About + Resume

I'm an experienced creative leader who spearheads branded campaigns from concept to execution, driving results-driven and award-winning work for brands in categories including retail (Target, Walmart), beauty (L'Oreal, Sephora), CPG (Unilever, PepsiCo), apparel (Nike, Athleta), auto (Lexus, Nissan), and more.

I live in Brooklyn, NY with my husband and two boys—and I love walking in Prospect Park (daily), cooking (sometimes), reading (always), and watching prestige television (when there's something good on).

CORE SKILLS

EXPERIENCE

WORLD OF GOOD BRANDS (FORMERLY LEAF GROUP, ACQUIRED BY GRAHAM HOLDINGS)

VP, Content + Creative Strategy (June 2023–Present)

Senior Director, Content + Strategy (April 2021–May 2023)

Director, Content + Strategy (Oct. 2018–March 2021)

Led all tactical execution and strategy for company-wide rebrand from Leaf Group to World of Good Brands, including providing new brand name and copywriting, directly leading to 12x new advertising partners, 20% revenue growth in H2 2023, and a Digiday feature
Launched new experiential arm of the brand with House of Good, providing brand name, copywriting, and creative strategy and execution of all activations, leading to 80% YOY revenue growth for experiential, 7x new advertising partners in 2024 and 5x new partners in Q1 2025
Ideate across all RFPs and proactive pitches to shape full program strategy for campaigns, providing big idea, cultural insights, tactical elements, storytelling details, and talent recommendations; pitch to clients in presale and spearhead client kickoff calls in postsale
Oversee all postsale execution of branded campaigns—written, social, video, experiential—bringing 360, full-funnel partnerships to life and growing branded social videos to 12% ER, dedicated emails to 60% open rate, and time spent on branded articles to 2 minutes

WELL+GOOD (ACQUIRED BY LEAF GROUP)

Senior Editor of Branded Content + Brand Strategy (Dec. 2017–Oct. 2018)

Branded Content Editor (Aug. 2016–Nov. 2017)

Owned all branded content campaigns, from concept development to published product, driving an 87% increase in total revenue that contributed to a $10M acquisition and recognition on Fast Company’s 2018 ‘Most Innovative Companies’ list
Oversaw Well+Good’s brand identity and strategy, including writing all copy for brand materials and leading brand-led collaborations with Juice Generation, Just Salad, and more
Launched and monetized new product offerings, including W+G’s first branded social and Well+Good’s first editorial video with an emphasis on creating franchises available for sponsorship; subsequent partners include Siggi’s, Justin’s, Under Armour, and Tarte

LIFEBOOKER | Editor (Sept. 2014–June 2016), Assistant Editor (Dec. 2013-Aug. 2014), Copywriter (July 2011-Nov. 2013)

Edited or wrote all beauty, health, and lifestyle deals, email copy, and banner copy
Produced branded beauty content for the Lifebooker blog with both short and long-form content
Managed all social media including Instagram, Facebook, Twitter, and Pinterest

TIME OUT NEW YORK | Associate Online Editor (Jan.–June 2011)

Wrote, pitched, assigned, and edited digital content across food, style, nightlife, and pop culture including apartment tours and commerce newsletters
Managed Twitter account, increasing incoming traffic 20% in first week alone

AWARDS

Webby Winner for Well+Good for Best Social, Health and Wellness (2024)
Digiday Award Finalist for Best Product Launch Campaign for Well+Good x Lexus RX – The Longevity Project (2023)
Digiday Award Winner for Best Pivot, Well+Good x Marriott Bonvoy American Express Card Portfolio - Wellness Daycation (2021)
Webby Winner for Well+Good for Best Lifestyle Site, People's Voice (2019)
Webby Winner for Well+Good Best Health Website, People's Voice (2017)

EDUCATION

BOSTON UNIVERSITY | BS, Journalism

NEW YORK UNIVERSITY | Journalism Study Abroad