Meet the Team: Kendall Martin, Enterprise Account Executive


With a masters degree in relational communication and psychology, Kendall Martin never imagined she would be in sales.

But, the newly promoted Enterprise Account Executive discovered that helping WELL clients solve business challenges and improve the patient experience is a perfect fit.

Find out how the Santa Barbara transplant is adjusting to life on the coast, her work on diversity and inclusion at WELL, and the 10-mile charity race she’s running in October.

What did you study in school and what were your career ambitions?

I went to grad school in Chicago at DePaul and got a masters in relational communication and psychology. I focused on interpersonal relationships and attachment theory because I wanted to be a therapist.

Once I started diving into what that meant, I realized that I wanted to get out into the workforce for awhile and get some life experience. You can learn things in academia all day long, but if you want to relate to people and help them with challenges or struggles in life, it helps to go through them yourself.

What attracted you to WELL?

I come from a long line of people who have spent a lot of time being sick whether in hospitals or with chronic conditions. Everyone in my family has some form of autoimmune disorder, myself included. So for me, it was really important to do something that was making a difference in people’s lives.

When I researched companies in the area, I discovered WELL and instantly fell in love with its mission. It’s really innovative and I loved the startup culture. WELL offers a unique way to make a difference and do something meaningful, where I could have an impact immediately.

How did you end up in sales?

I never thought I would be in sales. I really wanted to use my degree in some way and thought that sales wasn’t the way to do it. But what I came to find is that once you get someone to answer the phone — that’s the first challenge — you can actually have conversations in a genuine way and understand how a practice is structured, what their challenges are, and what they need.

I’ve always approached my job really trying to understand what a client needs and considering ways WELL can help. Sometimes I discover that they really should start with another approach before implementing a new technology — so I’ll tell them that, too. Ultimately, I really do care about my potential clients succeeding.

How does your own health experience influence your work?

I have Celiac disease, so obviously I’m gluten free, but the disorder comes with a lot of other dietary restrictions and challenges. I always put myself in patients’ shoes when I’m talking to potential customers. I’ll visit their websites as if I were new to the area and wanted to find a new provider or to schedule an appointment. I’m thinking, how easy would that be? I’ll call and just see how long I have to wait on hold. If I were a new patient and I had to wait on hold for 15 minutes, which is pretty common, I would hang up.

Tell me about the new position? What are you most excited about?

I’m excited to have ownership over my opportunities and my processes. My success or my failure is directly related to the effort that I put in.

I took a huge chance in applying because I’ve only been in sales at WELL for a year and a half. It is going to be challenging, but in a good way. I’ve spent my entire time at WELL learning. I sit in on implementation calls, work closely with others to build my product knowledge, and invite the CEO and SVP of Sales to sit in on my calls and offer feedback.

I always asked for feedback. I ask, “What should I improve on?” That’s how you get better at anything. In tennis, for example, playing against someone who’s better than you elevates your game. I know I’m not going to improve unless I have people who are more experienced sit in and tell me what I should be doing differently. Jamey, Alex, and Andrew have been instrumental in that process.

What do you like about Santa Barbara?

I love it! I’m never leaving. I lived in Chicago for eight years, and one winter I went on vacation to Hawaii. When I touched back down at O’Hare, I walked outside, and it was just freezing. Immediately I burst into tears and said, “I just can’t be cold anymore!”

I finished grad school in June, and my boyfriend, Matt, found a job in Santa Barbara. We drove out here and said, “We’re never leaving!”

It’s everything we hoped it would be. It lives up to its reputation and fits with the lifestyle we are trying to lead — you can be outdoors, you can go hiking, you can go to the beach, and you can drive a couple of hours to go skiing. I have found that the people here are really friendly, too.

After about six months of living here, we bought a house, so we’re planted.

What do you do for fun?

I always hate this question because you realize how boring you are. We do a lot of outdoor stuff, play tennis, and go to the beach on the weekends. I’m a big wine lover, so I like to try new wine tasting rooms. There’s a great music scene in Santa Barbara, too, and we have a lot of friends who are in bands, so we go see them on the weekends. We also go to the beach with our dog, Layla.

Tell me about the race you’re running in October

My brother-in-law was in the 82nd Airborne Infantry and was killed in action in Afghanistan in 2007. My sister and I and a few of his really good friends run the Army 10 Miler every other year to raise money in his name for the Fisher House Foundation. Over the last 13 years, our group has raised over $26,000 for them. A Fisher House is like Ronald McDonald House for military families. It’s all free and military families can stay in Fisher Houses while their family members are recovering from injuries in war. They’re a fantastic organization!

Anything else you want people to know about you?

I lead the Diversity and Inclusion Team at WELL. We really try to focus not only on highlighting issues but also talking about how we can improve. For example, we are working to diversify our applicant pool. We’re also asking, “Where in the process are we either hiring or losing diverse applicants?”

