Develop editorial strategy and execute copy for Mercedes-Benz pavilions and exhibitions including the U.S. Open Championship and the Pebble Beach Concours d’Elegance.
Developed “Normalize…” concept for the New York Times’ university outreach digital ad rollout, encouraging students to subscribe to Cooking section.
Worked on digital marketing content for New York Times Games. This ad appeared in an email with the subject line: “Is your day missing some play?”
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 goals and overall business KPIs.
When I led content at Gilt.com, I produced and concepted 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.)
Infusing a human, heartfelt element into ad copy for Beneficial Bank, a regional bank known for its personal service.
Hartford Funds: “Human-centric investing”
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 global pandemic.
Helped rethink Zillow’s existing 360 content strategy to be relevant in light of the COVID-19 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 means to encourage people to escape and dream.
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 global pandemic.