My Work

 

President & Founder

PowerThink Consulting

November 2018 -
Present

 

I help companies build brands, launch new products and services, and improve business performance. Work includes:

  • Branding: Voice, Aesthetics, Positioning

  • Content: Strategy, Creation, Marketing, Distribution

  • Digital & Social: Strategy, Content, User Experience, Audience Development, Marketing

  • Media: Partnerships, Advertising

  • Communications: Strategy, Best Practices, Vendor Selection

  • Events: Keynotes, Moderation, Development

  • Partnerships

While I build my consultancy, I am also exploring and considering full-time opportunities.


Editorial director, Luxury & Lifestyle Group

Time Inc.
(acquired by Meredith Corporation, Feb 2018)

July 2016 - October 2018

In 2016, based on the success of my tenure as Editor in Chief of Travel + Leisure—in particular our digital and social growth and operational efficiency—Time Inc. appointed me Editorial Director of the newly formed Luxury & Lifestyle Group, to manage the performance of nine additional brands: Departures, Food & Wine, Southern Living, Coastal Living, Sunset, Real Simple, Cooking Light, MyRecipes, and Health. I continued to lead T+L as Editor in Chief. My work focused on change leadership to drive digital audience growth and the creation of new revenue opportunities.

  • Directly managed seven Editors in Chief and an overall workforce of around 200, and a combined business of nearly $400M

  • My portfolio sites had a combined audience of more than 50M monthly

  • Working with McKinsey & Company, served as a key member of an ambitious corporate transformation initiative, developing and executing brand-specific plans for new business products and enterprise-level plans for reimagined editorial operations


Editor in Chief, Travel + Leisure

Time Inc.
(acquired by Meredith Corporation, Feb 2018)

September 2014 - October 2018

As Editor in Chief of Travel + Leisure, I led the strategic and creative direction of the largest editorial travel brand in the United States across all platforms. In addition to managing the editorial operation and partnering with sales and marketing on revenue growth, I regularly spoke on evolving consumer trends and moderated panels at industry events, represented the brand in media appearances, served as talent in video content, and wrote pieces. In my tenure, the brand’s overall footprint grew from approximately 10 million to nearly 30 million. Select additional accomplishments:

  • Transformed a print-centric organization to a digital-first one, recruiting talent and reshaping operations, growing digital text/photo output from 15 original pieces a week to roughly 300 within eight months, and video content from a dozen pieces a year to nearly 1,000 in less than two years

  • Developed and deployed new digital and social media strategy, driving exponential growth: from 2014 to 2018, TravelandLeisure.com’s monthly unique visitors grew from less than 2 million to nearly 10 million from 2014 to 2018, while social followers across the major platforms grew from 2 million to more than 13 million

  • Developed and launched paid products and partnerships, along with a robust eCommerce initiative that leveraged editorial content to build a new source of revenue: Travel + Leisure’s affiliate revenue grew more than 1,000% in just one year and the brand became a top performer in the Time Inc. portfolio

  • Repurposed budget and resources to drive digital growth while maintaining the quality and health of the print magazine: in 2018, Travel + Leisure had its largest print audience in the magazine’s 47-year history (6.3M) and was the last remaining monthly title in its category in the United States

  • Find awards for my work at Travel + Leisure here


Director of branded content

Condé Nast Publications

January 2014 - August 2014

Established new corporate business creating and distributing editorial-quality content for the company’s advertising clients, working across all titles.

  • Laid the foundation for the company’s existing in-house agency, now called CNX

  • Clients included Starbucks, Pantene, Target, Secret, US Trust


Digital Director,
Condé Nast Traveler

Condé Nast Publications

November 2012 - December 2013

Led editorial and strategic direction of the travel editorial brand’s digital channels—CNTraveler.com, social media, tablet edition—and their integration with print. Managed editorial, production, and tech team, and partnered with sales and marketing to drive audience growth and revenue.

  • Oversaw redevelopment and relaunch of CNTraveler.com, along with brand social and audience development strategy, resulting in triple-digit growth in all metrics—including unique visitors, up 132%—in less than one year


Director of Content STrategy

J. Walter Thompson

November 2010 - November 2012

At the world’s largest global advertising agency, created and led a new content strategy division, designed to strategically develop, execute, and distribute editorial-quality content for brands to serve their business objectives.

  • Hired talent, established best practices, and introduced new operational model to the agency, working across traditional agency disciplines—account, strategy, creative, production—to ensure efficacy

  • Developed, sold, and executed programs for Brand USA, T. Rowe Price, Rolex, Johnson & Johnson, HSBC, Qualcomm


Vice President, content strategy

Hill Holliday

November 2009 - November 2010

For the Boston-based integrated agency, created and led their first-ever content strategy practice, developing and executing multi-platform content for clients.

  • Developed, sold, and executed programs for Bank of America, Merrill Lynch, Partners HealthCare

  • Led Liberty Mutual’s Responsibility Project, an ambitious content program exploring the notion of responsibility in society, resulting in record content views and shares for the brand and significant lift in both brand measures and lead generation; the Responsibility Project under my leadership won a 2010 OMMA Award and a 2011 Webby Award


editorial roles

Various

June 1997 - November 2009

The first part of my career was spent in various editorial roles at media brands, first focused on print and then on both print and digital work. My editorial work from this period was nominated for multiple National Magazine Awards.

  • From 2006 through 2009, I was the Editor of the quarterly Travel and annual Holiday editions of T: The New York Times Style Magazine; I oversaw all online travel content at NYTimes.com and also contributed to coverage in fashion and design

  • From 2000 through 2006, I was an editor at Travel + Leisure, where I ultimately managed all front-of-book content, in addition to a wide range of additional responsibilities, including oversight of the brand’s most popular franchise, the World’s Best Awards

  • From 1999 through 2000, I was an editor at SmartMoney, the personal finance magazine, where I managed all lifestyle content, in addition to developing proprietary survey methodology for rankings of online banks, brokerage houses, and more

  • From 1997 through 1999, I was an editor at Condé Nast Traveler, rising from editorial assistant to associate editor in less than a year