This is the perfect time in our growth to be addressing diversity and inclusion. Once you grow to a certain size, it’s difficult to backpedal and start to be intentional and thoughtful. Every month we have more women and people from diverse ethnic and religious backgrounds applying and actually getting hired. That’s a win!

We’re also working to be intentional about being involved in the community, such as volunteering together with United Way and the Boys & Girls Club. ♥

Meet the Team: Stephanie Trujillo, Integration Engineer

When WELL’s integration engineer Stephanie Trujillo works late nights and weekends, she says it doesn’t feel like work.

She opened up with us about where this passion comes from, what she does when she’s not working, and how she launched a thriving healthcare initiative in Panama.

You grew up in Panama, what brought you there and now back to the United States?

My dad and all of his family are originally from Havana, Cuba and my mom and all of her family are originally from Panama City. They grew up in an era when socialism was pretty heavy in Latin America, and they both had this desire to have a more peaceful life. They moved to the US in the 1980’s, and I was born here.

When I was two, I moved to Panama and was raised there by my grandmother. At 14, when I was approaching high school, my family and I decided it probably made sense for me to return to the US. I had to adapt to the language, to the culture, to the food, and to the weather. For the first time I saw snow. That was challenging but exciting at the same time because I was constantly learning and life became like an adventure.

What did you do before WELL?

My educational background is in biomedical engineering. I went to North Carolina State University where I was introduced to the blend of technology and biology. I was really passionate about finding work that combined both fields. So I began as an integration engineer at Epic. It really introduced me to both the inpatient and outpatient workflows that we now find very helpful at WELL.

After two years at Epic, I joined competitor AllScripts as a manager of software applications supporting a non-profit hospital and its two outpatient centers in Northern California. I had the opportunity to manage not just integration but also the clinical, business, and financial workflows and implement software applications to improve processes around patient care.

How did you find WELL?

One day a doctor came to me and said, “I have a friend who works at the hospital down the road, and they use secure texting. Why don’t we have secure texting here?”

I started doing some research and landed on WELL, which is pretty unique. It was the first time that I was exposed to a product that approached patient communication and engagement in the way that WELL does that, which was pretty exciting. While doing my job, I ended up finding my passion.

WELL had an opening as an integration engineer and I submitted my interest. It was a really scary decision because I had a really good job and was in a stable situation, but I knew I really need to be part of this. I accepted the offer and two weeks later my fiance and I relocated to Santa Barbara. That was 15 months ago. It’s been quite an adventure since then.

Tell me about the adventure.

At work, I’ve been able to see the team grow from maybe 20 people to 60 now. With growth comes challenges, such as being able to adapt to change very quickly and being able to deliver things as fast as possible and in the highest quality that you possibly can. That means sacrifices, such as long hours, early mornings, and working weekends. But you do it because you are passionate about the work that you do. You don’t often see it as work — you see it as something you really like doing and you just want to keep doing it.

What’s your favorite part about working at WELL?

The energy and the passion people put into the work that they do. People take a lot of pride in the work that is done. The quality of the people is very high. That’s very difficult to find. In any department here, you find people who are very good at what they do and more importantly very passionate about the work that is done.

What do you do outside of work?

One of the exciting things about moving here has been just enjoying the nature of Santa Barbara. The Bay Area is beautiful. It has amazing things. It’s also very chaotic and very stressful to try to commute anywhere, whereas working in Santa Barbara, you’re sort of in this little getaway space where you find lots of fun things to do.

One of the first things my fiance and I did was to get motorcycles. We liked to go to the canyons and just ride around Santa Barbara on motorcycles, which eventually led me to an accident. I broke my leg and my knee, and I needed to get everything fixed and replaced pretty much. This led me to be out of the office for three months, where I was mostly working remotely.

I’m still in recovery mode. I have to follow physical therapy instructions.

Are those delivered via WELL?

No, they’re not, unfortunately. They’re on paper. They print them and hand it off to me. The recovery is up to 24 months.

Since motorcycles are out, what do you do now?

Monday through Friday after work you’re going to find me at the gym doing strength training and boxing. Weekends have really been everything outdoors, like hiking. I spent three months where I couldn’t walk — once you have that experience, you sort of learn to value the little things, such as walking.

What are some of your other passions?

Soccer is sort of my religion. I can’t play soccer right now because I’m not allowed to kick the ball. I follow La Liga, the first division league in Spain and the Premier League in England. While I was in college, I traveled around Europe to watch as many soccer games as I possibly could.

I used to play semi-professional soccer all the way to college. I competed in the Junior Olympics for Latin America in soccer. But I played under Panama, and not the United States, which is something my friends feel very strongly about, because when you have dual citizenship you can choose which one you go for. We spent a few months during the summer training in Toronto and playing and losing every game.

