Dynamic digital food media & e-commerce executive who specializes in developing, programming & marketing high-impact content to drive growth. Fun, magnetic leader who brings +18 years of experience & an unparalleled level of enthusiasm to business culture. Able to diffuse stressful situations, known for shifting tone & redirecting teams toward success.

EXPERIENCE
Director of Engagement & Audience Development, Allrecipes (July 2022 - Oct 2024)
Introduced a new era of multimedia content excellence, plus implemented strategic engagement initiatives across various programs and products on-site and external channels.
  • Modernized 25-year-old cooking brand by leading various teams to develop new content strategies, themes, imagery, and voice, plus crafted new tagline & messaging with a community-centric focus
  • Implemented cross-functional content marketing processes for cohesive, on-brand promotions for site, social, newsletters, & more channels; pioneered a sorely-needed project management system to pull teams together
  • Partnered with video leadership to implement a robust short-form video strategy, resulting in massive growth on social channels; YTD enjoying +38% video views on Instagram & +95% on TikTok
  • Established a data-driven strategy for news & trending program, plus instituted an article hed + dek copy think tank to drive higher clickthrough rate (CTR), resulting in +2,000% growth YOY in sessions generated
  • Revitalized brand ambassador program by diversifying & recruiting sales-friendly Gen Z talent, implemented a fresh design system for all marketing touch points, & developed a UGC-first product testing program to drive revenue

Associate Director, Cook for Your Life at Fred Hutch (Oct 2019 - July 2022)
Spearheaded a complete brand reinvention by overhauling a homespun cooking website, turning it into a global, multi-media nutrition & culinary research platform focused on cancer prevention & survivorship.
  • Acted as Editor in Chief, developed & executed brand vision, strategic goals; led all editorial operations & programming for site, email, social, & paid channels; managed a team of 4
  • Masterminded website rebrand & redesign, bringing bilingual content up to science-based, editorial standards while vastly improving user experience, lessoning friction at every point of the customer journey; Increased on-site user engagement by +5% after launch
  • Implemented Search Engine Optimization (SEO) program, improving rankings to drive a 10% increase in organic traffic month over month (MoM) & a 33% increase year over year (YoY)
  • Created web marketing analytics reporting program to measure performance & ROI for all channels, driving more success for content strategy & campaigns
  • Launched a mobile-friendly, bilingual newsletter program, driving higher-than-industry-average open rates (OR’s) & clickthrough rates (CTR’s); grew distribution lists by +450% in 2 years
  • Overhauled existing social media program by instituting a bilingual, diversified content strategy which grew impressions by 35% & traffic to the site by 22%
  • Established a business development program by launching both revenue-generating & in-kind partnership programs, driving increased brand awareness, traffic & revenue via content syndication partnerships
  • Directed culinary curriculum & programming for various behavior change research interventions
  • Established a Spanish translation pipeline to ensure 100% of English content is consistently translated into user-appropriate Spanish, plus expanded content contributor program to include multicultural content & viewpoints
  • Established a robust internship program, consisting of comprehensive onboarding, training guides & mentorship of 20+ interns studying culinary, nutrition & marketing

Director of Content Marketing, Crowd Cow (Oct 2018-June 2019) 
In collaboration with co-founders, developed & executed a best-in-class copy program, including a new tagline & email content marketing strategy for a fledgling e-commerce craft meat company.
  • Defined & executed content strategy for site, email, organic social & paid media channels, optimizing engagement & conversion at every touchpoint of the customer journey; managed a team of 4
  • Edited & drove copywriting for all marketing emails, continually testing & iterating to drive higher open rates (OR’s), clickthrough rates (CTR’s) & lead acquisition
  • Spearheaded photoshoots, cooking videos & recipe development, modernizing culinary content for site & channels
  • Produced a series of inspirational 30-second-TV spots that aired during Seattle Mariners baseball games which resulted in a ~30% spike in website traffic with direct traffic & conversions trending up for 2-3 days after each airing

