As editor-in-chief, I plan, assign, and edit all content on the flagship website for the 80+ local Edible magazines around the US and Canada.
Oversee the flagship podcast for the Edible brand.
Crafted new tone of voice and content guidelines, leading TOV from client pitch to launch.
Developed a strategy focused on seasonally specific nutrition content, promoting the existing high-quality evergreen content, and consolidating a ton of overlapping content to create a static landing page for new users: Essential Guides.
Naming project for SF Museum of Modern Art Shadow Shop participant.
Brand tone of voice and website copy for skin care start-up.
Shifted the focus from exclusively offer-based communications to a conversation focused on the entire customer experience, adding value and heightening engagement.
Naming and copywriting for to-your-desk lunch service.
Copywriting for a cobranding and partnership announcement.
Creative conception and editing of hundreds of meal kit recipes cards.
Creative conception and copywriting.
Creative conception and copywriting for all-purpose event print collateral.
Wrote scores and edited hundreds of hotel listings as an editorial lead of a global team.
“San Francisco in 2,000 Calories and 10,000 Steps”
... a Cooking Class Turned Out to Be a Real Turkey. Story for The Washington Post about a Thanksgiving spent in Merida. Read the full story here.
Branding, content, and copywriting. Identifying key values to create a story about the food, the chefs, and the company.
A re-do of a graph in Pierre Bourdieu's 1976 Distinctions with a 2012 foodscape and audience in mind. See the whole shebang here.
Sample of one of scores of profiles. Research—including raw data, surveys, and interviews—and copywriting.
Along with the Upgrade Your Snack trial event and homepage copy for Kashi.com, managed all content and newletters for the cereal giant on behalf of the Barbarian Group, 2009-2010.
I cannot truly recommend this crazy itinerary for a human person, but of my many, many pieces for them, this was the most delicious.
50-word story about a beloved Minneapolis-St. Paul candy.
Travel piece about Hanalei for The New York Times, with a focus on shave ice and the craziest farmers market I've ever visited. Read the full story here.
Copywriting for Consumer Reports Greener Choices website. See more at Greener Choices.
Directed and created all local foods content for legacy website for 10 years.