets and guidelines in place, you cannot quickly and continuously run growth and marketing initiatives.
One of many roles I performed at Evernow was to build on top of the brand work by Pentagram, and establish the creative guides and repositories for present and future campaigns.
Over time, I organized a repository of all things marketing creatives and design including:
These Figma files and Google Drive folders were repeatedly used for internal reviews, new agency and contractor onboarding.
Efficacy was one of the critical parts of Evernow’s value prop, so it was important to communicate in appealing and cognitively welcoming ways. My primary design goals were:
A stretch goal for these iterations was to encourage retention: By emphasizing higher numbers in the later month, implying benefits of long-term membership — subscription-based ongoing care is highly effective in relieving major menopause symptoms months after months.
After raising the Series A funding and rebranding the service, Evernow did a wide-reach press relaunch.
I participated in the launch preparation, producing the following and more:
Throughout my time at Evernow, I blended creative and analytical work to improve the business throughout the customer lifecycle — from acquisition to referral.
