Branding

With over two decades of experience in launching, revitalizing, and cultivating iconic brands, I have a proven track record of establishing meaningful connections between brands and their target audiences through strategic storytelling. Whether it's starting from scratch or giving a facelift to an existing brand, I specialize in bringing brands to life by delving into the nuances of target audiences and crafting compelling content.

I played a pivotal role in significant media brand launches, including Condé Nast's Cargo and Time, Inc's People Stylewatch.

Cargo: As the deputy editor of Cargo, a groundbreaking men's magazine covering tech, cars, fashion, and culture, I contributed to defining the magazine's architecture and voice.  Cargo's launch was the largest debut of a men's magazine in terms of ad pages.

People StyleWatch: Tasked with transforming People StyleWatch from a section of People into a full-fledged monthly magazine, I created recurring features, developed theme issues, managed the staff, and edited all stories. StyleWatch's focus on accessible, celebrity-inspired style led to it rapidly becoming one of the top three newsstand fashion magazines. 

In my role as the second Editor-in-Chief of People Stylewatch, I spearheaded the strategic transformation of the brand. Recognizing the shift in audience inspiration from celebrities to influencers, my team and I successfully launched a website, redesigned the magazine, and democratized the content. The website garnered 1 million unique monthly views within a year, while the magazine ranked as the third-largest newsstand seller.

Collaborating closely with the publisher, we innovatively addressed declining ad sales with editorial-inspired ideas, securing 30 new accounts, including Ulta.

As the #2 editor for InStyle, a prominent women’s lifestyle brand, I led the creation of various brand extensions to boost both buzz and revenue. These extensions encompassed tablet apps, books, TV shows, videos, and the creation of InStyle's capsule collection with 9W. This globally sold collaboration, featuring footwear, handbags, and jewelry, became 9W's largest collaboration ever.

Contributions at Woebot Health

At Woebot Health, I played a crucial role in launching and producing a web series called "Meeting of the Minds." This live-streamed discussion series showcased the brand's commitment to making mental healthcare radically accessible. The series, later transformed into a podcast, significantly contributed to a 400% growth in our email list and a 150% increase in LinkedIn followers.