Mira Hormone Health Company
How I elevated Mira’s brand positioning, leading award-winning creative campaigns, driving industry recognition, and accelerating market leadership.
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My Major Achievements
- Positioned Mira as the industry-leading hormone health technology solution through targeted, differentation-driven messaging strategies across all major channels.
- Executed award-winning creative campaigns that expanded market reach, gained media recognition, and increased brand visibility across the world.
- Developed strategic branding initiatives that established brand authority and built consumer trust and recognition.
- Supported competitive and positioning campaigns that drove significant revenue growth, consistently keeping Mira ahead despite growing industry competition.
Product Positioning & Messaging Systems
Website Voice
I led the creation and positioning of Mira’s “mini hormone lab”—the at-home lab everyone wants to get pregnant, optimize their hormone health, and navigate menopause with confidence. I positioned Mira as the only solution powered by fluorescent technology, working closely with product and science teams to build a differentiated, science-backed presence. I collaborated with e-commerce and UX teams to ensure the voice aligned with CRO best practices, balancing emotional storytelling with performance-driven copy. I led a team of writers and creatives to craft a clear hierarchy of messaging, rooted in research, customer insights, and real-world behavior, always making sure the right story led the way and ensured sales and impact.
Results: 2-4x Higher Brand Recall, 94% Higher Consumer Interest.
HOME PAGE
Led the strategic rewrite of Mira’s homepage by grounding it in real consumer behavior, emotional outcomes, and science-backed storytelling. We avoided “science-washing” by weaving lab-grade claims into a clear, relatable narrative that builds trust. The page reflects our latest premium positioning and visual identity—balancing education, aspiration, and conversion in one of the brand’s most complex and collaborative builds.
Mira vs. Competitors
Through strategic research and cross-functional collaboration, I developed a simplified yet credible way to explain Mira’s fluorescent technology—one of our key differentiators. By leading the messaging and guiding the visual team, we created a clear narrative that resonates across the entire organization, from product to marketing. This work not only demystified complex science but also helped position Mira as a premium, trustworthy solution. The result is a compelling comparison framework that builds trust without overwhelming the audience, rooted in both scientific integrity and competitive clarity.
Mira Ultra4 Launch
For the launch of Mira’s 4th-generation wand, we partnered closely with the science and product teams to craft messaging that highlights its most important advancements. I led the development of emotionally resonant, science-backed language that clearly communicates the product’s value—putting precision, ease of use, and clinical-grade innovation front and center. This positioning ensured the Ultra4 was not just seen as an update, but as a meaningful upgrade for customers navigating fertility and hormone health with greater confidence.
Our Story Page
I led the rewrite of Mira’s “Our Story” page to reflect the heart behind the science. Working closely with our founder and brand team, I crafted a narrative that honors the emotional complexity of hormone health—transforming Mira from a product into a purpose-driven partner. The page weaves personal inspiration, scientific innovation, and human vulnerability into one cohesive story, helping people feel seen, supported.
App Voice
Led UX Writing To Create a Seamless App Experience, Boosted Engagement and Retention
At the center of this work was a brand voice strategy built on education, seamless navigation, and intuitive support, turning the app into a key driver of brand loyalty, user satisfaction, and growth.
I led the development of Mira’s app voice, ensuring the app and the Mira monitor were experienced as one unified, core product—not two separate tools. I directed a team of writers to craft UX-centered copy that improved user understanding, education, and brand engagement at every touchpoint including for strategies like app stories, upsells, educational flows, and onboarding flows.
I created Mira’s first app copywriting guidelines, ensuring the language consistently followed both UX logic and user needs. Our writing expanded in-app engagement through tested banners, upsells, and feature highlights—always making sure content wasn’t just promotional, but added real value to the user journey.
Onboarding Flows for Conception, Hormone Health, and Menopause Journeys
Educational and Retention Focused
Mira App “Stories” to increase Engagement
Email Voice
Defined and Scaled Mira’s Email Voice for Conversions
I crafted and led Mira’s email messaging strategy—translating product positioning into high-performing lifecycle flows tailored to each audience segment. From onboarding to education to promotions, I developed and led the creation of targeted copy rooted in behavior, needs, and personas, ensuring every message delivered value and a clear outcome. I led brainstorming sessions and collaborated cross-functionally to elevate engagement through strategic storytelling, audience insight, and CRO best practices. Under my direction, we launched email flows that significantly improved performance, aligned voice across channels, and elevated Mira’s email presence to industry standards.
Ads Voice
Defined and Scaled Mira’s Email Voice for Conversions
I crafted and led Mira’s email messaging strategy—translating product positioning into high-performing lifecycle flows tailored to each audience segment. From onboarding to education to promotions, I developed and led the creation of targeted copy rooted in behavior, needs, and personas, ensuring every message delivered value and a clear outcome. I led brainstorming sessions and collaborated cross-functionally to elevate engagement through strategic storytelling, audience insight, and CRO best practices. Under my direction, we launched email flows that significantly improved performance, aligned voice across channels, and elevated Mira’s email presence to industry standards.
High Impact Promotional Campaigns
From Valentine’s Day to Black Friday, I’ve helped lead Mira’s promotional campaigns with a strong focus on product visibility and brand consistency. By integrating our hero product—the Hormone Monitor—into resonant campaigns, we’ve driven sales, boosted brand recall, and strengthened Mira’s presence during key cultural moments. I’ve partnered closely with the design team to ensure every campaign feels cohesive, relevant, and is conversion-driven. These promotions consistently outperform benchmarks while reinforcing Mira’s brand experience.