My work examples

Leveraged AI for best-in-class nutrition data app

WISEcode is the world’s largest nutrition data platform, privately funded by one man’s passion to build food transparency to the masses. The brand’s messaging was initially generated by AI, and the product’s incomparable data and scientific authority were completely missing from all brand messaging.

WHAT I DELIVERED

  • End-to-end brand messaging for go-to-market launch, enabling 50% B2B partner growth

  • 200% growth in LinkedIn engagement within a month

  • Process for AI-enabled thought leadership articles, leveraging science team expertise into educational, brand differentiating sales material

Produced award-winning podcast

The surviving members of the Loud family, subject of groundbreaking 1973 docuseries, “An American Family,” shared their firsthand experience for the first time in 50 years. I wrote and produced a series of conversations about the production and aftermath of a show credited as the start of the reality TV genre.

WHAT I DELIVERED

  • Earned 2024 Signal Award silver honors for Best Indie and Best TV & Film podcasts.

  • Developed cross-channel marketing strategy, achieving 1000+ downloads per episode (top 10% all podcasts).

  • Produced and provided creative direction on exclusive social content, 2:1 non-follower to follower reach.

Launched new customer acquisition capability

Centerfield was expanding its core business in paid customer acquisition with a portfolio of web brands to acquire customers through organic search. I was brought on as a seasoned content and brand leader to mentor and lead content and product strategy for 13 consumer guides across 6 verticals. 

WHAT I DELIVERED

  • Consistent process to scale quality content across all sites for team of 60+ total contributors.

  • Increased content updates by 80% which led to 30% organic traffic growth.

  • Grew conversion actions by 8% on our highest revenue category and lifted conversion rates by 5%.  

Rebranded an enterprise product

Target commissioned our team to launch a rebranded recipe product to support their grocery vertical. Their former recipe portal was built for advertisers, and didn’t represent their new healthier brand position. 

WHAT I DELIVERED

  • Source hundreds of original recipes with a team of subject matter experts

  • Developed grocery-to-recipe taxonomy for custom content-to-commerce product

  • Led tagging and migration of more than 1,000 content pieces

  • Integrated sponsored content and kitchen product recommendations for incremental revenue

Activated new audience for an old brand

The game show, JEOPARDY!, hired my team to engage a younger, diverse audience for viewership and their contestant pool. We were tasked with a total site redesign with goals of increasing content engagement and contestant test registrations.

WHAT I DELIVERED

  • Strategic direction to UX, designers and developers to improve content visibility

  • Search revealed audience was highly interested in content about contestants. Added new “Contestant Zone” section, which more than doubled traffic to this section in its first month

  • Updated the form flow for the online test and saw a 13% lift in completed registrations