Issuu

Kevin Camonayan

Dr. Sepah,

Have you seen Billions? (On a side note, I do think a show like that would have been a perfect product placement for Maximus.) Anyway, in the first episode, some analyst gives the big boss a billionaire hedge fund manager a compliment.

The boss responds: “My cholesterol’s high enough. Don’t butter my ass, Danzig. Just get smarter.”

Is this a dream opportunity for me? Yes Do I think I could do well for the company? Yes A company of this size, trajectory, and positioning is a dream job for any serious CD candidate. With that said, unlike Danzig, I’m not here to butter your ass, Dr. Sepah. And I’d guess your cholesterol levels are mostly fine. I’m here to take a different approach to distinguishing myself as a serious candidate for this position, despite not having held such a role at a similarly staged company or perhaps because I haven’t So instead of drawing parallels between the problems I’d be solving for Maximus and the types of problems I’ve solved over the last fifteen years (working across consumer tech, luxury, fashion, real estate, private aviation, quantum computing, AI creative computation, professional services, SaaS, venture capital, etc), I’m going to cut straight to problemsolving. Or at least my initial take on it, that way you can consider my candidacy based on my current abilities/sensabilities rather than my past

You may not agree with everything I share maybe not initially, maybe not ever That’s fine. But these are my initial thoughts after reviewing Maximus’ digital presence over the last twenty-four hours And if I had been a CD at Meta, Calm, or Goop for eight years, this wouldn’t be necessary We’d be covering it in week one on the job, or on interview calls So believe me when I say: what I’m sharing is with all due respect. Because I understand getting Maximus to where it is now hasn’t been easy, and the next ten years won’t be either Picking the right CD, especially now, is going to be critical

Diagnostic: What Doesn’t Work (and Why)

Messaging: Too dry and overly logical Every fact points straight to a product so on the other side of nearly every informational or educational video is a pill It comes across as too transactional and too literal. It’s the same feeling as those gurus who promise to show you “how to make $200K a year working from your laptop in Bali.”

The science may be real, but the delivery makes it feel like a pitch, not a movement

Audiences sense when credibility gets undercut

Narrative frame: Right now the brand feels one-dimensional overly rational, clinical, narrow in appeal. It positions Maximus as a provider of facts and pills rather than as a lifestyle and identity What’s missing is the emotional resonance, cultural aspiration, and relatable voice that would broaden appeal The story needs to move from information to imagination.

Presentation online: Instagram looks like a hybrid between a meme page and an aspiring health influencer Yes, reels can build awareness quickly but here they feel both overdone and underdone There’s no cohesive brand world for Maximus, just a large whiteboard of information and reasoning for why you should buy the product.

YouTube engagement is also far below potential. The current presentation undersells the science-backed credibility the company actually has

Video & delivery: The potential is high, but the current execution is poor in how the content is framed, presented, and delivered. Right now the cadence mirrors generic health/fitness influencers, which makes the delivery feel less distinctive and less premium With direction and coaching, the same content could land with authority, authenticity, and broader appeal

Identity & packaging: The logo and crown mark are too literal, and the packaging feels dated Together they don’t reflect the rigor or ambition behind Maximus A refresh would elevate perception to the level of a performance medicine leader

ICP & imagery: Current visuals lean too heavily on a single archetype. This limits reach and resonance A broader creative strategy can expand Maximus into a wider performance culture without losing credibility Community: Discord could be more than a chat channel. Right now it’s underactivated there’s an opportunity to make it a living brand extension.

What I’d Focus On (First 180 Days)

My approach would move in four phases:

1 Align & Diagnose: Establish mind-share with you and leadership Develop a shared understanding of goals and constraints. Conduct a clear-eyed audit of Maximus across web, social, video, ads, and packaging to identify credibility gaps and missed opportunities

2 Reset the Narrative & Surfaces: Reframe the story from one-dimensional to threedimensional (professional, personal, cultural) and codify this into a brand book. Refresh high-visibility surfaces immediately, including homepage, Instagram, and YouTube

3 Systematize Creative: Build a unified multi-channel strategy across homepage, lifecycle, social, paid campaigns, organic channels, community, and partnerships so every interaction reinforces the brand Develop campaign concepts that balance performance and brand where paid ads convert without feeling transactional, and organic content builds authority and long-term trust

4.Scale Through Team & Community: Work with marketing, product, and clinical leaders to align creative with business goals while beginning to shape the right team structure and partnerships Launch flagship content formats that anchor Maximus in culture, and activate Discord into a true brand extension.

Maximus is already an impressive success story My role would be to help ensure the creative direction matches the science, the ambition, and the cultural opportunity in front of you. I’d welcome the chance to explore this together and show you how I’d contribute to building Maximus into the definitive brand in performance medicine.

Warm regards,

Kevin Camonayan