Content Strategy & Leadership

Good content starts with understanding your audience—and deciding what you can offer them that matters.

I help publications and brands develop their editorial direction, find their voice, and turn ideas into work that connects with readers and supports business goals. My experience includes launching magazines, reinventing established titles, leading editorial teams, and developing health content in collaboration with clinical experts.

Bringing expertise to a wider audience.

As Head of Brand Content at Woebot Health, I worked closely with clinical teams to make complex mental health topics clear and accessible.

I helped launch and produce Meeting of the Minds, a live-streamed discussion series that brought healthcare experts together to explore issues shaping mental healthcare. We also adapted the series into a podcast, extending its reach beyond the live events.

The series helped grow the company’s email list and LinkedIn audience while creating an ongoing source of expert-led content.

Launching a magazine and later reinventing it.

I helped turn People StyleWatch from a section of People into a standalone magazine, developing recurring features and themed issues, managing the staff, and editing stories. It became one of the top three newsstand fashion magazines.

Later, as Editor-in-Chief, I led its reinvention as readers increasingly looked to influencers for style inspiration. My team and I redesigned the magazine, broadened its approach to personal style, and launched a website that reached one million unique monthly visitors within a year.

Working closely with the publisher, we also developed editorial initiatives that helped reverse an advertising sales decline and attract 30 new accounts.

Taking an editorial brand beyond the page.

As Deputy Editor of InStyle, I led the development of brand extensions across books, tablet apps, television, and video, finding new ways to serve our audience and create revenue.

I also helped develop InStyle’s capsule collection with Nine West, which included shoes, handbags, and jewelry. Sold globally, it became Nine West’s most successful collaboration.

Giving a new publication its voice.

As Deputy Editor, I helped launch Condé Nast’s Cargo, a men’s magazine covering technology, cars, fashion, and culture. I helped define its editorial structure and voice, creating an accessible, useful guide to what to buy and why.

Measured by advertising pages, Cargo was the largest men’s magazine debut ever.