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Director of Brand Messaging | Smashbox Cosmetics (Culver City, CA)
April 2016 – Present

  • Manages brand voice across all consumer touch-points and retail channels
  • Drives brand storytelling through product names, packaging, digital experiences, visual merchandising and much more
  • Leads all content processes and operations
  • Brainstorms compelling campaign, consumer engagement and product launch ideas
  • Oversees editorial team and provides creative leadership across departments

Senior Creative Strategist | Guidance (Marina Del Rey, CA)

May 2014 – April 2016

  • Led brand and content strategy for established e-commerce agency
  • Wrote A+ copy that helped retailers boost conversions and build emotional connections with consumers
  • Clients included Robert Graham, Orbit Baby, Intex, SOL Lingerie and many more

Senior Editorial Consultant | Spin Master Ltd. (Los Angeles, CA)
July 2011 – November 2012

  • Created character names and catch phrases for Nickelodeon’s Paw Patrol TV series
  • Wrote an original story, characters, brand vocabulary and content strategy for a new line of fashion dolls
  • Created taglines, packaging copy, digital and social content, e-books, treatments, scripts and more to support summer 2012 product launch
  • Nominated for a 2013 Toy of the Year award; named bestselling new fashion doll of 2012

Managing Editor | Mattel, Inc. (El Segundo, CA)
July 2009 – July 2011

  • Provided creative leadership, vision and strategy for all Mattel websites
  • Managed three staff writers and several freelancers
  • Wrote copy and guided creative for all girls’ properties
  • Created campaigns to drive sales and increase product awareness
  • Partnered with senior team to keep our department running smoothly on a tight budget
  • Worked with research and analytics teams to better understand consumer behavior
  • Helped launch and maintain a network that houses Mattel’s brand-specific websites
  • One of seven hand-picked to join the Play Revolution, a creative think tank assembled to help Mattel stay ahead of trends and technology
Senior Content Associate, + Girls’ Websites | Mattel, Inc (El Segundo, CA)

November 2004 – July 2009

  • Hired as “the voice of Barbie,” providing copy and scripts for everything written and spoken on
  • Collaborated with marketing and web teams to deliver outstanding content for all brand initiatives
  • Continually generated ideas for successful games, videos, printable activities, online media campaigns and more
  • Established and maintained consistent voice and tone for all girls’ brands
  • Helped launch and maintain Monster High, a toy line deeply rooted in story and character attributes that was incubated online


B.A., Communications/Journalism, DePauw University (Greencastle, Indiana)