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.

“You’re so lucky.”

I’ve heard this line many times over the years, and it has never really matched what was happening behind the scenes.

People say it casually, but it doesn’t reflect the whole story. I’ve never felt like a naturally lucky person.

Even as a kid, I never won games, raffles, or anything that relied on chance. If luck was a person handing out gifts, it definitely skipped my house.

I was the kid watching someone else win the bike while I tried to act grateful for a packet of biscuits.

So I never waited around for something good to just appear. I learned early on that if I wanted something, I would have to move toward it myself.

When I started taking my health seriously, people said I was “lucky” to have discipline or energy. They didn’t see the mornings where I lay there debating whether I really had to move yet.

They didn’t see the internal pep talks, the failed routines, the “I’ll start tomorrow” promises that never aged well, or the quiet decision to try again anyway.

None of that felt lucky. It felt like choosing myself in small ways that no one else noticed.

And when my life started feeling more stable and grounded, I heard the same sentence again: “You’re lucky things always work out.”

As if things just casually strolled into place while I sipped a smoothie and manifested my way through life 😅

Nothing about that process felt like luck. It came from setting boundaries I absolutely did not want to set, letting go of situations I deeply wanted to hold onto, outgrowing old versions of myself that were comfortable, and sitting with uncomfortable feelings I would have happily skipped if the universe allowed shortcuts.

Most of that happened quietly and it wasn’t pretty. But it moved my life forward in a way people only recognised much later.

What people don’t usually see are the small, private moments that shape everything.

They don’t see the nights you lie awake replaying your entire life like a badly edited movie.

They don’t see the days you show up even though you feel completely unsure of yourself.

They don’t see the internal conversations, the self-doubt, the tiny restarts you never announce.

It’s easy to look at someone’s current situation and assume it came together effortlessly, but life is rarely that simple.

People are carrying more than they talk about, and it’s impossible to know how many times someone has had to start from scratch or how long they’ve been working on themselves quietly before anything looked successful.

Luck might appear here and there, sure, but it’s never the whole picture.

Most of what actually changes a person’s life happens long before anyone else sees it, and those moments rarely look impressive from the outside.

They’re usually just small choices, made consistently, that eventually add up to something people call luck.

People notice the part where things finally make sense. They almost never see the part where you kept going when absolutely nothing made sense at all.

Samara Al Badri

🌿 The Problems I’ve Seen

→ In this fast-paced industry, many health and wellness brands struggle to keep up with the demand for quality content and creative work.

→ Managing graphic design, copywriting, social media, web design, and video editing all at once is tough.

→ Finding reliable professionals who deliver on time can feel impossible.

→ This cycle drains your energy, causes delays, and leads to missed opportunities.

→ I’ve been there—spending hours hunting for the right talent, only to end up frustrated. Something had to change.

That’s why I started Behind Wellness—a one-stop solution for health and wellness brands.

🌿 Why I’m Here

I’m passionate about beauty, health, and wellness branding, design, content and creative solutions. 
I’m here to create the solution I wished I had. 

By elevating your brand, I believe we can make a real impact—helping you connect with more customers, grow your community, and boost your success.

🌿 My Mission

I founded Behind Wellness to help health, wellness, and beauty brands like yours stand out and make an impact.

🌿 The Brands I Work With

I work with brands that:

- Need to upgrade their branding to attract more customers.
- Want to look professional and polished.
- Are launching a new product and need standout branding.
- Require ongoing creative support for their marketing efforts.
- Want compelling and ongoing copy that resonates with their audience.
- Need engaging social media content to build a loyal community.

🌿 How I Can Help

→ Monthly Subscriptions with unlimited creative support—covering design, video, social media, web, and copywriting.
→ A one-stop shop that saves you time and money while delivering top-quality designs and content.
→ We bring excellence and seamless operations together, turning headaches into a smooth client experience.
→ No more juggling freelancers or dealing with inconsistent results.

With Behind Wellness, your creative needs are handled by us as your dedicated partner, so you can focus on growing your brand and connecting with your audience.

DM me “Brand” on LinkedIn to work together

Website: https://behindwellness.com/

Want to learn more about my story? Check it out here:  https://executivesdiary.com/blog/2024/09/02/samara-al-badri/

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

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 🧡

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.

We're back after a month off, and thank you for all the birthday wishes! 🤗

Today's newsletter is about something that's been bugging me. How healthcare is supposedly drowning in data but somehow doctors can't access it when they need it.

Patient histories, lab results, and genetic test: it's all there, except when doctors actually need it, half of it's missing, stuck in some incompatible system, or buried in a format nobody can use.

So you've got all this information and somehow none of it at the same time.

This is the mess the founder of Tempus AI saw when his wife was diagnosed with breast cancer in 2015.

Doctors had her genetic sequencing results but couldn't answer basic questions like "Has she already tried this drug?" or "Is she eligible for that clinical trial?”

That frustration led him to build Tempus AI.

Here's what I dig into:

- How they convinced 65% of US academic medical centres to partner with them

- Why they avoided selling directly to patients even though it's tempting

- What happened when Google dropped $330 million on them

- How they turned fragmented hospital data into something pharma actually wants

- Why they focus on educating doctors instead of hard-selling features

- The COVID lesson that proved why their platform matters

They positioned the whole thing as a mission to turn healthcare's most mishandled asset into its greatest strength.

Now they work with 95% of top pharma companies and just IPO'd at over $6 billion.

Check it out and let me know what you think. 🤓

Source In theory, healthcare is data-rich, and providers can access patient histories and lab results with relative ease. However, in practice, the pi

Open article: #53 - Scaling Precision Medicine - Tempus's Partnership Strategy in a $15B AI Healthcare Revolution
 by Samara Al Badri • 10 min read

#53 - Scaling Precision Medicine - Tempus's Partnership Strategy in a $15B AI Healthcare Revolution

My second Tony Robbins UPW event since 2018, this one was in Anaheim a few weeks ago and it was so awesome. 🔥

I’ve been a fan of Tony’s for more than a decade. His books, his courses, his leadership, his energy, and the way he helps people reconnect with what’s already inside them.

Personal growth has always been a big part of my life, but this event always hit differently.

It was 4 days of everything; energy, laughter, tears, dancing, all of it. You go through every emotion. One minute you’re screaming, the next you’re crying, and somehow you end up feeling lighter, happier, and full of energy again.

It’s hard to explain unless you’ve been there, but imagine a self-development event mixed with a rock concert. 

You’re on your feet, jumping, high-fiving strangers, laughing one minute, crying the next, and somehow feeling completely alive through it all.

And I did the firewalk again, barefoot, across burning coals.

It sounds a bit mad, but you realise how much of what holds you back is just in your head. Once you take that first step, the fear disappears and you just keep going.

I actually booked my ticket last minute, something in me just said “go.” And I’m so glad I did.

It was exactly what I needed: a reset, a reminder of what I’m capable of, and a chance to reconnect with the parts of myself that sometimes get buried under everyday life.

And the people, wow. I met some of the most kind, open, genuine people, all on their own paths. We laughed, cried, danced, and cheered each other on like we’d known each other for years.

I came home with so much gratitude, energy, and clarity. And a big reminder that, as Tony says, “it’s not the lack of resources, it’s the lack of resourcefulness that stops us.”

Here are a few snippets from this awesome experience, moments I’ll never forget. 🧡

Has anyone else been to UPW or another Tony Robbins event? Would love to hear what stood out most for you.

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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