Selected Writing

Audience Development and Strategy

The Los Angeles Times

As the first-ever Head of Creator Content for the Los Angeles Times, I lead strategy, planning and execution for the social-first content team, 404 by L.A. Times.

404 is a team of creators, artists, filmmakers, writers and makers of all kinds (including a puppeteer) and is the first-of-its-kind collective in any major U.S. newsroom. 404 is tasked with continually inventing new types of experimental content, building and fostering community among the citizens of Los Angeles and beyond, and reshaping the vision for what journalism can be in the digital age.

ACCOLADES: Pulitzer Prize-winning staff contributions for the Breaking News Reporting award in 2023.

Learn more about us here and here.

Broadly - Vice Media Group

As a Senior Social Editor at VICE, I oversaw editorial social strategy, planning and production in support of audience growth, engagement and increased traffic to VICE.com and its affiliates, across all owned social platforms, for VICE and all its sub-verticals.

I also led social media strategy at Broadly, a website dedicated to gender and intersectional identity and contributed to the site’s editorial content.

ACCOLADES: Our work at Broadly received multiple awards, including a 2019 Gracie Award from the Alliance of Women in Media for Best Website, and a 2019 Webby Awards commendation in the Lifestyle Website category.

Read more about Broadly here and check out the daily work on VICE social platforms here here and here.

Snapchat - Snap Inc.

As a Creative Strategist at Snap Inc., I shaped the vision for global entertainment brands’ presences on Snapchat. I led my film studio executive clients in the ways augmented reality, camera and mobile technology can fundamentally change the relationship between a brand and consumer, providing the inspiration, blueprint and leadership required to meet their goals.

This work was grounded in the ways Snapchatters use the platform and fueled by campaign strategy designed to drive ticket sales for a client roster that included some of the world’s largest film studios; Warner Brothers, 20th Century FOX, Lionsgate and Paramount.

Check out some of the innovative augmented reality work created for Fantastic Beasts, Deadpool, Ready Player One, and The Greatest Showman.

Mashable

As Senior Creative Strategist on Mashable's Brand X team, I led ideation, pitching and execution of creative and compelling content to connect brands with Mashable’s passionate audience.

This entailed writing and pitching detailed proposals for 360 campaigns designed to meet each brand’s goals, managing client relationships, and growing Mashable’s reputation as an effective partner for branded content.

During my time there I traveled to the furthest reaches of Canada for a docuseries for Destination Canada, worked with clients like Lionsgate and Paramount and even produced a series about the rarefied California Double (snowboard sesh in the morning and surfing at sunset) and so many experiential and digital campaigns.