Storytelling is the through-line
Whether it’s to sell sustainable seafood or help working parents feed their kids, I create stories that get the job done.
Learn more about my projects & process, below
Greater Good Strategy & Salesforce.org
In my role as a content strategist with Greater Good Strategy, I wrote an e-book for Salesforce.org’s early 2021 campaign aimed at nonprofit leaders who were ready to lean into digital transformation after a particularly challenging year. With a set of audience personas in mind, I created seven case studies of nonprofits who have successfully used Salesforce tools and technology to streamline their operations, become more flexible and resilient organizations, and increase their impact as a result.
Chef to Market
I worked with NYC executive chef Camille Rodriguez to articulate her values and vision for her side business and bring that story to life through her Instagram feed and a weekly newsletter.
We set and met goals around audience growth by testing a number of engagement strategies and tactics - from social ads to freebie content to generate leads.
As a result, Camille can tell her story with clarity and ease, and she’s developed a loyal core audience that is slowly but steadily growing. Chef to Market is now more than a side project with a great foundation for further growth.
Wulf’s Fish
I joined this venerable Boston seafood company (since 1926!) as a consulting marketing copywriter when they launched a direct-to-consumer division in mid-2020.
Working closely with their director of marketing, I set the tone and wrote the copy for 2x/weekly newsletters and created weekly Instagram plans along with copy for the posts.
With open and click-through rates consistently hitting well above industry standards, and robust organic reach on social, my work on these channels directly contributed to the rapid growth of this early-stage division of the company.
The Fresh Collective
In 2018, I met a work friend for coffee and the resulting conversation led us to start a small business together. We founded The Fresh Collective: a network, event series, and a podcast called Made Fresh for women food entrepreneurs.
In close collaboration, we built an audience from scratch; created a brand; hosted a series of sold-out events on topics germane to our audience; drilled down on their needs and produced a series of workshops designed with their feedback; and conceptualized and launched a podcast geared toward issues and ideas our audience was interested in. The pandemic brought this passion project to an end, but it was an exercise in co-creation, both with a partner and a community.
My Kitchen Chalkboard
Early on in my time as a working parent, I realized I needed a better system for getting dinner done. I started meal planning and posting my weekly menus to social media. This caught the eye of a local publisher and a few years later, we brought My Kitchen Chalkboard to life in the form of a 280-page cookbook with over 100 original recipes, a dozen essays, and original photography.
Working closely with the publisher’s team, we conceived a user-friendly structure that facilitates simple meal planning and reduces food waste. I also styled most of the food for the photos, which were shot on location in my home.