SAN FRANCISCO: Web-based health and fitness service MyFitnessPal has named Tara-Nicholle Nelson as its first head of marketing.
Nelson, who joined MyFitnessPal last month as VP of marketing, reports to founder and CEO Mike Lee. She is overseeing all marketing, communications, data, and content at the company and managing the brand’s PR agency partner, SutherlandGold Group.
"Getting a marketing program up and running that aligns and moves forward the overall objective for our business is important, and positioning our team to be able to reach our users with content on an ongoing basis is a huge priority," Nelson explained.
She said that creating a marketing practice for MyFitnessPal is both a great opportunity and a challenge. Nelson added that she believed it was necessary for communications to report to her.
"It’s important for us to have one cohesive set of storylines, messages, and values that we communicate to users across everything from in-house content to our PR to our internal communications," she said.
Content will be a major focus for the brand this year since consumers are used to reading and viewing information about health and fitness topics, added Nelson.
MyFitnessPal recently hired a managing editor for content. The team’s registered dietician, who also supports communications, works on content to make sure the company is up-to-date on Food and Drug Administration, academic, and clinical science news.
"Over this year and next year, we’ll be placing an increasing focus on translating all of that new research and those guidelines back into very consumable content for our users," said Nelson.
Her marketing team consists of four people, and the brand is planning to hire additional staffers soon.
MyFitnessPal, which claims more than 50 million users, is not supported by paid advertising, but Nelson said she will continue to evaluate opportunities to promote the brand.
Last week, Nike said it will integrate its FuelBand wearable technology devices with MyFitnessPal. The San Francisco-based service also works with wearable technology companies Fitbit and Jawbone, as well as Samsung.
Most recently, Nelson led Rethink Multimedia, a branding and marketing consultancy she founded. Previously, she worked at SutherlandGold Group.