Mary Lisa Gavenas

Content and Editorial Director

Boston area / remote

Able to leverage award-winning experience as editor-in-chief, department head, senior editor at elite media companies (Condé Nast, Time Inc., Hachette, Fairchild Fashion) and columnist (Elle, Glamour, Menswear, InStyle) into cliché-free storytelling for enterprises (Bank of America, L'Oréal, Cadillac, Epicor, College Board, Supima Cotton), retailers (Uniqlo, Bergdorf Goodman, buybuyBABY), and agencies (Publicis, Ogilvy, Omnicom, Digitas).

Known for clean, scannable pages that enhance UX and improve sell-through; expert at translating complex topics (cloud-native computing, pharmaceuticals, FDA regulations, fiber tech) into accessible language. Track record of success with e-commerce, UX-based site transformations, and revamps (College Board, Supima, Uniqlo).

Content strategy

  • At College Board, I transformed the entire Pre-AP site: interviewing stakeholders, auditing content, adding pages that would "sell" the program, rewriting content, collaborating with a content designer to change site architecture, and trimming an unwieldy and over-specific site to 96 pages while expanding its information base.

    At College Board, I transformed the entire Pre-AP site: interviewing stakeholders, auditing content, adding pages that would "sell" the program, rewriting content, collaborating with a content designer to change site architecture, and trimming an unwieldy and over-specific site to 96 pages while expanding its information base.

  • BEFORE AND AFTER: College Board's Pre-AP home page.

    BEFORE AND AFTER: College Board's Pre-AP home page.

  • I created pages on College Board's Pre-AP site to respond to both business and user needs. Here, an overview page combining a business objective (touting the new digital platform) with a user need (how to get started).

    I created pages on College Board's Pre-AP site to respond to both business and user needs. Here, an overview page combining a business objective (touting the new digital platform) with a user need (how to get started).

  • An example of a "sell page" created to pitch a program targeted as an area of potential revenue.

    An example of a "sell page" created to pitch a program targeted as an area of potential revenue.

  • When UX content strategy is deductive rather than reactive: Because nothing on College Board's Pre-AP site addressed students or their needs, I advocated for their inclusion. 

    When UX content strategy is deductive rather than reactive: Because nothing on College Board's Pre-AP site addressed students or their needs, I advocated for their inclusion. 

  • As Senior Content Strategist at a Boston-based CX agency, I analyzed clients' content needs, introduced them to current best practices, and produced guidelines for their copywriters. Here, an 18-page guide to the client's new brand voice and content strategy. (downloadable PDF file)For this tech client, I also put theory into practice by rewriting the top 10 pages myself, creating a tagline for the site, and reconfiguring copy blocks, forms, CTAs, and navigation. Examples follow.

    As Senior Content Strategist at a Boston-based CX agency, I analyzed clients' content needs, introduced them to current best practices, and produced guidelines for their copywriters. Here, an 18-page guide to the client's new brand voice and content strategy. (downloadable PDF file)


    For this tech client, I also put theory into practice by rewriting the top 10 pages myself, creating a tagline for the site, and reconfiguring copy blocks, forms, CTAs, and navigation. Examples follow.

  • BEFORE AND AFTER: Leading by example, I created a tagline and rewrote this SaaS client's home page to illustrate best practices outlined in my tip sheet.

    BEFORE AND AFTER: Leading by example, I created a tagline and rewrote this SaaS client's home page to illustrate best practices outlined in my tip sheet.

  • BEFORE AND AFTER: Demonstrating how an active, conversational tone works for Saas on this landing page.

    BEFORE AND AFTER: Demonstrating how an active, conversational tone works for Saas on this landing page.

  • BEFORE AND AFTER: When the business's most important form was not functioning as needed, I rewrote and reconfigured the form to make it less intimidating—creating a template that staff copywriters could follow on subsequent pages.

    BEFORE AND AFTER: When the business's most important form was not functioning as needed, I rewrote and reconfigured the form to make it less intimidating—creating a template that staff copywriters could follow on subsequent pages.

  • On the transformation team for the City of Minneapolis website, I worked to make pages more intuitive and accessible. For example, on this complex rental licenses vertical—essentially B2B subject matter—I created a "walk through" approach that would be easily understood by both first-timers and veterans.

    On the transformation team for the City of Minneapolis website, I worked to make pages more intuitive and accessible. For example, on this complex rental licenses vertical—essentially B2B subject matter—I created a "walk through" approach that would be easily understood by both first-timers and veterans.


  • Phase I of my multi-part copy strategy for a fashion brand's DTC site. Initial goals were repositioning the brand, reducing errors, increasing scannability, and boosting SEO.

    Phase I of my multi-part copy strategy for a fashion brand's DTC site. Initial goals were repositioning the brand, reducing errors, increasing scannability, and boosting SEO.

  • As Lead Content Strategist on the Publicis team charged with the Bank of America content migration, I spent hundreds of hours on the detail work needed ensure everything from better ADA compliance to improved UX.

    As Lead Content Strategist on the Publicis team charged with the Bank of America content migration, I spent hundreds of hours on the detail work needed ensure everything from better ADA compliance to improved UX.

  • BEFORE AND AFTER: I completely transformed several College Board sites. Here, I worked with stakeholders on Accommodations, a heavily regulated site used by both specialist and non-specialist audiences. Beginning with a content audit and stakeholder interviews, I rewrote page titles and headers, changed page formats, revamped the site structure, and improved UX.

    BEFORE AND AFTER: I completely transformed several College Board sites. Here, I worked with stakeholders on Accommodations, a heavily regulated site used by both specialist and non-specialist audiences. Beginning with a content audit and stakeholder interviews, I rewrote page titles and headers, changed page formats, revamped the site structure, and improved UX.

  • College Board—BEFORE AND AFTER: I completely transformed several College Board sites. Here, an example of how I made a confusing page easier to navigate.

    College Board—BEFORE AND AFTER: I completely transformed several College Board sites. Here, an example of how I made a confusing page easier to navigate.

  • As part of the Publicis/Razorfish team on the international rollout of Uniqlo.com, I created copywriting templates, formatted support content, and strategized product reviews that would translate the brand's values to a multinational audience.

    As part of the Publicis/Razorfish team on the international rollout of Uniqlo.com, I created copywriting templates, formatted support content, and strategized product reviews that would translate the brand's values to a multinational audience.

  • At College Board, I transformed  About Us with a relatively light touch: making navigation more intuitive, making pages more scannable, and adding warmth. 

    At College Board, I transformed  About Us with a relatively light touch: making navigation more intuitive, making pages more scannable, and adding warmth. 

  • On the transformation team for the City of Minneapolis website, I worked to make pages more intuitive and accessible. For the parking vertical, I employed a "walk through" approach.

    On the transformation team for the City of Minneapolis website, I worked to make pages more intuitive and accessible. For the parking vertical, I employed a "walk through" approach.

  • For Supima Cotton, I did multiple pop-up websites to promote co-op ventures. Here, the opener of SupimaCollection.com, a site charged with introducing Supima as a brand and supporting that brand's first retail venture with Bloomingdale's.

    For Supima Cotton, I did multiple pop-up websites to promote co-op ventures. Here, the opener of SupimaCollection.com, a site charged with introducing Supima as a brand and supporting that brand's first retail venture with Bloomingdale's.

  • SupimaCollection.com: Having only html coding and an extremely limited budget, I created a content strategy that capitalized on rollovers—adding interactivity and elements of surprise while keeping the look clean and high-end.
    SupimaCollection.com: Having only html coding and an extremely limited budget, I created a content strategy that capitalized on rollovers—adding interactivity and elements of surprise while keeping the look clean and high-end.
  • Supima Cotton: Using only html coding, I created a content strategy for SupimaCollection.com that capitalized on rollovers—adding interactivity and elements of surprise while keeping the look clean and high-end. Here, an interactive timeline that functioned to underscore the brand's American heritage.
    Supima Cotton: Using only html coding, I created a content strategy for SupimaCollection.com that capitalized on rollovers—adding interactivity and elements of surprise while keeping the look clean and high-end. Here, an interactive timeline that functioned to underscore the brand's American heritage.
  • Supima Cotton: Using only html coding, I created a content strategy for SupimaCollection.com that capitalized on rollovers. Here, I used question-and-answer CX to position the brand's fiber technology for end users.
    Supima Cotton: Using only html coding, I created a content strategy for SupimaCollection.com that capitalized on rollovers. Here, I used question-and-answer CX to position the brand's fiber technology for end users.
  • Bergdorf Goodman: In charge of all copy for the store, I contended with the late-aughts marketing mindset that "people will never shop for luxury goods online." My compromise: a BG site shoppable by floor, integrating daily updates of store events. 

    Bergdorf Goodman: In charge of all copy for the store, I contended with the late-aughts marketing mindset that "people will never shop for luxury goods online." My compromise: a BG site shoppable by floor, integrating daily updates of store events. 

  • Hachette Custom Publishing: Working as an editor-in-chief in Hachette's Custom Publishing division, I strategized branded content for both dedicated websites and glossy lifestyle magazines. Here, my launch of Cadillac Vision.

    Hachette Custom Publishing: Working as an editor-in-chief in Hachette's Custom Publishing division, I strategized branded content for both dedicated websites and glossy lifestyle magazines. Here, my launch of Cadillac Vision.

  • Hachette Custom Publishing: As part of the brand's push for younger consumers, I was charged with the revamp of Mercedes Momentum, a luxury lifestyle quarterly and website.

    Hachette Custom Publishing: As part of the brand's push for younger consumers, I was charged with the revamp of Mercedes Momentum, a luxury lifestyle quarterly and website.

