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NewLeaf Wellness

Full digital rollout for a US wellness company: website, booking portal, and social presence, coordinated from zero

WordPress, 0 to live
Website
Practitioner-aware scheduling
Booking portal
Set up and branded at launch
Social accounts
United States
Market
HealthcareWordPressBooking SystemSocial MediaUS MarketPM

Overview

NewLeaf Wellness is a US-based wellness company that needed to build its digital presence from scratch. The brief covered everything: a public website, a booking system that could manage practitioners and handle patient appointments end to end, and a social media presence to go alongside the launch.

I came in as the project manager and coordinated the full execution. My role was not to write the code but to own the brief, manage the relationship with the client, keep the build on track, and handle the non-technical pieces the development work depended on: content decisions, design direction, social media setup, and marketing assets.

The result was a live WordPress website, a working appointment booking portal integrated with their practitioner management workflow, active social media accounts set up and branded, and a library of marketing materials ready for use at launch.

My Role

  • Managed the end-to-end project: scope definition, timeline, client communication, and delivery coordination
  • Handled all client-facing meetings: translated requirements into clear briefs, managed revision rounds, and kept stakeholder expectations aligned throughout
  • Coordinated the WordPress website build: content structure, page hierarchy, copy decisions, and go-live checklist
  • Managed integration of the booking portal: practitioner setup, scheduling logic, patient-facing flow, and confirmation messaging
  • Set up and branded social media accounts across relevant platforms for the launch
  • Designed marketing materials including fliers and promotional assets used in the initial outreach campaign
  • Acted as the single point of contact between the client and the technical team throughout the project

Key Decisions

WordPress as the website foundation
NewLeaf needed a site that non-technical team members could update themselves after launch without depending on a developer. WordPress gave them a familiar admin interface for page editing and blog posts, reducing the ongoing operational dependency on external support.
Booking portal integrated with practitioner management
A generic booking plugin would have required the client to manually coordinate practitioner availability. The portal was set up to manage practitioners as first-class entities: each practitioner has their own schedule, and patients book directly against a specific practitioner. This removed a manual coordination step from the client's daily operations.
Social setup as part of the launch scope, not an afterthought
A lot of digital launches treat social media setup as something to figure out after the site goes live. We treated it as part of the same brief. Accounts were set up, branded, and ready to post before the website launched, so the company had a consistent presence across channels from day one.

Challenges

Coordinating across a distributed team with a US-based client
The client was in the US and the execution team was not. Managing the time zone gap meant being deliberate about when meetings happened, keeping written briefs tight enough that the team could act on them without waiting for a call, and batching feedback rounds to avoid constant back-and-forth. The discipline around async communication was what kept the timeline from slipping.
Getting practitioner availability information before the portal could go live
The booking portal could not be configured until the client had confirmed which practitioners were active, what their schedules looked like, and what service types each offered. That information came in pieces and not always on time. The approach was to build the portal configuration in stages: get the framework live, then populate practitioners as the data arrived, rather than blocking the whole launch on complete data.

Stack & Integrations

WordPressCustom Booking PortalSocial Media SetupMarketing Asset Design