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

Currently, I lead brand voice for a global cosmetics company. I oversee campaign concepts, naming and packaging, brand identity, retail activations, digital/social content and more. I’m especially proud of:  

  • Creating a cohesive brand across all touchpoints
  • Best-in-class visual merchandising in 65 companies
  • Exceptional taglines and campaigns for the #1 primer brand in the US
  • Opening a beautiful flagship store in Venice, CA
  • Leading in a way that consistently elevates our company culture and morale

Senior Creative Strategist | Guidance (Marina Del Rey, CA)
May 2014 – April 2016

This ecommerce agency was my first stop after a brief stint as a stay-at-home mom. It felt *so good* to get back in the game, working on branding, copy and creative strategy. In 2015, our fashion clients’ online sales grew by 41.45%.  

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

At this toy company, I created the bestselling new fashion doll brand of 2012 and helped launch Nick Jr’s PAW Patrol by giving names and catchphrases to several pups. According to my son, this is the apex of my career. 

Managing Editor | Mattel, Inc. (El Segundo, CA)
November 2004 – July 2011

Originally hired as a copywriter on, I got promoted three times, ultimately overseeing digital editorial for all toy brands. Some fun moments: 

  • Creating content that led girls around the world to spend an average of 17 minutes on our site (an eternity in kid time)
  • Writing voiceover scripts for Barbieand insisting she be smart
  • Brainstorming highly engaging games and activities
  • Digital copywriting that launched Monster High, a brand that became so popular it nearly outsold Barbie in 2013
  • Being asked to join a creative think tank that felt like the job in the movie “Big”


B.A., Communications/Journalism, DePauw University