Cleo AI
Head of Copy → Creative Director, Growth → Head of Content · 2019–2025
I joined Cleo just after Series A as Head of Copy and left six years later having helped build and scale one of the most memorable brands in fintech.
Like you do in a startup, I did just about everything. From paid ads, to pitch decks, to running my own analytics to literally whatever needed to get done that day.
It was a wild time. Some highlights worth sharing:
- 100k new users in a month, making us the fastest growing fintech in history
- Co-owned CAC, getting our £12 CPA to under £3
- Owned the onboarding and reengagement drips — building, testing, and iterating the email sequences in Customer.io, eventually increasing subscription revenue by 8%
- Helped lead the business through two full rebrands, from the mission and vision to website launch
- Scaled our brand and growth marketing teams from 3 to 15 creatives.
Was it exhausting? Yes.
Am I ready to do it all over again? LFG.
32Co / 01 Health
Brand & positioning lead · Balderton-backed health-tech · 1 year · UK + US launch · Series A
01Health is on a genuinely incredible mission: using AI to give local doctors the power to deliver specialist treatment. Balderton saw it. But their brand problem showed up the moment they started scaling.
The company began as 32Co — premium aligner treatment, one product, one clear story. Then they launched Aerox Health, a second treatment vertical focused on sleep medicine. And that's when it got complicated.
Now there were two consumer treatment brands, a shared B2B technology stack and a lot of audiences confused about what each company was.
I was aked to help them build a structure that let all of it make sense.
We went with a house-of-brands model. Each treatment gets its own brand and personality, standing on its own with consumers: 32Co for premium aligners, Aerox for sleep medicine.
Then we launched 01 Health to give the technology a clean home — the B2B platform brand, the AI stack that makes specialist delivery possible, the thing doctors buy and investors back.
Distinct consumer brands up top, one unifying tech brand underneath.
Then I helped them raise. I built the pitch decks, shaped the investor narrative, and positioned the company for a Series A — turning the brand architecture into a story investors could actually buy.
Over 12 incredible months we did a lot:
- Series A fundraising — pitch decks, investor storytelling, and company positioning for the raise
- Brand architecture — a house-of-brands model separating the consumer treatment brands from the 01 Health B2B platform brand
- The launch of 01 Health — naming, identity, positioning, and story for the technology brand
- Product nomenclature — untangling the naming that was causing confusion
- Positioning for three audiences — consumer, B2B, and investor — each getting the right story, not a watered-down average
- GTM strategy, including the US launch
- A distinctive brand voice, built from scratch
- Mission, vision, and product positioning
- Website content and copy
- Launch narrative and press
- Lead generation
Now in the UK and the US, it was such a privliege working with Dr. Szamocki and her team of giga-brains. Can’t wait to see what the next years hold for the,
One of the first fully AI spots to run on network television, Borgata wanted a hyper-local TVC to reach audiences in Southern Jersey.
White-tailed deer dancing near AC excit? Doesn’t get much more local than that.
Video + VO: Google Flow (pre-Omni flash release)
Original music: Suno
GCD / Art: Kyle Janisch
CD / Copy: Earl Myers
Editor: Ridvan Maloku
Sometimes the client wants a concept. Other times, they just want giant food punching someone in the face.
For the Food Fight 2019 campaign, we kept the physical comedy that had been so successful for the brand in previous years, but saw an opportunity to evolve the work with simple storytelling.
Emojibator wanted to standing for something more than vibrating emojis. But they had a small budget and no media so we had to be smart. We had to make something provocative and let social media do the rest.
We looked at what was going on in culture, took the fact that women experienced 30% fewer orgasms than men, and created a platform aimed at equality and closing the “Climax Gap”
…and oh did it work.
Special thanks Funny or Die’s Evan Silver and the team at Lost Planet.
Adweek | AgencySpy | The Drum | Pop Sugar | Ads of the World | Diverge | The Sun | Technical.ly |
When Disney asks for an anthem spot with heroic Princesses and inspired girls, you could do match cuts…or you could whip out a projector and turn those royals into Greek Gods.
And yes, we still had to make the logo bigger.
Director: Brent Harris, Master of Light
Here’s a downer - 1 in 7 seniors live in poverty. It’s a staggering problem that nobody’s ever heard of.
To help us get the word out, we created a world where Hallmark looking lives covered up a painful reality.
Adweek | Campaign US | The Drum | Creativity-Online - Editor’s Pick
Long-term successful quits are 95% mental. And yet, Nicorette only dealt with the physical craving.
To offer quitters 360 support, we teamed up with Duke University scientists to create the first digital therapy that used augmented and virtual reality to actually rewire the brain against addiction.
Former smokers gave us their quit tips. We made them fun.
Director: Jimbo Matison
Graphic Designer: James Victore
Dog food made with fresh ingredients isn’t just life changing, it’s delicious.
Freshpet asked us to turn testimonial letters into TV using real dogs and their owners. So that’s what we did and in the process we won an award and gave them the highest performing creative they ever ran.
Director: Jeremiah Zagar
Awards: Best Storytelling Ad of 2018
Otrivin asked us for a campaign that could literally please the world without using Taylor Swift.
Specifically, they needed a platform and a persona for the next few years that would work across 20 different markets.
Our solve was a fast-talking charmer that performed better than any of their previous work and was well liked by all…even the Russians.
Director: Raul Fernandez
Currently in post for Hong Kong, Australia, Sweden, Russia, and EMEA markets.
TFW you get sex and hearing aids in the same ad and also realize you’re talking to your parents
