Experience

Balsam Brands

• United States
• Retail
• 200 - 300 Employee

• Copy Manager

  • Oct 2020 - Present

  I currently have the pleasure of writing and managing copy for Balsam Brands, where I fulfill a range of copy needs across a variety of platforms. Read on for examples of some of the projects I’ve led. • Wrote and edited brand copy for 8 catalogs within the 2021 fall/holiday season, incorporating a new editorial strategy that revitalized headlines, subcopy, tech descriptions, and storytelling. • Outlined, presented, and gained approval of updated processes and strategies, including new product naming and formatting for catalog product copy. • Conceptualized, wrote, and edited persuasive messaging for cross-channel B2C and B2B campaign assets, including digital, print, email, programmatic, and site copy. Show less



Self-employed

• Greater California Bay Area

• Independent Editor + Writer

  • Jan 2014 - Present

  From full-time contract work to select side projects, I've been keen on freelancing for years. Below are a few of my favorite gigs. • Wrote numerous Real Wedding stories for Martha Stewart, which entailed crafting narratives, selecting photos, and making a large variety of locations, seasons, and themes emotionally engaging. • Managed the in-house team of copywriters at Tiny Prints on an 8-month contract, leading development of all brand copy for digital as well as direct mail, affiliate marketing, and display. • Contributed many articles on beauty and skincare to Dermstore and Beautycounter.com. (Who knew acupuncture and sheep sebum were good for your complexion?) Show less



Rodan + Fields

• United States
• Manufacturing
• 700 & Above Employee

• Editorial Director

  • Aug 2017 - Nov 2018

  I was the first editor on the Creative team at the #1 premium skincare brand in the U.S., where I oversaw all copy development for campaigns, catalogs, packaging, and more. Some highlights: • Conceptualized and oversaw creation of campaign copy for new products and programs, including the launch of Retinal-MD™ Technology, ensuring the science behind the skincare was easy to understand. • Doubled the size of the copy team team within a year, managing roles, assigning projects, and coordinating a small group of freelance writers. • Oversaw the development of video scripts, working closely with the writer to shape stories, highlight products, develop spokesperson personas, and finesse dialogue. Show less



Evite

• United States
• Technology, Information and Internet
• 1 - 100 Employee

• Editorial Director

  • 2012 - 2014

  I established and executed the first editorial strategies across Evite's brands, resulting in sponsored-content partnerships that produced $7.5MM within six months. Here's how I made it happen: • Secured locations, negotiated contracts, orchestrated schedules and shot lists, and provided art direction for photo shoots, approving the final content and reducing production costs by 76%. • Worked closely with the art director to select photos and assist with designing webpages for two sites and multiple digital magazines devoted to entertaining and party planning. • Designed editorial strategies for content sponsored by national brands, including BevMo, Panera Bread, and Sally Hansen. Show less



Inside Weddings

• United States
• Book and Periodical Publishing
• 1 - 100 Employee

• Executive Editor

  • Feb 2008 - Dec 2012

  I developed and managed editorial content for a quarterly print publication with a circulation throughout the U.S. and in several international markets. Some of my key responsibilities are below. • Assigned columns, features, and articles to in-house editorial staff and freelance writers, managing workflows, and maintaining the editorial calendar. Provided editing and proofreading for all. • Identified and engaged industry experts for content development, negotiating contracts where needed, and providing onboarding, article topics, editing, and proofreading. • Wrote and developed features on real weddings, wedding stationery, honeymoons, and gifts, as well as the editors’ letter and cover headlines. Show less



WeddingChannel.com (acquired by The Knot)

• Los Angeles, CA

• Senior Editor | Editorial Manager

  • 2003 - 2008

  I oversaw editorial strategy for a comprehensive wedding-planning site (acquired by The Knot) that garnered 70 million page views per year. • Strategized concepts and wrote advertorial copy for digital campaigns, including banner ads, sponsored emails, sweepstakes, and polls for national clients such as Starwood Hotels & Resorts, Bloomingdale’s, and Macy’s among others. • Appeared as the company representative on local and national media outlets, including "Entertainment Tonight”, “E! Entertainment News”, The Insider”, “Inside Edition”, and "Fox & Friends”. • Was an interviewee on wedding subjects for "TIME Magazine", "USA Today", "Forbes", the "New York Times", "Martha Stewart Weddings", and "Brides", and wrote a syndicated wedding column for McClatchy-Tribune published in more than 300 newspapers in the United States and Europe. Show less