Health and wellness

  • UX-centered content strategy: A months-long project reconfiguring and rewriting College Board's Accommodations site, which had a readership divided between parents, special education coordinators, and medical professionals. 

    UX-centered content strategy: A months-long project reconfiguring and rewriting College Board's Accommodations site, which had a readership divided between parents, special education coordinators, and medical professionals. 

  • BEFORE AND AFTER: Transforming College Board's Accommodations site, I began with an audit and stakeholder interviews, then rewrote UX and marketing copy, edited SME's copy, collaborated on a new and condensed site map, created new tagging systems and metadata, and worked with the production team to create scannable, user-friendly pages.

    BEFORE AND AFTER: Transforming College Board's Accommodations site, I began with an audit and stakeholder interviews, then rewrote UX and marketing copy, edited SME's copy, collaborated on a new and condensed site map, created new tagging systems and metadata, and worked with the production team to create scannable, user-friendly pages.

  • UX-informed e-mails: A sample of the daily e-mails on mother-and-child wellness themes written for buybuyBABY 

    UX-informed e-mails: A sample of the daily e-mails on mother-and-child wellness themes written for buybuyBABY 

  • As a consultant for a home health and hospice company preparing for an IPO, I created an SEO-forward story list built around Medicare queries and wrote this explanation of Choose Home Care legislation.

    As a consultant for a home health and hospice company preparing for an IPO, I created an SEO-forward story list built around Medicare queries and wrote this explanation of Choose Home Care legislation.

  • For a home health and hospice company preparing for an IPO, I created an SEO-forward story list and wrote this glossary of frequently encountered Medicare terms.

    For a home health and hospice company preparing for an IPO, I created an SEO-forward story list and wrote this glossary of frequently encountered Medicare terms.

  • B2B communications strategies—both digital and print—promoting Pine Pharmaceuticals' new ordering portal to nurses and medical office managers.

    B2B communications strategies—both digital and print—promoting Pine Pharmaceuticals' new ordering portal to nurses and medical office managers.

  • B2B communications strategies—both digital and print—promoting Pine Pharmaceuticals' new ordering portal to nurses and medical office managers.

    B2B communications strategies—both digital and print—promoting Pine Pharmaceuticals' new ordering portal to nurses and medical office managers.

  • Applying UX strategies to daily e-mails, I favored a format that was easily scannable—being aware that our target audience was a sleep-deprived new mother using her phone. When addressing health and safety issues at buybuyBABY, I adopted a brand voice that was reassuring rather than alarmist. Here, an example for the HALO Sleep Sack Promotion. 

    Applying UX strategies to daily e-mails, I favored a format that was easily scannable—being aware that our target audience was a sleep-deprived new mother using her phone. When addressing health and safety issues at buybuyBABY, I adopted a brand voice that was reassuring rather than alarmist. Here, an example for the HALO Sleep Sack Promotion. 

  • CX-centered editorial strategy: In my months-long transformation of College Board's Accommodations site, streamlining the site sometimes meant adding explanatory copy and FAQs. Here, an example, written in a voice that would reassure parents and administrative assistants most likely to need this information.

    CX-centered editorial strategy: In my months-long transformation of College Board's Accommodations site, streamlining the site sometimes meant adding explanatory copy and FAQs. Here, an example, written in a voice that would reassure parents and administrative assistants most likely to need this information.

  • CX-centered editorial strategy: In my months-long revamp and rewrite of College Board's Accommodations site, I worked to make a complex and confusing process as straightforward as possible—explaining abbreviations, creating step-by-step instructions, and calling out differences between CB regulations and state guidelines.
    CX-centered editorial strategy: In my months-long revamp and rewrite of College Board's Accommodations site, I worked to make a complex and confusing process as straightforward as possible—explaining abbreviations, creating step-by-step instructions, and calling out differences between CB regulations and state guidelines.
  • Health care training vertical for City of Minneapolis.

    Health care training vertical for City of Minneapolis.

  • Six-page story for Fast Company about the crossover of tonics, vitamins, and ingestibles to beauty counters; page 1 of 6
    Six-page story for Fast Company about the crossover of tonics, vitamins, and ingestibles to beauty counters; page 1 of 6
  • Six-page story for Fast Company about the growing presence of tonics, vitamins, and ingestibles on beauty counters; page 3 of 6
    Six-page story for Fast Company about the growing presence of tonics, vitamins, and ingestibles on beauty counters; page 3 of 6
  • Six-page story for Fast Company about the growing presence of tonics, vitamins, and ingestibles on beauty counters; page 4 of 6
    Six-page story for Fast Company about the growing presence of tonics, vitamins, and ingestibles on beauty counters; page 4 of 6
  • Six-page story for Fast Company about the growing presence of tonics, vitamins, and ingestibles on beauty counters; page 5 of 6
    Six-page story for Fast Company about the growing presence of tonics, vitamins, and ingestibles on beauty counters; page 5 of 6
  • Six-page story for Fast Company about the growing presence of tonics, vitamins, and ingestibles on beauty counters; page 6 of 6
    Six-page story for Fast Company about the growing presence of tonics, vitamins, and ingestibles on beauty counters; page 6 of 6
  • As editor-in-chief of a 500,000-circ. Woman's Day S.I.P. called Vitamins, Herbs, & Health, I created a down-to-earth editorial voice that would make untraditional health solutions accessible to a wider audience. (Here, a sample feature demonstrating that approach.) I created the editorial calendar, planned the road map and ad adjacenies, assigned and edited all stories, and approved all art and layouts.
    As editor-in-chief of a 500,000-circ. Woman's Day S.I.P. called Vitamins, Herbs, & Health, I created a down-to-earth editorial voice that would make untraditional health solutions accessible to a wider audience. (Here, a sample feature demonstrating that approach.) I created the editorial calendar, planned the road map and ad adjacenies, assigned and edited all stories, and approved all art and layouts.
  • As the founding Health and Beauty Director of InStyle (and the first beauty editor in the history of Time Inc.), I assigned, produced, and edited all health and fitness editorial—leading by example when I reported, produced, and wrote this five-page story on The Golden Door Spa. For example: To make the health and wellness content more appealing and accessible, I devoted a full page of this five-page feature to the spa's chocolate cake recipe.
    As the founding Health and Beauty Director of InStyle (and the first beauty editor in the history of Time Inc.), I assigned, produced, and edited all health and fitness editorial—leading by example when I reported, produced, and wrote this five-page story on The Golden Door Spa. For example: To make the health and wellness content more appealing and accessible, I devoted a full page of this five-page feature to the spa's chocolate cake recipe.
  • Leveraging my background in fitness (which included certifcations as a personal trainer and group exercise instructor), I wrote this cover story for Health.
    Leveraging my background in fitness (which included certifcations as a personal trainer and group exercise instructor), I wrote this cover story for Health.
  • As part of a Health cover story, I interviewed a cross-section of coaches and experts to create this training chart—designed to be usable in any sport and improve the fitness of anyone from a couch potato to an elite athlete.
    As part of a Health cover story, I interviewed a cross-section of coaches and experts to create this training chart—designed to be usable in any sport and improve the fitness of anyone from a couch potato to an elite athlete.
  • While on staff at Glamour, I wrote the magazine's popular Beauty & Health column
    While on staff at Glamour, I wrote the magazine's popular Beauty & Health column
  • Leveraging a fitness background (which included certifications as a personal trainer and group exerise instructor), I reported fitness trends, as in this story about biathlons for Health.
    Leveraging a fitness background (which included certifications as a personal trainer and group exerise instructor), I reported fitness trends, as in this story about biathlons for Health.
  • In one of my first marquee jobs, I covered fitness as a contributing editor for ELLE—a mandate that included subjects from cellulite to windsurfing. Here, the start of a four-page story on alignment.
    In one of my first marquee jobs, I covered fitness as a contributing editor for ELLE—a mandate that included subjects from cellulite to windsurfing. Here, the start of a four-page story on alignment.

Beauty

  • Published by Simon & Schuster (read a chapter here), my book tracked the beauty industry through the nine-month cycle of creating color cosmetics. Reviews, newsfeatures, and excerpts appeared in NYT T Magazine, Sunday NYT, NYT Sunday Business Section, NYT Style Section, U.S. News & World Report, along with national television and radio.

    Published by Simon & Schuster (read a chapter here), my book tracked the beauty industry through the nine-month cycle of creating color cosmetics. Reviews, newsfeatures, and excerpts appeared in NYT T Magazine, Sunday NYT, NYT Sunday Business Section, NYT Style Section, U.S. News & World Report, along with national television and radio.

  • During two years with Avon, I made over its moribund collateral department, turning it into a reliable source of revenue by producing and editing 26 Recovery flyers and 26 Outlet flyers each year (earning an average $2 million per issue). During my tenure, the annual page count went from 643 to over 1,600. Here, a Recovery Flyer featuring the Breast Cancer Crusade campaign.

    During two years with Avon, I made over its moribund collateral department, turning it into a reliable source of revenue by producing and editing 26 Recovery flyers and 26 Outlet flyers each year (earning an average $2 million per issue). During my tenure, the annual page count went from 643 to over 1,600. Here, a Recovery Flyer featuring the Breast Cancer Crusade campaign.

