Case study · 04
Healthcare Digital Marketing
Uniting product and marketing to turn a disconnected roadmap into measurable growth.
- Client
- Steelgem
- Year
- 2023–2024
- Role
- Director of Product Design
- Tags
- Product strategy · GTM · Growth
Context
Steelgem, a healthcare digital marketing company, had built a strong product but growth was lagging behind product quality. Product and marketing operated in parallel rather than in concert, and leadership needed a single owner to align vision, roadmap, and go-to-market.
Problem
Steelgem's product and marketing teams were operating on separate tracks, with no shared vision, inconsistent messaging, and a growth rate that didn't reflect the quality of what they'd built.
My role
Set a unified product and marketing vision that aligned cross-functional teams around shared objectives. Led go-to-market initiatives, championed iterative releases driven by real user feedback, and built feedback loops that let the team make decisions on data instead of opinion.
Key decisions
A few moves that mattered.
01
A shared product + marketing vision
Replaced two siloed roadmaps with one operating plan, shared OKRs, and a single narrative so every release reinforced the same story.
02
Iterative releases over big-bang launches
Shifted to smaller, faster releases informed by real user feedback, so marketing could test messaging against actual product behavior every cycle.
03
Feedback loops that made data the tiebreaker
Instrumented activation, engagement, and NPS signals and built the rituals (weekly reviews, qualitative research cadence) so decisions ran on data instead of opinion.
Outcome
40%
Lift in inbound interest
30%
Revenue growth
25%
Increase in monthly active users
23→49
NPS improvement
This is the engagement I point to when founders ask what a founding-designer-level hire actually moves. Not just interfaces, the business.
What I'd do next
Extend the same operating model to customer success and lifecycle, tie NPS movement back to specific product bets, and scale the feedback-loop rituals as the team grows.
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