Branding

I build brands that leave their mark.

I’ve helped launch two magazines from scratch and lead another to become the #1 title in its category. When an established publication needed to capture a completely new audience, I transformed it—without losing its soul.

I have a talent for seeing where brands can grow. I’ve created new revenue streams that feel natural to a brand’s DNA, not forced. And most recently, I’ve helped brands expand beyond their traditional boundaries, launching podcasts and video series that draw audiences deeper into their world.

I’ve played a pivotal role in several major media brand launches, including Condé Nast’s Cargo and Time Inc.’s People StyleWatch.

Cargo
As Deputy Editor of Cargo—a groundbreaking men’s magazine covering tech, cars, fashion, and culture—I helped define its editorial architecture and voice. Cargo became the largest men’s magazine debut ever, based on ad pages.

People StyleWatch
Tasked with transforming People StyleWatch from a section of People into a standalone magazine, I created recurring features, developed themed issues, managed the staff, and edited all stories. The result: an accessible, celebrity-inspired fashion title that quickly became one of the top three newsstand fashion magazines.

As the second Editor-in-Chief of People StyleWatch, I led the brand’s reinvention. Recognizing that readers were shifting their inspiration from celebrities to influencers, my team and I launched a website, redesigned the magazine, and democratized the content. Within a year, the website reached one million unique monthly visitors, while the magazine became the third-largest newsstand seller.

Working closely with the publisher, we introduced editorially driven ideas that reversed ad sales decline and secured 30 new accounts.

As Deputy Editor of InStyle, I led the creation of brand extensions designed to fuel both buzz and revenue—ranging from tablet apps and books to TV shows and video series. I also helped develop InStyle’s capsule collection with Nine West, featuring footwear, handbags, and jewelry. It became Nine West’s most successful collaboration ever, sold globally.

At Woebot Health, I helped launch and produce Meeting of the Minds, a live-streamed discussion series that embodied the brand’s mission to make mental healthcare radically accessible. The series—later turned into a podcast—drove a 400% increase in our email list and a 150% rise in LinkedIn followers.