Naming and Marketing
Throughout my career, I’ve done a ton of marketing work, including naming, branding, marketing writing and materials, and positioning. Here are a few highlights from my recent work.
Massive naming and rebranding initiative at WebMD Health Services
In 2025, I led a company-wide marketing and rebranding initiative that was highly successful. I named or renamed over 13 products or features.
Here is a bit about that two-year long project:
- The Vice President of Product and Solutions tasked me with making our names more fun and memorable
- The company had a history of clinical and boring names that didn’t resonate with clients or participants
- This was causing client dissatisfaction and low engagement from users
- I partnered with director-level stakeholders, marketers, product designers, and others
Each one of these new names is an entire 20-slide case study in itself.
Each naming project I led kicked off with a Namestorm. I leaned on product area experts, user research and data, along with AI brainstorming tools.
One of the most fun products to name was “Well-Being Rewind,” a kind of Spotify Wrapped for participant’s year-end health data. (I also owned the entire content design for this 0 to 1 product.)
“Duel,” a brand-new 1 vs. 1 health challenge, was another fun product I got to help name.
Every new name goes through an extensive process I created involving market research, user testing, socializing it within the company, and creating documentation around the effectiveness of the name and impact on brand perception.
I also led a Marketing initiative to reposition health challenges in the market. There was a lot of confusion around the wellness challenges and how they were being talked about in Marketing and in Product. I helped rearrange and simplify the hierarchy of the products and offerings so each type of challenge either fit into Sponsor-Led or Individual-Led.
This added clarity internally and externally, and also helped us build better products as we scaled in the future.
Naming work at Meta
During my time at Meta, I led a number of naming initiatives in the adtech space for new and existing products.
One new product I helped name was related to helping give people better ways to connect with businesses they were interested in.
I also led a renaming initiative for a new AI ad product.
Feel free to reach out and I would be happy to walk you through any of these case studies and how I approached them.