Develop editorial strategy and execute copy for Mercedes-Benz pavilions and exhibitions including the US Open Tennis Championships and the Pebble Beach Concours d’Elegance. This materials-themed exhibition is from the Mercedes-Benz Star Suite at the US Open.
Developed and executed “Normalize…” concept and content strategy for the New York Times’ university outreach digital ad campaign, encouraging students to subscribe to NYT Cooking.
Worked on digital marketing content for New York Times Games to increase both subscriptions and engagement. This ad appeared in an email with the subject line: “Is your day missing some play?”
Worked on the strategy, interview, and product messaging development for Tripadvisor for Business, leading to a series of videos featuring hallmark properties from around the world (including La Botanica in Puerto Rico, shown).
I helped develop the editorial structure, tone, and cadence of the Gilt app, working across teams (merch, marketing, creative, UX, tech) to ensure a product that demonstrates editorial and fashion authority while achieving revenue, traffic, and engagement goals.
When I led content at Gilt.com, I concepted and produced this video benefiting the organization Girls Who Code and featuring organizers of the original Women’s March in Washington, D.C.
I led all site assets for Sarah Jessica Parker’s bridal collection debut on Gilt, including conducting the off-screen Q+A and working alongside the art and design directors to produce the content for this video.
Worked on emails, site copy, ads, and content strategy for luxury sleep brand Eight Sleep.
Gilt City OOH campaign: Led full creative concept revolving around the ">" sign concept. (Just above: one of the ads, seen live on the L train.)
Worked to establish consistent cross-channel messaging for Meru Health, an app-based therapy and mental health program for anxiety, depression, stress, and burnout.
Infusing a human, heartfelt element into ad copy for Beneficial Bank, a regional bank known for its personal service.
Have written extensively on home and design for The New York Times.
Developed in-depth lifestyle content for Douglas Elliman Real Estate, designed to increase brand recognition for prospective clients and add value for current ones.
Content strategy and development for Zillow. Extensive omnichannel effort designed to quickly respond to the needs and concerns of homeowners in the “new normal” brought about by the pandemic.
Helped rethink Zillow’s existing 360 content strategy to be relevant in light of the pandemic — and then implement it, fast. Focused on equal parts information and inspiration: useful how-tos to address people’s real-time anxieties, mixed with shorter, more lighthearted posts meant to encourage self-care.
Worked on naming, branding, and content strategy for a range of Tripadvisor B2B products to help businesses increase bookings and establish customer loyalty at a difficult time for the industry due to the pandemic.