Elo Health uses biomarker testing and AI to create personalized nutritional supplements — at-home blood draws and wearable data converging into custom monthly supplement packs. I joined as Chief Marketing Officer in October 2021, hired to take a pre-launch company and turn it into a brand that could anchor an entirely new category.
The mandate was three things: define what Elo stood for in the market, build the marketing function and team from zero, and put the company in position to raise its Series A. Twelve months later all three were in place.
I developed Elo’s “Smart Nutrition” positioning — a deliberate move away from the saturated “personalized nutrition” category in favor of a science-led story grounded in biomarkers, wearables, and AI. The positioning, messaging framework, and brand identity I built became the foundation for every customer-facing touchpoint, from the product names to the home page to the investor deck.
I led two end-to-end redesigns of elo.health and produced two high-end product launch films — one for the original Smart Supplement membership, one for Smart Protein, the first wearable-powered protein formulated for recovery. I also built a 10-person in-house team spanning brand, growth, creative, and communications.
Alongside that, I co-authored the Series A pitch deck, ran investor meetings, and supported diligence. The result: a $10M Series A round that funded the Smart Protein launch and Elo’s next chapter.