Did you have fun though?

Absolutely, I had a lot of fun.

You’re engaged, when do you plan to get married?

We don’t have a set date, but we’re shooting for June of 2020, and we want to have a destination wedding, like a very private small thing, something that fits us — mostly the beach and salsa dancing. So we’re thinking maybe Puerto Rico would be a good place for us.

Anything else we should know about you? Fun facts?

Many years ago I began working on healthcare reform in Panama — it’s pretty fascinating because it’s now become a reality. Sixty percent of the population in Panama comes from an indigenous background, and they are very autonomous. Because of the local culture and how remote some of these places are, one of the challenges is the lack of proper education and proper healthcare. Me and some friends started working on reform a few years ago and now it has been officially approved and budgeted by the Panamanian government to provide universal care to these communities — simple things like vaccinations, vitamin supplements, and healthcare centers for checkups, especially for children.♥

Meet the Team: Tom Sims, Inside Sales Manager


It’s Monday morning and Tom Sims, our inside sales manager, is sidling up to you.

The first words out of his mouth—we can almost guarantee this—are going to be “How was your weekend?”

He expects a detailed answer. Then, and only then, will he tell you what he really wants.

We caught up with Tom shortly after his one-year anniversary at WELL—where he’s built an unstoppable enterprise team—to ask him the secrets of his success, his proudest achievement, and his advice for newcomers to the business world.

We forgot to ask about his weekend.

What’s your role on the WELL team?

I oversee the team responsible for creating pipeline—the top of our sales funnel—which feeds account executives high-quality opportunities to close business.

The business development team is our organization’s boots on the ground. It’s almost like a sourcing and filtering mechanism for the marketplace, so we’re able to communicate with anyone who could potentially benefit from WELL.

How did you get there?

I actually started at WELL as a business development representative. I came into the position with some solid experience in sales, so it was at best a lateral move from my previous role. But I was so passionate about WELL, and there was so much opportunity to contribute and add value, that it was a really easy decision.

I was able to be successful in the job and set up some really good opportunities, so I was promoted to head of the business development team. At the time, I only had one representative to manage, and we scaled up from there. It’s been a wild ride.

What’s new in your life?

I’m getting married in May! However it won’t be much of a traditional wedding—we’re having a small ceremony at a nature preserve and then a little shindig at our house after. And I’m a recent homeowner, that’s a big one.

What’s a typical day in the life?

Step one when I come in in the morning: I’ve got to get my hands on some caffeine. (The coffee doesn’t stop until about 3pm; that’s when I transition to kombucha.) Then I can make my rotations around the office, say hello, ask about people’s weekends—I know I’m famous for asking this, but I’m genuinely curious.

From that point, each day is a little different. I tend to be hyper-productive in sprints during the day, so when it’s time to grind it out and get a lot of work done, I have to really optimize it. Then there’s typically a combination of one-on-ones with my team, sitting in on demos, call coaching, that kind of thing.

If the energy’s getting low or someone books a demo, I’ll get down on the ground and do a few push-ups to keep the blood flowing. Ultimately, I spend my day making sure that my team is happy and they’re able to be successful.

Where can we find you when you’re not at WELL?

Santa Barbara is a pretty awesome place with no shortage of fun to be had. Maybe the beach on Saturday and the links on Sunday. Or maybe vegetable gardening while listening to my favorite podcast (right now it’s Stuff You Should Know). I’m convinced I have a natural green thumb, but I’ll have to grow more than a few succulents before I’ve earned my stripes.

Or I’ll play some billiards at the local watering hole, Elsie’s. Scoundrels only.

Your top pet peeve (or three):

Verbosity. People like the sound of their own voice, and there’s an epidemic of people saying things in ten words that could be said in three. People waiting to talk as opposed to listening. Having conviction without having gone through the mental exercise of validating your belief. Mind you, I’m guilty of all of these.

Proudest achievement, personal or professional?

For me, college was a really big one. I was never really a great student: I got through high school with straight Cs, went to a community college, ended up leaving the country, traveling and working abroad with minimal hope of going back to school. It was one of those things my peers had done that I never had, even though I knew it had a lot of value.

Long story short, I ended up graduating from UCSB. I had something of an academic awakening: I discovered that I had a real affinity for academia and for learning.

The people you admire most are:

There are so many badass people in the world, there’s no shortage to admire. Without naming anyone specifically, I really admire “doers.” It’s one thing to have the capacity or the potential to do something, and an entirely different thing to actually do it.

What advice would you give to someone starting out in the field?

Don’t be discouraged by rejection. It’s part of any job, especially sales. If you didn’t get your dream job or you never got an email back, that’s the best time to get scrappy and be persistent. ♥

Meet the Team: Christine Raby, VP of Client Success


Part-time dog trainer, business philosophy buff, and…circus aerialist?

