SkinIO started in 2016 as an AI-powered tool used in dermatology clinics to help catch skin cancer earlier. Dermatologists used the SkinIO app to photograph patients’ skin, and the technology flagged suspicious spots in real time. When the pandemic made in-person care harder to access, the company pivoted. What began as an in-office tool expanded into an employer-sponsored health benefit—making the same cancer screening technology accessible from anywhere, using just a phone.
Inspired by SkinIO’s incredible mission, I joined in early 2021—just as they signed their first enterprise client—to lead creative and product design and support marketing efforts. My focus was evolving an experience originally built for dermatology offices to meet the needs of at-home users—defining the customer journey, shaping a cohesive brand identity, and launching B2B2C communications from 0 → 1.
The goal was simple: design a cohesive experience that could scale with the business and help get this life saving technology into more people’s hands.
I focused on building systems that could grow with SkinIO—aligning brand, product, and communication to support a scalable experience. That meant reworking the product to be more intuitive, creating repeatable communication systems to support client launches and outreach, automating manual processes to reduce error and save time, and developing memorable, engaging campaigns. Everything had to be consistent, but adaptable—designed once, then deployed across teams, clients, and channels without starting from scratch.
I led design and messaging across campaigns and built the B2B sales materials that helped close 75+ new clients, including several Fortune 500 companies. I also developed our first complete suite of B2B2C promotional content to support enrollment, engagement, and completed screenings. Alongside that, I partnered on a full website redesign, launched SkinIO’s first automated email journeys, redesigned our event presence, and helped improve the app experience for both patients and dermatologists.
As SkinIO shifted into the B2B2C market, we needed to rethink how we communicated. I helped define the brand voice, established a clearer visual language, and developed templated materials that made it easier to launch clients and support growth. From videos to evergreen assets, everything was built to scale—supporting a threefold revenue increase and expanding access to over 375,000 lives in 12 months.
I worked with engineering and product leadership to improve the SkinIO experience for both patients and dermatologists. My contributions spanned UX flow, onboarding, feature development, and messaging—focused on reducing friction and improving clarity in the at-home screening process. We streamlined key workflows, improved navigation, and introduced updates to better support dermatologist review and drive product adoption across clinical and consumer use.
In a category often defined by clinical language and sterile messaging, we needed SkinIO to stand out. I led the creative development and execution of campaigns that leaned into humor, relatability, and visual storytelling—making the brand feel more human and memorable. These campaigns were deployed across formats and channels, tailored to resonate with different audiences while maintaining clarity and consistency.
SkinIO tripled its revenue and expanded coverage to over 375,000 lives in just 12 months. From January 2024 to January 2025, revenue grew 38%. In 2025, we broke single-day, single-week, and single-month screening records—driven by stronger operations, tighter systems, and a clearer, more connected experience. That momentum led to the largest contract in company history through a major client renewal.
Internally, teams moved faster. Externally, the brand became more consistent, processes more efficient, and the product experience better aligned with both our promise to users and the mission driving the company forward.