Director of Content, Paula’s Choice Skincare (May 2017-Oct 2018) 
Ushered in a new editorial era with team of veteran writers, providing mentorship on modernized content marketing & copywriting best practices. Implemented strategic SEO program to recoup & surpass mishandled organic traffic losses.
  • Successfully championed existing editorial, copy & social team of 9 around the production of consistent, knowledge-based, SEO-friendly content via long-form articles, social posts, catalogs, postcards, emails, newsletters, & content marketing initiatives
  • Introduced a brand editorial style guide, including voice, tone, writing principles & goals, plus best practices for all content types to ensure messaging was consistent, polished & on-brand on every channel
  • Instrumental in redesign of product category pages, introducing better user experience through left rail navigation, filtering & sorting systems, plus social proof to better inform users. Resulted in +15% revenue MoM
  • Developed in-house video strategy & content studio in support of brand & paid marketing campaigns
  • Established robust social media & influencer strategies to increase brand awareness, overall reach & customer engagement, exceeded monthly KPI’s & drove 23% growth in sign-ups by brand loyalists for retention program
  • Launched the brand's first-ever multi-media brand campaign, The Good Fight, aligning founder with a pair of sister celeb activists to promote mission of industry transparency for 30+ years; Resulted in a Webby Award & 5.5M video views, 1M over forecast plus +70% clicks to site experience over forecast; 10% of proceeds donated to charity
  • Partnered with DTC marketing team to create editorialized product landing pages plus compelling product copy to drive sales; new Best Sellers category page consistently a top trafficked page on site after launch
  • Led the re-platform & redesign of Beautypedia.com to develop it as a monetizable, UGC-forward review site
   
2006 – 2016 SCRIPPS NETWORKS INTERACTIVE                                                                        
Director of Digital Programming, Food.com (January 2012 – October 2016)
During tenure at Food.com (formerly Recipezaar), one of the web’s largest user-generated recipe & community sites, directed content strategy, rebuilt & reimagined the website through multiple redesigns, exponentially grew traffic, increased revenue & created passionate, skilled, food-focused editorial teams.
  • Developed & executed vision plus led editorial operations across all platforms for the fastest-growing brand in the Scripps digital portfolio; Created & honed brand strategy, including name, visual & verbal identity, positioning & voice
  • Orchestrated Food’s explosive 30x growth (1.2M -> 50M monthly unique visitors) since the site’s acquisition in 2007, making it the #2 food destination in digital; Successfully managed an SEO-focused redesign that made Recipezaar/Food.com the fastest‐growing property in the SN Digital portfolio of brands
  • Oversaw rollout of Food.com mobile app, the #1 Food & Drink App in the App Store at launch
  • Created & launched Food.com’s video strategy, which was the most socially engaging & viral content ever at Scripps – also the company’s first monetizable content in social media
  • Managed an editorial team of 5, plus freelance photographers & writers; interfaced daily with video, product, design, marketing, mobile & development teams on strategy & operations to exceed traffic & revenue goals
  • Directed & approved all digital editorial content, on-air promotions, design & newsletter marketing, generating 100+ million page views per month
 
Site Manager, Food.com (Formerly Recipezaar) (2007-2011)
  • Created and honed brand strategy, including name, visual and verbal identity, positioning and voice
  • Successfully managed an SEO-focused redesign that made Recipezaar/Food.com the fastest‐growing property in the SN Digital portfolio of brands
  • Created and produced all articles and packages, features, newsletters, and promotions
  • Created marketing and social media strategies and content, including partnerships and product marketing

Manager, Recipezaar (2006-2007)
  • Established brand voice and editorial strategy, and produced all articles
  • Managed customer support, bug reporting and beta testing
  • Developed and managed new site products 

EDUCATION
​UNIVERSITY OF SAN DIEGO                                                                                                    
  • Bachelor of Arts, communications, minor in French
  • Semester at Université des États Unis, Aix-en-Provence, France
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