The Better Menopause
What Changed (Before → After)
| Before | After |
|---|---|
| Fragmented positioning | Clear narrative anchored in science and gut-first differentiation |
| Outdated visuals and UX | Clean, human, conversion-led eCommerce experience |
| Ad-hoc performance activity | Structured, partner-led acquisition model built for scale |
| Unclear unit economics | Transparent understanding of CPA, AOV, and LTV |
The Challenge:
TBM offers award-winning, science-backed supplements, by women for women in perimenopause and beyond.
When the engagement began, the focus was on strengthening a number of core foundations to unlock future growth:
- Aligning brand identity and messaging across channels
- Improving the website experience to better support conversion
- Rebuilding paid media foundations to enable scalable, measurable growth
- Establishing clear visibility into unit economics, churn and lifetime value
The Strategy:
The objective was to unify the brand, modernise its digital touchpoints, and create a marketing engine capable of profitable international growth.
A new, unifying positioning was created – modern, expert-yet-approachable, anchored in TBM’s gut-first differentiation. This informed every creative, content, and performance layer.
The eCommerce site was reskinned for both UK and US markets with improved UX, simplified subscription flow, and performance analytics. The launch coincided with TBM’s US expansion, ensuring technical and creative alignment.
On the paid side, the team implemented a full-funnel model across TOFU (awareness and video), MOFU (Search, Shopping, DSA, PMAX), and BOFU (remarketing and branded search). Partner agencies were sourced and managed to deliver execution at scale.
The Results:
Modernised and humanised the TBM brand
Revitalised the brand identity, refreshed the eCommerce experience for UK and US markets, and unified messaging around TBM’s science-backed, gut–hormone differentiation.
Scaled paid performance and tightened profitability
Through a full funnel rebuild and agency partnership, TBM’s Meta campaigns delivered measurable improvement in performance.
Improved creative and campaign structure
Introduced structured testing across creative, copy, and format – aligning campaign strategy with audience journey stages. Over-investment in retargeting (28%) was corrected to within best practice, boosting reach and relevance.
Optimised website and UX for conversions
Reskinned the eCommerce site for both UK and US audiences with improved navigation, subscription readiness, and faster paths to purchase.
US expansion readiness
Built and launched a performance-ready acquisition engine, sourcing trusted partners for Google Ads and Paid Social – setting up scalable demand generation for TBM’s US rollout.