At Block Renovation, I led a full transformation of the brand's social presence, repositioning the company as the most culturally relevant and relatable voice in home renovations.

Working with a lean budget, I introduced new editorial-style content franchises rooted in entertainment, expert advice, and pop culture, partnering with select creators to drive awareness. The result was a dramatic shift in audience engagement, turning previously "filler" content into a distinctive social brand.

During my tenure, Block achieved a 3.7x increase in social follower growth rate and an 80% increase in average engagement rate, while also driving meaningful downstream actions including quiz starts and site visits.

I partnered with Block Renovation's chief executive to architect a new narrative framework following an acquisition that took the company from a regional home renovation provider to a nationwide business servicing new construction and commercial projects.

I led cross-functional strategy sessions to guide the repositioning work, performed deep ICP analysis, and created new value propositions. Then I built a strategic action plan to roll out changes, starting with updated website architecture and ending with a 360 brand awareness campaign.

Direct traffic, the top performing conversion channel, was up 257% YoY at the end of Q1 2026.

As part of Condé Nast's global transformation, I was responsible for developing a global digital strategy to improve traffic and engagement across Architectural Digest's international editions while building brand-new systems for content syndication and editorial collaboration.

I developed global content pillars that were repeatable and scalable, introduced a quick-moving syndication workflow, and institutionalized best practices that could allow each market to grow while honoring regional nuances.

AD met all global audience growth KPIs, with some markets seeing 40+% increases in unique pageviews YoY. In this time, AD's global traffic from syndications increased 74%.

When I joined Architectural Digest in 2019, I led the editorial team at AD PRO, AD's design-industry resource. A few years later, we were ready to grow our B2B business and I was an integral stakeholder in the launch of the AD PRO Directory, a premium application-based membership tier.

I worked in lockstep with AD PRO's editors, product, and the global consumer revenue team to define the product's positioning, content, design, and GTM strategy.

The AD PRO Directory was a resounding success, achieving the highest LTV and retention rate for a membership product at Condé Nast. AD's membership revenue hit an all-time high in 2024, +56% YoY.