Website Design
Osteosarcoma Institute Website Design and Relaunch
I led the full redesign and relaunch of the Osteosarcoma Institute’s website, overseeing everything from strategy to execution. I selected and managed the development vendor, while directing the creative vision and content strategy. I restructured site architecture, rewrote and sharpened all messaging, and created new headers, anchors, and navigation flows to improve clarity and engagement. I developed a refreshed visual identity—including updated logos and design elements—that elevated brand recognition and trust. The result is a modern, user-friendly site that clearly communicates OSI’s mission, drives donor action, and positions the organization as a leader in rare cancer research.
Strategy Development
New Website Instagram Announcement
St. Jude Children’s Research Hospital EPIC Challenge
St. Jude EPIC Challenge — Page Design & Strategy
As program manager and lead strategist, I partnered directly with St. Jude’s UX design team to reimagine the EPIC Challenge page. I shaped its strategic architecture—from defining clear user journeys for teachers, parents, and students to layering in seamless lead-generation elements like toolkit sign-ups and donation triggers. I crafted messaging that balances educational value (highlighting the “Experimenting, Prototyping, Inventing, Creating” framework) with fundraising pull—the kind that turns curiosity into engagement and engagement into support. The design ended up being both intuitively accessible (classroom, home, parent flows), and smartly optimized for acquisition. It’s a functional, flexible, mission-intrinsic page that delivers on both experience and outcome.
Mobile Optimization
I led mobile optimization for the EPIC Challenge site, ensuring a seamless experience across devices. From simplifying navigation and restructuring content flow to refining calls-to-action for small screens, I made the page easy to use and engaging on mobile. This work maximized accessibility for students, parents, and educators—meeting users where they are and driving higher participation and conversions.
This landing page was developed as part of the Educators for St. Jude acquisition and influencer strategy I led. The goal was to position St. Jude as a trusted partner for teachers by offering free, high-quality classroom resources (PDF worksheets for grades K–5) that aligned with their immediate needs. By creating tangible value for educators, we built goodwill and increased the likelihood of future engagement with St. Jude’s peer-to-peer school fundraising programs.
The strategy combined:
Value-first marketing: Free lesson plans and activities made the page a resource hub, not just a solicitation.
Lead nurturing: While we already had educator emails, this page served as a touchpoint to keep them engaged and moving through the funnel.
Influencer amplification: Teacher influencers helped promote the resource, broadening reach beyond our existing list and lending authenticity to the campaign.
Conversion pathway: Each download was an opportunity to reinforce St. Jude’s mission and encourage eventual fundraising participation.
Educators for St. Jude Landing
