iRhythm Technologies/ From start-up to standard
As iRhythm's 20th employee, transformed a Stanford Biodesign innovation—the Zio Patch—into healthcare's gold standard for arrhythmia monitoring. Over five years, led marketing, sales, events, and creative development across all customer touchpoints during evolution from startup to industry disruptor. Work orchestrating national sales meetings, launching physician-embraced products, and establishing creative vision contributed to iRhythm becoming the 5th largest IPO in the SF Bay Area in 2016, fundamentally reimagining cardiac care.
One of my final projects was creating the Zio XT brand. I led our agency relationship, overseeing the development of its name and design with careful consideration of the new product and the brand's future direction. This strategy continues to be used today.
Creative Direction
Prior to our product launch, we conducted a photoshoot to cover PR, marketing, and all product photography. In addition to managing the professional set, I captured behind-the-scenes footage that I later edited into internal rally videos.
Product branding and packaging
We knew this product would be sitting on shelves and wanted it to stand out. We chose bold, contrasting colors to create a design and language that felt human and uplifting, making the experience more positive for patients.
Here’s a little bit more of the output of my time at iRhythm
Provided ideation, creative direction and led production of patient application video.
Conducted sales training for up to 200 people. Led event coordination and production for entire multi-day event.
Oversaw conference development including code of conduct, coordination of details, and design of our physical space.
Fun fact about this project…
A hard-hitting tackle is no problem, ripping a band-aid off was another story
Being part of a start-up at iRhythm, I wore many hats—but one of the most memorable roles was research coordinator for a study we did with the USC football team. We used our device to monitor 22 players across different positions, aiming to identify if different positions had different cardiac risks. My job was to apply all the patches and retrieve them after practice. It turns out those guys are tough until you try to take a band-aid off their chest!
