content strategy for brands

I'm a consumer lifestyle brand strategist who aims to humanize brands, offer solutions, and move audiences through multimedia content. Below are a select few examples of past projects.

CUSTOM EDITORIAL

I helped DoorDash bring a new in-app editorial concept to life in the Los Angeles market. For LA Stories, I developed the overarching editorial strategy, themes, and editorial calendar, and managed a pool of freelance writers, content creators, and photographers, producing nearly 100 original pieces of multimedia content over the span of 13 weeks.

DoorDash’s LA Stories consumer in-app editorial experience

CATALOG COPY

Williams Sonoma Open Kitchen campaign with Izakaya Rintaro in San Francisco (full spread here)

Feature on Jaynelle St. Jean and Williams Sonoma’s exclusive partnership with homemade pie maker PieTisserie

WEBSITE CONTENT

My work with 2Forks, a Bay Area food delivery service, included a content audit and copywriting at the time of launch. This 2015 consulting project covered taglines, brand identity copy, and conversion and purchase content, as well as recipe naming and dish descriptions.

2016 Williams Sonoma x No Kid Hungry campaign to end childhood hunger (full spread here)

For housewares maker World Kitchen, I created top-of-funnel consumer lifestyle content for the company’s flagship brands Corelle, Pyrex, CorningWare, and Snapware—think service pieces such as how to host a beer tasting during Oktoberfest or the right way to assemble gift baskets for the holidays, with search engine optimized formatting and metadata to boot.

Williams Sonoma’s Thanksgiving turkey recipe guide (full page here)

blog content

I managed Williams Sonoma’s daily blog, TASTE, and worked cross-functionally with other Williams Sonoma teams and executives to design the editorial calendar, write features about restaurant and chef partners, worked with web designers to tell visual stories, and managed freelance writers. Among the hundreds, if not thousands, of pieces of content I wrote, some of my favorite stories include an enterprise story on a young chef who’s redefining Chinese cuisine, a roundup of recipes to make even when you swear you don’t have any food in your kitchen, and what to bring to Thanksgiving when your host says to bring nothing.

video production

I helped produce hundreds of high-production-value brand videos (how-to and product videos, paid advertising campaigns, brand commercials, partnership videos, and event videos) for Williams Sonoma. This involved ideating video concepts, writing scripts, liaising with a dozen people (art directors, shooters, gaffers, food stylists, prop stylists, photo producers, merchandise coordinators, etc.) on set, and shaping the final cut with visual, audio, and written edits.

I also managed and grew the Williams Sonoma brand’s YouTube channel, a verified account with more than 70,000 subscribers to date, curating video playlists and strategizing video placement.

SOCIAL MEDIA VIDEO CONTENT

Not all successful video content requires high production value and a fully staffed studio. Below are a few videos shot for social media, many of which came from nothing more than an iPhone camera.

This video on how to use the Williams Sonoma Pineapple Slicer and Dicer to make a frozen drink was shot in two takes and generated 58,000 views.

Footage of Williams Sonoma Chefs’ Collective member Scott Baird crafting cocktails, shot at an event at the Charleston Wine & Food Festival.

A version of a how-to video shot for the YouTube channel, shortened and adapted for a social media format.

social media management & strategy

I managed various one-off social media projects and collaborated on many others. Examples include coverage of the Charleston Wine & Food, a festival sponsored by Williams Sonoma, on Instagram; posts from the event generated more than 27K views and 200 comments.

Other social media projects included Facebook Live videos featuring talent such as Gaby Dalkin of What’s Gaby Cooking, as well as ideation and conception of the #candyboard (which was later wildly replicated by many on Instagram!).

seo (search engine optimization), analytics, & more

For all of the aforementioned content, I used my experience in SEO optimized writing and the resources of our SEO analytics team to optimize all blog, site, and video content for search. I also tracked metrics and reported analytics weekly, monthly, and annually for the TASTE blog, the Williams Sonoma YouTube channel, and more. Reporting was done thanks to proficiency in web analytics tools like Omniture and Google Analytics, YouTube analytics for video, and social media marketing and management software such as Curalate and Sprinklr.