Hi! I’m a digital media leader with a passion for managing teams to do great storytelling, grow audiences, and thrive in the ever-changing media industry.

About Me

My experience spans every aspect of editorial strategy — from developing data-driven growth plans and executing corporate sponsorships to editing features and spearheading special project launches. My passion is managing ambitious, multi-stakeholder projects from start to finish and facilitating collaboration between the many diverse teams that ultimately contribute to sustainable, thriving media businesses.

I'm currently the executive director of editorial operations of Vox Media's lifestyle sites — Thrillist, Eater, PS (fka POPSUGAR), and Punch. I work across the four editorial orgs to support their daily and long-term operations, overseeing budgets, staffing, editorial planning, and sponsorships, as well as liaising between these teams and the wider Vox Media arms that support their work, including legal, IT, product, analytics, revenue, and workplace operations.

I previously served as the managing editor of Eater and Racked, respectively, and at Mic as the founding editorial director of lifestyle and prior to that as analytics editor. I got my start at HuffPost, first as the site's style editor and then as the director of viral content and strategy.

Coming up as a writer and editor in the blogging heyday, I have an eye for crafting catchy narratives, packaging for specific platforms, and balancing the demands of traffic growth with ethical journalism and revenue demands. As a media leader I have worked closely with comms, experiential, analytics, product, and revenue teams, developing a deep knowledge of the media industry and how to align editorial strategy with business goals. And as a process obsessive, I’m always closing loops, circling back, seeing around corners, and making sure no small detail gets dropped.

You can find my full resume here.

Project Management

LAUNCHING EATER WINE CLUB

One of many “pandemic pivots,” Eater’s first foray into a direct-to-consumer paid product was Eater Wine Club. An offshoot of an in-person event series, Eater Wine Club brought the brand’s expertise and connections to the restaurant and beverage industry directly to wine drinkers all over the country. I oversaw the project infancy to launch, including setting timelines and projections; building a digital storefront; developing an accompanying editorial strategy; crafting and executing marketing strategies including a robust email marketing initiative, paid search, and paid social; tracking revenue and site performance; developing discounting strategies; writing brand copy, and more.

LEADING Eater’s multimedia packages

I’ve led execution of Eater's extensive slate of editorial tentpoles, including creating a formal system of project managment for the team and coordinating between stakeholders across audience development, visuals, editorial, and video. I've also managed sponsored projects, such as 2019 Eater Young Guns sponsored by Grey Goose and Eater's kitchen gadget guide sponsored by AmEx, as well as photo shoots and new vertical launches.

Managing Racked’s Swag Project

This award-winning editorial package involved execution of six reported features; the collection, cataloging, storage, and transportation of hundreds of products; producing photo and video shoots; devising a press strategy; and a deep examination and rewriting of Racked’s ethics policy with Vox Media's legal team.

Producing experiential programming

In 2019, Eater launched the Club series: Wine Club, Supper Club, and Book Club, all held in Eater’s Test Kitchen. Together with Vox Media’s experiential team and Eater’s operations team, I’ve overseen the conceptualizing, programming, and logistical coordination to bring these events to life, bringing hundreds of Eater fans together with the restaurant world talent they admire for unforgettable events. Prior to that, in 2017, Racked launched an experiential shopping pop-up at Canal Street Market in downtown NYC. Overseeing coordination between Racked editors, the market, and multiple vendors, I drove production of a week’s worth of daily programming and engagement for shoppers.

Editorial Strategy

Piloting shopping content for Eater

I led the launch of Eater’s shopping vertical in summer of 2018, an effort that included recruiting writers, editing content, navigating ethical questions, and drawing up internal policy, all while focusing generating affiliate revenue. The effort ultimately included the launch of an original newsletter, Add to Cart. This coverage paved the way for Eater’s shift into home content in March 2020, with the launch of a robust Eater at Home section and eventually an accompanying newsletter, Dining In.

Developing a monetization strategy for Eater’s Instagram

I led an initiative with Vox Media's sponsorships team to monetize Eater’s Instagram, including defining editorial offerings, creating package tiers, and setting standards for advertiser disclosures.

Launching Mic’s lifestyle coverage

I pitched a vision to launch Mic’s lifestyle verticals based on industry research, audience metrics, and a commitment to applying Mic's ethos to topics often disregarded as fluffy. The result — Style and Connections — were two of Mic's fastest-growing verticals ever, covering important culture narratives, tapping into social audiences, and attracting new advertisers.

Leading HuffPost’s shift to diverse, body-positive content

As editor of HuffPost Style, I pivoted from a search-based strategy focused on celebrity skin and red carpet fashion, to an engagement-based strategy that embraced diversity, size inclusivity, and body positivity. The vertical became a leading authority on body image issues and saw a boom in unique visitors, plus a newly invigorated social communities.

Newsroom Management

Establishing high-performing editorial systems for Eater

Applying change managment tactics, I rolled out a newsroom calendar system and a process for managing cross-team initiatives, both of which have closed crucial gaps between teams, streamlined communication, and served the needs of multiple stakeholders inside and outside of Eater.

Integrating Racked’s editorial and video teams

In 2016, Racked spun up a video operation with a flurry of hires. As a key leader bridging the newly-created video team and the existing editorial team, I helped create and execute a strategy that leveraged the best of Racked’s editorial talent and its video creators in a collaborative way to meet audience and business demands.

Creating an analytics-driven workflow at Mic

Tasked with growing two newly-minted verticals from zero pageviews to millions, I worked with Mic’s analytics and social teams to create a system of weekly insights reporting, identify key coverage areas, and introduce repeatable formats for the lifestyle team’s reporters and editors.

Mentorship

I owe a lot to generous leaders who took chances on me, and I'm dedicated to ensuring others have the same chances. And as a graduate of a women's college, I'm particularly passionate about lifting up other women.

I was selected for Poynter's 2018 Leadership Academy for Women in Digital Media and have since joined the program's alumnae as a coach with Digital Women Leaders, an initiative offering free one-on-one coaching to women in media. I do regular sessions on time management and organization; project managing editorial projects; and managing happy teams and direct reports. Book time here.

I have also tutored middle school students through the Fresh Air Fund, New York Cares, and the Boys & Girls Club.