Content Curious Agency
Los Angeles, CA | Jan 2008 - Present
Founder of a content marketing consultancy dedicated to helping brands utilize sophisticated storytelling techniques to maximize awareness, increase engagement, and build long-term affinity.
Clients: Sennheiser, LG USA, Alpha Kappa Alpha, Wunder Cannabis Beverage and Tom Bilyeu (Impact Theory), Amnesty International, Red Bull
Guide leadership in establishing brand identity guidelines and crafting long-range marketing strategies to forge an authentic connection with diverse target audiences.
Drive innovation by building client-specific toolkits — from human documentation to AI customization — that enable transformative content practices across integrated marketing channels.
Embed with cross-functional teams to lead content strategy for integrated marketing campaigns while defining the operating model, overseeing budgets and upskilling in-house staff.
Get my hands dirty as creative director on projects ranging from websites and mobile apps to video content, social media, digital advertising, email marketing, podcasts, print materials and white papers.
Deliver white-glove client services — from RFPs and research to creative briefs and reporting.
Built a communications strategy playbook for a non-profit arts client that resulted in 10x increases in audience and engagement metrics within 12 months.
Hubspot
Los Angeles, CA | Nov 2020 - Oct 2022
Writer and producer of business intelligence content for SaaS leader’s B2B marketing YouTube channel.
Ideated, researched and wrote video scripts teaching marketing tactics and best practices to an international audience of over 250k subscribers with 15M views .
Collaborated across departments to integrate video strategy within broader marketing initiatives.
Mentored junior writers on honing brand voice while maximizing viewership and lead generation.
Achieved ongoing improvements in critical KPIs, including Q/Q growth of 21% in new lead generation.
CREATIVE DIRECTOR & SENIOR COPYWRITER
Coachella | Goldenvoice | AEG
Los Angeles, CA | Jan 2010 - Mar 2020
An early advisor who worked with the founders to establish the brand ethos and creative strategy for some of the world's biggest festival properties, including Coachella, Stagecoach, and Desert Trip.
Influenced the brand ethos and content strategy of the Coachella Festival, with over 3M tickets sold.
Led cross-functional teams in the creation of written, audio and video content for use in digital products (websites, mobile apps) and online media (live streams, documentary films, podcasts).
Collaborated with festival performers and their proxies to create content that merged their artist personas with Coachella's brand essence.
Fame House
Berlin, Germany | Jun 2014 - Feb 2015
First EU-based employee, embedded in client's office to lead marketing efforts for HYTE, a live event and festival brand operating in Europe and the Americas. Fame House is now a subsidiary of UMG.
Advised client's advertising creative team on web design, email protocol, and social platform optimization while developing integrated channel strategy for all three.
Created paid advertising plans and conducted real-time data-driven optimization to improve KPIs.
Achieved an event sellout rate of 70%, with over 100,000 tickets sold in the first nine months.
Advanced Nutrients
Berlin, Germany | Jan 2011 - Oct 2013
Helmed B2B content marketing print and digital efforts for a global hydroponic nutrients brand.
Reduced editorial expenses by 50% while achieving zero content costs through advertising revenue.
Collaborated with the sales and comms teams to support the overall marketing strategy.
Developed communication, collaboration and production processes for a 100% remote team managing an editorial calendar with fluctuating deadlines while operating across nine time zones.
URB Magazine
Los Angeles, CA | Oct 2003 - Dec 2011
Piloted the editorial vision of an industry-pioneering media company committed to inclusive music and culture. Member of the leadership team responsible for identifying opportunities for audience growth.
Managed a global team of 50 writers, photographers, illustrators and designers
Created editorial and experiential marketing campaigns for clients including Apple, Toyota and Asics.
Published the first magazine covers of iconic artists Kanye West, Diplo, Janelle Monae and M.I.A.
Jan 2021 - Present
Creator of a weekly thought leadership newsletter covering the intersection of music, tech and brand marketing, subscribed to by over 6,000 international entertainment and marketing industry professionals.
Read by executives at all three major labels (UMG, Sony, WMG), the biggest event promoters (Live Nation, AEG), the Big 3 talent agencies (WME, UTA, CAA), and blue-chip brands like Mastercard, Coca-Cola, Nike, T-Mobile and more.
Interviewed executives from Bustle Media, TBWA\Chiat\Day, Amazon Music and others.
Nov 2015 - Dec 2017
Created and hosted the Rave Curious Podcast focusing on electronic music and the culture that surrounds it. Produced in partnership with Vice Media.
Earned 3M downloads in 30 months plus an additional 7M impressions via video partnerships.
Interviewed electronic music icons Arthur Baker and Jean-Michel Jarre, DJ superstars Moby and Paul Oakenfold, underground heroes Danny Tenaglia and Louie Vega, and emerging artists like Honey Dijon and Heidi Lawden.
Branding, Consulting, Content Strategy, Copywriting, Creative Direction, Design Thinking, Editorial, Experiential, Journalism, People Management, Podcasting, Product Marketing, Project Management, Publishing, Social Media, Video Production
Bachelor of Arts | Telecommunication + Film Studies
GLAAD Media Awards
Western Publishing Association “Maggie” Award
DeCapo's Best Music Writing
Rebel Radio Podcast
Native Instrument Sessions
Berlin-to-Los Angeles Conference
International Music Summit (IMS) - Ibiza
BMI “I Create Music” Conference
SCB Partners "North American Trend Forum”
In the City of New York Conference