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

  • Leads brand voice across all consumer touch-points and retail channels
  • Drives brand storytelling through product names, packaging copy, digital experiences, visual merchandising, 360 campaigns and more
  • Manages all content processes and operations
  • Oversees growing editorial team

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
  • Brainstormed and executed digital campaigns that showcased competitive advantages
  • Promoted agency capabilities through interactive content, scripts, presentations, print collateral and creative audits
  • Collaborated with inspiring creative, technical and project management teams
  • Clients included Robert Graham, Orbit Baby, SOL Lingerie and many more

Freelance Consultant, Brand Strategy & Copywriting | (Los Angeles, CA)
December 2012 – April 2016

  • Created a unique, ownable voice for each client
  • Translated brand DNA to content strategy
  • Led focused branding sessions with C-level team members
  • Flawlessly executed upon positioning work through copywriting and campaigns
  • Hopped across retail channels and consumer touch-points with ease
  • Strong on taglines, product naming, packaging work and in-store displays
  • Clients included Disney, SERVIZ, Jakks Pacific, Christian Mingle, Spin Master, Lighthouse Foods, The Beat Advisory and M-GO

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

  • Created original story, characters, brand vocabulary and content strategy for a hot new line of fashion dolls
  • Built consumer engagement across all consumer touch points from television to Twitter
  • Generated ideas for new toys, apps and consumer products
  • Wrote taglines, packaging copy, digital content, social media content, e-books, treatments, scripts and more to support summer 2012 product launch
  • Nominated for a 2013 Toy of the Year award
  • #1-selling new fashion doll of 2012

Creative Manager, Mattel Play Revolution | Mattel, Inc. (El Segundo, CA)
October 2010 – July 2011

  • One of seven hand-picked to join the Play Revolution, a creative think tank assembled to help Mattel stay ahead of trends and technology
  • Brainstormed ideas for new IP
  • Worked across brands and divisions to build customer loyalty and strengthen the larger Mattel name

Managing Editor, Mattel Digital Network | Mattel, Inc. (El Segundo, CA)
July 2009 – October 2010

  • 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
Senior Content Associate, + Girls’ Websites | Mattel, Inc (El Segundo, CA)

November 2004 – October 2010

  • 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

Marketing Copywriter | EarthLink, Inc. (Pasadena, CA)
October 2000 – November 2004

  • Wrote, researched and updated content for EarthLink websites
  • Collaborated on editorial strategy for complete redesign of corporate website
  • Wrote marketing emails and feature articles for electronic newsletter

Senior Staff Writer | (Los Angeles, CA)
April 2000 – September 2000

  • Wrote and produced celebrity content for portal/community site targeting teens ages 12-20
  • Managed and edited two junior writers

Senior Writer/Producer | (Los Angeles, CA)
October 1997 – April 2000

  • Created teen entertainment content for (since acquired by
  • Helped establish the voice, tone and editorial vision for a privately funded start-up
  • Managed staff writers
  • Covered premieres, press junkets and parties
  • Produced official websites for teens from Full House, Boy Meets World and other 90s delights
  • Created and maintained ongoing columns


B.A., Communications/Journalism, DePauw University (Greencastle, Indiana), May 1997.