Proov is a femtech company in fertility and hormone health, at-home diagnostics with real clinical credibility. The brand needed to scale paid-social acquisition across three completely different audiences, male fertility, female fertility, and perimenopause, inside a category the platforms actively restrict. Meta and TikTok flag and throttle reproductive-health content constantly. The challenge was to build an emotionally resonant, high-volume creative engine that converted while staying inside the guardrails.

Three audiences, three different anxieties, one brand. Male fertility needed to lower stigma and make it normal to even look. Female fertility was about hope and control. Perimenopause was about being seen after years of being dismissed. The winning move wasn't one message, it was a segmented system that flexed the emotional entry point per audience while keeping the brand core fixed.

• Led a full rebrand: new visual identity and verbal messaging, rolled consistently across paid, web, packaging, app, and partnerships.

• Built a brief-to-production-to-performance pipeline producing 25+ assets a week for paid media, spiking to 50–100 during launches and testing, with me as final creative approver holding the quality bar.

• Built segmented creative frameworks per audience so the team could ship on-brand, on-message work for any of the three lines fast, without hand-holding.

• Developed platform-native approaches to reproductive-health ad restrictions, using real voices and community-led content to communicate what direct product ads couldn't.

• Led the design and framework for the product app and App Store creative, and co-led a signed Oura partnership including product launches and packaging for new SKUs.

The system matched the creative to each customer's real emotional state, at a volume most brands can't sustain, in a category most brands can't crack. It became the operating model the brand ran on, and it's the exact muscle a fast-scaling, regulated DTC health brand needs: emotional resonance and compliance and volume, at once.