Resume

Westholme: Creative Director (2023-Present)

Led a complete brand repositioning and refresh from tagline and brand narrative to brand guidelines, packaging, website, and content. Developed and trademarked a “Nature-Led” positioning that emphasized a balance between agriculture and the environment.

Created the company’s first global brand campaign, “Nature Leads, Flavor Follows,” specifically architecting the messaging and asset development processes

Developed a refreshed content and social strategy and launched an in-house content studio and function to support growth and awareness. Built the brand’s first newsletter and editorial presence online.

Managed how the brand shows up everywhere—in partnerships, collaborations, events, content, and marketing.

The Monoculture: Founder, Creative Director (2019 - Present)

Built boutique consultancy to provide creative strategy and services to brands and organizations worldwide.

Worked closely with an “art” partner, with work focused on branding and brand strategy, campaign development, and content production.

Notable clients include Row 7, Patreon, Bon Appétit, Bowery Farming, Australian Agriculture Co, Daily Harvest, and Athleta. 

We work alongside marketing leadership and creative directors to develop creative strategies, brand campaigns and brand narratives—ultimately articulating those strategies through content production and development.

Specific achievements include: Creating Row 7’s first-ever product campaigns, launching new wellness platform AthletaWell, developing Panera branded content series with Molly Baz and Bon Appétit, building a campaign for a new Bowery Farming lettuce cultivar, and producing Westholme’s first content campaign “Resetting The Table” 

Sweetgreen: Director, Content + Social (2018 - 2019)

Defined and maintained the sweetgreen brand strategy and refined brand tone and voice

Developed all strategic content campaigns, highlighted by the Webby-nominated “The Future is Flavor” with Dan Barber + Row 7 Seed Co. 

Refined a new brand narrative for Sweetgreen that re-emphasized sourcing and the importance of supporting asustainable, regenerative food system.

Used content to articulate sweetgreen’s mission and brand story, build the sg brand, increase awareness, engagement, acquisition, and retention 

Built a strategy and social media calendar to generate authentic engagement and drive awareness; increased Instagram followers by 40k+

Worked cross-functionally, especially with the culinary and supply chain teams to produce content that increased culinary credibility and differentiated the sg supply chain, most evident in the original series “Open Source,” which I conceived and produced 

Executive produced all photo and video shoots; Led the creative team and oversaw all budgets. Reported on channel results, performance, and ROI to senior leadership 

Collaborated with marketing to create partnerships and campaigns to support seasonal product launches, recruiting, new store openings and more.

IBM: Director, Global Brand Content (2017-2018)

Drove the day-to-day planning and execution of content design and creation for marketing campaigns

Developed a first-of-its-kind interactive experience, The Model Factory, to promote IBM’s Industry 4.0 manufacturing solutions­—a program that exceeded revenue goals by 75%

Co-managed cross-channel editorial (e.g. Medium) and social (@IBMIndustries) properties; Launched an in-house magazine, Industrious, to share industry news and stories about technology in action   

Led the ideation process to turn data/insights into thoughtful stories and identied content partners

Developed the content strategy for campaigns and Business Unit priorities, including the creation of targeted buyer-centric content journeys, narratives, and the corresponding deliverable plans

Negotiate distribution and amplification programs across paid, owned & earned channels

Own content production and develop original content ideas across all channels and formats

Optimize content through A/B testing and make optimization decisions based on performance

Bon Appétit: Director, Brand Marketing + Branded Content Strategist (2013-2017)

Developed go-to-market strategies for new online verticals, Healthy-ish and Basically. Worked alongisde Chief Revenue Officer to package editorial and digital product offerings into compelling advertising opportunities.

Led creative development and strategy for The Farm, Bon Appetit and Epicurious’ in-house branded content studio; primary responsibilites include ideation, proposal writing, and creative direction

Executive produced branded content campaigns and led development of distribution strategies

Honed campaign objectives, product branding, and strategy for top accounts and key clients

Mentor and inspire colleagues through weekly meetings and brainstorms, including one-on-one
sessions to improve proposal development, creative writing, and ideation skills

Forged partnerships with production vendors, artists, and influencers as it relates to content creation

Associate Director, Integrated Marketing & Branded Content

Led creative development and project management for activations ranging from $500,000 to $3,500,000—with sold programs generating $9MM+ in revenue

Produced branded experiences of all sizes, notably Sundance Film Festival and Vegas Uncork’d, a four day food festival; responsibilities include content, sponsor integration, and talent management

Developed branded content and strategy across all content types (video, social, article, event, etc)