  • Editor-in-Chief, Woman's Day Beauty (Hachette Custom Publishing) a twice-yearly magazine with a 500,000 print run and newsstand distribution

    Editor-in-Chief, Woman's Day Beauty (Hachette Custom Publishing) a twice-yearly magazine with a 500,000 print run and newsstand distribution

  • As Head of Copy at Bergdorf Goodman, I concepted, copywrote, and edited specialty beauty catalogs and beauty promotions—a key part of duties that also included responsibility for all written communication in both digital and print media.
    As Head of Copy at Bergdorf Goodman, I concepted, copywrote, and edited specialty beauty catalogs and beauty promotions—a key part of duties that also included responsibility for all written communication in both digital and print media.
  • As Head of Copy at Bergdorf Goodman, I concepted, copywrote, and edited specialty beauty catalogs and beauty promotions—a key part of duties that also included responsibility for all written communication in both digital and print media.
    As Head of Copy at Bergdorf Goodman, I concepted, copywrote, and edited specialty beauty catalogs and beauty promotions—a key part of duties that also included responsibility for all written communication in both digital and print media.
  • As Head of Copy at Bergdorf Goodman, I concepted, copywrote, and edited specialty beauty catalogs and beauty promotions—a key part of duties that also included responsibility for all written communication in both digital and print media.

    As Head of Copy at Bergdorf Goodman, I concepted, copywrote, and edited specialty beauty catalogs and beauty promotions—a key part of duties that also included responsibility for all written communication in both digital and print media.

  • Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
    Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
  • Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
    Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
  • Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
    Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
  • Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
    Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
  • Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
    Reporting on a convergence of science and marketing, I freelanced this five-page overview on the emerging ingestibles trend to Fast Company (a story picked up by the New York Times over a year later).
  • As part of my work in L'Oréal's luxury hair care division, I concepted and wrote the "More Is Better" tagline and copy strategies for the Kérastase introduction of Densifique
    As part of my work in L'Oréal's luxury hair care division, I concepted and wrote the "More Is Better" tagline and copy strategies for the Kérastase introduction of Densifique
  • Page 1 of 2: Pioneering consumer reporting for an upscale audience, I wrote a "Beauty Technique" column for each issue of Mirabella; here, a look at the most basic component of skin care. (During my nearly two years at the title, admonitions to use fewer beauty products not only earned the magazine press attention, they also helped to double beauty advertising.)
    Page 1 of 2: Pioneering consumer reporting for an upscale audience, I wrote a "Beauty Technique" column for each issue of Mirabella; here, a look at the most basic component of skin care. (During my nearly two years at the title, admonitions to use fewer beauty products not only earned the magazine press attention, they also helped to double beauty advertising.)
  • Page 2 of 2: Pioneering consumer reporting for an upscale audience, I initiated and wrote a "Beauty Technique" column for each issue of Mirabella; here, a look at the most basic component of skin care.
    Page 2 of 2: Pioneering consumer reporting for an upscale audience, I initiated and wrote a "Beauty Technique" column for each issue of Mirabella; here, a look at the most basic component of skin care.
  • UX strategy and content writing for CoverGirl Instaglam campaign, including: websites, site extensions, and social media; here, Instaglam cross-promoted on Facebook for Ogilvy/Geometry
    UX strategy and content writing for CoverGirl Instaglam campaign, including: websites, site extensions, and social media; here, Instaglam cross-promoted on Facebook for Ogilvy/Geometry
  • Video script for Ogilvy/Geometry; CoverGirl (Instaglam campaign)
    Video script for Ogilvy/Geometry; CoverGirl (Instaglam campaign)
  • Video script for Ogilvy/Geometry; CoverGirl (Instaglam campaign)
    Video script for Ogilvy/Geometry; CoverGirl (Instaglam campaign)
  • Concepting, copywriting, site architecture for CoverGirl Katy Perry site extensions and social media tie-ins for Ogilvy/Geometry
    Concepting, copywriting, site architecture for CoverGirl Katy Perry site extensions and social media tie-ins for Ogilvy/Geometry
  • CoverGirl Instaglam campaign, including websites, site extensions, and social media; here, Instaglam cross-promoted on Facebook for Ogilvy/Geometry
    CoverGirl Instaglam campaign, including websites, site extensions, and social media; here, Instaglam cross-promoted on Facebook for Ogilvy/Geometry
  • Concepting, copywriting, site architecture for CoverGirl Queen Latifah site extensions and social media tie-ins for Ogilvy/Geometry
    Concepting, copywriting, site architecture for CoverGirl Queen Latifah site extensions and social media tie-ins for Ogilvy/Geometry
  • As part of CoverGirl's digital makeover by the Ogilvy/Geometry team, I created templates for online product listings and copywrote product launches.
    As part of CoverGirl's digital makeover by the Ogilvy/Geometry team, I created templates for online product listings and copywrote product launches.
  • Part of the five-woman "think tank" that brainstormed The Dove Report and Dove Campaign for Real Beauty
    Part of the five-woman "think tank" that brainstormed The Dove Report and Dove Campaign for Real Beauty
  • For P&G relaunch of its Olay brands, created UX-forward wireframes, site extensions, and social media (including storyboards for YouTube); here, a wireframe built with the brand's Twitter feed, YouTube videos, and Facebook links for Omnicom/Organic
    For P&G relaunch of its Olay brands, created UX-forward wireframes, site extensions, and social media (including storyboards for YouTube); here, a wireframe built with the brand's Twitter feed, YouTube videos, and Facebook links for Omnicom/Organic
  • UX-forward wireframes and social media for P&G brand repositioning; Omnicom/Organic
    UX-forward wireframes and social media for P&G brand repositioning; Omnicom/Organic
  • UX-forward wire frames and social for Olay repositioning at Omnicom/Organic
    UX-forward wire frames and social for Olay repositioning at Omnicom/Organic
  • An "Adventures in Journalism" column for Mediabistro.com: "The Princess Diaries," featured on Gawker and widely shared on social media.

    An "Adventures in Journalism" column for Mediabistro.com: "The Princess Diaries," featured on Gawker and widely shared on social media.

  • At Avon, I upgraded accuracy, readability, and sell-through—taking two pieces of money-losing collateral from an annual page count of 643 to an annual page count of 1,600+ with an average gross of $2 million per issue.
    At Avon, I upgraded accuracy, readability, and sell-through—taking two pieces of money-losing collateral from an annual page count of 643 to an annual page count of 1,600+ with an average gross of $2 million per issue.
  • At Avon, I upgraded accuracy, readability, and sell-through—taking two pieces of money-losing collateral from an annual page count of 643 to an annual page count of 1,600+ with an average gross of $2 million per issue.
    At Avon, I upgraded accuracy, readability, and sell-through—taking two pieces of money-losing collateral from an annual page count of 643 to an annual page count of 1,600+ with an average gross of $2 million per issue.
  • At Avon, I upgraded accuracy, readability, and sell-through—taking two pieces of money-losing collateral from an annual page count of 643 to an annual page count of 1,600+ with an average gross of $2 million per issue.
    At Avon, I upgraded accuracy, readability, and sell-through—taking two pieces of money-losing collateral from an annual page count of 643 to an annual page count of 1,600+ with an average gross of $2 million per issue.
  • Mirabella "News From the Front": two- to three-page FOB product and services news
    Mirabella "News From the Front": two- to three-page FOB product and services news
  • Just for Men / website content and copywriting (client: Combe / Just for Men)
    Just for Men / website content and copywriting (client: Combe / Just for Men)
  • Mirabella "News From the Front" column in every issue
    Mirabella "News From the Front" column in every issue
  • Recruited to Glamour as Beauty Features Editor, I revamped beauty coverage to have a consumer-centric emphasis; here, part of an six-page guide to application techniques.

    Recruited to Glamour as Beauty Features Editor, I revamped beauty coverage to have a consumer-centric emphasis; here, part of an six-page guide to application techniques.

  • Recruited to Glamour , I revamped beauty coverage to have a consumer-centric emphasis; here, part of an eight-page guide to finding the perfect foundation.

    Recruited to Glamour , I revamped beauty coverage to have a consumer-centric emphasis; here, part of an eight-page guide to finding the perfect foundation.

  • Recruited to Glamour, I revamped beauty coverage to have a consumer-centric emphasis; here, part of an eight-page guide to finding the perfect foundation.

    Recruited to Glamour, I revamped beauty coverage to have a consumer-centric emphasis; here, part of an eight-page guide to finding the perfect foundation.

  • Recruited to Glamour as Beauty Features Editor, I revamped beauty coverage to have a consumer-centric emphasis; here, part of an eight-page guide to finding the perfect foundation.

    Recruited to Glamour as Beauty Features Editor, I revamped beauty coverage to have a consumer-centric emphasis; here, part of an eight-page guide to finding the perfect foundation.

  • Recruited to Glamour as Beauty Features Editor, I revamped beauty coverage to have a consumer-centric emphasis; here, part of an six-page guide to trimming your beauty routines.
    Recruited to Glamour as Beauty Features Editor, I revamped beauty coverage to have a consumer-centric emphasis; here, part of an six-page guide to trimming your beauty routines.
  • Health & Beauty column / Glamour
    Health & Beauty column / Glamour
  • Recruited by Time Inc. as a founding editor of InStyle, first beauty editor in the history of Time-Life
    Recruited by Time Inc. as a founding editor of InStyle, first beauty editor in the history of Time-Life

Women's wear, general fashion

  • UX content strategy for international rollout of Uniqlo.com: Having worked with some of the client's key vendors (Supima Cotton, Kaihara Denim, etc.), I was brought on board at Publicis/Razorfish for my expertise in garment construction and functionality; work included UX, copywriting, site-mapping, and creating Uniqlo's 56-page, brand-specific style sheet.

    UX content strategy for international rollout of Uniqlo.com: Having worked with some of the client's key vendors (Supima Cotton, Kaihara Denim, etc.), I was brought on board at Publicis/Razorfish for my expertise in garment construction and functionality; work included UX, copywriting, site-mapping, and creating Uniqlo's 56-page, brand-specific style sheet.

