Nicole Leeds, the former head of marketing strategy at period tracking app Clue, is taking up a new role as chief marketing officer at FemTech startup Béa Fertility. 

Béa Fertility is developing clinical-grade, at-home fertility treatments for people who are struggling to conceive naturally. 

The startup raised $1 million in pre-seed funding last year to expand its team and bring its pioneering fertility solution to market. The round was led by Calm/Storm VC and joined by Q Ventures.

As CMO, Leeds will drive Béa Fertility’s marketing efforts as the startup prepares to launch its first product later this year and seeks to establish itself as a fertility market leader.

“Driving innovation in women’s health and democratising access to care is what I’m passionate about,” said Leeds. 

“At Clue it was incredibly rewarding to bring a medical device to market and establish Clue’s reputation as a world-leading FemTech brand. I learnt an immense amount about the fertility market and where innovation is needed – so I jumped at the opportunity to join [CEO] Tess [Cosad] and the team at Béa. 

“The way we access fertility treatments hasn’t changed significantly for years and Béa is on track to completely reshape the delivery of fertility care. I’m incredibly excited to get stuck in and take on a new challenge within a sector I’m so passionate about.”

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Clue’s founder Ida Tin coined the term FemTech. The app has more than 12 million users worldwide and was cleared by the US Food and Drug Administration as a medical device in 2020. 

Prior to joining Clue, Leeds was a member of the corporate strategy team at Medtronic, the world’s largest medical device company. She was part of an internal corporate incubator and specialised in using smartphones to create new, more affordable business models. 

Also an advisor for the London-based Femtech Lab and a fellow at Zinc Venture Builder, she moved to London in 2020 after she was awarded a visa through the UK’s exceptional talent immigration program.


“I could not be more delighted to welcome Nicole to Béa Fertility,” said Cosad. “I believe Béa will win on the strength of our marketing, and bringing Nicole into the team was an obvious decision once we saw her talent and experience. 

“We’re all so excited to be working with Nicole – and we cannot wait to see where she can help us take this.”