Hello, Midi Health!

This page is a supplement to my application for the Head of Engagement & Lifecycle role. I built it to clearly show how my background maps directly to what youre looking for and why this role, at this stage is a storng fit for both of us.

About Me

I’m Robin.

I bring 18 years of experience in data-driven strategy, operations, and analytics, with the last 12 years focused on building and scaling lifecycle, performance, and brand engagement across consumer, fintech, medtech, and home durables.

More importantly, Midi and this role align clearly with my “why.” I’ve spent the most recent chapters of my career in tech-forward, mission-driven companies focused on disrupting spaces where customers have historically been underserved or overlooked.

Midi’s mission resonates deeply because I am literally your customer base. Having navigated my own journey with supplemental midlife health support, I understand how confusing the landscape can be and which moments and channels truly influence decision-making. That perspective directly shapes how I think about engagement, trust, and long-term value.

By The Numbers

  • I’ve spent 18 years making decisions grounded in data and analytics. I consistently built analytical frameworks and leveraged measurements to shift strategy, prioritize resources, evaluate trade-offs, and guide growth strategies across complex funnels.

  • For the past 12 years, I’ve owned lifecycle and growth strategy across acquisition, onboarding, engagement, retention, and reactivation.

    Most recently, at Nav and Happy Money, this meant end-to-end ownership of how customers move through the funnel and where engagement drives outcomes to scale midstage startups. Across industries and business models, prioritizing customer experience and feedback loops has been my “secret recipe” to creating win-win-win outcomes.

  • I’ve led lifecycle and growth work in regulated environments, including fortune 30 financial services, series C fintech, and most recently med-tech startup. This meant balancing experimentation with compliance, risk, and customer trust.

  • I’ve owned lifecycle platforms and CRM systems and teams in multiple roles, including at Citigroup, Nav, and Happy Money. That ownership included implementation, data quality, segmentation, journey mapping, creative development, operations, and performance measurement.

  • I’ve owned logged-out site and onboarding optimization, running structured experimentation to improve conversion and activation. This included partnering with Product, UX, and Customer Service to prioritize tests and scale what worked.

  • As a cross-functional leader i operate from Every role I’ve held I worked closely with cross-functional teams. Within marketing, those core partners have been Product, Data, Engineering, Compliance, and Design to bring campaigns and experimental ideation to life.

    I’m comfortable operating from a “lead from the front” mentality within my team and across the organization to foster collaboration and creating space for all voices to be heard where teams overlap, and decisions need alignment to move forward.

Core Values & Guiding Principles

Lead from the front

This means having an active visible role to move projects, priorities, and workstreams forward. Sometimes it looks like facilitating, sometimes it looks like leading from example, and other times it looks like asking the seemingly obvius questions to ensure full understanding and eventual alignments across teams.

Candor is my watchword

I believe in having honest, transparent, and fair dialogue to bring teams together and drive impact. It means acknowledging challenges, setting goals, and working together as partners to chart new paths.

Golden Rule

I lead with empathy and believe in treating people like people. In business, this can mean many things; show up as the partner I would want, in mentorship its showing up as the manager I’d have wanted. It always means looking at multiple perspectives.

Get it done!

All of the soft skills are great for building trusted partnerships, mentoring team members to reach their potential, and keeping morale high in the sometimes hectic environments that come with a startup, but at the end of the day each personal accountability and moving the needle are imperative.

As a marketer, I believe in staying as tactical as possible with the ever-changing technology landscape and evolving channel tactics. I’m not above late nights to meet deadlines, rolling up my sleeves to proof campaign assets, and working on helpdesk tickets when systems break.

Professional Reviews

“Robin really impressed me with her work in helping develop our House of Rohl brand and in particular our showrooms at the Merchandise Mart. We had never done this before, nor had Robin, and yet with her great planning and focus and energy she made the development - a mission impossible assignment - feel easy. Beyond her strong project management skills, she is a very skilled analyst and when she brings these skills together focused on brand building, good things can happen.”

— Mark-Hans Richer

Global Chief Marketing Officer, Fortune Brands Innovations

Robin is hands down one of the best people managers I've ever met, and I learned so much from her on how to lead a team. She strategizes through career pathing with her direct reports, advocates for their growth, supports them through complex business and domain challenges, and consistently shows up as a supportive manager through all aspects of professional and personal life. Robin sees obstacles as opportunity and consistently shows up to problem solve, build better process, and improve operations across the team. She has a strong and compelling presence as a leader, and I'm fortunate for the time I was able to learn and grow from her talents.

— Rose Talbot

Director of Product Marketing

Nav Technologies