Digital, editorial, UX, and content-marketing projects for leading tech, e-commerce, and cultural brands, including:

• Lonely Planet | Consulting as senior features and photo editor for ongoing project to create, update, diversify, and SEO-optimize travel news and evergreen content covering compelling destinations throughout the world.

• Casper | Conception and execution of creative, analytics-informed brand marketing and promotional messaging, including campaigns for web, CRM, paid social, and other channels.

• Jet Set Candy | Brand-voice development and content-marketing strategy for travel-inspired jewelry start-up.

• French Institute Alliance Française | Marketing and organic social campaigns for cultural and language programs.

• Chatflights | Social and organic content strategy and execution for launch of travel app.

• Trade.it | UX/UI content and customer-facing brand messaging for website of fintech start-up.

• Vanity Fair | Writing for VanityFair.com and research for magazine’s annual Green Issue.

• Winkreative | Marketing materials for consultancy clients including American Express and Porter Airlines.

• ForbesWoman | Reporting, editorial-tone development, photo-shoot production, and fashion direction for launch issue of new Forbes print title.

Senior Manager of Brand, The Met Store (Aug 2018–Aug 2020)

• Directed look and feel of copy, photography, and graphic design for all of The Met Store’s platforms and channels, from earliest concepts to final details of execution.

• Enforced brand voice and consistency in all marketing content, joining words with images to craft creatively cohesive messages, meet rigorous business metrics, and deliver successful brand-collaboration programs.

• Managed and mentored creative studio of six graphic designers, editors, copywriters, and content producers, and administered departmental content budget, including contracts with external vendors.

• Built broad partnerships with fellow senior leaders in the Digital, Membership, External Affairs, Design, and other Museum departments to create content, enhance the brand, grow traffic, and drive revenue.

• Collaborated closely with curatorial departments as merchandising lead for exhibitions, generating ideas for associating product designs with artworks; overhauling cross-functional working processes; and connecting commercial storytelling to major exhibition themes through curator interviews and WordPress posts.

• Directed look and feel of copy, photography, and design for all of The Met Store’s platforms and channels, from earliest concepts to final details of execution.

Senior Manager, Content Strategy & Editorial, The Met Store (Jul 2017–Aug 2018)

• Developed content strategy and brand campaigns across The Met Store’s website, social media, email, catalog, blog, in-store signage, and advertising, using Jira, Airtable, Slack, Asana, Google Analytics, and other platforms.

• Harmonized and formalized brand and style standards for the use of internal stakeholders and external licensing partners, through work as arbiter of the Met Store Brand Identity Guidelines and Met Store Editorial Guidelines.

• Improved the tone of Met Store product naming and core product copy, deepening each product’s connection to The Met collection while using SEMrush to inform SEO positioning and attract new customers.

• Created clickable, effective UX/UI messaging for mobile and desktop Magento e-commerce environments.

Senior Managing Editor, Gilt City (Sep 2014–Sep 2016)

• Led successful content-marketing campaigns for national e-commerce company, collaborating with lifestyle,

  tech, and entertainment brands including J.Crew, Zyrtec, Delta Air Lines, and Estée Lauder.

• Managed six editors and dozens of freelancers across three offices, a team responsible for producing digital content for some 125+ Web pages each week.

• Used SEO data, A/B testing, Salesforce, and other tools to improve processes and meet extremely tight deadlines for such projects as print and video integrations, B2B content, PR campaigns, and UX/UI upgrades.

Managing Editor, Gilt City (Oct 2013–Sep 2014)
Supervising Editor, Gilt City (Mar 2011–Sep 2014)

• Crafted compelling sale copy for local businesses in New York, D.C., and Miami (50 new write-ups per week).

• Adjusted content for syndication partners including Google Offers, The Wall Street Journal, and MasterCard.

• Wrote and optimized posts for CityUnlisted.com, Gilt’s editorial channel, that resonated with national readers.

Program Officer, Institutions Unit

• Managed oversight of $150m in public funds directed toward operations and programs of 33 major cultural institutions, including the American Museum of Natural History, the Brooklyn Academy of Music, the New York Botanical Garden, and the Wildlife Conservation Society.

• Provided strategic advice to partner organizations on budgetary, operational, and board-governance issues.

• Prepared budget analyses, briefings, and public statements for agency Commissioner and Mayor’s Office on policy issues and special events related to the agency’s portfolio.

Deputy Editor

• Commissioned and edited stories through entire editorial cycle—from idea generation through final proofreading—for new theater magazine (North American print circ. 200,000).

• Gathered celebrity reporting and wrote feature articles for multiple issues; subjects interviewed include Sarah Paulson, Alan Cumming, Cynthia Nixon, David Rockwell, and Elaine Stritch.

• Secured celebrity participation, managed photography budget, and generated display copy for every issue.