Chapter 1: An icon gets its edge back
The Challenge: WeightWatchers' strongest asset was its legacy. But legacy has an evil twin: nostalgia, which threatened to trap us in time. The brand needed cultural relevance, not just brand recognition.
The Insight: Our new target, The LifeCravers, didn't want a diet. They wanted to enjoy life to the fullest without sacrificing their lifestyle to lose weight.
Celebrating the love of food (not dimming it) became our way into culture.
I shifted the brand from reacting to culture to creating it, moving at the speed of the internet. Viral chicken salad became an in-app drop within days. MacroBarista got Points integration and a custom WW menu. “WW means sacrifice” turned into 3-point cupcakes with Baked by Melissa. Each activation drove record engagement and measurable signup growth.
Chapter 2: The GLP-1 clinical evolution
The Challenge: For decades, WeightWatchers was built on the belief that diet and exercise were the answer. But as obesity was increasingly recognized as a chronic condition, new medical options like GLP-1s entered the mainstream. We had to integrate medical treatment without erasing the brand’s foundation in behavior change.
The Insight: Obesity is a health condition rooted in biology. The conversation was still rooted in shame. Reframing GLP-1s as legitimate healthcare, not a short-cut, was the unlock.
Shifted WeightWatchers from willpower to weight health.
I led the brand through its shift from willpower to biology, grounding the conversation in science instead of stigma. We treated obesity as a health condition, not a moral one, and positioned GLP-1s as real healthcare. We aligned product, membership, and clinical care around one idea: weight health is health.
How It Showed Up
I rebuilt the brand narrative, introducing new positioning, naming architecture, and a clinical framework grounded in the reality that diet and exercise alone aren’t enough for everyone. I led its public launch through the most upvoted sponsored Reddit AMA of all time, stigma-busting events with our doctors, and education straight from clinicians on TikTok, reaching millions.
Results
Chapter 1: Cultural Momentum
+7% YoY subscriber growth (first growth in 3 years)
81K in-app tracks on MacroBarista coffee partnership
+7 pts increase in NTB Signups from cupcake collab
Chapter 2: The Clinical Evolution
87k clinic signups in 6 months, beating goal
99% Upvotes on Reddit AMA with GLP-1 Clinician, 36M impressions
Countless earned media surrounding Clinic launch
Chapter 1: Cultural Momentum
Accelerated social media presence, with highest views + engagement in history
3M+ views in 24 hours on WW's most-viewed TikTok of all time
81K in-app tracks from MacroBarista coffee partnership
Baked by Melissa partnership drove +7 pts Day-over-Day increase in New to Brand Signups and 53% increase in direct traffic
Chapter 2: The Clinical Evolution
Highest-ever clinic signups, beating Day 1 goal
Most upvoted Reddit AMA in history, 99% upvotes, 36M impressions
Hundreds of NYCers served at Coffee Cart
New class of Clinic influencers driving top-performing paid media for signup conversion