Editorial Direction
As an Editorial Director, Content Strategist, and Editor I believe the roots of every story are the humans at the center. I believe in holistic stories and processes that bring together all affected teams, from PR to Engineering to Merchandizing, ensuring that there is complete vision and total buy-in.
Here are some of my favorite Editorial Campaigns.
As the editorial director of these projects, I didn’t write all the pieces featured here. I concepted and managed the series, and each piece by another writer was assigned and edited by me.
Visiting Voices - StockX
I created and managed the Visiting Voices platform on StockX to host contributing editors, writers, and creators. The series provided a space (and compensation) for telling stories about the communities and cultures that are the foundation that sneakers and streetwear are built upon. The storytelling was flexible and responsive, including interviews, conversations, and calls to action.
Visiting Voices had a number of Social extensions, including these three Instagram Lives on the official StockX account:
Win the Holidays / Holiday 2021 - StockX
After an 11th-hour cancellation required the reconcepting of the year’s biggest campaign (that’s another story), 2021’s Holiday campaign was completely rebuilt from the ground up in just a few weeks. “Win The Holidays” became the new message for all teams: Merchandising, Paid, Social, CRM, Creative, and Product.
Since the Editorial team had begun working on Holiday in July, we were able to adjust our schedule and pieces to match the new messaging. We worked closely with Merchandizing and Creative to choose and source products for the photography, ensuring minimal disruption to workflow with maximum impact for our customers. Despite a massive set-back after months of preparation, the flexibility and leadership for Editorial resulted in 158% YOY growth and 3.1M unique views for the whole campaign.
55 Unique Editorials, Five Writers, Published Daily for 12 Weeks.
To learn more about the challenge of the concept reconfigure and how I mitigated the shortfall, check out the story here.
Art & Residence - StockX
During my tenure at StockX we launched Art & Residence (overseen by Ben Fainlight), the ongoing collaboration with Daniel Arsham. Ahead of Milan Design Week, my team was tasked with editorializing nearly a dozen chair design collaborations and connecting them to the larger narratives within myriad demands.
We focused on some central questions: What is a chair? How does furniture define space? And how does that relationship exist in the creators’ vision and processes?
10 Pieces, Four Writers, Three Weeks’ Preparation, Published During Milan Design Week.
Coachella 2022 - StockX
For StockX’s first-ever collaborative relationship with Coachella, performing artists together with designers for unique artist merch. Partnerships like Snoh Alegrah x Melodie Ehsani, Vince Staples x Brownstone, Bricks & Wood and Benny the Butcher, and AMBUSH®︎ and 88rising were formed under the management of Jordan Guskind, who asked the Editorial Team to bring sharable narratives to the collabs.
With a wide variation of access to collaborators, shifting deadlines, and the intense scrutiny of the festival we were able to create a rich archive of stories about creativity, collaboration, and the history of these exceptional artists.
17 Pieces, Five Writers, a Few Weeks’ Prep Time, Published During the Two Week Festival.
Warming Up To Fall / Pre-Holiday 2021 - StockX
After learning the entire concept for Holiday 2021 had to be scrapped (that’s another story), I brought the team together to create a stop-gap mini-campaign and ensure that we gave our audience the information and access they expected. This quick work brought nearly 1M impressions that would have otherwise been forfeited, and created some of the most inspiring visual content for the brand to date.
18 Unique Editorials, Five Writers, One Week of Production, Published Daily for Four Weeks.
To learn more about the extremely tight time frame and consistent aesthetic, check out the story here.
Home for the Holidays / Holiday 2020 - StockX
The first Holiday Season of COVID-19 meant that everyone was staying home for the holidays. We decided to lean into the sentiment of the classic Christmas song for my first real Holiday campaign at StockX. “Home For The Holidays” was the concept for the full brand - Paid, Social, CRM, Creative, even Engineering. The busiest season of the year came with an edict from the CEO: we needed to have new editorial content every single day. It was up to me to conceive how the concept would appear in editorial with the breadth and flexibility necessary to satisfy the request.
I mapped out the blockbuster schedule a month in advance and worked with the team to create clickable titles for snackable, shoppable content at a pace that was easy to execute with our ongoing business requirements. With titles like “Gifts to Depress Your In-Laws”, “Why An Ugly Sweater???”, “Don’t Eat The Yellow Snow”, and “Yee - And I Cannot Stress This Enough - Haw”, StockX saw the greatest holiday engagement to date (71% YOY, 1.2M unique views).
53 Unique Editorials (incl. pre- & post-Holiday), Six Writers, Daily Publishing for 12 Weeks.
To learn more about the choice and challenge to make this content daily, check out the story here.