Content Strategy
I’m a creative leader with 10+ years of experience developing and executing content strategies for brands. I have expertise in:
Full-funnel content strategy, creative content direction, social media marketing, email and newsletters, direct mail, branded content, SEO/SEM, copywriting, brand voice development, thought leadership and editorial strategy.
2022 Content strategy @ withco
Lead full-scale content strategy targeting high quality local business owners who want to own commercial property. Produce social media content and videos for owned and earned channels. Manage freelance content creators and support content and copy needs across organization and marketing funnel. (Video production by Mila Wizel.)
2021 Content director for UBS Arena @ Belmont Park
Research, develop, and write content for environmental graphics that live on the main concourse and private lounge areas at the $1 billion UBS Arena at Belmont Park. Collaborate with interior and graphic designers to execute overall creative vision and storytelling for the world-class Islanders stadium and concert venue. Read more about the project in the New York Times.
2021
Landing
Brand Voice + Social Strategy
Consult with the social media team at Landing to develop unique and engaging voice for organic and paid audience growth. Produce caption copy for Instagram posts and text graphics. Edit membership newsletter for voice and tone and write as-told-to blog posts from members about their customer experience. (Graphic design by @fabiolitadraws)
2018-2020
Away
Editorial Strategy
Here Magazine was a bespoke, boutique print and online travel publication brought to you by the Away luggage brand. Our mission was to inspire travelers by telling the stories of places through people.
As managing editor, I assigned content to over 100 freelancers and two junior editors and created new content series for the website, including a travel advice column called Dear Here and the top-performing series Travel Crush of the Week.
I also oversaw several sections of the print magazine, selecting overall themes and contributors and working with the art department to bring the story to life visually on the page.
2020
Here + Away content email
Worked cross-functionally with Away’s acquisition team to develop a bi-weekly email series based on top performing editorial content in order to provide a deeper brand connection with customers. Effectively melded the Here editorial voice with the Away retail brand voice to appeal to a wider audience.
2017- 2018
Fran Hauser Book Launch
Set cadence and strategy for book promotion on Twitter, Facebook, and Instagram leading up to the launch of Fran Hauser's best-selling book, The Myth of the Nice Girl. Wrote copy and produced text graphics for social feeds, working in collaboration with newsletter and PR teams on content workflow.
2015-2017
Tumblr Social Media
In 2015, Tumblr had yet to launch a comprehensive social media plan on any platform. I set the brand’s overall strategy for Facebook, Instagram, and Twitter and oversaw a team of producers that curated, wrote, and generated imagery for all channels.
On Twitter and Facebook, we emphasized reach by sharing the most relatable content from Tumblr users across various topics ranging from politics to gardening. Instagram was focused on engagement with IG followers using content from Tumblr that inspired and delighted our audience.
2013
Tumblr Content + Event Marketing Campaign
As Tumblr Arts Evangelist, partnered with Phillips Auction House to host the first ever digital art auction. The groundbreaking exhibition featured artists on Tumblr such as Molly Soda, Petra Cortright, and Rafael Rozendal, and introduced new conventions of art ownership to the mainstream market.
The program raised over $90,000, with 50% going directly to artists and 50% donated to the non-profit digital art preservation organization Rhizome. The event was replicated in London the next summer and featured in TIME, the New York Observer, the New York Times, Artnet, and more.
2012
Tumblr Content + Event Marketing Campaign
In partnership with Paddle8, produced the world’s first animated GIF festival in honor of the 25th anniversary of the medium—as well as Tumblr’s role in resurrecting and expanding the form—at Art Basel Miami Beach.
The three-month content campaign leading up to the event solicited GIF art submissions from the enormously creative Tumblr community, judged by celebrity panelists like Michael Stipe, Rodarte, and Inez & Vinood. Their selections were featured at a large-scale gallery event running the entirety of ABMB, which was sponsored by Smartwater.