Storytelling has existed for centuries. It has always been created, shaped, and shared by humans. In the age of artificial intelligence, that human element matters more than ever. As women in branded content, we should advocate for work that is not only efficient, but thoughtful and intentional. Make sure your clients understand that real people are writing, designing, and monitoring their campaigns. Technology can enhance the process, but it cannot replace human insight, empathy, and strategic thinking.
Key Insights
One of my biggest industry insights is that branded content is not for everyone. Finding the right client is critical. Working at Hearst StoryStudio, we meet and pitch a wide range of advertisers. Sometimes the smartest move is stepping back and recommending a different solution. When the fit is right, the results are significantly stronger.
Education is essential. Branded content lives at the top of the funnel. I often remind clients that something like solar panel sales do not come directly from reading one article. Our role is to plant the seed. When branded content is paired with performance media or other lower-funnel tactics, it becomes much more powerful.
Communication is a differentiator. What truly sets StoryStudio apart is our client-first approach. We collaborate closely on strategy, stay aligned on goals, and maintain constant communication throughout the campaign. From timeline shifts to reporting insights, there are no surprises.
Finally, campaign insights should never end with a recap report. We intentionally build interactive elements (like maps, quizzes, timelines) into many of our projects. Not only do they drive higher engagement, they generate actionable insights. Click behavior, quiz responses, and interaction patterns give us real audience signals. Those signals often shape the next campaign and create future selling opportunities.
Looking ahead, I believe the future of branded content will be defined by smarter integration and stronger measurement. The storytelling will always matter. But the ability to connect insight, strategy, and performance will be what separates good programs from great ones.
Signature Work Achievements
I’ve been part of Hearst StoryStudio for more than seven years, growing from an entry-level Creative Strategist to leading a team of six and overseeing product development. I became the first and only member of our Product Division. I have built scalable branded content offerings designed to work across more than 20 verticals with budgets ranging from $5K to $200K. Despite the scope, our work strives to remain bespoke and high quality.
One of our most notable milestones was launching StoryStudio Guides. This turnkey, templated format was built for speed, scalability, and strong engagement. It began as a solution for a few verticals and quickly evolved into a product that supports nearly any advertiser category.
To support growth, we transitioned to a new no-code platform to increase efficiency and production speed. The impact was significant. In 2024, we sold approximately 15 Guides. In 2025, we sold just under 100. That growth reflects both strong demand and the strength of the product strategy.
Career Lessons
Raise your hand before you feel fully ready. I started in an entry-level role and grew into leading product because I looked for gaps and offered solutions.
In branded content, understand both the creative and the business. Storytelling matters, but knowing how campaigns scale and drive revenue gives your voice weight.
Communicate clearly and proactively as trust is built through consistency.
Use data as leverage. Insights aren’t just reportsthey shape smarter strategy and future growth. There is space for more women influencing not just the creative, but the direction of the business.
