Once upon a time …

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(2006) I left an internship at Stones Throw Records to take my first and most impactful full time job at what is now the largest music publisher in the world. (First Buzznet, then rebranded to SpinMedia) and now owned by Penske Media. I was the 6th employee (4 founders and 1 editor). I helped build a company from the ground up! Made a relationship with every record labels, music management company, scraped MySpace to identify a bunch of influencers (Jeffree Starr to name drop one), developed editorial programming plans across eventually 32 music and celebrity sites (no big deal), and built a large network of content creators (independent ones that have stuck with me throughout my career to help make content). And over time (but impressively fast time) these music blogs (Stereogum, AbsolutPunk, HypeMachine; a lot of which I helped identify and strategize on how to acquire), climbed ComScore and advertisers recognized them as valuable destination(s). So then my role transitioned from brand building and community oversight - into focusing on increasing the value of our sales pitches to advertisers while maintaining the integrity of our community and editorial - integrated marketing to be more official. My team and I focused on developing branded content programs that helped brands like 2K Sports, Skittles, Denny's, Blackberry, Nintendo; feel connected to our blogs passionate music fans while promoting their products and building brand awareness. This job truly taught me the ins and outs of the internet. BUT the internet was changing and so were my ideas of building community and content.

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(2010) (MySpace was stuck in flash player, Twitter was taking off, Facebook was no longer just for college kids) - it was time to venture out and create more. I also had a very popular Tumblr with 250,000 + followers that enabled me to travel the world a bit, write a lot and have a very strong music passionate community of artistic individuals. I went on to work with some super exciting clients (Taco Bell, UMG, Summit Entertainment, SweetyHigh.com to name a few) in helping them build internal social first teams, digital communities, establish their social strategies, partner with influencers and do solid integrated content publisher deals.

(2011) I then got a position that made my mother the most proud, because she got behind the scenes updates on Adam Levine. I was hired by NBC as the Social Media Manager to kick off The Voice first season. It was legit the coolest job ever. Fun fact - I taught Christina Aguilera about launching her Twitter and social best practices and she wooed me with her voice. I won the first Emmy awarded to a show for social media.

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(2012) I went to work for Ashton Kutcher at his former company Katalyst Network. Ashton being a pioneer on the internet and a true visionary inspired a team of seasoned producers, filmmakers, and creatives. I came in to support and oversee the social strategy and content team to build programs for clients including: Intel, Levis, GE, Virgin Mobile. Then Google funded a premium YouTube channel called ThrashLab (RIP). And I was given the opportunity to run programming on this channel and make a lot of powerful content about culture and art and human growth. My dream storytelling job!

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(2014) My skillz in video, digital strategy, new business growth and brand building brought me to my role at Reach Agency where I kicked things off as a digital marketing and business growth consultant to the agency owners whom came from an entertainment background. A lot of pitching and a lot of winning led to new business opportunities. Our campaigns and content began outperforming that of the “big investment” films and more traditional advertising, so heads were turning and clients were knocking at our door. And so…

I was brought on to lead and build the social team of Reach. I built the digital content studio from the ground up and focussed a team of content creators, creative strategists, and producers on clients such as Google & YouTube, Nordstrom, Amazon, Hulu and Disney to name a few. I led and collaborated with my cross functional teams (as an executive lead by doer) of creatives, content marketers, strategists, directors, copywriters, designers, producers and influencer marketing managers. Together we created a lot of content, rebranded a lot of brands, and developed comprehensive social marketing strategies for clients like Chameleon Coffee, Nuun, Autograph Collection Hotels, JW Marriott, Burt’s Bees, Renew Life Probiotics, NeoCell and Natural Vitality. My team was such masters in the art of making social campaigns that Facebook, Twitter and TikTok have all featured our creative as best in class examples in their presentations and we set category benchmarks for platform success.

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also always, travel advising