Experience

Grown Unknown
• United States
• Marketing Services
• 1 - 100 Employee
• Founder + Principal Consultant

  • Apr 2016 - Present


HeyMama

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

• VP of Brand & Content

  • Jan 2020 - Jan 2022

  - Architected the HeyMama brand from the ground up: Led founders and executive team through a complete market positioning and branding exploration, culminating in a brand platform from which the marketing, membership, and events/programming strategies were derived. Components include: brand mission, narrative, voice, and tone by channel. - Evolved brand and content to be more inclusive of a wider range of motherhood identities, experiences, and voices - Owned market/audience research and persona development - Created and executed full-full content strategy, with continual testing, evaluating, and iterating Spearheaded brand- and policy-level updates to the company to be gender-inclusive (not all "mamas" are cisgender!) - Oversaw creative direction and design to ensure the visual brand presentation was aligned with ideal brand expression - Owned concepting, programming, and content from top to bottom on all signature campaigns and events, including Motherhood on the Resume, HeyMama Summit, International Women's Day, Strong Like a Mama, and more - Managed social media, PR, executive thought leadership, and internal/external comms - Directed concepting, pitching, and execution of custom projects for all brand partners with in-house creative team, while working on year-round sales and client strategy Show less



Wealthfront

• United States
• Financial Services
• 200 - 300 Employee

• Director of Content and Editorial

  • Jan 2019 - Nov 2019

  - Created and managed editorial calendar from top to bottom, from conceiving quarterly and year-long themes in line with high-level company priorities and media narratives, down to planning and scheduling a robust, diverse collection of articles - More than doubled production volume on blog within two months, editing every post and writing/co-writing ~50% - Worked directly with executive team on thought leadership and expert advice articles - Managed and oversaw content direction on all social media platforms - Radically expanded content scope to encompass more relevant subject areas to reflect clients’ real lives and interests, while refining Wealthfront’s brand voice to drive top-of-funnel and build trust and enthusiasm for our company - Created Wealthfront’s first comprehensive style guide, which created functional, scalable consistency in messaging, voice, and tone of content across all product, marketing, and social media platforms - Initiated collaboration and coordination between product content and marketing content teams to facilitate the development of an aligned, coherent, symbiotic content ecosystem that worked together to drive the best possible user experience at every touchpoint - Lead on blog redesign, responsible for everything from scoping to creative direction to content strategy and SEO, while project managing the cross-functional design and development team. - Implemented content production process that streamlined coordinated efforts between editorial, design, compliance, legal, social media, and executive stakeholders - Regularly acted as a resource and sounding board for challenges and projects outside the purview of my role when it comes to marketing/comms strategy, brand judgment calls, and management challenges Show less



Twenty

• Denmark
• Advertising Services
• 1 - 100 Employee

• VP Content

  • Oct 2017 - Jan 2019

  - Lead strategist and manager of all content functions, both within the product and on external platforms - Synthesized user research and market data into actionable insights for every team - As part of the company's leadership team, played an integral role in every aspect of foundational decision-making, from branding and launch messaging to product development and design to marketing strategy and growth - Collaborated with product, engineering, and design teams on product development (ask me about my very first hand-drawn wireframes when I gathered all product, eng, design, and executive stakeholders to pitch a radical overhaul of key parts of the product's functionality — it was laughable but also got the point across, resulting in unanimous buy-in for what turned out to be a significant product pivot) Show less



Time Inc.

• United States
• Book and Periodical Publishing
• 700 & Above Employee

• Features Editor

  • Jun 2016 - May 2018

  - Helped lead editorial and SEO strategy for Time Inc's lifestyle site, HelloGiggles - Assigned and edited news features for a team of freelance and in-house writers - Helped lead editorial and SEO strategy for Time Inc's lifestyle site, HelloGiggles - Assigned and edited news features for a team of freelance and in-house writers



Refinery29, Inc.

• United States
• Technology, Information and Internet
• 100 - 200 Employee

• Managing Editor

  • Feb 2017 - Oct 2017

  - Responsible for content strategy and editorial vision for a team of 80+ writers and editors producing 150+ articles a day covering news, money & work, fashion, entertainment, and health & wellness - Oversaw and closely managed features team, which produced in-depth reported stories and essays spanning the entire landscape of content Refinery 29 covers - Scaled editorial operations to account for growth in headcount, production volume, and traffic goals - Managed cross-functional collaboration between editorial, photo, and video departments Show less



SpinMedia Group, Inc.

• United States
• Online Media
• 1 - 100 Employee

• Editor in Chief, The Frisky

  • Apr 2016 - Jan 2017

  - Lead on site redesign, responsible for everything from scoping to creative direction to content strategy and SEO, while project managing the cross-functional design and development team - Increased traffic by 30% MoM - Hired expanded team of staff writers and editors covering news, politics, health, entertainment, and lifestyle - I was hired to completely renovate and elevate this already great women's site. Unfortunately, we were only getting started when Spin Media was sold and my team was laid off. So it goes! Links attached about the weird fate that subsequently became of this once-wonderful website. Show less



Bustle

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Senior Editor

  • Jul 2014 - Apr 2016

  - One of the site's first senior editors, helping grow traffic to over 40 million unique monthly visitors - Was one of two founding editors to conceive and build Bustle's millennial parenting site, Romper. Worked in a leadership role on everything from naming to site development to hiring the editorial team to launching. We hit 3 million unique monthly visitors within 90 days of launch. - Helped shape editorial voice and scope of content - Creating and implemented breaking news coverage protocol - Hired and mentored young and emerging writers Show less


Thought Catalog
• Online Audio and Video Media
• 1 - 100 Employee
• Senior Editor

  • Jan 2012 - Jul 2014

Muzooka
• United States
• Musicians
• 1 - 100 Employee
• Director Of Marketing And Public Relations

  • Jan 2012 - Jun 2014


freelance

• Egypt
• Human Resources
• 1 - 100 Employee

• Freelance Writer, Editor, PR, Marketing, and Brand Strategist

  • Jun 2005 - Jul 2013

  - ghostwriting articles and books for thought leaders in a wide range of B2B and B2C industries on four continents - copywriting (every kind imaginable, seriously) - social media and marketing, both ongoing management and short-term consulting - freelance arts, culture, news, politics writing - ghostwriting articles and books for thought leaders in a wide range of B2B and B2C industries on four continents - copywriting (every kind imaginable, seriously) - social media and marketing, both ongoing management and short-term consulting - freelance arts, culture, news, politics writing


Creative Loafing
• Online Audio and Video Media
• Arts & Culture Writer

  • Jan 2010 - Aug 2012

Eyedrum Art + Music Gallery
• Board of Directors

  • 2006 - 2010

CherryLion Studios
• United States
• 1 - 100 Employee
• Gallery / Studio Manager

  • 2005 - 2007