Career Content Highlights

A curated selection of high-impact content campaigns I've created, led, and scaled to grow brand awareness, audience engagement, and thought leadership in the CPG, cannabis, hiring/recruiting space, and beyond.

Newsletter Campaigns

  • "HireUp" (ForceBrands)

    OVERVIEW | A curated biweekly LinkedIn newsletter featuring insights and intel from ForceBrands to help you build and elevate your company and career.

    STRATEGY | Launched a consistent weekly cadence with branded design and voice; Developed an editorial framework focused on leadership, hiring trends, and industry news; Leveraged cross-channel promotion with LinkedIn tagging and employee amplification

    RESULTS | 40K subscribers in 3 months; direct contribution to inbound lead generation

    THE NEWSLETTER

  • "Start It Sunday" (ForceBrands)

    OVERVIEW | A bi-weekly motivational, professional development newsletter series designed to empower candidates to overcome the ‘Sunday scaries’ through thoughtful career advice, insights, and hiring tips.

    STRATEGY | Leveraged AMA campaigns with career coaches to amplify audience reach; Leveraged cross-channel promotion on the blog with a dedicated landing page

    RESULTS | 13K subscribers with the highest consistent open rate of all 6+ company newsletters (~50%); increased candidate engagement and ForceBrands’ talent pool through resume signups

    THE NEWSLETTER

Video Series

  • "Cannabis Matters" (ForceBrands)

    OVERVIEW | A thought leadership video series from ForceBrands that explores conversations with the brightest minds in today's cannabis industry.

    STRATEGY | Brand-building campaign to make ForceBrands cannabis thought leaders and support the launch of its specialized cannabis hiring practice HerbForce.

    RESULTS | Supported ForceBrands' expansion into cannabis hiring; Direct lead generation for cannabis prospects and clients.

    WATCH "CANNABIS MATTERS"

  • "ForceForward" (ForceBrands)

    OVERVIEW | Launched at the start of the pandemic, “ForceForward” is a forward-thinking business interview video series from ForceBrands designed to showcase what business looks like tomorrow.

    STRATEGY | To explore how CPG brands and their leaders were evolving in the face of disruption — and to establish ForceBrands as a resource and partner in navigating that change.

    RESULTS | Consistent video engagement; Strengthened relationships with featured brands and executives; Boosted ForceBrands’ perception as a forward-thinking, agile partner.

    WATCH "FORCEFORWARD"

  • "Born to Lead" (ForceBrands)

    OVERVIEW | “Born to Lead” is ForceBrands' original leadership series that highlights industry thought leaders across CPG.

    STRATEGY | To elevate ForceBrands’ reputation as a forward-thinking, inclusive leader in talent strategy by showcasing purpose-driven leadership stories.

    RESULTS | Expanded network of mission-driven executives; drove lead generation through an exclusive webinar.

    WATCH "BORN TO LEAD"

Writing Highlights

  • Behind the Scenes of Loverboy’s Success with Founder Kyle Cooke

    Whether you’ve tried the products or not, you’ve very likely seen Loverboy before. It may have been at your local retailer or on Bravo’s wildly popular TV series “Summer House” where the colorful canned beverages are a staple on the show. 

    Loverboy’s sparkling hard teas and premium canned cocktails have gone from five to 150 distributors in a single year and managed to outsell Bud Light Seltzer and Corona Seltzer even amid a pandemic.

    READ MORE

  • Ready to Sell: How CPG Brands Can Ensure a Successful Exit Strategy

    Example of a ghostwritten executive byline in an industry-leading media outlet

    For nearly two decades, I have had a front-row seat to the exponential growth of many new companies across the consumer brand universe. It has been thrilling to watch small, emerging niche brands become high-growth businesses that attract the attention from global strategics in the industry, along with venture capitalists and SPACs.

    READ MORE

  • Jalapa Jar's Brand Story

    Example of website copywriting

    Jalapa Jar was born from the belief that fresh flavors should be enjoyed without compromise. It was this simple idea that inspired longtime friends Joel Nearing and Tommy Byrnes to reimagine what salsa could be — ripe with just-off-the-vine ingredients and infused with a one-of-a-kind taste that could only be described as homemade.

    Jalapa Jar’s recipe was first crafted among friends in a kitchen in Austin, Texas in the early 2000s.

    READ MORE