  • At Bergdorf Goodman, where I was responsible for all written communication, I simplified the store's message to a "best of the best" brand voice—which allowed me to successfully unify print and digital advertising, special events, catalogs, signage, customer emails, website structure and functionality, vendor catalogs, co-op ventures, and BG Magazine.
    At Bergdorf Goodman, where I was responsible for all written communication, I simplified the store's message to a "best of the best" brand voice—which allowed me to successfully unify print and digital advertising, special events, catalogs, signage, customer emails, website structure and functionality, vendor catalogs, co-op ventures, and BG Magazine.
  • While sitting in as Editor-in-Chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest—mixing subjects to provoke click-throughs.

    While sitting in as Editor-in-Chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest—mixing subjects to provoke click-throughs.

  • Review of FIT's "Elegance in an Age of Crisis" exhibition for the UK-based contemporary art magazine Aesthetica.

    Review of FIT's "Elegance in an Age of Crisis" exhibition for the UK-based contemporary art magazine Aesthetica.

  • During nearly five years as a content strategist for Supima, I was responsible for multiple co-op ventures. For this Supima-sponsored catalog, which had the highest sell-through in the history of Brooks Brothers, I translated the technical properties of the fiber to consumer end-use—iterating a version of the Supima brand voice that would resonate with the Brooks Brothers customer. (See following slides for examples.)

    During nearly five years as a content strategist for Supima, I was responsible for multiple co-op ventures. For this Supima-sponsored catalog, which had the highest sell-through in the history of Brooks Brothers, I translated the technical properties of the fiber to consumer end-use—iterating a version of the Supima brand voice that would resonate with the Brooks Brothers customer. (See following slides for examples.)

  • Here, I used the print catalog's title page to define Supima and align the brand with Brooks Brothers as being "authentic," "all-American," and "classic." [Edited versions also appeared on the website, store windows, and in-store signage.]
    Here, I used the print catalog's title page to define Supima and align the brand with Brooks Brothers as being "authentic," "all-American," and "classic." [Edited versions also appeared on the website, store windows, and in-store signage.]
  • The catalog opener gave me a chance to incorporate Supima keywords (e.g., "honest"), while introducing Brooks Brothers customers to the idea that jeans and khakis made with Supima would feel "broken in"—a feeling beloved by Brooks Brothers' customers.
    The catalog opener gave me a chance to incorporate Supima keywords (e.g., "honest"), while introducing Brooks Brothers customers to the idea that jeans and khakis made with Supima would feel "broken in"—a feeling beloved by Brooks Brothers' customers.
  • Supima Cotton was unique for being sturdy enough to withstand the resin-based no-iron treatments used by Brooks Brothers, which degraded other cottons. Here, instead of overexplaining, I chose to turn that into a fashion-based message.
    Supima Cotton was unique for being sturdy enough to withstand the resin-based no-iron treatments used by Brooks Brothers, which degraded other cottons. Here, instead of overexplaining, I chose to turn that into a fashion-based message.
  • Here I used positive, upbeat messaging to tout Supima's resistance to pilling—an extraordinary benefit for the Brooks Brothers customer who expects a cotton sweater to last for decades.
    Here I used positive, upbeat messaging to tout Supima's resistance to pilling—an extraordinary benefit for the Brooks Brothers customer who expects a cotton sweater to last for decades.
  • Promising preppie wear that will never fade, I played up the payoff of the fiber's inherent ability to retain dye.
    Promising preppie wear that will never fade, I played up the payoff of the fiber's inherent ability to retain dye.
  • Here, Supima's brand voice spoke the words that every mom wants to hear when she's investing in high-end children's wear: "skin-friendly" (mom-speak for "no rashes), "rough and tumble" ("my kids can be kids"), and "repeated machine washings" (meaning you can pass it along to his little brother or sister).
    Here, Supima's brand voice spoke the words that every mom wants to hear when she's investing in high-end children's wear: "skin-friendly" (mom-speak for "no rashes), "rough and tumble" ("my kids can be kids"), and "repeated machine washings" (meaning you can pass it along to his little brother or sister).
  • Here, I created an opportunity to communicate that sweaters made with Supima offered shape retention.
    Here, I created an opportunity to communicate that sweaters made with Supima offered shape retention.
  • Another chance to restate my message of dependability and durability.
    Another chance to restate my message of dependability and durability.
  • While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short, easy to scan, fun to read (because I had to assume that we might not be first with the news), and built with lots of clickable links.
    While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short, easy to scan, fun to read (because I had to assume that we might not be first with the news), and built with lots of clickable links.
  • WWD, reported from Paris: Profile of Didier Ludot, done from interview at his Palais Royal shop
    WWD, reported from Paris: Profile of Didier Ludot, done from interview at his Palais Royal shop
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Bergdorf Goodman: For fashion layouts in BG Magazine, I let photography, art direction, and the oversized print format communicate the store's "best of the best" message, using elegantly precise product descriptions to set off the magic phrase "exclusively ours."
    Bergdorf Goodman: For fashion layouts in BG Magazine, I let photography, art direction, and the oversized print format communicate the store's "best of the best" message, using elegantly precise product descriptions to set off the magic phrase "exclusively ours."
  • Bergdorf Goodman: For fashion layouts in BG Magazine, I let photography, art direction, and the oversized print format communicate the store's "best of the best" message, adding minimal product descriptions to underscore the magic phrase "exclusively ours."
    Bergdorf Goodman: For fashion layouts in BG Magazine, I let photography, art direction, and the oversized print format communicate the store's "best of the best" message, adding minimal product descriptions to underscore the magic phrase "exclusively ours."
  • Bergdorf Goodman: For fashion layouts in BG Magazine, I let photography, art direction, and the oversized print format communicate the store's "best of the best" message, adding minimal product descriptions to underscore the magic phrase "exclusively ours."
    Bergdorf Goodman: For fashion layouts in BG Magazine, I let photography, art direction, and the oversized print format communicate the store's "best of the best" message, adding minimal product descriptions to underscore the magic phrase "exclusively ours."
  • Bergdorf Goodman: For fashion layouts in BG Magazine, I let photography, art direction, and the oversized print format communicate the store's "best of the best" message, adding minimal product descriptions to underscore the magic phrase "exclusively ours."
    Bergdorf Goodman: For fashion layouts in BG Magazine, I let photography, art direction, and the oversized print format communicate the store's "best of the best" message, adding minimal product descriptions to underscore the magic phrase "exclusively ours."
  • Bergdorf Goodman: Part of the fun of writing BG Magazine fashion layouts was creating a theme to unite the fashion and photography. Here, a telenovela-inspired fashion layout for BG Magazine.
    Bergdorf Goodman: Part of the fun of writing BG Magazine fashion layouts was creating a theme to unite the fashion and photography. Here, a telenovela-inspired fashion layout for BG Magazine.
  • Bergdorf Goodman: Part of the fun of writing BG Magazine fashion layouts was creating a theme to unite the fashion and photography. Here, a telenovela-inspired fashion layout for BG Magazine.
    Bergdorf Goodman: Part of the fun of writing BG Magazine fashion layouts was creating a theme to unite the fashion and photography. Here, a telenovela-inspired fashion layout for BG Magazine.
  • WWD, reported from Shanghai: Three-page retail report on Three on the Bund.
    WWD, reported from Shanghai: Three-page retail report on Three on the Bund.
  • Hired to train Barneys.com copywriters to recognize fibers, fabrics, and construction as selling points, I was also assigned all product descriptions for designer Lisa Perry, the owner's wife.
    Hired to train Barneys.com copywriters to recognize fibers, fabrics, and construction as selling points, I was also assigned all product descriptions for designer Lisa Perry, the owner's wife.
  • Hired to train Barneys.com copywriters to recognize fibers, fabrics, and construction as selling points, I was also assigned all product descriptions for designer Lisa Perry, the owner's wife.
    Hired to train Barneys.com copywriters to recognize fibers, fabrics, and construction as selling points, I was also assigned all product descriptions for designer Lisa Perry, the owner's wife.
  • Trained Barneys.com copywriters to recognize fibers, fabrics, construction, and fashion terminology as selling points for luxury women's wear.
    Trained Barneys.com copywriters to recognize fibers, fabrics, construction, and fashion terminology as selling points for luxury women's wear.
  • Although I was hired to train Barneys.com copywriters to recognize fibers, fabrics, and construction as selling points, I was also assigned to write all product descriptions for designer Lisa Perry, the owner's wife.
    Although I was hired to train Barneys.com copywriters to recognize fibers, fabrics, and construction as selling points, I was also assigned to write all product descriptions for designer Lisa Perry, the owner's wife.
  • Hired to train Barneys.com copywriters to recognize fibers, fabrics, and construction as selling points, I was also assigned all product descriptions for designer Lisa Perry, the owner's wife.
    Hired to train Barneys.com copywriters to recognize fibers, fabrics, and construction as selling points, I was also assigned all product descriptions for designer Lisa Perry, the owner's wife.
  • Barneys.com
    Barneys.com
  • BarneysWarehouse.com
    BarneysWarehouse.com

Menswear

  • The Fairchild Encyclopedia of Menswear: Sole author of illustrated, 250,000-word hardcover reference published by Bloomsbury.
    The Fairchild Encyclopedia of Menswear: Sole author of illustrated, 250,000-word hardcover reference published by Bloomsbury.
  • WWD/DNR: Decoding the season's runway shows for breakout trends.
    WWD/DNR: Decoding the season's runway shows for breakout trends.
  • WWD / Menswear Runway Report
    WWD / Menswear Runway Report
  • WWD/Menswear

