creative strategist | content & copy leader | brand builder
well+good
head of content
As Head of Content at Well+Good, I led creative and brand strategy across editorial, social, experiential, and partnership content, overseeing a 17-person team and a wide network of contributors. I developed and executed integrated storytelling initiatives and content campaigns that delivered against both audience and business goals.
Collaborating closely with marketing and brand strategy, I helped bring to life client-facing campaigns for brands like Lancôme, NYX, Ford, Seedlip, and Nike. I also oversaw experiential content for a pop-up retail activation, the Well+Good Shop, which featured partners like Third Love, Hyperice, and Headspace. From email to video to social, I directed copy, voice, and narrative cohesion across platforms—growing Instagram engagement by 215% year over year and adding 20K new newsletter subscribers. During my tenure, I also launched our TikTok shop and led the development of several original video franchises.
Newsletters
Well+Good Daily newsletter example
Well+Good Shop newsletter promotion
Special Issues
The Rest Issue
Health Tech Awards
Beauty Awards
Well+Good Changemakers
Social Media
5 to 9 video series examples here and here
TikTok recipe videos here and here