ISF Marketing Team

Isabella Santos Foundation Welcomes New Team Members to Drive Impactful Change in 2024

For Immediate Release


Growth continues for ISF with new VP of Marketing & Communications, Hailey Rorie, new Marketing Manager, Julie D’Amanda, and new Creative Director Kat Baab.

CHARLOTTE – January 17, 2024 – Isabella Santos Foundation (ISF), a 501(c)3 childhood cancer foundation dedicated to improving rare pediatric cancer treatment options, has added several new faces to its team. As ISF continues to expand its efforts and reach new champions in the fight against pediatric cancer, these strategic hires bring a wealth of experience and passion to support the organization’s growth.

“As we welcome new members into the ISF team, we celebrate not just the growth but this investment in creativity, passion and expertise. At ISF, we recognize the power of effective marketing and communications — an often overlooked strategy in the nonprofit world,” said Erin Santos-Primis, President and Founder of Isabella Santos Foundation. “This commitment to innovation is just another example of how we’re taking everything we do to the next level, ensuring our impact reaches new heights and touches the lives of those affected by pediatric cancer.” 

Meet our Marketing Mavens

Joining ISF as Vice President of Marketing & Communications is Hailey Rorie. Hailey is a distinguished professional with over 15 years of expertise in marketing, public relations, and community engagement. In the past year, Hailey has shifted from the corporate world to the NP sector after working extensively for the Ballantyne community. She is a visionary leader who can help transform communities, foster collaboration, and leave an indelible mark by inspiring action through storytelling and brand marketing.

In addition, ISF welcomed Julie D’Amanda as the new Marketing Manager in 2023. Julie has an eye for creativity, a passion for connecting with people, and a deep interest in understanding the “why” and “how” behind effective marketing. Julie’s specialty lies in building better brands online and is now leveraging her skills to contribute to a cause that truly matters – funding research for rare pediatric cancer.

The last introduction to the team is Kat Baab, Creative Director at ISF. With 13 years of prior experience as an in-house designer and director, Kat brings a wealth of knowledge to the table. Her freelance work includes collaborating with numerous small businesses, guiding them through brand development and orchestrating successful marketing campaign launches. With a robust background in design and a keen eye for creative strategies and solutions, Kat is a pivotal force in driving the Foundation’s brand forward.

Please join us in welcoming Hailey, Julie, and Kat to the ISF family!

To learn more about the Isabella Santos Foundation, their impactful work, growing team, and how you can get involved, visit their website at

About the Isabella Santos Foundation 

Established in 2007, The Isabella Santos Foundation (ISF) is dedicated to eradicating pediatric cancer’s devastating impact while honoring the legacy of Isabella Santos, a courageous neuroblastoma fighter. Collaborating with medical institutions, ISF drives innovative research to pioneer new treatments and enhance young cancer patients’ lives.

Over seventeen years, ISF has contributed $8 million to expand research and treatment and support affected families. Partnering with Atrium Health and Levine Children’s Hospital, ISF funded clinical trials, developmental therapeutics, and a top-tier MIBG therapy suite—one of 20 nationwide. In 2020, the Isabella Santos Rare & Solid Tumor Program launched with Levine Cancer Institute, aspiring to be a global hub for children with solid tumors and rare cancers. In 2024, ISF is expanding across the Carolinas to unite every single children’s hospital in North and South Carolina with a single mission: to make a greater impact.

Originating from one girl’s mission, and carried forward by her loving mom and the support of the Charlotte community, ISF’s impact thrives and its ability to transform lives will endure for generations. Join our commitment to bring hope, healing, and progress to young warriors and their families. 


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