    WWD/Menswear

  • Buy This Now: Endpaper column that acted as a tipsheet in the weekly menswear edition of WWD.
    Buy This Now: Endpaper column that acted as a tipsheet in the weekly menswear edition of WWD.
  • Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
    Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
  • Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
    Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
  • Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
    Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
  • Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
    Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
  • Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
    Fashion portfolio for Menswear, Condé Nast luxury consumer quarterly.
  • WWD/DNR: Runway Report
    WWD/DNR: Runway Report
  • WWD/DNR: Runway Report
    WWD/DNR: Runway Report
  • An early MENSWEAR Magazine feature (I chose the five most stylish men in NYC) picked up by Zegna and The New York Times.
    An early MENSWEAR Magazine feature (I chose the five most stylish men in NYC) picked up by Zegna and The New York Times.
  • MENSWEAR Magazine / editorial feature
    MENSWEAR Magazine / editorial feature
  • Salon.com feature on why Santa dresses the way he does
    Salon.com feature on why Santa dresses the way he does
  • WWWD/DNR, reported from Shanghai
    WWWD/DNR, reported from Shanghai
  • WWD, reported from Paris: Luxury retailer Arnys.
    WWD, reported from Paris: Luxury retailer Arnys.
  • Reported from Paris, sidebar to a retail on Charvet.
    Reported from Paris, sidebar to a retail on Charvet.
  • Author / The Fairchild Encyclopedia of Menswear (250,000-word hardcover reference)
    Author / The Fairchild Encyclopedia of Menswear (250,000-word hardcover reference)
  • Author / The Fairchild Encyclopedia of Menswear (250,000-word hardcover reference)
    Author / The Fairchild Encyclopedia of Menswear (250,000-word hardcover reference)
  • WWD editorial feature on fabric innovation as a fashion influence, opening spread
    WWD editorial feature on fabric innovation as a fashion influence, opening spread
  • WWD editorial feature on fabric innovation as a fashion influence
    WWD editorial feature on fabric innovation as a fashion influence
  • WWD editorial feature on fabric innovation as a fashion influence
    WWD editorial feature on fabric innovation as a fashion influence
  • WWD editorial feature on fabric innovation as a fashion influence
    WWD editorial feature on fabric innovation as a fashion influence
  • WWD editorial feature on fabric innovation as a fashion influence
    WWD editorial feature on fabric innovation as a fashion influence
  • WWD editorial feature on fabric innovation as a fashion influence
    WWD editorial feature on fabric innovation as a fashion influence
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
    Hired for the relaunch of Barneys.com, I created copy templates that would nod to the design of the garments and give specifics of fabric and construction. I also contributed to a new stylebook and trained on-staff copywriters in fabric terminology. garment construction, and the conventions of luxury retail.
  • WWD: Profile of British brand Ben Sherman.
    WWD: Profile of British brand Ben Sherman.
  • WWD / Runway Report
    WWD / Runway Report
  • WWD / Runway Report
    WWD / Runway Report
  • WWD / Runway Report
    WWD / Runway Report
  • WWD, reported from Shanghai: The first profile of this legendary Shanghai tailor.
    WWD, reported from Shanghai: The first profile of this legendary Shanghai tailor.
  • WWD.com
    WWD.com
  • WWD.com
    WWD.com
  • Book review/feature with Alan Flusser for WWD/DNR
    Book review/feature with Alan Flusser for WWD/DNR
  • WWD/DNR Market Report
    WWD/DNR Market Report

Financial

  • Lead Content Strategist on the Digitas/Publicis team for the Bank of America content migration, which encompassed tens of thousands of pages.

    Lead Content Strategist on the Digitas/Publicis team for the Bank of America content migration, which encompassed tens of thousands of pages.

  • As Lead Content Strategist on the Digitas/Publicis team charged with the Bank of America content migration, I spent hundreds of hours on the detail work needed ensure better ADA compliance and improved UX.

    As Lead Content Strategist on the Digitas/Publicis team charged with the Bank of America content migration, I spent hundreds of hours on the detail work needed ensure better ADA compliance and improved UX.

  • Working as a Editorial Strategist charged with revamping College Board sites and making them more user-friendly, I created streamlined site tools to improve program sales.
    Working as a Editorial Strategist charged with revamping College Board sites and making them more user-friendly, I created streamlined site tools to improve program sales.
  • B2C: As Lead Content Strategist on the Digitas/Publicis team charged with the Bank of America content migration, I also supported content updates to the bank's About site, which focused on community initiatives.

    B2C: As Lead Content Strategist on the Digitas/Publicis team charged with the Bank of America content migration, I also supported content updates to the bank's About site, which focused on community initiatives.

  • B2B Finance: During five years as a Senior Editor at Fairchild, I edited special sections and reported on factoring and finance. That meant creating content that would be equally accessible to CFOs and fashionistas with no background in the subject. My approach: scannable, information-heavy copy written in a conversational tone that explained terms in context to remain accessible to both specialist and non-specialist audiences.
    B2B Finance: During five years as a Senior Editor at Fairchild, I edited special sections and reported on factoring and finance. That meant creating content that would be equally accessible to CFOs and fashionistas with no background in the subject. My approach: scannable, information-heavy copy written in a conversational tone that explained terms in context to remain accessible to both specialist and non-specialist audiences.
  • B2B: While sitting in as editor-in-chief for a B2B publisher, I generated dozens of short items explaining quarterly reports and earnings calls in language that was relatable for my readers—and full of relevant links.
    B2B: While sitting in as editor-in-chief for a B2B publisher, I generated dozens of short items explaining quarterly reports and earnings calls in language that was relatable for my readers—and full of relevant links.
  • B2B Finance: During five years as a Senior Editor at Fairchild (WWD/DNR/Menswear), I edited special sections and reported on factoring and finance. That meant creating content that would be equally accessible to CFOs and fashionistas with no background in the subject. My approach: scannable, information-heavy copy written in a conversational tone that explained terms in context to remain accessible to both specialist and non-specialist audiences.
    B2B Finance: During five years as a Senior Editor at Fairchild (WWD/DNR/Menswear), I edited special sections and reported on factoring and finance. That meant creating content that would be equally accessible to CFOs and fashionistas with no background in the subject. My approach: scannable, information-heavy copy written in a conversational tone that explained terms in context to remain accessible to both specialist and non-specialist audiences.
  • B2B Finance: During five years as a Senior Editor at Fairchild (WWD/DNR/Menswear), I edited special sections and reported on factoring and finance. That meant creating content that would be equally accessible to CFOs and fashionistas with no background in the subject. My approach: scannable, information-heavy copy written in a conversational tone that explained terms in context to remain accessible to both specialist and non-specialist audiences.
    B2B Finance: During five years as a Senior Editor at Fairchild (WWD/DNR/Menswear), I edited special sections and reported on factoring and finance. That meant creating content that would be equally accessible to CFOs and fashionistas with no background in the subject. My approach: scannable, information-heavy copy written in a conversational tone that explained terms in context to remain accessible to both specialist and non-specialist audiences.
  • B2B Finance: Editing and reporting factoring and other financial news at Fairchild, I created heavily formatted sidebars that would be information-dense yet easily scannable—a strategy I would later use for both B2B and B2C finance sites.
    B2B Finance: Editing and reporting factoring and other financial news at Fairchild, I created heavily formatted sidebars that would be information-dense yet easily scannable—a strategy I would later use for both B2B and B2C finance sites.

Luxury watches, fine jewelry

  • Chanel's Coco Crush Collection backgrounder: SEO-boosting content that reads as service copy.
    Chanel's Coco Crush Collection backgrounder: SEO-boosting content that reads as service copy.
  • SEO-boosting content: Less Well-Known Luxury Watch Brands
    SEO-boosting content: Less Well-Known Luxury Watch Brands
  • For this resale site, I created shoppable, informative content that would appeal to both aspirational and luxury customers.

    For this resale site, I created shoppable, informative content that would appeal to both aspirational and luxury customers.

  • SEO-boosting content: 1,000 e-commerce primer on trends in men's diamond jewelry
    SEO-boosting content: 1,000 e-commerce primer on trends in men's diamond jewelry
  • SEO-boosting content that reads as service copy.

    SEO-boosting content that reads as service copy.

  • The Top Five Reasons That Patek Philippe Is So Expensive; SEO-boosting content that reads as service copy.
    The Top Five Reasons That Patek Philippe Is So Expensive; SEO-boosting content that reads as service copy.
  • "10 Ways to Spot a Fake Rolex," SEO-boosting content that reads as service copy. 

    "10 Ways to Spot a Fake Rolex," SEO-boosting content that reads as service copy. 

  • Item of the Day, written while sitting in as editor-in-chief of AccessoriesMagazine.com

    Item of the Day, written while sitting in as editor-in-chief of AccessoriesMagazine.com

  • 700-word guide with social media links
    700-word guide with social media links
  • For this resale site, I created shoppable, informative content that would appeal to both aspirational and luxury customers.

    For this resale site, I created shoppable, informative content that would appeal to both aspirational and luxury customers.

