What do you want to communicate?
How is this different from what you’re currently saying?
How do you want to sound?
How do you want people to feel?
Sometimes, I write the words or come up with the concepts that address these questions; other times, I advise how to roll out the answers in a way that will reach your target audience, as simply and magically as possible
From 2012-2019, I worked at NET-A-PORTER and THE OUTNET, global online luxury fashion retailers selling more than 800 designer brands to customers in over 170 countries. At NET-A-PORTER, I was Head of Marketing Content, and my team planned and created all of the content on the website, email, push notifications, and social media—that’s all ‘marketing content’. We also refreshed the NET-A-PORTER brand itself, celebrating what our customers love about the brand and bringing the next generation of customers on board. At THE OUTNET, I was Editorial Director and did all of the above, including launching a video-led content strategy.
As social and digital media have changed how we consume content, most of my work over the past 10 years has focused on helping brands cut through the noise. I love working with big brands that ave a strong identity (and need help conveying a message in a relevant way) and small, up-and-coming brands that have a lot of heart (and not a lot of resource)—as well as everything in between.
Throughout my career, I’ve taught courses and been a guest editor / judge / speaker on panels, TV shows and at live events. Before moving to the UK in 2011, I spent six years as an editor in Vancouver, Canada, at FASHION, the country’s biggest fashion magazine and one year as Managing Editor at Aritzia. I was born and raised in Calgary, Alberta, and have a B.A. (Hons.) in Psychology from Queen’s University and a J.D. from the University of British Columbia.