Louise Troen Chief Marketing Officer, Clue

Company

The Clue app acts as a digital companion to women and people with cycles throughout their lives. By offering products that enable period tracking, conception, pregnancy, concomitant disease tracking and perimenopause management, Clue is truly serving women through their reproductive health journeys and into their perimenopause and menopause stages of life. Founded in 2011 by Ida Tin, the woman who coined the term ‘FemTech’, Clue is now available in 20 different languages and used by over 10M monthly users across 190 countries. While basic period tracking features are available for free, the premium subscription offers subscribers additional evidence-based features and advanced insights. Clue is backed by leading European and US VC investors Balderton Capital, Union Square Ventures and Molten Ventures.

Search Background

Clue is an established brand, with a unique position in the marketplace. However, despite Clue’s success, it remains a well-kept secret that the Board and Management Team are keen to unleash on the broader world stage. Clue were looking for a visionary marketing leader to supercharge growth and inspire and motivate the Berlin-based team to build the world’s leading FemTech brand.  The company needed an exceptional CMO who would be able to tell the story of Clue’s exciting history of being built by women, for women with a commitment to privacy that differentiates it.

Requirements

It was very clear given the unique challenges Clue were facing that we were looking for a strategic, brand-bias CMO. Erevena were tasked with finding a high-performing talent with deep knowledge of the U.S. market, especially in and around consumer subscription businesses, coupled with a deep connection to the Clue mission. The CMO would need to develop and execute a comprehensive go-to-market strategy that leverages the subscription model to drive customer acquisition, retention, and growth at the product level. They also needed to be entrepreneurial and comfortable in scale-up environments. Finally, location was an important criteria. The U.S. is Clue’s largest market but the team is located in Berlin so this individual would either need to relocate or commute regularly.

Result

After an international search that covered the US and Europe, we successfully placed Louise Troen into the role. Louise has extensive brand-building experience at some of the most game-changing apps of recent years: Bumble and Headspace. Most recently she has been CMO of the new self-hypnosis app Reveri where she has significantly grown the user base. In addition to deep knowledge of the US market, Louise also brings very relevant domain experience from marketing to a female audience at Bumble and spearheading a product revamp for Headspace after the Roe v. Wade decision. Louise is a huge fan of Clue and believes strongly in the company’s mission, inherent integrity and the value of their product for women.