  • Item of the Day, written while sitting in as editor-in-chief of AccessoriesMagazine.com
    Item of the Day, written while sitting in as editor-in-chief of AccessoriesMagazine.com
  • SEO-boosting content: Backgrounder on Chanel's Ruban Collection
    SEO-boosting content: Backgrounder on Chanel's Ruban Collection
  • Industry briefs, written while sitting in as the editor-in-chief of AccessoriesMagazine.com
    Industry briefs, written while sitting in as the editor-in-chief of AccessoriesMagazine.com
  • SEO-boosting content: 1,000-word primer on selling men's Tiffany jewelry
    SEO-boosting content: 1,000-word primer on selling men's Tiffany jewelry
  • SEO-boosting content: 1,000-word content on the Tiffany 1837 Collection for a UK site.
    SEO-boosting content: 1,000-word content on the Tiffany 1837 Collection for a UK site.
  • SEO-boosting content: Why Rolex watches cost so much
    SEO-boosting content: Why Rolex watches cost so much
  • Luxury Watch Brand Pronunciation
    Luxury Watch Brand Pronunciation
  • SEO-boosting content: Buyer's Guide to Spotting Counterfeit Tiffany Jewelry on the secondary market
    SEO-boosting content: Buyer's Guide to Spotting Counterfeit Tiffany Jewelry on the secondary market
  • SEO-boosting content: London's Hatton Garden: What you should know before you go
    SEO-boosting content: London's Hatton Garden: What you should know before you go
  • Header for a contemporary jewelry brand, one of hundreds of jewelry and watch headers written for Gemma, the e-commerce site of WP Diamonds
    Header for a contemporary jewelry brand, one of hundreds of jewelry and watch headers written for Gemma, the e-commerce site of WP Diamonds

Columns (Menswear, Elle, Mirabella, Glamour)

  • "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
    "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
  • "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
    "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
  • "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
    "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
  • "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
    "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
  • "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
    "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
  • "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
    "Last Picture Show," my endpaper column for Menswear, Condé Nast's quarterly for the luxury market
  • Secret Addresses column / ELLE
    Secret Addresses column / ELLE
  • Beauty Technique column, page 1 of 2
    Beauty Technique column, page 1 of 2
  • Beauty Technique column, page 2 of 2
    Beauty Technique column, page 2 of 2
  • Beauty & Health column / Glamour
    Beauty & Health column / Glamour

Fibers and textiles

  • Leveraging my experiences as Senior Editor/Textiles and particularly my experience with Lyon and Biella weavers, I wrote "Who Decides the Color of the Season?" chapter in Bright Modernity: Color, Commerce, and Consumer Culture published by Palgrave Macmillan's Worlds of Consumption series in 2017.

    Leveraging my experiences as Senior Editor/Textiles and particularly my experience with Lyon and Biella weavers, I wrote "Who Decides the Color of the Season?" chapter in Bright Modernity: Color, Commerce, and Consumer Culture published by Palgrave Macmillan's Worlds of Consumption series in 2017.

  • As Senior Editor/Textiles, Sourcing, and Sustainability, I created business stories that emphasized interrelationships in fashion. Here, a profile of Calvin Klein menswear designer and his work with luxury fibers and fabrics. WWD/DNR (1 of 2)
    As Senior Editor/Textiles, Sourcing, and Sustainability, I created business stories that emphasized interrelationships in fashion. Here, a profile of Calvin Klein menswear designer and his work with luxury fibers and fabrics. WWD/DNR (1 of 2)
  • As Senior Editor/Textiles, Sourcing, and Sustainability, I created business stories that emphasized interrelationships in fashion. Here, a profile of Calvin Klein menswear designer and his work with luxury fibers and fabrics. (2 of 2)
    As Senior Editor/Textiles, Sourcing, and Sustainability, I created business stories that emphasized interrelationships in fashion. Here, a profile of Calvin Klein menswear designer and his work with luxury fibers and fabrics. (2 of 2)
  • While it had always been classified as a sustainable fiber, hemp gained fashion clout when these high-end Italian mills began including it in their collections.
    While it had always been classified as a sustainable fiber, hemp gained fashion clout when these high-end Italian mills began including it in their collections.
  • Issey Miyake's head designer Dai Fujiwara, interviewed at the Miyake atelier in Paris.
    Issey Miyake's head designer Dai Fujiwara, interviewed at the Miyake atelier in Paris.
  • Senior Textiles Editor, Fairchild Publications, WWD/DNR
    Senior Textiles Editor, Fairchild Publications, WWD/DNR
  • Trying to emphasize the interrelationships between fashion, art, and fabrics, I often ran reviews or features about influential museum exhibits or books.
    Trying to emphasize the interrelationships between fashion, art, and fabrics, I often ran reviews or features about influential museum exhibits or books.
  • WWD/DNR
    WWD/DNR
  • WWD/DNR
    WWD/DNR
  • While reporting print trends, I tried to give my readers visual cues (often adding fashion history to make a more interesting read) in the same way that WWD fashion pages used photographs of directional fashion designs.
    While reporting print trends, I tried to give my readers visual cues (often adding fashion history to make a more interesting read) in the same way that WWD fashion pages used photographs of directional fashion designs.
  • Over four years as an Editorial Strategist consulting for Supima Cotton, I generated hundreds of B2C and B2B blog posts under multiple bylines—an approach that allowed the brand to control its own narrative. Here, a post about its initiative for transparency in sourcing.
    Over four years as an Editorial Strategist consulting for Supima Cotton, I generated hundreds of B2C and B2B blog posts under multiple bylines—an approach that allowed the brand to control its own narrative. Here, a post about its initiative for transparency in sourcing.
  • As Fairchild's Senior Editor/Textiles, Sourcing, and Sustainability, I completely changed trade show coverage, making it as beautifully written as any couture runway report—a strategy extended its readership and revenue generation.
    As Fairchild's Senior Editor/Textiles, Sourcing, and Sustainability, I completely changed trade show coverage, making it as beautifully written as any couture runway report—a strategy extended its readership and revenue generation.
  • Report on Jeremy Moon and his category-changing rebranding of merino as a sustainable fiber for WWD/Menswear.
    Report on Jeremy Moon and his category-changing rebranding of merino as a sustainable fiber for WWD/Menswear.
  • Sidebar to "Merino Messiah" company profile of Icebreaker and merino's rebranding as a sustainable fiber.
    Sidebar to "Merino Messiah" company profile of Icebreaker and merino's rebranding as a sustainable fiber.
  • As Senior Editor/Textiles, Sourcing, and Sustainability, I reportedover 30 trade fairs a year, ranging from to huge international extravaganzas to small, directional shows in New York.
    As Senior Editor/Textiles, Sourcing, and Sustainability, I reportedover 30 trade fairs a year, ranging from to huge international extravaganzas to small, directional shows in New York.
  • WWD
    WWD
  • As Senior Editor/Textiles, Sourcing, and Sustainability, I reported on over 30 trade fairs a year, ranging from to huge international extravaganzas to small, directional print shows.
    As Senior Editor/Textiles, Sourcing, and Sustainability, I reported on over 30 trade fairs a year, ranging from to huge international extravaganzas to small, directional print shows.
  • Appeared as an invited panelist at this public roundtable on sustainability in fashion, the first event of its kind in NYC. Other speakers: Julie Gilhart (fashion director of Barneys), Maurizio Marchiori (Diesel's VP of Marketing), Leslie Hoffman (Executive Director of NGO EarthPledge), Steve Davies (Director of Product Development for NatureWorks), and moderator Valerie Steele (Director of the Museum at F.I.T.).
    Appeared as an invited panelist at this public roundtable on sustainability in fashion, the first event of its kind in NYC. Other speakers: Julie Gilhart (fashion director of Barneys), Maurizio Marchiori (Diesel's VP of Marketing), Leslie Hoffman (Executive Director of NGO EarthPledge), Steve Davies (Director of Product Development for NatureWorks), and moderator Valerie Steele (Director of the Museum at F.I.T.).
  • As Senior Editor/Textiles, Sourcing, and Sustainability, I reported on over 30 trade fairs a year, ranging from to huge international extravaganzas (like this huge show in Shanghai) to small, directional design shows.
    As Senior Editor/Textiles, Sourcing, and Sustainability, I reported on over 30 trade fairs a year, ranging from to huge international extravaganzas (like this huge show in Shanghai) to small, directional design shows.
  • While reporting print trends, I tried to give my readers visual cues in the same way that WWD's fashion pages used photographs of directional fashion designs.
    While reporting print trends, I tried to give my readers visual cues in the same way that WWD's fashion pages used photographs of directional fashion designs.
  • While reporting print trends, I tried to give my readers visual cues in the same way that WWD's fashion pages used photographs of directional fashion designs.
    While reporting print trends, I tried to give my readers visual cues in the same way that WWD's fashion pages used photographs of directional fashion designs.
  • As Senior Editor/Textiles, Sourcing, and Sustainability, I created business stories that emphasized interrelationships in fashion. Here, a 1,000-word sidebar on shirting fabrics written to my own profile of Paris luxury retailer Charvet.
    As Senior Editor/Textiles, Sourcing, and Sustainability, I created business stories that emphasized interrelationships in fashion. Here, a 1,000-word sidebar on shirting fabrics written to my own profile of Paris luxury retailer Charvet.
  • Senior Textiles Editor, Fairchild Publications, WWD/DNR
    Senior Textiles Editor, Fairchild Publications, WWD/DNR
  • Digital Announcement of contest winner (sent out simultaneously with the conclusion of the contest); page 1 of 2
    Digital Announcement of contest winner (sent out simultaneously with the conclusion of the contest); page 1 of 2
  • Digital Announcement of contest winner (sent out simultaneously with the conclusion of the contest); page 2 of 2
    Digital Announcement of contest winner (sent out simultaneously with the conclusion of the contest); page 2 of 2
  • Senior Textiles Editor, Fairchild Publications, WWD/DNR
    Senior Textiles Editor, Fairchild Publications, WWD/DNR
  • Senior Textiles Editor, Fairchild Publications, WWD/DNR
    Senior Textiles Editor, Fairchild Publications, WWD/DNR

Women's accessories

  • Bergdorf Goodman: concepted and wrote the semi-annual shoe catalog, a key source of fashion credibility—and revenue—for the store.
    Bergdorf Goodman: concepted and wrote the semi-annual shoe catalog, a key source of fashion credibility—and revenue—for the store.
  • Bergdorf Goodman: Creation of promotional bookmark included in BG Magazine and Departures to promote Bergdorf's semi-annual shoe event.
    Bergdorf Goodman: Creation of promotional bookmark included in BG Magazine and Departures to promote Bergdorf's semi-annual shoe event.
  • SEO-boosting content that reads as service copy: "How to Spot a Fake Birkin Bag: The Top 10 Tells"

    SEO-boosting content that reads as service copy: "How to Spot a Fake Birkin Bag: The Top 10 Tells"

  • In Phase I of my copy strategy for Cole Haan, I wrote copy templates demonstrating the changes in tone, scannability, and order of information.

