Femmi - women’s running app

Growth Marketing Manager
October 2022 - present

As the first employee and marketing lead, I played a key role in transitioning Femmi from app ideation to App Store launch.

In my time at Femmi, I’ve gained deep experience in strategy and operations, mastering the ability to prioritize ruthlessly, measure outcomes, and operate effectively in ambiguous, fast-paced environments.

Projects I’m proud of

*

Projects I’m proud of *

Full-funnel marketing strategy

  • Goal
    Develop a marketing strategy to drive high volumes of low-cost, qualified users.

  • Details
    Using the AAARR framework, I mapped key activities across the funnel, prioritized monthly, and experimented to find the highest ROI. I built a lead nurturing pipeline from awareness to referral.

  • Outcome
    Acquired ~10,000 users in five months via organic channels. Weekly reporting informed quick decision-making.

  • Key learnings
    Aligning marketing efforts with business objectives, ensuring a focus on attracting qualified users who would activate at high rates and contribute to sustainable product growth.

GTM launch from Beta to general availability

  • Goal
    Launch Femmi on the App Store and drive freemium sign-ups.

  • Details
    As the operational bridge between the product team and the rest of the organisation, I was responsible for ensuring the smooth launch of Femmi. I built and nurtured a waitlist of thousands of women, delivered segmented launch emails, developed social content, and created gated content to capitalise on the momentum of the launch. I updated website flows and CTAs to drive App Store traffic, and wrote the App Store copy and release notes.

  • Outcome
    Successfully executed a smooth launch into the App Store, with strong engagement and sign-ups driven by launch activities.

  • Key learnings
    The importance of detail-oriented project planning, clear communication, and coordination across teams. The power of bold, high-impact messaging that drives immediate action.

Educational content: top-of-funnel and in-app 

  • Goal
    Transform complex, medical information about female physiology into actionable insights with a TOV that resonates with our target users.

  • Details
    In-app, I crafted content for our “recommendation engine,” which delivered daily insights about female physiology based on each user’s menstrual cycle phase and training schedule. I set conditional logic to ensure this personalisation, and wrote AI prompts to guarantee fresh, accurate, and brand-aligned content.

    A key marketing strategy was raising awareness through educational content about how to train in line with your menstrual cycle. I created gated content and organic social content that distilled complex medical research into practical, insightful guides for women runners.

  • Outcome
    Femmi’s educational content is one of the app’s most loved features. Our top-of-funnel content drives engaged leads, while educational social posts consistently achieved high engagement.

  • Key learnings
    The importance of using user personas to develop a unique TOV that directly addresses users' pain points. I learned how to keep educational content fresh, engaging, and accessible, avoiding a stuffy or overly academic tone.

Implementation of marketing tech stack

  • Goal
    Equip Femmi with the right tools to manage and scale marketing efforts.

  • Details
    Leveraging service design principles and service blueprinting frameworks, I designed and implemented a marketing tech stack to streamline the user journey. This included configuring a CRM (Brevo), Google Analytics, and launching a Help Center (Zendesk). I managed the setup of our website via Webflow, overseeing copywriting and design elements. I wrote copy for our App Store product page, collaborating with the product designer to develop compelling product imagery.

  • Outcome
    A high-converting website (3.7% conversion), lead nurturing and user engagement with regular email campaigns. A seamless handling of user queries from multiple channels, enhancing overall customer satisfaction.

  • Key learnings
    I gained invaluable experience balancing budget constraints with marketing needs, ensuring the selection and implementation of the most effective tools for the job.

Nike partnership and community growth

  • Goal
    Drive brand awareness, loyalty, and advocacy through in-person and online community building.

  • Details
    A central focus of Femmi's marketing strategy was building community through weekly run clubs across Australia and New Zealand with hundreds of runners. We partnered with Nike, securing funding for key running events, including activations at the Nike Melbourne Marathon. I led the launch of Femmi’s online community membership, building a digital hub and online community groups.

  • Outcomes
    These efforts were instrumental in driving loyalty, with a 70% conversion rate of online community members into app users. The partnership with Nike amplified Femmi's visibility and our presence in the running community.

  • Key learnings
    The power of community in building loyalty and the importance of regular, meaningful engagement with users.