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Experience

Jan 2012Present

Digital Lifestyle Product Director

Discovery, Inc.

Currently heading up the Digital Lifestyle Group’s shopping and inspiration initiatives, bringing content and products together in a meaningful way for our audience. Working with the AEM platform to create multiple editorial and sales tools that enable the content creators to deliver contextual shopping and photo experiences on and off-platform. Current shopping initiatives have doubled our product CTR since launching in January. 

Responsible for launching the HGTV Photo Library on the new HGTV portal site. The Photo Library consists of thousands of curated and metadata-rich photos from the vast HGTV warehouse of digital imagery. Oversaw digital asset data migration, the development of an editorially-friendly DAM tool, and the design and development of a high-touch user experience.

  • Created a site-wide dynamic photo shopping experience
  • Worked with third-party commerce partners to develop a product API for our photos, delivering relevant products and up-to-date pricing and info directly to the consumer
  • Developed an exclusive partner shopping experience for our sponsor/partners
  • Created an immersive content shopping experience to bring the HGTV lifestyle voice to commerce initiatives
  • Developed a DAM process for the Digital Lifestyle Group’s store of digital imagery, a process that continues to be used across all teams and brands
  • Developed image and data standards for all digital assets, allowing editors to create dazzling photo experiences on the fly, using only tags and keywords
Aug 2011Sep 2012

Digital Media Consultant

Rua Consulting

Collaborated with businesses to determine digital needs. Provided guidance and detailed recommendations for websites and digital products, including content plans, designs and functional technical requirements. Projects included:

  • Barefoot Contessa website rebuild
  • Diamond Group website rebuild
  • Consumer Clips product recommendations and site implementation
  • HGTV.com mobile content
  • Daily Candy content analysis
  • Rock and Roll Arts Academy website build and marketing
Aug 2009Aug 2011

Director, Projects & Standards

Hearst Digital Media

Oversaw all website projects and products, including full-scale site builds, site redesigns, brand-specific product implementations and mobile applications.

  • Responsible for the conception and implementation of the network-wide Platform Neutral Website Project – involving the re-architecture of the websites to display on any platform and any mobile device, focusing on HTML5 and jQuery for output
  • Acted as main point of content for mobile development team, helping to deliver website content direct to mobile applications and integrating mobile products seamlessly into the sites
  • Developed and maintained standards documentation for editorial, project management, business analysis and product development
  • Re-engineered workflow and process for entire group, including Editorial, Technology, and Sales & Marketing, increasing efficiencies and scalability
  • Assisted in the development of mobile applications for the magazine websites, conceiving of content packages and technical initiatives
  • Acted as main editorial representative for proprietary CMS, traveling to various internal and external companies in order to communicate functionality to editors and gather requirements for platform improvements
Jul 2008Aug 2009

Managing Editor

Hearst Digital Media

Managed editorial and technical aspects of the Hearst Magazine Web Network, consisting of 16 magazine and 2 pure-play websites.

  • Created editorial standards for all digital content, including copy, images, SEO and ad units
  • Streamlined inter-departmental workflows by working closely with Editorial, Marketing, Development and Production
  • Oversaw build of Veranda website, launching in 90 days and increasing site traffic by 223%
  • Developed network content packages for mobile applications and syndication partners
  • Developed a print-to-web content workflow that delivered content directly to mobile platforms and devices such as Zinio, Nook and Kindle.
  • Acted as main conduit between editorial and technology departments
  • Improved monthly magazine content conversion workflow, decreasing time-to-publish from 2-3 weeks to 2-5 days per brand
Nov 2006Jul 2008

Senior Web Editor, House Beautiful Magazine

Hearst Digital Media

Responsible for all digital content and initiatives on the House Beautiful website, converting and optimizing monthly print content while producing original web-only story features.

  • Managed new site build, including offsite asset migration, providing design and development guidance to the front-end development team
  • Oversaw local and offshore resources editing and optimizing migrated content
  • Conceived of content migration plan and mapping documents that became the standard for future site migrations
  • Newly launched site increased subscriptions by 487%
  • Redesigned and re-launched updated version of website two months after initial launch, increasing back-end workflow productivity and overall site usability
    Jun 2004Nov 2006

    Digital Product & Media Manager

    Skirt! Magazine

    Edited, produced and managed websites for six locations in the Southeast.

    • Converted monthly magazine print content to digital
    • Wrote and produced web-original stories and features
    • Responsible for escalating digital business from one market to six within one year
    • Created and maintained graphics and layouts
    • Wrote and produced weekly HTML newsletters and monthly email campaigns
    • Streamlined print-to-web content conversion process, reducing production time from three weeks to one week for all locations
    Apr 2003May 2004

    Copywriter

    Digitas

    Lead copywriter for major digital accounts including Best Buy, Grainger and Allstate.

    Mar 2002Oct 2002

    Copywriter & Digital Content Editor

    iLeo / Leo Burnett

    Responsible for researching, writing and editing over 300 military job descriptions for the GoArmy.com and AMEDD websites.

    Jun 2000Jul 2001

    Writer, Designer & Producer

    OurHouse.com

    Conceived, wrote, designed and produced e-commerce web pages and HTML newsletter promotional campaigns surrounding featured products.

    • Wrote and produced revenue-driving editorial pieces for the marketing group featuring select products and services
    • Managed “Food & Recipes” channel of website, writing and editing product copy for over 2,000 culinary products, as well as producing weekly features that coordinated recipes with select culinary products

    Education

    Bachelor of Fine Arts

    DePaul University

    Digital Solutions Superstar

    Digital Content and Product Director with expertise in lifestyle and design/décor  brands, images and content, content management systems & publishing platforms, and designing & building branded websites and products. 

    Other Experience

    • Adjunct Professor, SCPS, New York University – New York, NYSeptember 2009 – December 2009
    • Featured Author, BenBella Books – Dallas, TXJuly 2008 – August 2009
    • Columnist, Television Without PityJuly 2000 – June 2008

    Skills

    Digital Product Development
    Digital Content Development
    Digital Asset Management
    Writing and Editing
    Adobe Creative Suite