VETCOMM is a veteran benefits platform — distinct from VetLink, which is a separate organization in my advisory portfolio. Here the job was a real launch: growth marketing, earned media, and the product experience itself.
VETCOMM helps veterans claim the benefits they earned. That means reaching a skeptical, under-served audience at scale, launching with press credibility, and turning a complicated claims process into an app a veteran can actually finish.
Veterans have been failed by benefits processes before, so trust has to be earned before acquisition spend does anything.
A launch without earned credibility reads as another paid pitch in a category full of them.
The claims journey is genuinely complex — an app can either clarify it or make it worse.
Stood up the acquisition and messaging framework for launch rather than bolting paid media onto an unfinished story.
Blaze PR was retained ahead of the marketing launch so earned media and paid activity supported the same moment.
Worked with the internal team and Salesmate on the app's layout and architecture so the benefits journey was navigable end to end.
Messaging held to what the platform actually does for a veteran — the category punishes overstatement.
A documented marketing launch with premier PR representation retained in January 2024, and a released VETCOMM app built to simplify veteran support. No performance figures are published, so none are claimed here.
Premier PR representation retained in January 2024 as the brand readied its marketing launch.
VETCOMM app introduced to simplify veteran support, with layout and architecture led alongside the team and Salesmate.
Growth marketing and PR running against one launch plan.
Role, dates and context on this page trace to the sources below.