Experience

The Y Collective

• United States
• Advertising Services
• 1 - 100 Employee

• Founder

  • Jun 2021 - Present

  After more than a decade of social impact work and advocacy coupled with content strategy and marketing expertise, I founded The Y Collective to offer strategic custom marketing support to food, beverage, and CPG brands that do good by being better. After more than a decade of social impact work and advocacy coupled with content strategy and marketing expertise, I founded The Y Collective to offer strategic custom marketing support to food, beverage, and CPG brands that do good by being better.



Califia Farms

• United States
• Food & Beverages
• 200 - 300 Employee

• Social Media Strategy and Marketing Lead

  • Sep 2020 - Jun 2021

  -Social media and content strategy -Copywriting for social media -Social media influencer marketing strategy -Recipe curation and development -Social media and content strategy -Copywriting for social media -Social media influencer marketing strategy -Recipe curation and development



Self Employed

• Real Estate
• 1 - 100 Employee

• Content Marketing & Communications Consultant

  • Sep 2019 - Oct 2020

  -Content and social media strategy for brands including InStride, Rent.com, and Full Harvest. -Develop scalable, data-driven content strategies based on clients’ metrics for success. -Content and social media strategy for brands including InStride, Rent.com, and Full Harvest. -Develop scalable, data-driven content strategies based on clients’ metrics for success.



System1

• Australia
• IT Services and IT Consulting
• 1 - 100 Employee

• Director, Content Management

  • Oct 2017 - Jun 2019

• Content Strategy Consultant

  • May 2017 - Oct 2017

  -Built scalable content solutions with optimal ROI.-Develop, monitor, and implement testing strategies that result in widespread solutions or identify inefficiencies.



Giant Media

• United States
• Advertising Services
• 1 - 100 Employee

• Director of Content Marketing Strategy

  • Sep 2015 - Dec 2016

  -Led the creative and strategic development of branded content and influencer campaigns for clients such as JCPenney and Hasbro. -Managed the content strategy and sales operations team -Led the creative and strategic development of branded content and influencer campaigns for clients such as JCPenney and Hasbro. -Managed the content strategy and sales operations team



VaynerMedia

• United States
• Advertising Services
• 700 & Above Employee

• Managing Editor, L'Oreal's Makeup.com

  • Feb 2014 - Sep 2015

  -Created and led award-winning branded content strategy to support L’Oréal USA’s 40+ brands, including on-site components and 7 social media platforms. Responsible for managing an in-house content creation team, as well as freelance contributors. -Managed visual content creation process, including original product and lifestyle photography, GIFs, infographics and video. -Oversaw the production of high-quality beauty tutorial YouTube videos and implemented the distribution strategy. -Lead conceptualization around monthly editorial calendars based on brand goals, Google Analytics, and social insights -Collaborated with relevant stakeholders to ensure the Makeup.com voice was consistent across all aspects of the Makeup.com brand -Led the email content marketing strategy for more than 160,000 subscribers. -Managed best practices for SEO across multiple platforms, including Google, Pinterest and Twitter. Show less



Demand Media

• United States
• Advertising Services

• Content Manager, Content Marketing

  • Apr 2013 - Feb 2014

  -Managed the creation of high-quality content at scale for as many as 23 websites for topics including parenting, beauty, pets, travel, education, and food.-Led content strategy for partner sites for brands, such as Hidden Valley, Samsung, L’Oréal USA and Famous Footwear and publishers including Mom.me and National Geographic.-Guided editors in creating and fine-tuning voice documents and editorial plans for partners.-Worked with account team to build proposals for branded and partner publishing strategies using ComScore and internal data. Show less

• Editor, Partner Content

  • Nov 2011 - Apr 2013

  -Content production and delivery of content to off-network partner sites and third-party customers, including Hearst, National Geographic and USAToday.com.-Defined editorial direction, titles, establish taxonomies, source and manage qualified writers and editors, oversee content production and perform other duties to support successful creation of high-quality content for partners at scale.-Research a broad range of subjects to create specialized content requirements for third-party customers in niche verticals.-Thoroughly review, assess and edit articles to identify editorial trends and ensure content meets quality standards and adheres to customer’s style guides.-Conceive and develop strategies to cultivate new systems, tools and workflow processes and improve efficiency and quality of content.-Work closely with various internal departments, including but not limited to the editorial, product and titling teams, on the development, production and delivery of content. Show less

• Content Editor, Tyra Banks' typeF.com

  • Oct 2010 - Nov 2011

  -Exceeded goal of 10,000 published articles during a 6-month pre-launch period-Wrote and managed all content guidelines-Managed the typeF.com writer and copy editor community of about 600 freelancers-Maintain specific site voice and photo standards to reach the 18-34 female demographic-Build out editorial and feature strategy -Management of the continual content quality auditing processes

• Editor, Studio

  • Jul 2009 - Oct 2010

  -Contribute to the editorial strategy and management of more than 12,000 active Studio writers-Copyedit in-house editorial and marketing documents-Created strategic documents for publication at scale



The Nielsen Company

• India
• Appliances, Electrical, and Electronics Manufacturing
• 1 - 100 Employee

• Copy Editor, Columnist, and Writer, Back Stage

  • Mar 2008 - Dec 2009

  Created and managed a new biweekly column from conception to fruition; edited all copy for the weekly publication. Created and managed a new biweekly column from conception to fruition; edited all copy for the weekly publication.


Frogchildren Publishing
• Company Editor

  • Oct 2007 - Aug 2009

Scene Magazine
• United Kingdom
• Online Audio and Video Media
• 1 - 100 Employee
• Managing Editor

  • Jan 2007 - May 2007

Baker Newspaper Group
• Interim Assistant Editor/Intern

  • Aug 2006 - Jan 2007


The Daily Sundial

• Copy Editor

  • Aug 2006 - Dec 2006

  Copy edited and proofread all submissions to the newspaper. Copy edited and proofread all submissions to the newspaper.


The Fresno Magazine
• United States
• Non-profit Organizations
• Freelancer

  • Jun 2006 - Dec 2006