Natural Cycles: Scaling Martech with Precision and Purpose

Looking Back on the Year

What are the biggest Martech-related learnings for Natural Cycles?
One major insight is that localization isn’t just about translating content, it’s about truly understanding how different societies operate. What works in the U.S. doesn’t automatically work in Sweden. Here, we have a different level of awareness, different information channels, and a different culture around women’s health and health in general. That’s why we’ve invested in market research to understand user behavior, where they seek information, and how we can build trust locally.

Has there been a shift in how you prioritize between the four dimensions (people, process, data, tech)?
Our focus on data and strategy remains, but we’ve placed even greater emphasis on people. Internally, through local hires and medical advisors for our advisory board, and externally, by learning more about our users and their context.

Regulation and Compliance

How have regulatory changes affected your work?
Compliance remains a cornerstone. We’re seeing increased requirements, especially in medtech and health, and have therefore strengthened both workflows and training. Our advisory board has become a key support in ensuring our communication and product maintain high standards.

Do you see increased complexity globally – and how are you preparing?
Yes, and we’re building to meet it. We hire locally, create documented processes, and invest in data protection expertise. This allows us to stay both innovative and compliant.

Organization and Collaboration

How has collaboration between marketing and other parts of the organization evolved?
It’s become even closer. Marketing, product, and medical work in an integrated way, for example, through the advisory board, which is directly involved in both product development and marketing.

Have you made any organizational changes?
Yes, we’ve hired local experts in our focus markets. This has given us better insights into culture, language, and regulatory differences, contributing to more relevant campaigns.

Technology and Data-Driven Marketing

Has your approach to data changed?
We’ve become more sophisticated in our analysis. AI is now used in everything from language and localization to personalization. For example, we’ve launched the app in more languages and localized our social media, including starting local TikTok accounts. This helps us meet users where they are.

How do you balance new technologies with proven processes?
Again, it’s about choosing the right tools, not more tools. We test new solutions when they address a real need; otherwise, we stick to proven, effective processes.

Upcoming Challenges and Opportunities

What do you see as the biggest Martech challenges ahead?
Continuing to balance compliance with innovation. Requirements are increasing, while expectations for speed and personalization are also rising.

What opportunities are you most excited about?
 AI’s role in creating local, personalized experiences globally. We can launch faster, reach more people, and build even stronger trust through transparency and data protection.

How would you like Natural Cycles’ Martech strategy to evolve over the next three years?
I’d like us to have an even more integrated stack, where local adaptation and global scalability go hand in hand and where we continue to lead in data-driven and regulatory-compliant marketing.

Personal Leadership and Reflection

What has been your most important learning as a leader this year?
That mistakes often stem from underestimating local differences. I’ve learned to always start with an understanding of the market context before scaling.

What inspires you most right now?
That marketing is no longer just about communication, it’s about society, politics, and law. How people access information, and how we can build trust in that landscape, makes the role both more complex and more exciting.