I see branded content evolving from “content that promotes” to content that earns attention by providing real value from human lived experiences to educate, guide, and anchor cultural relevance. The future belongs to brands that invest in partnerships with publishers who have authority, first-party audience relationships, and editorial trust. In the age of AI, the brands that win won’t just be the ones that show up everywhere, they’ll be the ones that show up in the right places, with the right stories, and with credibility that algorithms alone can’t manufacture.
Key Insights
We’re at a pivotal moment for branded content. As AI reshapes how people discover information, from summarizing, surfacing, and even answering on behalf of consumers, visibility has become harder to earn and easier to lose. In a world of infinite content, trust has become the most finite resource. Audiences are increasingly filtering noise, and brands can’t rely on volume or performance tactics alone to break through. They need credible environments, authentic storytelling, and trusted voices that contextualize their message in a way that feels genuinely useful.
Signature Work Achievements
Key projects and milestones that I've worked on in my career range from when I was at Time Inc. (MyRecipes and MyHomeIdeas.com), where I crafted and executed the first branded content campaign in conjunction with Benjamin Moore, back in 2008. At that time, branded content didn't even have a name, but I saw the opportunity to evolve how we saw sponsorships and connectivity between publishers and brands. Then, in 2014, I led Refinery29's first thought leadership franchise, "Her Brain on Digital", where we conducted a nationwide study and qualitative "friendship group" research to understand the impact of the Millennial woman and the connections to the brands that align with her life. This allowed us to break through with luxury brands who previously did not believe they had the buying power (most notably an $800k Cartier program that included branded content). At NBCU, I led the strategy around Bravo's first picture-in-picture branded content experience tied to Top Chef, which integrated a custom "Tiny Kitchen" episode tied to our Hidden Valley Ranch sponsorship. At Mashable, post pandemic, we were not committing to a live experiential activation at SXSW (Mashable House) like we did in previous years, but we still needed to actualize revenue for it. In March 2021, my team and I developed a first to market, 3D-rendered, virtual, interactive and multi-media experience called the Mashable Home, (mashablehome.com) - note - the full experience is no longer live because we had licensing periods, but you can get the gist of it. In this experience, we combined written articles, livestreams, Influencer-created content, games, and shoppable modules into a self guided experience filled with easter eggs along the way. This experience drove 7 figures in revenue, with Walmart being our premier partner. This set the stage for Walmart's future success with Walmart Realm. Outside of these milestones, I've received numerous awards for my work and leadership including the Ziff Davis-wide Achievement Award in the category of Leadership. I'm highlighting this award because being a good leader is what drives me in my role. Lifting others up is often not something you can claim as your own achievement, but to know that you had a role in someone else's success is priceless.
Career Lessons
Use your seat at the table to shape what comes next. Not just for business growth, but for the people who will define its future. Focus on driving results with integrity, making bold decisions when others hesitate, and being comfortable with your outcome.
