Résumé

I'm a travel-sized, naturally caffeinated creative Swiss Army Knife. 

 

Senior Digital Product & Content Strategist, Blue Bottle Coffee

November 2014-June 2015, Los Angeles, San Francisco/Oakland, New York City

I lead all digital product and content strategy for Blue Bottle Coffee nationally, as a member of the product team. With the design and engineering teams, I build meaningful and useful experiences for our customers so that they can enjoy and brew better coffee and ideas, anywhere in the world. It is much easier to empower people to solve big, messy problems when you're the one providing them that first cup of coffee in the morning. Front-end developers, designers, product managers, engineers, creatives, retail, production, CPG teams and I have a mutual understanding and appreciation of how people are central to everything we do and build. Human beings are at the center of our product lifecycle. 

My team and I spent a lot of time testing, iterating, and optimizing experiences for web and mobile. I led content, email, and experiential marketing strategy, too. I believe telling better stories around our people, products, and cafes drive more meaningful, authentic experiences and actual engagement. I'm creatively powered, but driven by data. I'm also naturally caffeinated. 

While at Blue Bottle, I also led brand partnerships and strategy through unique digital and 3D collaborations with companies such as SoulCycle, GAP, This Is Ground, Shake Shack, General Assembly, Apolis, The Infatuation, Munchery, Create Cultivate, Junk Food Clothing, Hipcamp, and BB Dakota

Editor-in-Chief, Valet

September 2012-Present, Los Angeles & New York

We're adventure-funded. Valet is a collection of hand-picked benefits and guidance for the discerning 21st-century creative professional, with city intel from curators like John Maeda, Steven Alan, Jeff Staple, and Josh Rubin. I recruited and managed a team of two, while leading content strategy and digital/email marketing for our iOS app and site. 

Freelance Copywriter/Editor, Tamnation

May 2006-Present, Los Angeles & San Francisco, CA

Clients include: 

Bevel / Walker & Co. Brands

I head up West Coast editorial content for Bevel Code and manage a team of freelance photographers/videographers; I also serve as copywriter/editor for the product and marketing teams. I went to the rapper Nas' house and asked him to tell us stories

Quiksilver Inc.

Brand strategy and digital marketing, site copy, and special interactive content such as Quiksilver.com's Spring Break 2013 and 2014 city guides and International Surfing Day Doctor's Note 2013 social media campaign. I led the global naming/strategy for Spring/Summer 2015's AG47 shoe lineup, including the Amphibian shoe, AG47 Flux sandals, and the Triton Slide sandal. 

Rent the Runway

Mobile experience and copy for RTR's iOS app, now available in the Apple store. Finding the perfect dress (and accessories) for that special occasion should be delightfully easy and fun, and there's no need to purchase a dress that you'll only wear once. 

Irrational Labs

I was the editor of "Hacking Human Nature for Good: A Practical Guide to Changing Human Behavior," a set of workbooks by Dan Ariely, Jason Hreha, and Kristen Berman.

AutoMD.com

UX copy for homepage, landing pages and consumer-facing forms for AutoMD's Insta-Quotes! feature and site redesign.

Violet Grey

Editorial content for The Violet Files, the Hollywood-based luxury beauty destination.

 

Past Clients:

Huffington Post Impact: I helped launch the cause and philanthropy-centric vertical under Arianna Huffington and Causecast in October of 2009 as its founding News Editor.

Ideal Bite: I covered fashion, lifestyle and design for the Los Angeles edition of the eco-friendly answer to Daily Candy. Ideal Bite was acquired by Disney in 2008.

TVgasm: I was a writer for this much-lauded TV/pop culture site and wrote extremely irreverent recaps of shows, including the seventh season of "American Idol" and the second season of "Heroes."

Sheckys.com: I was a beauty/lifestyle writer covering San Francisco.

Lush Crush: I served as the Celebrity Style Editor for a stealth e-commerce startup, focusing on celebrity-focused trends and how to replicate the looks.


PAST:

Copywriter, ShoeDazzle

July 2010-March 2013, Santa Monica, CA

ShoeDazzle was ranked #21 in Forbes' list of America's 100 Most Promising Companies in 2011. The site has over 15 million members and 2 million fans on Facebook.

I worked with the creative, marketing, merchandising, social media and product teams to concept, craft and execute our brand's marketing campaigns, including lookbooks, emails, landing pages, site copy and print materials.

I helped manage and edit high-volume, monthly product copy initiativesI've put a temporary ban on the word "bling." Other projects included copy for our charity initiatives and celebrity shoe design campaigns, as well as video scripts and trend reports. I also crafted A/B test-winning email subject lines like "Bootie Bootie Booties Everywhere."

 

Contributing Writer, West Coast Attaché, LEMON Magazine

September 2007-September 2009, Los Angeles, CA & Chicago, IL

I interviewed and profiled photographer Brian Krause for LEMON's 4th issue, "Heroes," and wrote the introductions for articles featuring bands such as Daft Punk, Justice, Battles and These New Puritans, as well as a special piece by Sonic Youth's Thurston Moore. I wrote the David Bowie-centric advertising copy for Scion that appeared in the issue. I directly assisted the Publisher/Creative Director and Editor-in-Chief in the magazine's marketing and distribution efforts.

 

Digital Media Reporter, VentureBeat

November 2008-February 2009, San Francisco, CA

I started having bizarre dreams about YouTube, Google and naive-looking waifs who scored modeling contracts after hooligans crashed their Facebook-listed parties. I covered startups, social media, funding news and internet phenomena. My articles were syndicated by the New York Times' Technology section.

 

Director of Support and Special Ops, Celebrity Outreach, Causes

June 2007-November 2008, Los Angeles & Berkeley, CA

Causes is the world's largest website for philanthropy. I managed the support team of the Causes application on Facebook and MySpace, and oversaw the site's growth from < 90,000 to over 18 million users. As a member of the nonprofit team, I directed my efforts toward supporting business and nonprofit partners and activists. I also led our celebrity outreach efforts, which included getting Clay Aiken, John Legend and Alyssa Milano, among others, to promote and use Causes.


EDUCATION

Stanford University

BA, English, Creative Writing

2002-2006

Activities and Societies: The Stanford Daily, Intermission Magazine, Chi Omega (President and Marketing Chair '05), Kairos House (Social Manager), LSJUMB

Awards: Namesake and first recipient of the Nu Alpha chapter of Chi Omega's Outstanding Senior Award; namesake of The Stanford Daily's "Most Likely to Have a Cult Following" Staff Award


 

Things I Leave Off My Paper Résumé 

1. July 2004-September 2004, Disneyland Resort

My summer stint at Disneyland working as an Outdoor Ventures Hostess (i.e. the girl who sells you giant turkey legs and churros) for various locations around California Adventure. I learned how to make huge vats of caramel corn using a device called "The Agitator" and got quite strong pushing heavy carts laden with frozen treats around the park.

Japanese tourists thought that I was part of the Electrical Parade because I also sold Mickey Mouse shaped glowstick headbands at night. I got dry ice burns. I had to defend my post from co-workers who stole cash from my register. It was character building, and I learned what I was made of. Three words: Preserve the magic. 

2. September 1987-Present

My penmanship wins rave reviews and allegedly resembles a font so much that 5/5 doctors tell me, "Your handwriting looks like a font!" I also managed to get away with handwriting sections of high school book/science/history reports that were supposed to be typed. None of my teachers noticed.