EXPERIENCE

Copy Director, Viking Cruises, 2022-Current

Designed for experienced travelers with interests in science, history, culture and cuisine, Viking offers guests The Thinking Person’s Cruise and has been rated the #1 River Cruise Line and #1 Ocean Cruise Line by Condé Nast Traveler. In this role, I serve as the primary steward of the brand in written marketing and communications materials. Key responsibilities include:

Overseeing a team responsible for writing content for Viking's print, digital, visual and video marketing channels.

Leading, overseeing, and writing copy for various projects across Viking’s marketing channels, including direct mail/brochures, online (web, digital advertising), advertising (print and broadcast copy), and onboard guest communications.

Maintaining knowledge of current copy standards and formats to consistently and effectively convey Viking’s image and positioning within the marketplace.

Collaborating cross-functionally with designers, writers, other marketing team members and external stakeholders to ensure effective representation of concepts, themes and messages for the business objectives and target audience.

Guiding and ensuring appropriate copy standards for project teams, including multiple copywriters/editors.

Contributing to content strategy and editorial decisions, such as selecting engaging content to connect with guests and determining content organization, deployment and governance approaches.

Ensuring assignments adhere to the approved brand style guide to maintain brand identity.

Regularly communicating with the project management team to ensure timely completion of assignments.

Presenting assignments to peers, business area managers/leaders and senior management as needed.

Recruiting, training, and managing direct reports in copywriter/editor and proofreader positions to meet the expanding needs of the company.

Senior Copywriter, Home, Bath & Body Works, 2018-2022

Bath & Body Works is a U.S. retailer specializing in candles, soaps and hand sanitizers. In this role, I contributed to the voice of home categories through on-brand naming and positioning. Key responsibilities included:

Writing compelling copy and developing messaging that resonated with the target audience.

Working closely with the concept team to explore cultural shifts and trend analysis, translating them into meaningful insights for brand development and innovation.

Supporting efforts to raise awareness, generate action and drive positive change around environmental issues within the organization.

 Los Angeles Correspondent, Monocle 24, 2016-2018

Monocle 24 is the online radio arm of Monocle magazine. As the Los Angeles correspondent, I regularly contributed to the Arts Review, covering the latest in art, movies and television trends.

Editorial Director, Camberwell Consulting, 2014-2018

Camberwell Consulting is a US-based agency specializing in building brand awareness through bespoke digital content. In this role, I handled various projects, including:

Curating and producing a social media campaign for Norwegian Airlines, exploring the untold stories of Los Angeles.

Working as a copywriter for New Zealand Trade and Enterprise, the business development agency enabling businesses to grow in the US market.

Conducting interviews with 50+ principals at the helm of the world's top architectural firms for the bespoke book project "The Culture of Practice."

Covering interviews and profiling leading members of the creative community on YouTube for the launch issue of YouTube Cultural Review, which included various fields from fashion to gaming.

BritWeek magazine (Los Angeles): Responsible for interviewing British visionaries from the worlds of art, music, fashion and film.

Managing Editor, Barclays Little Book of Wonders 2013-2014

Created and shared compelling stories about leading lifestyle, fashion and luxury brands for Barclays' ultra-high net worth clients. Managed a team of freelance writers and ensured adherence to brand standards.

Editor in Chief, CoutureLab.com 2011-2012

Led the editorial direction of a luxury e-commerce site catering to global nomads. Developed web copy, product descriptions and marketing campaigns. Played a pivotal role in launching a new venture, GiftLab, and established connections with renowned figures in arts, culture, style and luxury.

Editor and co-publisher, Ink Global 2004-2011

Achieved success as editor of Maxjet's jetStyle magazine and was promoted to co-publisher. Strategically re-positioned Brussels Airlines b.there magazine as a luxury title, boosting profits. Launched high-profile Style and Luxury issues, enhancing relations with luxury brands and increasing ad revenue.

Lifestyle Editor, Attitude 2000-2012

Developed engaging content for the lifestyle section of Europe's top-selling style magazine for gay men. Covered travel, dining, and conducted A-list celebrity interviews. Collaborated with leading fashion and lifestyle brands to boost ad revenue and reposition the magazine.

Freelance: Worked with prestigious publications and platforms such as YouTube Cultural Review, LAist, Monocle, Rhapsody and Wallpaper*, among others. Acted as a guest critic and appeared on popular pop culture TV and radio shows.