HR for Health
HR for Health builds compliance and HR software purpose-built for healthcare and dental practices. When I joined as a Marketing Coordinator in March 2023 (my first role in marketing) the infrastructure was lean and the brand voice hadn't fully found its footing yet. Over the next two years, I grew into a Product Marketing Manager role and helped build out the content engine, brand positioning, and digital presence that the team still runs on today.
This wasn't a solo effort. I worked closely with our SVP of Marketing, a partner marketing manager, a contracted designer, and a small but scrappy team of writers and coordinators.
What I owned was the connective tissue: the content calendar, the voice and tone, the systems, and the execution that kept everything moving consistently across channels.
HR for Health needed to do more than just publish content, it needed to sound like a brand people actually wanted to read. Healthcare practice owners are busy, compliance-anxious, and skeptical of software vendors. Generic wasn't going to cut it.
Alongside our SVP of Marketing, I helped define and reinforce the brand's voice and tone. Something warmer, more direct, and a little more human than the average HR software company. That positioning shaped everything downstream: the blog, the email digest, the webinar titles, the social captions. Webinar titles like "How to Fire Someone Without Getting Sued" weren't accidents, they were the result of intentional decisions to meet our audience where they were, in language they actually used.
I owned and managed the full content calendar across six channels simultaneously: email marketing, social media, blog, webinars, content downloads, and events. The backbone of that calendar was a signature bi-weekly email digest, "The HRRx," delivered in three tailored editions for healthcare, dental, and veterinary/med spa audiences. Keeping those consistent was genuinely difficult work, but the effort showed: click-through rates grew from 3% to 7%, a 133% improvement, and the digest became a key tool for our partner marketing program as well.
The biggest campaigns of the year were the employment law update cycles, which we ran twice annually. The concept was simple but the execution took real orchestration: take the biggest, most anxiety-inducing compliance topic of the season, build a live webinar around it, then repurpose that content outward into an eBook, a one-pager, blog posts, and social content — trickling the campaign across channels over weeks. Those webinars regularly drew 200+ registrants and were consistently our highest lead-generating events of the year. I also led the handbook checklist update campaigns, which followed a similar model and gave practices a tangible, actionable reason to engage.
On the technical side, I led the full migration of the HR for Health website from HubSpot to WordPress, taking Figma designs from our contracted designer and implementing them myself in Elementor. I also initiated the move to publish webinar content on YouTube, shifting previously gated recordings into SEO-indexed assets. And I built a library of interactive product demos in Walnut that the sales team could use at events and in outreach.
I was also responsible for blog SEO optimization — going back through existing posts to add graphics and improve structure, while publishing two to three new posts per week. Part of that cadence included newsjacking: monitoring HR news in real time and publishing reactive content the same day to capture search traffic while topics were trending.
Toward the end of my tenure, I onboarded and coached a new marketing coordinator, transitioning social media ownership to her while I focused on demand gen collaboration and broader strategy work.
The through-line across all of it was consistency, and the belief that good positioning isn't a tagline, it's a practice. Every piece of content, every email subject line, every webinar title was an opportunity to either reinforce the brand or dilute it.
We approached content as a system, not a series of one-offs. The employment law campaigns were the clearest example: one big idea, one live moment, then a deliberate cascade of smaller assets that extended the campaign's shelf life and reached people at different stages of awareness. That model made the workload manageable and made the marketing feel cohesive from the outside.
The YouTube and SEO initiatives came from the same instinct: if we're doing the work to create this content, let's make sure it keeps working after the live moment is over. Ungating the webinars wasn't just a distribution decision — it was a positioning one. It signaled that HR for Health had expertise worth sharing freely, which built trust with prospects long before they ever filled out a form.
This was my first marketing job. What I'm most proud of isn't any single campaign — it's that by the time I left, there was a real brand with a real voice, a content operation that could scale, and a team I'd helped build up around it.
Let's make your product stand out.
