Dynamic digital food media & e-commerce executive who specializes in developing, programming & marketing high-impact content to drive growth. Fun, magnetic leader who brings 15+ 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
Editorial Director, Allrecipes (July 2022 - present)
Hired to usher in a new era of community engagement and content excellence. Currently overseeing brand look, feel, and voice, plus news, community, and social teams.
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.
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.
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.
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.
Site Manager, Food.com (Formerly Recipezaar) (2007-2011)
Manager, Recipezaar (2006-2007)
EDUCATION
UNIVERSITY OF SAN DIEGO
EXPERIENCE
Editorial Director, Allrecipes (July 2022 - present)
Hired to usher in a new era of community engagement and content excellence. Currently overseeing brand look, feel, and voice, plus news, community, and social teams.
- Modernized and rebranded all marketing channels with new content strategies, themes, imagery, & copy
- Introduced cross-functional content marketing processes for cohesive content promotion on site, social, newsletters, plus more channels
- Overhauled brand ambassador program to maximize UGC talent, plus amplify awareness & growth of program
- Developed robust short form video program by putting together the right talent & strategy to drive incredible YOY growth in video views, engagement, likes, followers
- Established data-driven strategy plus headline copy best practices to drive higher CTR for news team, resulting in +2,000% growth YOY in sessions generated
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