    In Phase I of my copy strategy for Cole Haan, I wrote copy templates demonstrating the changes in tone, scannability, and order of information.

  • In Phase I of my copy strategy for Cole Haan, I wrote product templates demonstrating changes in tone, scannability, and order of information.

    In Phase I of my copy strategy for Cole Haan, I wrote product templates demonstrating changes in tone, scannability, and order of information.

  • In Phase I of my copy strategy for Cole Haan, I wrote product templates demonstrating changes in tone, scannability, and order of information.

    In Phase I of my copy strategy for Cole Haan, I wrote product templates demonstrating changes in tone, scannability, and order of information.

  • Sitting in for the editor-in-chief of Accessories Magazine / Daily news blasts, up to six or seven stories per day. Here, the typical mix: Leading with the "Item of the Day"; an entertainment/culture tie-in; a line introduction; an industry earnings brief.
    Sitting in for the editor-in-chief of Accessories Magazine / Daily news blasts, up to six or seven stories per day. Here, the typical mix: Leading with the "Item of the Day"; an entertainment/culture tie-in; a line introduction; an industry earnings brief.
  • SEO-boosting content: The Top 10 Handbags 2020
    SEO-boosting content: The Top 10 Handbags 2020
  • While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short, easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
    While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short,
    easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
  • While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short, easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
    While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short, easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
  • Suzhou Cobblers feature reported from Shanghai for London-based Selvedge Magazine / page 2 of 2
    Suzhou Cobblers feature reported from Shanghai for London-based Selvedge Magazine / page 2 of 2
  • Suzhou Cobblers feature reported from Shanghai for London-based Selvedge Magazine / page 1 of 2
    Suzhou Cobblers feature reported from Shanghai for London-based Selvedge Magazine / page 1 of 2
  • While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short, easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
    While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short, easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
  • While sitting in for editor-in-chief of Accessories, a trade magazine, reported four to eight digital stories a day and edited the daily digital news digest.
    While sitting in for editor-in-chief of Accessories, a trade magazine, reported four to eight digital stories a day and edited the daily digital news digest.
  • While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short, easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
    While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short,
    easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
  • While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short, easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
    While sitting in for the editor-in-chief of Accessories, a fashion trade, I reported four to six digital stories a day and edited the daily digital news digest. I formatted stories to be short,
    easy to scan, fun to read (because I had to assume that I might not be first with the news), and built with lots of clickable links.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 400–500 production descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals able to offer heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 400–500 production descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals able to offer heavier discounts.
  • Avon collateral / Sample page from 1,600+ page yearly budget
    Avon collateral / Sample page from 1,600+ page yearly budget
  • Avon collateral / Sample page from my 1,600+ page yearly budget
    Avon collateral / Sample page from my 1,600+ page yearly budget
  • Bergdorf Goodman shoe catalog
    Bergdorf Goodman shoe catalog
  • Bergdorf Goodman shoe catalog
    Bergdorf Goodman shoe catalog
  • Bergdorf Goodman shoe catalog
    Bergdorf Goodman shoe catalog
  • Bergdorf Goodman shoe catalog
    Bergdorf Goodman shoe catalog
  • Avon collateral, recovery flyer back and front covers / I produced, copywrote, and edited 26 recovery flyers per year, accounting for 550+ pages of my annual 1,600+ page budget

    Avon collateral, recovery flyer back and front covers / I produced, copywrote, and edited 26 recovery flyers per year, accounting for 550+ pages of my annual 1,600+ page budget

Men's accessories

  • Sole author of The Fairchild Encyclopedia of Menswear (a 250,000-word hardcover reference published by Bloomsbury).
    Sole author of The Fairchild Encyclopedia of Menswear (a 250,000-word hardcover reference published by Bloomsbury).
  • In Phase I of my multi-part copy strategy for Cole Haan's DTC site, I created product templates for staff copywriters.

    In Phase I of my multi-part copy strategy for Cole Haan's DTC site, I created product templates for staff copywriters.

  • In Phase I of my copy strategy for Cole Haan's DTC site, I created product templates for staff copywriters.

    In Phase I of my copy strategy for Cole Haan's DTC site, I created product templates for staff copywriters.

  • Freelance for People
    Freelance for People
  • WWD/DNR
    WWD/DNR
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Service copy for Menswear, Condé Nast's luxury fashion quarterly.
    Service copy for Menswear, Condé Nast's luxury fashion quarterly.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.
    Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.
  • Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.
    Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.
  • Barneys.com
    Barneys.com
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.
    Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.
  • Macys.com
    Macys.com
  • Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.
    Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.
  • Macys.com
    Macys.com
  • Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.
    Trained Barneys.com copywriters to recognize materials, construction, and menswear traditions as selling points for luxury accessories.

Children's market

  • Editor-in-chief of Young Fashions, a B2B that I revamped to focus on the high end of the children's market.
    Editor-in-chief of Young Fashions, a B2B that I revamped to focus on the high end of the children's market.
  • STROLLERPALOOZA! A sample of the UX-centered daily e-mails written for long-term freelance client buybuyBABY.

    STROLLERPALOOZA! A sample of the UX-centered daily e-mails written for long-term freelance client buybuyBABY.

  • GENIUS TRAVEL GEAR: A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

    GENIUS TRAVEL GEAR: A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

  • Sick Day Solutions: A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

    Sick Day Solutions: A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

  • Stokke promotion: A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

    Stokke promotion: A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

  • What's Cooking? A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

    What's Cooking? A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

  • Jump Into Fall: A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

    Jump Into Fall: A sample of the daily reactive e-mails written for long-term freelance client buybuyBABY.

  • Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS
    Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS
  • Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS
    Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS
  • Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS
    Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS
  • Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS
    Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS
  • Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS
    Sample product description for Macys.com during the debugging of Stella, Federated's proprietary CMS

Custom content

  • website creation, concept, UX, and copywriting / www.supimacollection.com / interactive screen
    website creation, concept, UX, and copywriting / www.supimacollection.com / interactive screen
  • website creation, concept, and copywriting / www.supimacollection.com / interactive screen
    website creation, concept, and copywriting / www.supimacollection.com / interactive screen
  • website creation, concept, and copywriting / www.supimacollection.com / interactive screen
    website creation, concept, and copywriting / www.supimacollection.com / interactive screen
  • Supimacollection.com (interactive timeline)
    Supimacollection.com (interactive timeline)
  • website creation, concept, and copywriting / www.supimacollection.com / interactive screen
    website creation, concept, and copywriting / www.supimacollection.com / interactive screen
  • While working on the CoverGirl CoverWorld campaign at Ogilvy/Geometry, I created independent websites for Katy Perry, Queen Latifah, Janelle Monae, and Elle DeGeneres—as well a individual makeup artists and brand ambassadors.
    While working on the CoverGirl CoverWorld campaign at Ogilvy/Geometry, I created independent websites for Katy Perry, Queen Latifah, Janelle Monae, and Elle DeGeneres—as well a individual makeup artists and brand ambassadors.
  • CoverGirl Instaglam / Site extension and social media campaign for Ogilvy/Geometry
    CoverGirl Instaglam / Site extension and social media campaign for Ogilvy/Geometry
  • Using the CFDA website to reinforce Supima's brand voice.
    Using the CFDA website to reinforce Supima's brand voice.
  • Fashion Week Daily advertorial insert.
    Fashion Week Daily advertorial insert.
  • Cover of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
    Cover of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
  • Page 2 of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
    Page 2 of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
  • Page 3 of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
    Page 3 of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
  • Page 4 of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
    Page 4 of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
  • Page 6 of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
    Page 6 of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
  • Sample page of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
    Sample page of 32-page custom publication for the Supima Design Competition, which later became a CFDA-sanctioned event
  • Editor-in-chief of custom program magazine co-published by San Francisco Magazine (client: San Francisco Ballet)
    Editor-in-chief of custom program magazine co-published by San Francisco Magazine (client: San Francisco Ballet)
  • Editor-in-chief of twice-a-year Woman's Day Beauty, a 500,000-circulation S.I.P. sponsored by Mary Kay Cosmetics
    Editor-in-chief of twice-a-year Woman's Day Beauty, a 500,000-circulation S.I.P. sponsored by Mary Kay Cosmetics
  • In the hundreds of blog posts I produced for Supima, I seized every opportunity to underscore strength and heritage. Here, a quirky "from the archives" post.
    In the hundreds of blog posts I produced for Supima, I seized every opportunity to underscore strength and heritage. Here, a quirky "from the archives" post.

