DEPUTY EDITOR / FEATURES DIRECTOR. ALLURE / CONDÉ NAST. 2006 – 2009.
● Overall: Created campaign-like themed specials and features to boost engagement and sales. Led content cross-channel. Led features team.
● Helped reposition Allure as a modern lifestyle brand: Concurrently, my work expanded Allure beyond beauty into on-brand lifestyle areas—which led to ‘Beauty Fusion’, a platform for general-interest advertisers. The first? Apple.
● Heightened Allure's authority in the industry: I amped up Allure’s beauty coverage to be truly authoritative—deep-dives, plus pieces that drove the industry to be more responsible / relevant. Approach was sciencey, but easy-to-understand.
SENIOR EDITOR. ALLURE / CONDÉ NAST. 2001 – 2004.
● Overall: I created Insiders’ Guide, which elevated the humble how-to and seeded Allure’s brand expansion beyond beauty. (Promoted from Associate Editor in Feb 2003).
