Editor-in-chief. Plans, assigns, and edits all content on the flagship website for the 80+ local Edible magazines around the US and Canada.
Crafted new tone of voice and content guidelines, leading TOV from client pitch to launch.
Collateral developed for an internal marketing conference.
Developed a strategy focused on creating seasonally specific nutrition content, promoting the existing high-quality evergreen content, and consolidating overlapping pieces into Essential Guides to create a static landing page for new users.
Naming project for SF Museum of Modern Art Shadow Shop participant.
Brand tone of voice and website copy for skin care start-up.
Shifted the focus from exclusively offer-based communications to a conversation focused on the entire customer experience, adding value and heightening engagement.
Wrote scores and edited hundreds of hotel listings as an editorial lead of a global team.
Branding, content, and copywriting. Identifying key values to create a story about the food, the chefs, and the company.
Sample of one of scores of profiles. Research—including raw data, surveys, and interviews—and copywriting.
Along with the Upgrade Your Snack trial event and homepage copy for Kashi.com, managed all content and newletters for the cereal giant on behalf of the Barbarian Group, 2009-2010.
Made the most of a crazy assigned itinerary; of many, many pieces of custom content for them, this was the most delicious.
Copywriting for Consumer Reports Greener Choices website.
Directed and created all local foods content for legacy website for 10 years.
