Jan 2024 – Present · 2 yrs 2 mos · San Francisco Bay Area · Remote

• Every year, I get a handful of intentional business owners together in person in a magical location to workshop our businesses, create meaningful connections, and build stuff worth building.
• Want to join? Next one is April 16th-19th 2026 in Point Reyes California.

Oct 2023 – Jun 2024 · 8 mos

• Created storytelling-led video content for Ridwell’s various social media channels that doubled engagement month over month, grew social accounts by 1K new followers per month, drove membership signups, and grew the brand’s presence across markets.

Nov 2022 – Dec 2023 · 1 yr 1 mo · San Francisco Bay Area · Hybrid

• As a fractional marketing lead, I helped update and refine the brand's core messaging across all marketing channels. I also launched an SEO blog and content program to reach new organic audiences. Through a series of workshops and customer research, I also collaborated with the team to update brand voice and tone, which drove newsletter open and conversation rates up by 20%. Finally, I launched their first influencer marketing program, which involved planning and executing several local influencer events that drove new signups to the brand's summer camps.

Sep 2022 – Present · 3 yrs 6 mos · San Francisco Bay Area · Hybrid

• With a background in journalism, I bring editorial rigor to brand storytelling and content marketing, helping brands uncover and shape the real stories inside their work—clarifying positioning, refining messaging, and building compelling narratives that attract the right audiences and build lasting trust.

Nov 2020 – Nov 2022 · 2 yrs · San Francisco Bay Area

• Ran the marketing department of an innovative and established event startup with a storytelling-led content approach. Biggest wins included:
• Growing newsletter subscriber base by 10K and open rates to 36% from 6% in under 6 months.
• Leading editorial strategy and execution for weekly B2C & B2B blogs that increased clickthrough, engagement & leads by 25% in under 6 months.
• Growing social media following on IG, FB & TikTok by over 10K in under 6 months and average engagement by 35% year over year.
• Recruiting and managing a team of talented content creation contractors.
• Leading influencer marketing campaigns that drew over 1M impressions.
• Launching PR, Partnership, Advertising & Social Media campaigns that doubled company’s revenue year-over-year for community markets and drew an estimated 10,000 people the grand reopening of Off the Grid’s marquee weekly Friday night destination market at Fort Mason Center in 2022.

Oct 2018 – Dec 2020 · 2 yrs 2 mos · San Francisco Bay Area

• Founded a content startup for mothers that got acquired as the marketing arm of a tech-enabled platform connecting new mothers with community and professional support. In a nutshell:
• TAAVI (Takes a Village) is a micro-community platform that connects expectant and new parents in small, intimate chat groups based on lifestyle and location. TAAVI helps families find meaningful friendships, build supportive communities, and get instant access to critical services.

Nov 2014 – May 2016 · 1 yr 6 mos · San Francisco Bay Area

• As a founding team member, I helped build Sunbasket’s website, brand and editorial content. Responsibilities included:
• Building and leading our editorial content strategy across channels.
• Developing, researching and writing storytelling and SEO-rich content.
• Creating and maintaining company’s editorial calendar.
• Managing a team of in-house and remote writers.

May 2014 – Jan 2019 · 4 yrs 8 mos · San Francisco Bay Area

• After having a baby, I knew it was time to build my own freelance business. Here's what I did for a handful of amazing companies over the course of four years:
• Researched, wrote and edited strategic SEO-rich content for startups looking to grow brand awareness and engage with new audiences. Clients included Amy's Organic, Bi-Rite Market, Tonal, Ziraffe Store, and Kettle & Fire.
• Managed a team of freelance and contract writers on behalf of clients. Heavily edited some pretty bad content.
• Researched and reported stories on a variety of topics within the hospitality, retail and nonprofit industries. Stories appeared in the San Francisco Chronicle, San Francisco Business Times, Marin Magazine, SF Weekly, Zagat and the SF Bay Guardian.
• Founded a successful a food blog—www.laurelstreetkitchen.com—and gained a 10K following on IG, which quickly became tiring and lame.

Mar 2012 – Mar 2014 · 2 yrs · San Francisco Bay Area

• My beats: Restaurants, retail, hospitality, philanthropy and startups. As one does in a newspaper job, I developed original story ideas, wrote breaking news and shot accompanying photographs for daily articles.
• Biggest accomplishment: I helped grow the paper's audience and credibility in the restaurant and hospitality space. I also helped them figure out the social media marketing thing.

Nov 2010 – Jul 2012 · 1 yr 8 mos · All locations

• I took a gap year to travel the world and did some reporting while I was at it! Published articles on travel and culture in Bay Nature Magazine, BBC Wildlife Magazine, Christian Science Monitor, Global Post, San Francisco Business Times and SF Bay Guardian.

Jun 2009 – Nov 2010 · 1 yr 5 mos · Washington DC-Baltimore Area

• Reported on regulatory, business and legal issues concerning the healthcare industry. Got plenty of insight into the disfunction on Capitol Hill.

Jul 2008 – Jun 2009 · 11 mos · Washington DC-Baltimore Area

• First reporting job covering the pharmaceutical and medical device industries. Wrote breaking news for the daily, and contributed to in-depth weekly and monthly reports.

Jan 2004 – Jan 2007 · 3 yrs · Washington DC-Baltimore Area

• Organized and led seminars, workshops and activities on print and broadcast journalism for high school students attending a summer leadership conference. Oversaw and managed a staff of 15.