WRITING & EDITING– Authoring news and trend features, conducting interviews, deep-dive articles for digital and print across architecture, interiors, design, travel and lifestyle.– Forewords and texts for books.– Copywriting for brands, agencies and businesses.– Editing and proofreading to ensure all copy is sharp, accurate and well-structured.PR & COMMUNICATIONS– Crafting press releases and asset packages, then distributing them to the right editors and publications to place projects and profiles in top outlets.– Using experience in the media world, and a network of architecture and design industry contacts to generate buzz and aid business development.SOCIAL MEDIA & CONTENT CREATION– Building a community rather than simply growing a following.– Improving engagement through beautifully curated imagery, carefully worded captions, strategic posting, and interacting with others.– Collaborating with photographers and videographers to produce and edit unique content.INTERIOR DESIGN & STYLING– Utilizing a broad knowledge of the design industry, a love of sourcing furniture and objects, and a keen eye for detail to design and style residential and commercial spaces that feel fresh, contemporary, and appropriate for their users.EDITORIAL & BRAND STRATEGY– Establishing a clear tone of voice, developing a consistent visual identity, choosing the best channels to communicate through—all are key to the success of a business large or small.TALKS & PANEL DISCUSSIONS– Creating frameworks for thoughtful and provocative discussions for brands, events, and launches.– Selecting and coordinating with other speakers to prepare them for conversations.– Conducting live interviews and moderating in-person or virtual panel discussions.

I was hired as a contractor to play a pivotal role in finalizing, launching, growing, and overseeing the AD PRO Directory—a list of AD-approved architects, interior designers, and outdoor specialists that potential clients can browse to hire. This multifaceted position involved combining skills in editorial, marketing, sales, communication, and more to create and promote this unique product to both B2B as a membership platform, and B2C audiences as an indispensable tool. After a highly successful launch, I developed an editorial and content strategy to help promote the Directory and its members to AD’s audience, as well as to drive sign-ups from professionals, and liaised with multiple teams to implement these plans. Over the course of the year, I became deeply invested in this project, acting as the face of the Directory, and as a key contact for internal stakeholders, new and existing members, and potential leads.More key responsibilities and achievements in this role included:– Successfully launching the Directory, creating buzz around this new and exciting product offering via articles, social media, email campaigns, and word-of-mouth promotion.– Publicly representing the AD PRO Directory as the host of physical and digital events—raising awareness of the product, driving sign-ups, and building strong relationships and a sense of community with current and potential members.– Utilizing my network of design industry contacts to spearhead member outreach and help sign-on over 100 founding members ahead of launch, then continuing outreach to grow membership over 350 within the following seven months.– Vetting, editing, and approving or rejecting designers’ applications on a daily basis; provided helpful advice to improve their written and visual materials as needed.

Global branding agency Base Design’s clients span multiple industries and continents, encompassing hospitality, media, finance, healthcare, beauty, culture, sport, and more. I managed and coordinated all of the company’s external editorial and communications to build the agency’s reputation and aid business development, as well as internal comms across its studios in New York, Brussels, Geneva, and Melbourne. Bringing together and working across these four teams, I developed and implemented a highly successful strategy for editorial, social media, newsletters, marketing, and other communications for Base and its clients; running multiple concurrent campaigns to grow audiences and engagement across multiple channels, ultimately helping to entice new business.More key responsibilities and achievements in this role included: – Working closely with high-profile clients including Apple, The NY Mets, MoMA, The Prince Estate, The New York Times, and more on bespoke editorial features and combined communication campaigns.– Coordinating and submitting multiple successful award-program submissions on behalf of the studio teams, including Print Magazine’s coveted 2023 Agency of the Year award.– Overseeing the successful implementation and launch of the redesigned company website, which involved writing all copy, curating imagery, and creating a campaign to drive visitors to the refreshed site.– Writing and editing case studies, articles, team bios, and more content for the Base website, some of which was also syndicated by international media outlets.

My role as the head of editorial for A/D/O by MINI, a multi-purpose arts and cultural hub in Greenpoint, Brooklyn, involved creating from scratch a digital content strategy to supplement and build upon a rich and varied physical curatorial program. As a form of indirect marketing, the content I produced and directed engaged a new design-forward customer base for MINI, building awareness and positive sentiment across the brand’s key demographic of young creatives—both locally and globally. After the closure of A/D/O due to the Covid-19 pandemic, my role shifted to focus in a similar capacity on URBAN-X, a tech startup accelerator that also formed part of the MINI Business Innovation portfolio.More key responsibilities and achievements in this role included:– Creating or reviewing all written communications at A/D/O by MINI, and then sister brand URBAN-X.– Developing strategy for a new digital media platform; commissioning and editing articles and content; distributing this content for use in global MINI and BMW marketing campaigns.– Doubling A/D/O web traffic year-on-year (2019 to 2018) by spearheading an SEO-forward website redesign, then improving social media, newsletters, and other external communications.– Curating and producing physical and digital programming for local and global audiences—managing a six-figure annual budget.

I worked with the Dezeen team for over seven years to build the independent publication from a small operation to one of the world’s most popular online design magazines. Starting as an editorial intern in London, I quickly moved up the ladder to become a senior editor, then led the company’s US expansion before relocating permanently to head up operations in New York. Managing a team of editors, writers, assistants, and freelancers, I was responsible for all of the Americas-related content, increasing readership in key markets and acting as the face of the publication within them. I also periodically oversaw Dezeen’s advertorial and paid content, working closely with the sales team to build and maintain lucrative client relationships. Since leaving my full-time position, I have continued to act as a contributing editor, and regularly write and edit articles for Dezeen on a freelance basis.More key responsibilities and achievements in this role included: – Playing a pivotal role in building Dezeen into one of the world’s most popular online design magazines.– Receiving multiple prestigious awards as an editorial team, and nominations for awards as an individual writer/editor.– Increasing US readership by over 11% year-on-year in 2016, then over 20% year-on-year in 2017.– Conducting exclusive interviews; contributed trend features; produced fast, accurate news stories to tight deadlines.– Attending and covering international events, including design festivals, fashion weeks, art fairs, car launches, exhibition openings, and more.