For many entrepreneurs, the “tipping point” is a single moment of clarity. For Bonnie Hatcher, it was a confrontation with a staggering statistic: it takes an average of 12 years to receive a diagnosis for Premenstrual Dysphoric Disorder (PMDD). In a modern world driven by rapid innovation, this decade-long void in care represented more than just a medical failure; it was a systemic silencing of women’s health that Hatcher felt an instinctive, “no-brainer” need to address.
As the Co-founder and Chief Marketing Officer of Evelyn Health, Hatcher has traded the traditional corporate ladder for a more profound ascent—one where brand strategy serves as a tool for social revolution. Her journey is defined by a belief that “big ideas” are only as powerful as the “bold execution” behind them, especially when those ideas challenge industries that have overlooked half the population for centuries.
The Power of the Team
Hatcher’s professional philosophy was forged long before she entered a boardroom. Growing up as a twin and a dedicated athlete—competing in field hockey at the county and national levels—she developed an early, bone-deep understanding of collective power.
“Sport taught me that you are always stronger collectively than individually,” Hatcher reflects, noting that the “team culture” of her youth is the very DNA of her leadership style today.
This foundational belief in community was further refined during her time at the University of Hull, where she balanced a degree in Marketing with leadership roles in the university’s hockey club. These early experiences taught her that success is rarely a solo pursuit; it is built through cohesion, shared struggle, and the psychological safety of a group. Whether on the pitch or in a startup, Hatcher learned that “belonging” is the ultimate catalyst for high performance.
Scaling Brands with Purpose
Before co-founding Evelyn, Hatcher built a reputation as a powerhouse of brand transformation. Her career saw her navigating the fast-paced marketing worlds of Boden and BrandAlley before taking on senior leadership roles at British Military Fitness and Purple Stag Marketing.
In 2019, she co-founded Unicorn Studio, a “launchpad” designed to turn visionary, purpose-driven ideas into scalable businesses. This was followed by a tenure as Managing Director of ZAG Drinks, where she led the charge in redefining the alcohol-free market. At ZAG, she didn’t just market a beverage; she marketed a “mindset” that was social, confident, and “unapologetically bold”.
When the opportunity arose to join Evelyn Health at a pre-product stage, Hatcher recognized a mission that aligned perfectly with her expertise and her personal convictions. She saw that nearly 80% of women experience premenstrual symptoms, yet 84% feel ignored by healthcare professionals. For Hatcher, joining Evelyn wasn’t just a career move; it was a commitment to a “mission worth building every day”.
Dismantling Stigma Through Directness
At Evelyn, Hatcher faces a unique challenge: marketing a topic—premenstrual health—that has long been stigmatized, misunderstood, and underfunded. Her strategy is one of radical honesty.
“We’ve learned subtle doesn’t work,” she explains. “We have to say things directly… clear anatomical language matters. Directness reduces stigma”.
Under her guidance, Evelyn has moved beyond being a product-led company to becoming a community-led movement. She personally engages with users in DMs and WhatsApp groups, seeking “unfiltered insight” to ensure the brand remains authentic. This commitment to “active listening” has earned her high praise from colleagues and partners alike. Natalia Kasnakidis, a high-performance coach and speaker, describes Hatcher as the
"epitome of a modern marketing leader who understands the power of building a brand that puts community at the heart of its strategy".
Similarly, Erin Cassaly, a Product Development Consultant, highlights Hatcher’s transformative impact: “Bonnie is not only strategic, data-driven and a powerhouse at what she does, but also incredibly collaborative… Her passion for marketing, growth, customer and teamwork makes her an invaluable asset”.
A Legacy of Progress
Hatcher’s ultimate vision for Evelyn Health extends far beyond the bottom line. She measures success by “systemic change”—aiming to close the 12-year diagnosis gap for PMDD and ensuring that no woman feels “broken or alone” in her experience. She views the “menopause movement” as a blueprint, believing that when women are given the language and the solutions, awareness creates an unstoppable demand for better care.
In an industry often characterized by fierce competition, Hatcher maintains a refreshing perspective: “Rising tides lift all boats.” She views other brands in the FemTech space as allies rather than threats, believing that more voices only accelerate the pace of change.
Her advice to the next generation of leaders is as direct as her marketing strategy:
“Don’t be afraid to be bold. Don’t accept ‘that’s how it’s always been’ as a reason to continue in that way. Challenge the narrative. Stand in your conviction”.
Editorial Note
Bonnie Hatcher’s journey reminds us that the most impactful businesses are those that dare to speak the unspoken. By combining data-driven strategy with a profound commitment to community, she is not just building a brand—she is rebuilding a healthcare narrative for women worldwide. Her story invites us to reflect: what “unacceptable” status quo are we willing to challenge with our own collective power?
