Most growing businesses don’t just need more hands. They need smarter support, that lightens the load without adding to it.

That’s where we come in.

At Behind Wellness, we’re redefining how founder-led businesses and service-based teams scale - calmly and sustainably.

We go beyond great marketing and operational execution. We’re a full-stack support system built to help you grow, without burnout, bloated retainers, or the usual chaos.

From strategists and creatives to ops pros and systems builders, we plug in where you need us most. We blend expert human execution with AI-enhanced tools to drive value and efficiency, while keeping the human element at the heart of everything we do.

You’ll feel the difference we make - behind the scenes, behind the business, and behind your growth.

✨ What we do:

- End-to-end marketing: design, social, funnels, content, copy, media buying & so much more

- Operations + systems building: automation, PM, and strategic oversight

- Flexible, full-service delivery without bloated retainers or long-term contracts

✨ Why we’re different:

- Built for founders and lean teams who’ve outgrown freelancers but don’t want the overhead of hiring full-time

- Everything is custom - no cookie-cutter tactics or bloated playbooks

- We stay future-focused by integrating AI-powered solutions that drive real value while keeping the human element at the heart of everything we do.

- We lead with wellness, sustainability and strategic clarity, because scaling shouldn’t cost your peace

If you're ready to ditch the daily overwhelm and scale with strategy, we’re the team behind your next season of growth.

📩 DM me or visit behindwellness.com to explore how we can support you.

Recently I’ve had a few people ask me how to build a personal brand.

First of all, thank you. That honestly means a lot 🧡 I’m still figuring it out and I’m definitely not pretending I’ve cracked the code. 

I just talk about the things I care about and somehow that turned into a brand.

The biggest thing I’ve learned is this: you don’t need to squeeze yourself into one tiny corner of the internet. 

And honestly, half the rules people tell you to follow online never made sense to me. 

Pick one niche, stick to one topic, and post the same style forever. I’ve ignored most of that. 

I like breaking the rules a bit because they don’t fit how my brain works or how my life looks.

Especially if you’re like me and you’ve got a mix of interests. I love talking about marketing, another week it’s health or wellness, then mental health, career, AI, and sometimes it’s just something I think might help someone that day.

For a long time I was also worried it made me look scattered, until I realised that people follow people, not categories.

And honestly, LinkedIn has become my portfolio. It’s where potential clients see how I think and what I can do, so boxing myself into one topic feels pointless. I’d rather show the full picture than pretend I’m one thing.

A lot of us get stuck because we think we need this perfect angle before we start. But you only find your angle by starting.

The beginning is supposed to be messy. Your posts jump around, and your voice changes. 

Some days you feel proud of what you wrote, and some days you want to hide under the covers.

Everyone goes through that phase, they just don’t post about it.

But after a while, you start noticing that all your topics actually have a common thread.

Not because you planned it, but because it’s just who you are. 

For me, everything I talk about ends up circling back to the same place: trying to grow without losing myself in the process. 

I care about ambition, but I care about mental health too.

I want to build things, but not at the expense of my peace. I want to get better, but I don’t want to burn out. That mindset somehow ties all my posts together.

And once people follow you for that: your voice, your honesty, the way you see things, you get to talk about pretty much anything. The niche becomes you, not the topics.

So if you're trying to build a personal brand with a bunch of different interests, stop shrinking yourself to fit the rules. 

Most of the rules don’t matter anyway. Just show up like a real human and let people get to know you.

Beginnings always feel messy and confusing, but clarity shows up after you do.

Start there. The rest figures itself out 🧡

Samara Al Badri

Full-stack marketing & ops agency | Expert human execution + smart AI solutions | Scale sustainably, save costs, & skip burnout | 8+ yrs | 40+ brands

The part that surprises me most about Woebot Health’s shutdown is that the product actually worked exactly as intended.

Woebot Health started with a simple idea. It was built for people who could not access therapy when they needed it, especially late at night or during long waitlists. 

