LET'S SAVE LIVES.
The world is currently going through a behavioral health crisis.
Access is limited, stigma is high, and countless people in need don’t know where to turn. At Charlie Health, I stepped into a role where marketing wasn’t about selling — it was about connecting people to life-saving care.
THE CHALLENGE
That map you see above? That's where Charlie Health is live at the time of writing. But, when I started, we operated in 15 states, with limited insurance coverage and brand awareness.
Our email program generated zero conversions.
Our sales team needed better tools to tell our story.
And we needed to reach the people who needed us.
THE MISSION
We needed to build a marketing engine that could:
WHAT WE DID
1. Launching new programs & expanding nationally
I directed go-to-market strategy for SUD and ED launches, creating 200+ print and digital assets tailored to referral sources. We aligned messaging with clinical teams, built persona-driven frameworks, and rolled out assets to 350+ reps. In under a year, we expanded from 15 to 37 states and over 100 insurance plans.
I managed all marketing-to-sales communications, delivering referral materials that earned an average 9/10 impact rating from 150+ reps. Anecdotally, competitors began copying our designs — which I personally created — because of their clarity and visual appeal.
2. Rebuilding our digital engine
I overhauled our email marketing from 0 to 100+ monthly conversions, introducing weekly themed campaigns, A/B testing, and better targeting.
I launched and optimized cross-channel campaigns, including: YouTube, where — and piloted new paid channels like Twitter and Twitch.
I grew our channel to 150K+ organic views in just three months.
I piloted a new initiative of referral-facing Twitter ads targeting clinicians, social workers, and schools.
I made my red carpet debut as an actor in UGC paid ads to increase potential client conversions
THE RESULTS
I'll let the numbers speak for themselves.
THE TAKEAWAY
Marketing at Charlie Health wasn’t just about metrics — though we hit those hard. It was about making sure every campaign, every asset, and every interaction moved us closer to a single goal: getting the right care to the people who need it most.