Oura Ring

Summary

As Oura’s first marketing hire, I built the function from the ground up, leading full-funnel campaigns and experiments to drive growth. I spearheaded major product launches, including Oura Ring 3, Gucci, and Horizon, while scaling lifecycle marketing to 2x LTV per user with the launch of Oura Membership. I also developed Oura’s affiliate and referral programs, which contributed to 20% of all new ring sales, driving sustainable, high-intent acquisition.

Programs & Launches

• Oura Membership
• Refer-a-Friend
• Oura Ring Gen3
• Oura x Gucci
• Oura Ring Horizon

Technologies Used

Key Accomplishments

• Breaking into a competitive wearable market: Positioned Oura as a category-defining alternative to smartwatches, emphasizing its unique ring form factor, superior accuracy, and focus on sleep and longevity rather than general fitness tracking.
• Building brand awareness as an underdog: Launched high-impact partnerships, including the NBA and Gucci, and scaled referral and affiliate programs to drive organic, trust-based adoption in a market dominated by Apple and Fitbit.
• Navigating the shift to a subscription model: Crafted clear messaging and lifecycle touchpoints to educate users on the value of Oura Membership, curbing negative sentiment and ultimately driving a 3x revenue increase YoY and a $100M Series C raise.
• Driving retention & LTV growth: Implemented personalized lifecycle campaigns that reinforced ongoing value, doubling LTV per user and turning Oura Membership into a long-term growth driver.

Results

• Scaled daily sales volume through referral and affiliate programs that contributed to 20% of all new ring sales, driving sustained and high-intent acquisition.
• Drove record-breaking holiday performance via full-funnel campaigns for Black Friday and Cyber Monday, resulting in a 50% increase in holiday sales volume YoY.
• Improved retention & engagement through personalized lifecycle journeys that reduced churn and increased month 6 membership retention by 35%.
• Build personalized membership onboarding and engagement journeys, leading to a 2x increase in LTV per user following the launch of Oura Membership.
• Tested and scaled promotional strategies that drove a 40% uplift in conversion rates, turning seasonal spikes into long-term subscriber growth.