Key Insights

I’ve found that a brand’s best story is rarely on the surface of an RFP. It’s usually buried in the way their product touches a human life or changes an industry. That human lens can transform a brand’s corporate mission into something readers connect with—which is ultimately what primes them to act and drives our and our clients’ businesses forward.

In our industry, it’s imperative to be creatively, strategically, and technologically restless—but it’s just as vital to stay grounded and remember that the principles of a good story are timeless. Our audiences and clients are humans, and humans want to be inspired, entertained, and enriched. AI is a powerful tool; we should use it. But especially as the technology takes off, taste and lived experience have become a premium—we can’t forget how to use those, too.

In the branded content space, we are acutely feeling the importance and the challenge of meeting audiences where they are. Storytelling needs to work across platform specifics, which means being more than just text on a page. At our studio, we treat content and design as indispensable partners in creating cohesive, engaging experiences. How do you tell if it’s working? For one thing, I encourage my team to be their own test readers. If we wouldn’t spend our weekend morning consuming what we’ve created, we can’t expect others to, either.

‍

‍

Signature Work Achievements‍

I lead Forbes' award-winning branded content editor team, which crafts high-impact storytelling for global leaders including Mastercard, Cartier, McDonald's and AWS. Our bespoke campaigns help brands mean something to the audiences they want to reach - from taking readers under the hood of Maserati's engineering to uncovering why Intel is looking to outer space for a cancer cure.

‍

Most recently, I spearheaded the launch of the Forbes Research section on Forbes.com, home to original Forbes-fielded survey data that takes the pulse of executive and high-net-worth leaders.

My journalism background underpins everything I do. I began my career at ABC News before serving as a features editor at Harper’s Bazaar, Self, and InStyle. Spotlighting women innovators and changemakers has been a through-line of my work. I have covered the Time’s Up movement and the fight for transgender rights in the American military, and have interviewed cultural leaders ranging from Stacey Abrams and Katie Couric to Tina Fey. I bring a relentless curiosity to the branded content space, helping thought leaders distill complex topics into concrete, resonant stories. A forever learner, I also recently earned my MFA in Creative Writing from Sarah Lawrence College.

‍

Career Lessons

Be nice to everyone. Simply the best advice I’ve ever received.

Get the context. Doing the homework on my organization’s structure and my industry’s and clients' unique challenges changed everything for me. It can be the difference between doing the work and actually solving a problem.

Build a strong team. I’ve come to understand that it’s the single most important factor in your success. I owe mine to the brilliant work of my editor team: David MacLean, Jessica Militare, Kara Stiles, Luke Fater, Mallory Gafas, Nick Clunn, and Tory Hess.

I am also deeply grateful for my design partner in crime, Kristine Francisco, and her team; our research practice, led by Ross Gagnon; and my manager and mentor, Josh Robinson.

‍