Edible Communities
Edible Communities

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.

Edible Potluck
Edible Potluck

Oversee the flagship podcast for the Edible brand.

Uber 2018 Rebrand (agency: Wolff Olins)
Uber 2018 Rebrand (agency: Wolff Olins)

Crafted new tone of voice and content guidelines, leading TOV from client pitch to launch.

My Fitness Pal
My Fitness Pal

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.

Sweat Equity & Co.
Sweat Equity & Co.

Naming project for SF Museum of Modern Art Shadow Shop participant.

Haldi
Haldi

Brand tone of voice and website copy for skin care start-up.

Munchery Content Director
Munchery Content Director

Shifted the focus from exclusively offer-based communications to a conversation focused on the entire customer experience, adding value and heightening engagement.

Munchery New Product Launch
Munchery New Product Launch

Naming and copywriting for to-your-desk lunch service.

Munchery x Roy Choi
Munchery x Roy Choi

Copywriting for a cobranding and partnership announcement.

Munchery Recipe Cards
Munchery Recipe Cards

Creative conception and editing of hundreds of meal kit recipes cards.

Ad for SF Giants Opening Day
Ad for SF Giants Opening Day

Creative conception and copywriting.

Event Hand-Out
Event Hand-Out

Creative conception and copywriting for all-purpose event print collateral.

Google Maps
Google Maps

Wrote scores and edited hundreds of hotel listings as an editorial lead of a global team.

Cooking Light
Cooking Light

“San Francisco in 2,000 Calories and 10,000 Steps”

In Mexico's Yucatan Peninsula...
In Mexico's Yucatan Peninsula...

... 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.

Foodprint.org
Foodprint.org

Wrote consumer-friendly article on beef production (see here); directed creation of accompanying infographic (see here).

Local Artisan Cafes
Local Artisan Cafes

Branding, content, and copywriting. Identifying key values to create a story about the food, the chefs, and the company.

Bourdieu's Food Space
Bourdieu's Food Space

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.

Great Places to Work
Great Places to Work

Sample of one of scores of profiles. Research—including raw data, surveys, and interviews—and copywriting.

Kashi (agency: Barbarian Group)
Kashi (agency: Barbarian Group)

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.

California Visitors' Guide
California Visitors' Guide

I cannot truly recommend this crazy itinerary for a human person, but of my many, many pieces for them, this was the most delicious.

Put a Egg on It
Put a Egg on It

50-word story about a beloved Minneapolis-St. Paul candy.

Surf, Shave Ice and Sunsets on Kauai
Surf, Shave Ice and Sunsets on Kauai

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.

Consumer Reports Greener Choices
Consumer Reports Greener Choices

Copywriting for Consumer Reports Greener Choices website. See more at Greener Choices.

About.com (now The Spruce Eats)
About.com (now The Spruce Eats)

Directed and created all local foods content for legacy website for 10 years.

Edible Communities
Edible Potluck
Uber 2018 Rebrand (agency: Wolff Olins)
My Fitness Pal
Sweat Equity & Co.
Haldi
Munchery Content Director
Munchery New Product Launch
Munchery x Roy Choi
Munchery Recipe Cards
Ad for SF Giants Opening Day
Event Hand-Out
Google Maps
Cooking Light
In Mexico's Yucatan Peninsula...
Foodprint.org
Local Artisan Cafes
Bourdieu's Food Space
Great Places to Work
Kashi (agency: Barbarian Group)
California Visitors' Guide
Put a Egg on It
Surf, Shave Ice and Sunsets on Kauai
Consumer Reports Greener Choices
About.com (now The Spruce Eats)
Edible Communities

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.

Edible Potluck

Oversee the flagship podcast for the Edible brand.

Uber 2018 Rebrand (agency: Wolff Olins)

Crafted new tone of voice and content guidelines, leading TOV from client pitch to launch.

My Fitness Pal

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.

Sweat Equity & Co.

Naming project for SF Museum of Modern Art Shadow Shop participant.

Haldi

Brand tone of voice and website copy for skin care start-up.

Munchery Content Director

Shifted the focus from exclusively offer-based communications to a conversation focused on the entire customer experience, adding value and heightening engagement.

Munchery New Product Launch

Naming and copywriting for to-your-desk lunch service.

Munchery x Roy Choi

Copywriting for a cobranding and partnership announcement.

Munchery Recipe Cards

Creative conception and editing of hundreds of meal kit recipes cards.

Ad for SF Giants Opening Day

Creative conception and copywriting.

Event Hand-Out

Creative conception and copywriting for all-purpose event print collateral.

Google Maps

Wrote scores and edited hundreds of hotel listings as an editorial lead of a global team.

Cooking Light

“San Francisco in 2,000 Calories and 10,000 Steps”

In Mexico's Yucatan Peninsula...

... 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.

Foodprint.org

Wrote consumer-friendly article on beef production (see here); directed creation of accompanying infographic (see here).

Local Artisan Cafes

Branding, content, and copywriting. Identifying key values to create a story about the food, the chefs, and the company.

Bourdieu's Food Space

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.

Great Places to Work

Sample of one of scores of profiles. Research—including raw data, surveys, and interviews—and copywriting.

Kashi (agency: Barbarian Group)

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.

California Visitors' Guide

I cannot truly recommend this crazy itinerary for a human person, but of my many, many pieces for them, this was the most delicious.

Put a Egg on It

50-word story about a beloved Minneapolis-St. Paul candy.

Surf, Shave Ice and Sunsets on Kauai

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.

Consumer Reports Greener Choices

Copywriting for Consumer Reports Greener Choices website. See more at Greener Choices.

About.com (now The Spruce Eats)

Directed and created all local foods content for legacy website for 10 years.

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