Natural Cycles, Nov 2016 - Dec 2018, Stockholm

In 2017 Natural Cycles became the first and only certified contraceptive app in Europe, spearheading digital contraception, a new category in female reproductive health. In August 2018 the FDA granted Natural Cycles clearance as the fist app (software) for intended use as a birth control in the US.

As CMO I have built a team that owns the full customer experience journey, from top funnel brand building activities to increase awareness, such as PR and Influencer marketing campaigns, to lower funnel CRM activities, such as reactivation campaigns, to reduce churn.

Achievements - During the period as CMO we increased our revenues & valuation by more than 5X and rolled out internationally, especially focusing on European expansion.

In 2017 NC successfully went through a €30M series C round of investments from EQT ventures. The lion-share of that investment was earmarked for growth. I crafted the growth plans together with the marketing team and presented it to the investors.

Natural Cycles has grown from 15 FTE's in late 2016, when I joined, to nearly 100 FTE's in only two years. The marketing team itself grow from 2 to 30+ FTE's during this period.

In essence we have built a marketing organisation with these functions:
1) Brand & PR - Team responsible for brand book (positioning and values) and consumer facing PR activities
2) Owned channels - Social media & Community management
3) Paid channels - Social paid, SEM, programmatic, Display, Media buying
4) Influencer marketing - working with low -> top tier influencers
5) E-com, Sales and logistics - Launched retail channels such as pharmacies
6) Customer service - Support & Quality assurance
7) Creative & Design - All our content is created in-house with our own designers and copy
8) BI - Insights through data analysis. Supports all other functions in the marketing org. with insights

Work in Progress

The rest of my professional experience is coming shortly (early 2019). Please check out my Linkedin profile here in the meantime.