Helping health tech and wellness startups bridge the gap between innovation and commercial market leadership.

Jaime Hardley, Managing Partner

For early and growth-stage companies, hiring a full-time, seasoned Chief Marketing Officer isn’t always viable, but the strategic need for one is immediate.

As a Fractional CMO and Growth Advisor, I step in to build robust, scalable commercial & go-to-market strategy without the overhead of a full-time executive hire. Having shaped commercial marketing and brand strategies at global tech and health leaders like Google and Fitbit, I know what it takes to scale complex products. I translate medical and technical innovation into compelling, human-centric brand narratives that secure investment, distribution, and user adoption I specialise in cross-functional growth strategy ensuring that brand development, product positioning, and marketing investments directly serve your bottom line, margin targets, and long-term commercial goals.

What I bring to your leadership team:

  • 15+ years of senior marketing experience across tech, health, and consumer goods.

  • Proven experience launching complex health innovations and building consumer trust.

  • Fractional and advisory flexibility tailored to the unique financial and operational stages of a growing startup.

Steve Morley, Partner

Steve has over 30 years of experience as an Executive GM/ Director / VP leading Sales, Marketing and Business Operations teams for multinational corporations like Google, Fitbit, Vodafone & Kodak with full P&L responsibility. Often leading strategic business model change or creating new startup divisions.

He has held long term executive positions in Consumer Electronics, Telecom, Consumer Durables and Health Industries. Leading Global and regional teams in EMEA & APAC

Steve brings intimate knowledge and a strong network of go-to-market channels globally: retail, distribution, B2C and B2B2C.

Alter Ego was born from a passion for helping health tech brands grow.

Why choose us:

Strategic Expertise:

Access to experienced professionals with a proven track record

Hands-On Support:

Tailored guidance and assistance to meet specific business needs.

Industry Knowledge & Experience:

Deep understanding of various sectors including tech, health, telco, automotive, and SaaS.

Asia-Pacific Focus:

Specialised knowledge and connections in the region.

Fractional Services:

Flexible engagement options to suit different business stages.

Customer first

We believe the customer should be the centre of decision making. Understanding what your customer wants and how they behave is fundamental to strategy.

Our Values

We are passionate about the region

Covering more than half the worlds population and with rapid growth, APAC represents a huge opportunity for many businesses. However the region is diverse and complex requiring skilled expertise to navigate the consumer and market nuances. Nothing excites us more than the opportunity to help businesses get it right here.

We like doing good

We care about the impact we make, and get a lot more joy from our work when we genuinely make people’s lives better.

Branding is not promotion

We believe in the long and the short of it. Short-term tactics like promotions drive immediate sales and there is absolutely a place for them, but promotions often fail to build lasting brand equity. Instead, long-term brand-building efforts, such as emotional advertising and storytelling, are essential for sustainable growth.

People Matter

The people we do business with, the people you do business with, the people in your business all matter to us. We believe people buy from people and our approach is to build solid relationships and mututal understanding.

Retail (and e-tail) is detail

It’s an old saying, but it still holds true and we know the detail across APAC like no one else.