Role
Digital Design Lead
Project
Digital + UX/UI Design
Web Development
XCentium
Years Active
2015-2018
+ AMERICAN HEART ASSOCIATION
+ DIGITAL DESIGN
+ UX/UI DESIGN
+ AMERICAN HEART ASSOCIATION + DIGITAL DESIGN + UX/UI DESIGN
Overview
As the sole Digital Design Lead, I partnered with leadership, developers and XCentium to guide the American Heart Association through a three-year digital migration from Oracle to Sitecore—modernizing a decade-old infrastructure into a unified, data-driven digital ecosystem.
Challenge
AHA’s outdated CMS limited efficiency, personalization, and consistency across its many digital touchpoints. The organization needed a scalable solution that could deliver relevant content to millions of users while maintaining data privacy and regulatory compliance.
Solutions Delivered
Leading design strategy across teams, I helped establish a cohesive user experience framework that unified content, design, and digital workflows.
Sitecore Implementation: Consolidated multiple sites into a single, flexible platform to streamline content management and ensure a consistent brand experience.
Salesforce Integration: Connected Sitecore with Salesforce Marketing Cloud to automate personalized campaigns, driving engagement and donor connection.
Azure Cloud Migration: Enabled scalability, improved performance, and strengthened security for high-traffic campaigns and nationwide initiatives.
Impact
The migration transformed AHA’s digital landscape—creating a personalized, efficient, and scalable platform that empowered teams to deliver meaningful content to supporters and health seekers alike. The enhanced ecosystem now supports data-driven insights, faster content delivery, and a more engaging user experience that amplifies AHA’s mission nationwide.Reinforced AHA’s mission by empowering kids and families to build heart-healthy habits and lifesaving skills by increasing recruitment of over 3,500 new schools.
Digital Transformation
Led the development of UX guidelines and a unified digital brand system for the American Heart Association. Delivered custom icons, curated branded and event photography, and built modular, editable components—empowering field teams to update content and publish in real time across the organization.