Denim

  • Because WWD's Paris bureau had little interest in denim and no interest in sustainability or innovation, I was able to profile a Left Bank jeans boutique that married LEDs to denim.
    Because WWD's Paris bureau had little interest in denim and no interest in sustainability or innovation, I was able to profile a Left Bank jeans boutique that married LEDs to denim.
  • WWD/DNR: At Fairchild, I spent years covering everything to do with the denim market—fibers, mills, supply chain, archives, fashion, retail, trade shows, news briefs.
    WWD/DNR: At Fairchild, I spent years covering everything to do with the denim market—fibers, mills, supply chain, archives, fashion, retail, trade shows, news briefs.
  • At WWD/DNR, I covered anything and everything relating to the denim market: what's new, why men or women buy, trends in treatment, sustainability, tradition, mills, etc.
    At WWD/DNR, I covered anything and everything relating to the denim market: what's new, why men or women buy, trends in treatment, sustainability, tradition, mills, etc.
  • "Green is the color of money in next year's denim market:" news brief on the takeoff of organic and sustainable denim.
    "Green is the color of money in next year's denim market:" news brief on the takeoff of organic and sustainable denim.
  • WWD: Which directional denim brands to see—and why—at an upcoming MAGIC
    WWD: Which directional denim brands to see—and why—at an upcoming MAGIC
  • WWD/DNR
    WWD/DNR
  • My templates for Macys.com emphasized transaction: For children's wear, that translated to a mention of whiskering but almost a third of the product description devoted to the internal adjustable waistband that was more likely to make moms click on the "buy" button.
    My templates for Macys.com emphasized transaction: For children's wear, that translated to a mention of whiskering but almost a third of the product description devoted to the internal adjustable waistband that was more likely to make moms click on the "buy" button.
  • WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim.
    WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim.
  • Première Vision Preview / Fairchild
    Première Vision Preview / Fairchild
  • WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim.
    WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim.
  • WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim, denim analogues, and denim substitutes.
    WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim, denim analogues, and denim substitutes.
  • WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim.
    WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim.
  • WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim.
    WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim.
  • WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim, denim analogues, and denim substitutes.
    WWD/DNR: During my five years at Fairchild, I created an average of 90 swatch pages a year—with a hefty percentage devoted to denim, denim analogues, and denim substitutes.
  • At WWD/DNR, I covered anything and everything relating to the denim market: what's new, why men or women buy, trends in treatment, sustainability, tradition, mills, etc.
    At WWD/DNR, I covered anything and everything relating to the denim market: what's new, why men or women buy, trends in treatment, sustainability, tradition, mills, etc.
  • WWD/DNR: My coverage of the denim market included reporting trends from high-capacity Pakistani, Indian, and Chinese mills.
    WWD/DNR: My coverage of the denim market included reporting trends from high-capacity Pakistani, Indian, and Chinese mills.
  • At WWD, I reported anything and everything to do with the denim market: from trade shows to trademark infringements to laundries and sourcing.
    At WWD, I reported anything and everything to do with the denim market: from trade shows to trademark infringements to laundries and sourcing.
  • As a content strategist at Supima, I created a blog (under three separate pseudonyms) as a way to tag and repost press mentions, brand news, celebrities seen in Supima jeans, etc.—eventually accumulating a 700-entries that dominated the opening pages of Google.
    As a content strategist at Supima, I created a blog (under three separate pseudonyms) as a way to tag and repost press mentions, brand news, celebrities seen in Supima jeans, etc.—eventually accumulating a 700-entries that dominated the opening pages of Google.

Product naming

  • Perk Up! Breast Firming Gel (Avon)
    Perk Up! Breast Firming Gel (Avon)
  • Thigh Expectations: Cellulite Defense Cream (Avon)

    Thigh Expectations: Cellulite Defense Cream (Avon)

  • Buff It Up! Exfoliating Body Scrub (Avon)
    Buff It Up! Exfoliating Body Scrub (Avon)
  • Rapid Return: Exfoliating Facial Scrub (Avon)
    Rapid Return: Exfoliating Facial Scrub (Avon)
  • Brighter Days: Intensive Moisture Cream SPF 15 (Avon)
    Brighter Days: Intensive Moisture Cream SPF 15 (Avon)
  • Face the Day: Total Protective Lotion SPF27 UVA/UVB (Avon)
    Face the Day: Total Protective Lotion SPF27 UVA/UVB (Avon)
  • Hide the Evidence: Concealing Quick Click (Avon)
    Hide the Evidence: Concealing Quick Click (Avon)

Signage

  • Supima Collection in-store shops in Bloomingdale's top 18 doors: here showing the signage execution and cotton "touch-wall" to underscore the garments' softness; Bloomingdale's, South Coast Plaza, CA
    Supima Collection in-store shops in Bloomingdale's top 18 doors: here showing the signage execution and cotton "touch-wall" to underscore the garments' softness; Bloomingdale's, South Coast Plaza, CA
  • How to communicate the softness of Supima? With a touch wall made of cotton fiber in each of the Supima Collection's in-store boutiques in Bloomingdale's.
    How to communicate the softness of Supima? With a touch wall made of cotton fiber in each of the Supima Collection's in-store boutiques in Bloomingdale's.
  • Assuming that few—if any—customers would stand and read the entire wall script, I oversized "durability," "integrity," "luxury," and "softness" to be the take-away message; Bloomingdale's, South Coast Plaza, CA
    Assuming that few—if any—customers would stand and read the entire wall script, I oversized "durability," "integrity," "luxury," and "softness" to be the take-away message; Bloomingdale's, South Coast Plaza, CA
  • Bloomingdale's / Poster for Supima in-store boutiques
    Bloomingdale's / Poster for Supima in-store boutiques
  • Signage for Brooks Brothers Madison Avenue flagship windows
    Signage for Brooks Brothers Madison Avenue flagship windows
  • Brooks Brothers' Madison Avenue flagship / Supima merchandising signage
    Brooks Brothers' Madison Avenue flagship / Supima merchandising signage
  • Brooks Brothers Madison Avenue flagship / Supima merchandising signage
    Brooks Brothers Madison Avenue flagship / Supima merchandising signage
  • Avon Salon and Spa in Trump Tower featuring "beComing" product line
    Avon Salon and Spa in Trump Tower featuring "beComing" product line

Digital PR

  • Digital Press Release: L'Oréal prestige haire care/Shu Uemura product launch

    Digital Press Release: L'Oréal prestige haire care/Shu Uemura product launch

  • Digital Press Release: L'Oréal prestige hair care / Kérastase product launch

    Digital Press Release: L'Oréal prestige hair care / Kérastase product launch

  • Digital Press Release, L'Oréal prestige hair care / Shu Uemura product launch
    Digital Press Release, L'Oréal prestige hair care / Shu Uemura product launch
  • Verbatim pick-up of press release (on previous screen) on MakeupExaminer.com beauty blog
    Verbatim pick-up of press release (on previous screen) on MakeupExaminer.com beauty blog
  • Digital press release announcing launch of forthcoming Supima Collection at Bloomingdale's (client: Supima Cotton)
    Digital press release announcing launch of forthcoming Supima Collection at Bloomingdale's (client: Supima Cotton)
  • Electronic press release written for Supima Cotton
    Electronic press release written for Supima Cotton
  • Supima press release, page 2 of 2
    Supima press release, page 2 of 2
  • Supima High Line digital promotion, page 1 of 4
    Supima High Line digital promotion, page 1 of 4
  • Supima High Line digital promotion, page 2 of 4
    Supima High Line digital promotion, page 2 of 4
  • Supima High Line digital promotion, page 3 of 4
    Supima High Line digital promotion, page 3 of 4
  • Supima High Line digital promotion, page 4 of 4
    Supima High Line digital promotion, page 4 of 4
  • DIGITAL ANNOUNCEMENT, page 1 of 2

    DIGITAL ANNOUNCEMENT, page 1 of 2

  • San Francisco Ballet backgrounder for Nutcracker, page 1 of 2
    San Francisco Ballet backgrounder for Nutcracker, page 1 of 2
  • San Francisco Ballet backgrounder for Nutcracker, page 1 of 2
    San Francisco Ballet backgrounder for Nutcracker, page 1 of 2
  • 2014 DIGITAL ANNOUNCEMENT, page 2 of 2
    2014 DIGITAL ANNOUNCEMENT, page 2 of 2

Extras

  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 500+ product descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals offering heavier discounts.
  • WordPress blog integrated with Twitter, Instagram, and e-commerce site
    WordPress blog integrated with Twitter, Instagram, and e-commerce site
  • Sitting in as editor-in-chief of AccessoriesMagazine.com
    Sitting in as editor-in-chief of AccessoriesMagazine.com
  • Branded editorial / Editor-in-Chief, Hachette's custom publishing division
    Branded editorial / Editor-in-Chief, Hachette's custom publishing division
  • Hired to generate copy templates for an online shoe retailer, I wrote 400–500 production descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals able to offer heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 400–500 production descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals able to offer heavier discounts.
  • Hired to generate copy templates for an online shoe retailer, I wrote 400–500 production descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals able to offer heavier discounts.
    Hired to generate copy templates for an online shoe retailer, I wrote 400–500 production descriptions that emphasized construction and functionality—creating a point of difference between the site and rivals able to offer heavier discounts.
  • Lord & Taylor
    Lord & Taylor
  • Macys.com
    Macys.com
  • Lord & Taylor
    Lord & Taylor
  • Sample spread, merchandise introduction / Avon collateral, recovery flyer front cover / I produce, copywrite, and edit 26 recovery flyers per year, accounting for 550+ pages of my annual 1,600+ page budget
    Sample spread, merchandise introduction / Avon collateral, recovery flyer front cover / I produce, copywrite, and edit 26 recovery flyers per year, accounting for 550+ pages of my annual 1,600+ page budget
  • People Magazine, freelance
    People Magazine, freelance
  • Macys.com
    Macys.com
  • Barneys.com
    Barneys.com
  • Creating an accessible brand voice that focused on ingredients, I concepted and wrote the Green Book, the 72-page catalog and produced direct mail pieces that introduced French eco-brand Yves Rocher to North America.
    Creating an accessible brand voice that focused on ingredients, I concepted and wrote the Green Book, the 72-page catalog and produced direct mail pieces that introduced French eco-brand Yves Rocher to North America.