Experience

Education

Previous Clients

RALPH LAUREN

Head of Editorial & Copy | April 2022 — Present
Leading the in-house Ralph Lauren agency’s team of 23 copywriters, proofreaders, and editors in the creation of copy-driven campaigns for new product releases and collections across the entire portfolio of brands (ranging from luxury, accessories, fragrance, hospitality, and home), with integrated 360 content that spans across all platforms and channels (digital, social, print, POS, etc).

Driving Generative AI implementation within our in-house product data hub management software in order to create efficiencies in authoring and publishing product knowledge copy on our e-commerce hub.

Creating strategies for data pipeline management and partnered with our Data & Analytics team to achieve 30% reduction in write-to-publish time.

Presented initial case study at our AI Day to 200 people including Board of Directors and Executive Leadership Team.

Providing strategic briefs to address AI-powered experimentation, authoring tool roadmaps and team-wide adoption, as well as pitching business process transformation to leadership.

Pitched, lead, and developed Ralph Lauren’s first ever sustainability campaign “Timeless by Design” by partnering internally with our Sustainability team to build the concept, research new and emerging technologies, and derive insights from ongoing annual sustainability reports to the street.

Reshaping and operationalizing processes to create better and more efficient communication between Ralph Lauren’s global network of stakeholders for major events like Met Gala, Runway Show, Wimbledon, Olympics, US Open, and more.

Leading all copy and global messaging strategies for our Runway Shows. For our Spring 24 show, these copy strategies amplified Share of Voice (SOV) against our pre-set competitors by 22%; receiving highest reach and engagement of @RalphLauren social posts with over 1.2M viewers (up 186% YOY) and 128k engagements (up 142%). Ralph Lauren was also ranked #3 best fashion show during Fashion Week by WWD.

Directing the creative functionalities of concept development, collaborating with team members, creative a positive work environment, discussing team goals and achievements, as well as ensuring and maintaining excellence in the quality of work created, and operating and designing the team in a profitable and efficient manner from an operations perspective.

Collaborating with 35+ cross-functional internal and external partners to achieve approvals. Ultimately, prioritizing creative work per client demands while translating their goals into a powerful creative experience.

Developing, planning, and leading teams to execute top-performing creative campaigns, product launches, runway shows, and experiences that compete with market standards and leverage new technologies and emerging platforms in the digital landscape. These campaigns leverage audience to deliver targeted and relevant content to Gen Z consumers.

Managing the content calendar, including year-round plans for social, websites, events, and other content delivery channels. Leading team to drive a cutting-edge engagement  strategies.

Identifying environmental and sustainability concerns, building corporate commitment statements, sharing communications regarding certifications and innovations, and ensuring compliance with local, state, federal, and internal environmental laws and regulations, in partnership with our internal sustainability and PR teams.

Editorial & Copy, Lead | December 2020 – March 2022
Senior director of all copy teams within the RL Agency including
product, social, site and digital, and campaign
Managing 17 copywriters across all sub-brands and accounts
Leading campaign concepting, copy approvals, brainstorming, and more
Built and implemented master tone and voice guidelines for all brands,
internal comms, sustainability, PR, social, and more

Director, Copy | March 2019 – December 2020
Concepting campaigns for new product releases and collections
Writing scripts for brand anthems, TV spots, and pre-roll
Building campaign and brand strategies for social, digital, and OOH
Leading on-set interviews with high-profile talent and celebrities

RGA

Associate Creative Director | August 2017 – November 2018
Led Clairol’s creative campaigns through initial concept to post-production
Crafted scripts for brand anthems, TV commercials, and pre-roll
Revitalized household names like Nice ‘N Easy and Natural Instincts
Managed edits, color grades, VO records, sound mixes, red-pens, and more

CODE & THEORY

Senior Copywriter | May 2016 – August 2017
Led creative development, resourcing, and executional process
Concepted big ideas, brand platforms, and taglines
Wrote creative copy for Maybelline, Essie, Victoria’s Secret, and more
Sold award-winning and category breaking work to clients
Supervised and mentored junior team members

MRM//McCANN

Copywriter | October 2013 – May 2016
Won multi-million dollar new business pitches like Tory Burch, Microsoft
Collaborated with C-Suite executives across accounts
Concepted and crafted award-winning OppenheimerFunds video campaign
Drove partner agency integration for Maybelline New York
Spearheaded new business pitches

LIPMAN

Strategy Associate | February 2013 – August 2013
Developed digital strategies for Prada, La Mer, Guess, and 7 for All Mankind
Secured multi-million dollar Youthology account by leading RFP and pitchwork

CNN

Wire Reporter & News Assistant | October 2011 – May 2012
Built breaking news briefs for CNN.com and CNN’s broadcast
Worked for nightly news shows like Anderson Cooper 360
Reported on urgent deadlines for breaking global stories like Occupy Wall Street,
the first free election in Tunisia, the death of Muammar Al Gaddafi

ABC

Production Associate & Intern | 2010 - 2011
Interned with Diane Sawyer’s World News team
Worked as a production associate on 20/20’s What Would You Do

NEW YORK UNIVERSITY

New York, NY | 2006 - 2010
Double Major in Broadcast Journalism & Renaissance Art History
Minor in Creative Writing

NEW YORK UNIVERSITY ABROAD

Accra, Ghana | Summer of 2008
Shot a photo-documentary on former child soldiers residing
in a refugee camp called Budubudram 

THE BRANDS

ABC News, Clairol, CNN, Essie, FOX News, Hourglass Cosmetics, iPic Theatres, Lollipetals, Maybelline New York, Maxine + Morgan, Natural Instincts, NBC, Nice ‘N Easy, New York Lottery, OppenheimerFunds, Ralph Lauren, Tory Burch, Tresemme, Uni the Band, Virtue & Vice Media, Victoria’s Secret, VS Pink, and Wella