It became a place people could turn to when everything else felt out of reach.

Over time, it proved that out. It helped people through difficult moments, it showed real clinical improvements, and it earned trust in a space where trust is hard to build.

On paper, it looked steady and well-positioned.

The need for it was obvious and the science behind it was strong, but the hurdles around it kept stacking up and eventually outweighed the progress it was making.

Here is what I cover in the full write-up:

- how regulatory pressure slowly restricted their ability to ship and grow

- how the funding landscape shifted and changed investor behaviour

- how ethical and safety concerns shaped public perception

- why the B2B pivot could not replace consumer traction fast enough

- what founders can learn when building products inside regulated industries

- how to structure teams and budgets for long approval cycles

- why community creates stability when user numbers alone do not

The full story is linked below 👇

Source You may have noticed that digital mental health platforms like Talkspace witnessed something of a renaissance. This was especially true during 

Open article: #54 - Why Woebot Health Folded and What AI Founders Can Learn from $100M+ in Grit by Samara Al Badri • 10 min read

#54 - Why Woebot Health Folded and What AI Founders Can Learn from $100M+ in Grit

Do you ever use AI for your mental health?

I’ve been seeing this conversation pop up more and honestly, it doesn’t surprise me.

I’ve also been thinking a lot about how people are using AI for mental health lately. Not in the big future of healthcare way, but in the real-life it’s midnight and my brain won’t shut up way.

When you talk to people, they’re not using AI because they think it’s wiser than a therapist. They’re using it because they can’t get the support they need when they actually need it. 

Some people treat it like a journal that talks back. Some use it because ADHD makes organising their thoughts impossible. Others use it because they don’t want to burn out their friends by dumping everything on them.

And honestly, after reading enough of these stories, I get it. A lot of people can’t access therapy. Some don’t trust the systems they’re in. 

Some have had awful experiences with professionals. Some are just lonely and need a place to talk without feeling judged.

There are real concerns, of course. Privacy, and over-validating responses. The risk of relying on something that can’t really understand you. But it’s also true that people are filling the gap between “I’m not okay” and “I finally got help,” and sometimes that gap is huge.

I’m not saying AI should replace therapy. It shouldn’t. But I do think we’re overdue for an honest conversation about how people are actually using it right now.

So do you ever use AI to talk through things or make sense of your thoughts? 

Not as a therapist, just as a place to go when your mind feels loud and the people in your life are exhausted or asleep.

The WPP-Google partnership didn’t make much sense to me until I understood the one bottleneck shaping almost every skincare sale.

Most teams deal with long sales cycles, generic outreach, and buyers who all want different information. 

Formulators ask for stability data. Procurement needs cost and lead times. Marketing wants claims they can actually use. One message has never worked for all of them, and the back-and-forth slows everything down.

This partnership is meant to make that easier. It gives brands a way to send people the information they actually need without adding more work. 

A formulator sees technical data. Procurement sees cost scenarios. Both are relevant, accurate, and handled in the background.

The value is straightforward. Faster workflows, clearer targeting, and less time spent rewriting the same information for different teams.

Here is what I cover in the full write-up:

- how the $400M WPP-Google deal supports more personalised skincare campaigns

- how agentic AI updates creative and targeting in real time

- what brands need to sort out in their data and workflow first

- why creative operations matter more than simply adding new tools

- how this shift shortens the long loops between R&D, procurement, and retail

The full story is linked below 👇

What this really shows is that creative ideas and data don’t need to compete. When they work side by side, brands move faster and make fewer mistakes.

Source If you’re a beauty or skincare brand owner, you know the old marketing playbook for high-value B2B sales is slow and costly. Impersonalisation 

Open article: #55 - WPP and Google Forge a $400M AI Alliance to Revolutionize Skincare Marketing by Samara Al Badri • 10 min read

#55 - WPP and Google Forge a $400M AI Alliance to Revolutionize Skincare Marketing

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