- Role
- Fractional CMO & Brand Officer — brand, community, content, operations
- Scope
- Team of 4 · brand strategy through product launch
- Live
- momtribe.app
The situation
MomTribe had real momentum — thousands of local moms, free events, and brand partners — but a dated identity and a presence scattered across social groups and a basic sign-up page. There was no single place that felt like home for members, and no product to hold the community together or grow its value.
The strategic call
I chose to treat brand and product as one system rather than two projects. A warm, editorial rebrand would earn trust; a membership app would give the community a daily home and a reason to stay. The bet: belonging — not features — is what compounds in a community business.
For this audience, the brand and the product had to feel like the same welcome. Belonging is the whole business.
Leadership decisions
- Set the positioning ("Find your people") and owned both the brand system and the product direction.
- Built SOPs and automation so a lean team of four could operate at community scale.
- Insisted on a clean migration of the existing member base — growth couldn't come at the cost of the people who built it.
Execution
I led the rebrand — a full identity system in warm cream, terracotta, and sage — and directed the launch of the membership app: events, a community feed, local perks, and a points-and-rewards layer. Then I oversaw the migration of the full member base into the live product.
The new brand system
Business impact
MomTribe went from scattered social groups to a single, branded home — a shipped product and an identity the community is proud to belong to.
What I learned
Brand and product can't be led as separate tracks. Held as one system — one promise, one experience — they reinforce each other; split apart, they quietly undercut each other.