Experience

With more than 10 years of content creation and digital strategy experience, I’ve honed my philosophy to this: lead with creativity, enhance with technology. As someone who started their career in magazines and later became fluent in algorithms and analytics, I'm keen on combining artful, trend-forward content with high-performance strategies.

Director, Editorial & Digital Content Strategy

Sony Music Entertainment (December ‘19 - present)

  • Editorial & Social Media Strategy: Craft editorial calendars that combine evergreen business content, key initiatives, announcements and more. This process brings channel-specific strategies into concert with global deadlines.

  • Analytics & Performance Tracking: Translate social media and website analytics into digestible reports that unpack wins and learnings. These reports inform communication strategies and continually improve engagement and performance. 

  • Innovation & Discovery: Monitor digital spaces for new platforms, tools to bring into our workflow, and innovative ways to push storytelling boundaries.

  • Website Development: Pair with developers and designers to build short- and long-term sites. This process includes discovery and research, identifying UI/UX goals, wireframing, design iterations, QA, launch and post-launch governance.

Digital Content Strategist

The Bash, The Knot Wordwide (Feb ‘18 - Dec ‘19)

  • UX & Content Modeling: Use Google Analytics to track user journeys across TheBash.com—entry and exit points and everything in between—to propose new content strategies and UX recommendations to product and design teams.

  • Build Brand Credibility: Liaison with industry leaders and trendsetters (PR reps, event planners, vendors) to position the brand as a go-to party resource.

  • User Acquisition & QA: Bring new users to the marketing funnel via social media campaigns (organic and paid) and SEO and SEM strategies. Measure ROI goals by tracking KPIs (impressions, CPC and CTR), and track channel-specific user behavior to determine where high- and low-quality users come from. 

  • Stakeholder Alignment: Collaborate with product, tech, PR and marketing teams to ensure roadmap synchronicity and goal alignment across divisions.

Social Media Manager

CA Creative (July ‘17 - Feb ‘18)

  • Client Relations: Collaborate with full roster of clients, but own specific accounts including Dean & DeLuca, Moxy Times Square (Marriott), Two Trees Real Estate.

  • Content Creation: Pitch and execute editorial calendars for each client—with goals for growth and deepening brand identity—across social media, editorial articles and email. Content ranged from giveaways to seasonal trends and UGC. 

  • Influencer marketing: Identify strategic influencer partners and contract project agreements between the brands and influencers. 

  • Community Management: Oversee engagement strategies for building an impactful brand personality through DMs, comments and UGC content.

Assistant Editor

The Knot, The Knot Worldwide (April ‘15 - June ‘17)

  • SEO Strategy: Increase SEO traffic to old and new articles, with a proven workflow of keyword research, content auditing, meta data and schema markup.

  • Newsletter Strategy: Curate weekly email newsletters (deployed to over 800,000users), manage A/B testing for subject lines and CTA copy; track unique open rates and coordinate placements with advertising, PR and marketing teams.

  • Content Performance: Analyze metrics on TheKnot.com (unique users, sessions,session engagement, bounce rates and exit points, etc.) to uncover insights and learnings that would be applied to upcoming content.

  • Photoshoot & Creative Direction: Brainstorm creative concepts for photo and video shoots, provide clear direction during pre-shoot storyboarding, on set and post production. Ensure final materials align with the brand and target audience.

Editorial Assistant

Redbookmag.com, Hearst Digital Media (Jan ‘14 - April ‘15)

  • Newsroom & Evergreen Pitching: Pitch news and culture stories for immediate go-live on Redbookmag.com, targeting trending social media topics; pitch evergreen ideas for long-lead stories, interviews and SEO topics.

  • Influencer Marketing: Curate and manage the "Team Red" blogger network,composed of influencers nationwide. Invite up-and-coming influencers to join the network, keeping it current, and send monthly outreaches to the network with opportunities for collaboration and partnerships. 

  • Freelance Management: Assign stories to freelance writers and editors, top editand provide clear and concise feedback to drafts, and manage the overall freelance budget.