Yes, you read that right. When she’s not creating an amazing customer experience or curled up with a business guru’s manifesto, you can find Christine high above the ground, performing for one of a number of troupes in New York City, her adopted home.

WELL sat down with Christine to find out more about her background, her success strategy, and her essential reading list.

What’s your job description?

I’ll be leading the client success vertical, which includes our project management office, client support, and executive account management.

How did you get here?

I got my start working in healthcare: one of my first positions was at the Mayo Clinic’s emergency department, and I’ve worked at hospitals across the United States and around the world.

I did apply to medical school, but at the time, I was consulting for a small tech company. I was an expert on the National Diabetes Prevention Program, and I translated it into a community-based model. And I realized that, even though it was a powerful program, I wanted a way to deliver it using a mobile app—what’s now called a digital therapeutic.

Working with the company Noom, I created and deployed the very first product that the CDC recognized as preventing type 2 diabetes.

After consulting for awhile, I started working for MDLIVE—that’s really what prepared me for WELL. I spent about two and a half years building out post-sales processes, understanding the customer life cycle, being exposed to the C-suite at the biggest hospitals, and helping them understand how to use tech to introduce a new modality of care.


The thing I kept hearing throughout my career was “patient engagement.” That meant good communication was at the heart of healthcare’s biggest challenge.

And WELL was tackling the most critical challenge in the healthcare space; they really understood how this was going to improve patients’ lives. It was also the most comprehensive communication suite and the most seamlessly integrated into a variety of tools.

Then, for me, making a career choice is always about a combination of market opportunity and quality of the team, and I was very impressed by WELL’s team.

Where do you live?

In Prospect Heights, Brooklyn. I’d been living in New York City for seven years, and wanted to shift gears out of intense city life into something a little more relaxed. So I said to my partner, OK, I’ll recommit to New York on three conditions: I want a backyard, a dog, and a car.

Within 30 days, we took over the bottom floor of a brownstone in Brooklyn, I got a 100-pound Greater Swiss Mountain Dog, and we bought a car.

What’s a typical day in the life?

I get up at 7:00 in the morning to exercise. Then I wrap up my workout and make coffee. I always do some professional development that involves reading something about the industry—like the Harvard Business Review—and I’ll do a 15-minute meditation.

Then I dive straight into work. The first thing I look at is my priority list for the next 90 days: what’s important, what’s urgent, what’s not important and not urgent. I’ll set my priorities for the day—if I have 3 goals, I’ll usually actually get 2 done. And I carve out some time for deep-thinking work. Carving out that time is vital to my success.

I break for dinner. Sometimes, there’s enough time for activities or hanging out with friends, and then I’ll log back in.

I accepted an executive role at a fast-growing company, so I’ve accepted that work is my primary focus. I made an intentional commitment to prioritize work.

First job?

Mucking out horse stalls. I was five years old, and from a young age, I had a really strong passion for horses. There was one barn in the city, so I rode my bicycle to the barn, and I told the owner that I wanted to muck out her stalls every day in exchange for one lesson per week. So I’d ride my bike there before the sun came up, and I’d muck out 30 horse stalls.

Worst job?

Data entry. It was completely mindless, meaningless work. It didn’t feel satisfying because there was no output.

Where can we find you when you’re not at WELL? 

I’m a semi-professional circus performer—an aerialist. Then I spend time with my dog in Prospect Park, and I test ketogenic-friendly recipes. I love to find ways of making low-carb food tasty and delicious.

Favorite book(s)?

Mandatory reading for my teams: Purple Cow, High Output Management, and Extreme Ownership. I also constantly consume Seth Godin’s, Tim Ferriss’s, and Derek Sivers’s blogs.

Do you have a motto or mantra that defines you?

“Order from chaos.” A lot of what I do is take a broad swathe of information overload and translate it into clear and consistent directives.

What advice would you give to someone starting out in the field?

First, find a specific area or industry you’re passionate about—something you could do naturally. For me, that’s healthcare. Second, find a functional area within that industry. I chose technology. Third, think about what you do easily and freely that’s hard for anyone else to do. What’s your superpower? Personally, I love interacting with people.

If you’re, say, a skier, it’s really unlikely that you’re ever going to be one of the best skiers in the world. But if you start to layer together that you’re, say, the best “healthcare technology people person,” the likelihood of getting to the top 5 percent of the market is much higher.

Make goals and voraciously attack them. Reach out to the people you admire in your field—be very proactive about making network connections. And read as much as you can.

Finally, when you’re first starting out, your level of enthusiasm is the only thing you have to contribute. If you can trade enthusiasm for knowledge and opportunities, that’s incredibly valuable. Instead of saying “I’m not qualified,” think about “How can I apply my energy, enthusiasm, and excitement to this?” ♥

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