Case Study

Blackbird Health

Scaling Trust Through Strategic Brand & Content Systems

The Challenge

Blackbird was growing quickly, but its messaging and content systems hadn’t yet caught up to its ambition. The business needed clarity, cohesion, and momentum—without sacrificing accuracy or empathy. Key challenges included:

  • Inconsistent brand voice across consumer and B2B audiences

  • No centralized editorial strategy or scalable content engine

  • The need to balance clinical credibility with accessible, human storytelling

  • Supporting expansion, referrals, and trust simultaneously—not sequentially

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Strategy and Approach

I approached the work with a systems-first mindset, focusing on clarity, scalability, and alignment. Every decision balanced clinical rigor with accessibility, ensuring content earned trust rather than simply capturing attention. Key strategic decisions included:

  • Defining a clear brand voice and messaging architecture that could flex across audiences without fragmentation

  • Designing a full-funnel content strategy that served education, trust-building, and acquisition together

  • Establishing consistent editorial planning and governance to support speed without chaos

  • Treating SEO and AI search optimization as quality and intent signals—not keyword exercises

Context

Blackbird Health is a fast-growing pediatric mental health company providing virtual and in-person care across multiple U.S. markets. As the company expanded into new regions, it needed a unified brand voice and content strategy that could build trust with parents, clinicians, and school partners—while also supporting patient acquisition and long-term growth in a highly regulated, sensitive category.

“Blackbird’s organic following on LinkedIn grew from 1,374 to 10,065+ in 12 months.”

My Role and Scope

As Director of Content Marketing, I owned brand voice, editorial strategy, and content operations across the organization.

I worked closely with Marketing and growth teams, clinical leadership, partnerships and operations, external writers, designers, and AI consultants.

My mandate was to build systems—not just post content.

Outcomes and Impact

  • Established Blackbird Health as a credible, trusted voice in pediatric mental health

  • Grew LinkedIn organic following from 1,374 to 10,065+ in 12 months

  • Improved organic search visibility and lead quality through SEO and AI search optimization

  • Strengthened engagement and referral pipelines through targeted nurture programs

  • Created a scalable content and brand foundation to support continued geographic expansion.

What I’d Do Again

I’d make the same foundational choice every time: Invest early in clarity and systems. In complex, high-trust categories, strong content isn’t about volume—it’s about consistency, judgment, and respect for the audience.

Portfolio