A better way to do healthcare.
Impact at a glance
Scaled TikTok from 0 to ~40,000 followers
~40M impressions with minimal paid amplification
~400,000 website sessions with high engagement (34s avg. time on site)
Partnered with media companies like NowThis Media and Us Weekly, influencers and celebs like dudettewithsign, Dr. Ali Rodriguez, and Elizabeth Banks
For two+ years, I have led brand and social media marketing for Cadence OTC: a mission-driven emergency contraception brand expanding access and reshaping the conversation around reproductive health.
My role evolved from hands-on execution to full-channel ownership: defining brand voice, scaling the creator ecosystem, shaping cross-channel campaigns (email, web, retail, events), and turning cultural moments into measurable growth.
Cadence OTC wasn’t just a social account. It became a category disruptor.
Cultural Fluency in a Regulated Category
Behind the Brand
Emergency contraception lives at the intersection of healthcare, politics, and internet culture.
The strategy wasn’t just to “educate.” It was to normalize.
We built a voice that was:
– Clear, factual, and compliant
– Culturally aware without being reactive
– Human, not clinical
– Confident, calm, and real
Instead of fear-based messaging, we focused on access, transparency, and empowerment. We met audiences where they were already having the conversation.
A Creator Engine
Behind the Brand
Along with partnerships with influencers like Dudettewithsign and media companies like NowThis Media, I built a repeatable creator ecosystem.
This included:
– Sourcing creators who could speak authentically about reproductive health
– Developing briefs that balanced compliance with cultural tone
– Creating a scalable UGC content bank for organic + paid use
– Iterating hooks and formats based on performance data
The result was consistent volume, fast turnarounds, and a steady stream of high-performing short-form content, without heavy production.
From Scroll to Store Shelf
Behind the Brand
Social wasn’t the end goal; access was.
Content was strategically aligned with:
– Retail expansion (from 0 to 20,000+ convenience stores in 2 years)
– In-store availability messaging
– Price transparency
– Search-driven website traffic
Campaigns were designed to connect awareness to real-world purchase behavior, bridging cultural relevance with conversion.
Partnerships
All Things Go Festival - Official Brand Sponsor (2024)
All Things Go music festival sold 70,000 tickets across two sold-out amphitheaters in a single weekend, breaking all-time gross ticket sales records in both markets (at the time) and drawing 50+ top-tier press outlets including The New York Times, Billboard, and Rolling Stone.
I led Cadence OTC’s official sponsorship and activation strategy across both DC and NY markets.
Our activation included:
– A fully branded on-site tent experience in DC
– High-visibility poster and ad placements across all festival bathrooms and stages in both cities
– Coordinated social activations tied to the weekend
– Email campaigns aligned with festival timing
The goal wasn’t just logo placement; it was cultural relevance. We positioned Cadence OTC inside a culturally influential, female-forward music space where access, autonomy, and real conversations were already happening.
Brand Events - LA & NY (2024-2025)
Cadence OTC’s cultural presence extended beyond digital through a series of hosted and sponsored events in Los Angeles and New York. In LA, we worked with The A List to throw an invite-only party, hosted by Cadence OTC and Cadence OTC investor Elizabeth Banks. We also activated an immersive convenience store takeover that brought together leaders across film, media, and the arts. In New York, Cadence OTC sponsored and tabled at a CreateHERS event in SoHo, where we connected directly with content creators and cultural tastemakers. Each activation was designed to normalize emergency contraception in influential spaces, blending cultural credibility with real-world accessibility.
Beyond Digital: Us Weekly Back Cover
To expand Cadence OTC’s reach beyond digital, I led a national print partnership with Us Weekly, securing a full back-cover ad placement to bring the brand into mainstream media. In a highly regulated category, this placement reinforced credibility, normalized emergency contraception in everyday consumer spaces, and supported broader retail awareness efforts. The objective wasn’t just visibility, but to build a brand beyond the “feed.”
*All work shown is for portfolio purposes only and remains the property of the respective brand.