Hi.
Welcome to my blog and portfolio. Among other things, I write for a living — but apparently can't get enough. Thanks for reading!
Welcome to my blog and portfolio. Among other things, I write for a living — but apparently can't get enough. Thanks for reading!
I own Handshake’s ever-growing library of student stories across the company, building deep relationships with early talent influencers to drive their ongoing engagement with Handshake through social media partnerships, press placements, event panels, video projects, and more. I maintain a consumer stories content roadmap across Handshake’s social media channels, blog, video, thought leadership collateral, live events, PR, and in product. To date, I’ve sourced students who’ve appeared in dozens of press features in outlets like Forbes, Bloomberg, The New York Times, AP, The Chronicle of Higher Education, and on Adam Grant’s WorkLife podcast.
I served as creative director for all content production streams (video, articles, and text posts) as part of the launch team for Handshake’s own content feed, defining an authentic content style and tone unique to Handshake’s student app. The work performed to get this feed content live included: sourcing, editing, and creating video content, writing captions, uploading, managing agencies and external partners, and helping train teammates and partners. Outside of Handshake-owned content, I developed the creative concepts for video shoots with partners like L'Oréal, Warner Bros. Discovery, and Google, tailoring them to each of these partners' unique goals and culture. These shoots yielded over 300 short-form videos, which proved a hit with participating partners and paved the way for business expansions.
As content lead on the original Handshake student marketing team, I developed content and concepts for seasonal B2C marketing campaigns, ranging from social media content, blog posts, video projects, events, campaign micro-sites, and specialized landing pages.
I own content development and end-to-end management of Handshake’s bimonthly student-facing virtual events, driving thousands of student attendees per month and informing follow-up email marketing, social media posts, and blog content.
Upon joining Handshake as its first Social & Editorial Manager, I led the migration of several underutilized Handshake content channels to a single source, our blog, editing old content to optimize for SEO along the way. I handled all editorial content planning, editing, optimization, and promotion for the company’s student blog, in addition to mentoring junior writers and producing at least two posts of my own per week.
Since establishing the Handshake student blog in fall 2019, it has grown to average over 100K unique visitors per month. As editorial manager, I also authored bylines for placement in major publications like Fast Company, Thrive Global, Inc., and more in support of our wider company PR efforts.
From 2019-2021, I handled all social content planning, copywriting, social media management, community development, social support, reporting/analytics, and partnerships for Handshake’s Instagram, LinkedIn, TikTok, Twitter, and Facebook accounts. During that time, Handshake’s Instagram more than doubled in size due to organic content efforts, surpassing 150% follower growth. I also hosted and produced Handshake How-To, a video series to guide students through their job search and empower higher ed partners.
In addition to my other responsibilities as Tatcha’s Editorial Manager, I led planning, writing, editing, production, promotion, and management of the T-House blog. During my time at Tatcha, I developed a robust marketing content calendar, more than doubled 2018 blog output, improved organic blog traffic. The T-House blog also saw several milestones under my management, including widespread press placement in publications like Allure and Elite Daily for a blog about the concept of “Fukubukuro,” helping drive the company’s most popular post-holiday promotion event to date.
I served as the sole writer, editor, and proofreader for Tatcha’s public-facing assets, including product packaging, website content, blog posts, emails, press releases, influencer mailers, in-person event collateral, UI copy, social captions, nonprofit partnership material, and digital ad campaigns. This included visual merchandising copy for Sephora (US and Canada), Sephora at JC Penney, Mecca (Australia), Lane Crawford (Hong Kong), and QVC. Several times per year, I contributed to 360° campaign planning and produced new product launch toolkits for use by our whole team, from field education and influencer marketing to PR. I also kicked off the initial copy work for Tatcha’s expansion into the Chinese market on platforms like Weibo and RED (Little Red Book), and served as a brand representative at press, influencer, and client events.
Newfronts 2017, New York City
From 2016 to 2018, I wrote, hosted, and produced two social-first weekly beauty series for POPSUGAR’s Instagram: First Impression Friday and Mask Junkie. I also represented the company on the news and in special video projects (such as live holiday gift guides and live presidential election coverage) as needed. On several occasions, I presented on POPSUGAR’s behalf at high-profile industry events like Comic-Con, Final Fronts, and the Newfronts.
In partnership with Tatcha’s digital development team, I led copy and content for a new Tatcha e-commerce feature, the Ritual Finder. The goal: to help Tatcha clients discover their best skincare regimen based on unique parameters like skin type, complexion concern(s), experience level, budget, and allergies/sensitivities. Considerations: the tool needed to function seamlessly across desktop, mobile, and Amazon Echo, be easy for any potential client to understand, and adhere to Tatcha’s strict brand voice.
In close partnership with design, I helped produce all marketing email copy, produced editorial content to support campaign themes, and pivoted content plans based on email A/B testing. I also helped craft Tatcha’s brand voice through organic and paid social media copy, contributing to 134% YOY Instagram follower growth (+388K) in 2018 and an industry-leading engagement rate. This social media work was also utilized by key retail partners like Sephora and QVC.
After helping found POPSUGAR’s Trending & Viral Features team in 2015, I wrote nearly 3,500 articles across 14+ verticals, focused primarily on timely trending and news content. Between May 2015 and July 2018, my bylined work generated:
370,112,350 page views
35,714,247 unique visits
In addition to writing in this role, I also edited and coordinated network-wide trending coverage to ensure that it was compelling, accurate, and shareable. I regularly led team content and strategy brainstorms, covered and attended events on behalf of POPSUGAR, and performed analytics, SEO, and competitor deep-dives on a monthly basis. I also collaborated with engineers to develop POPSUGAR’s proprietary TrendRank tool, and helped plan a robust calendar and craft engaging copy for POPSUGAR’s iOS app push notifications.
During my last term of college, I pitched, wrote, and promoted content for a then-new publication called Bustle. Two of my articles generated international attention and helped establish a winning content format for the publication: beauty experiments. I appeared on Good Morning America and was interviewed for Yahoo to discuss the articles, and was featured in publications like Allure and Refinery29.
Posing with my first feature in a print issue of Seventeen
I chronicled my first year of college as a member of Seventeen Magazine’s Freshman 15 panel, writing biweekly blog posts and filming biweekly video blogs for Seventeen.com. I also contributed ideas, content, and assets for print content in Seventeen, and developed a community by interacting with readers via email, social media, and even telephone.
