Built on a solid foundation of rigorous journalism training and magazine editorial experience, my consulting brand, New Farm Creative, develops compelling brand strategies and storytelling. From videos to newsletters to online magazines, I help start-ups and more established brands move their message forward. See the bolded links for some examples.
Fair Harbor
Acting as the voice of this sustainable apparel start-up, I report to the Chief Brand Officer and work closely with the VP of Marketing for brand storytelling in all outward-facing communications, including PR. My role involves everything from spearheading catalogs to communicating our sustainability mission and B Corp values. In addition to strategizing campaign and email marketing messaging each season, I also launched and regularly write stories in the Fair Harbor Journal. (full-time position)
Ralph Lauren
As a freelance editorial director on the Ralph Lauren Digital Innovation Team for a full year, I guided the strategic creation and management of new digital content from traditional stories to landing pages, videos, and more enterprising concepts for men’s and women’s Polo, Lauren, and Ralph Lauren Home. I collaborated cross-functionally with design and digital teams to seamlessly integrate this content.
Adobe
Even creatives need inspiration. So I pitched, researched, and wrote original stories for Adobe Creative Cloud and Behance, the Adobe social media platform for showcasing and discovering creative work.
Mastercard
Mastercard aimed to express how experiences are priceless, so for this new project, I led and developed the content marketing direction of their online platform to promote one of the company's largest content marketing initiatives. I collaborated with a luxury public relations firm and Mastercard on concepts, key deliverables, timelines, and implementing strategies across multiple platforms.
Compass
As part of ongoing consulting with the marketing department of this national real estate brokerage firm, I authored scripts for broker videos, strategized and executed monthly newsletters, revised internal communications documents, and created original content for luxury residence brochures.
UntuckIt
These shirts sell themselves, but this successful start-up brand still benefitted from branded content lifestyle stories, including Long Weekend: SoHo, How to Wear an Untucked Shirt With a Sport Coat, and Wear These Five Colors to be More Productive at Work. A particular standout is Spotlight: Father’s Day. This piece, which included celebrity athletes as well as everyday guys, involved research, interviews, and original reporting. The campaign increased engagement by 120% and increased site traffic by 55%.
PVH
Launching an internal zine for more than 40,000 employees worldwide is no small feat. For this complex project, I worked closely with PVH's internal communications team on this weekly publication aimed at reinforcing key corporate messages and initiatives while uniting the global workforce. PVH is a multi-billion-dollar conglomerate and home to respected brands, such as Calvin Klein, Tommy Hilfiger, Izod, and Heritage Brands.
Perricone MD
This was a short but intensive branded content project surrounding the launch of Perricone MD’s new line of makeup. For it, I researched and wrote beauty articles, such as: Lipstick Shade Matching - Your Lips, But Better and This is What Experts Say Your Lipstick Should Actually Do. These lengthy, service-driven stories not only introduced the luxury beauty brand’s new lipstick shades, but included interviews, research, and plenty of SEO-friendly phrases. [Note: The specific makeup has been replaced with a new line, so links no longer active]
Faherty Brand
Minimizing Waste, Maximizing Joy was an original profile of the lifestyle brand’s Sun Sessions guest, environmentalist Josh Spodek. Sun Sessions is an ongoing event series central to the core of this start-up brand’s identity.
BoxyCharm
For many months I built out branded content, press releases, executive bios, content marketing blog posts and brand messaging for this fast-paced, beauty box start-up.
Olivers Apparel
I helped this sophisticated athletic lifestyle start-up share the personal and inspiring stories of the unique men who embody the spirit of the brand. My series of short profiles featured in their blog uncovered interesting and accomplished athletes, authors, and entrepreneurs who abide by the Olivers ethos, “Happy, but never satisfied.” Some favorite pieces include Love in the Fast Lane with stunt driver Danny Bopp and Mission: Peak Performance, an inspiring profile on record-breaking skier Josh Jespersen.
Zero Halliburton
This was a large project that involved building out content for the redesigned Web site of this iconic luxury luggage brand. The mission involved crafting roughly 50 original descriptions for the new collections and re-imagining the brand’s online positioning.