JOURNALIST
My work has appeared in InStyle, Real Simple, Health, AARP, Women's Wear Daily, W, and many digital publications. It includes profiles, service pieces, and reported stories on health, wellness, food, spirits, fashion, and beauty.
MULTIMEDIA BRANDED CONTENT PRODUCER
BRIGHTHOUSE FINANCIAL: Hired by BBH New York, an advertising agency, to produce four podcasts, nine videos, five articles and an infographic for its client Brighthouse Financial.
OLIVELA.COM: Developed brand story and wrote original founder story for Olivela.com, a luxury retail site that gives 20% of the proceeds of every purchase to charity. Responsible for weaving the mission across all brand touch points.
Launched and regularly updated editorial section for the site to drive SEO and engagement, helping to increase site traffic 350% YOY.
Generated all story ideas and wrote or supervised the writing of all content, including articles, how-tos, emails, marketing copy, digital display ads, social posts and ads, investor presentations, and CEO communications.
Analyzed data to continuously improve the relationship with the customer by anticipating her needs and offering new ways to meet them.
Developed workflow and systems for editorial, email, paid ads, and other collateral.
EDITOR-IN-CHIEF, PEOPLE STYLEWATCH & THE OUTFIT.COM
Reinvigorated shopping and style brand for millennials, ranked as 3rd or 4th largest newsstand seller in the set, behind Cosmo, InStyle, and sometimes Vogue.
Provided leadership for multi-platform brand vision, strategy, quality, and resources with full responsibility for circulation (guaranteed 825,000 readers per month), digital traffic, PR buzz, and brand growth.
Led 34-member creative team and $6M editorial budget.
Launched TheOutfit.com and grew site traffic to over 1 million monthly unique views (Omniture) within 1 year, without additional staffing or resources.
Collaborated with publisher to combat declining ad sales with big editorial-inspired ideas targeted to specific clients, which helped to win 30 new accounts, including Ulta.
Redesigned and rethought content to battle industry-wide dwindling readership, resulting in only a 6% drop in newsstand compared to competitors’ double-digit declines.
PARTNERSHIP BUILDER
Led creation of InStyle's capsule collection with 9W, featuring footwear, handbags, and jewelry as well as a 12-page editorial booklet. 9W's largest collaboration ever. Sold in all doors and globally.
DEPUTY EDITOR, INSTYLE & INSTYLE.COM
Propelled smooth daily operations as #2 editor for major women’s lifestyle brand. EIC's right-hand person—generating/executing story ideas, streamlining processes, managing talent, and growing brand’s buzz and revenue.
Led creation of all brand extensions, including Nine West shoe collection, tablet apps, books, TV shows, video, and more.
Reorganized staff and reconfigured workflow twice due to layoffs/budget cuts, thus maximizing resources.
Integrated print and digital staff, expanding digital content volume by 150% with little increase in staff.
AUTHOR
Wrote the first book in InStyle’s book series, Secrets of Style: InStyle’s Guide To Dressing Your Best Everyday.
ADVOCATE FOR DIVERSITY
Created journalism internship program in partnership with Syracuse University with goal of creating more diverse newsrooms.
