Featured Work_

4m views, 39K reactions, 5K new followers

Delivery_

Personal branding

Social media

Year_

2024

Situation_

After 20 years of continuous work in content marketing and publishing, the pandemic brought under-employment to my door. The odds were long, and job applications weren’t producing results.

Strategy, Execution, Outcome_

It was time to use my skills to sell the greatest product of all: me. I began building my personal brand using content strategy and execution.

I targeted marketing hiring decision-makers, built a following, and gained attention. When I opened up about resilience in the face of unemployment, I hit a nerve.

My brand went from a couple hundred impressions per post to 4 million, a dozen reactions to 39,000, a hundred-something followers to 5,000 — astronomical numbers that I’d never achieved before, personally or professionally.

This proves firsthand the power of voice, authenticity, and know-how.

Building a growth machine

Delivery_

Leadership

Team Building

Brand Voice

Process & Procedure

Year_

2022–2024

Situation_

I was hired as Senior Content Marketer for a programmatic advertising platform that had undergone several iterations over the years. They move like a startup but are backed by parent companies with deep pockets. In other words, I would be starting from scratch and moving quickly to reestablish Chartboost’s position in the market.

Strategy, Execution, Outcome_

I met with all the major stakeholders: heads of product, revenue, partnerships, and operations across NA, EMEA, and APAC. I surfaced strengths and weaknesses, and developed the brand voice. Next I documented process, procedures, and framework — the unsexy stuff at the foundation of a functional content program.

First came blogs and social content. An early win came in support of a GTM campaign for an exclusive partnership with Google.

In year two, our resources grew: three freelance writers — vetted, engaged, contracted, and managed by me — an outsourced design studio, and a long-form content vendor.

To further optimize operations, I partnered with the SVP of Revenue and Head of Product to hold a series of calls to reset and align all brand communications in sales, product, marketing.

The result was a fully formed content machine capable of supporting GTM campaigns, brand partnerships, newsletters, and social. We achieved a 15% increase in organic traffic and 20% faster content production, while straddling a fine line between startup agility and corporate scale.

Survival through reinvention

Delivery_

Content

Marketing

Editorial

Photography

Videography

Year_

2000 to infinity

Situation_

I graduated UCLA with a bachelor’s degree and no plan. Lawyer or teacher was the next logical step, but neither was my calling. I needed to improvise, fast.

Strategy, Execution, Outcome_

I started my career in editorial. I learned InDesign, the shortcut for an em dash (option + shift + hyphen), and that the Oxford comma is and always will be correct.

The world began to change from film to digital, from courier envelops to Google Drive, from print to digital to mobile. I learned photography and videography, started a photo studio, and shot magazine features, corporate events, and weddings.

A decade in, I reinvented again myself as a content marketer and strategist. I learned to be more efficient with words, to calendar content in Asana, what to look for in Google Analytics. I directed high-performing programs in support of millions of dollars in ARR, lifted open-rates by 10%, boosted conversions by 13%, built up brands from the ground floor, and brought stability to established ones.

Today, I sense another moment of reinvention taking place. I have adopted ChatGPT into my workflows. I earned a Professional Certified Marker (PCM) certification in content marketing. I achieved millions of impressions and gained thousands of followers honing my personal brand.