A few projects that show how I work: Start with the story, build the strategy around it, then develop the content with my team.
Avocado Magazine: From brand blog to trusted sustainability publication
The challenge: A fast-growing B Corp wanted its magazine to earn trust, not just sell mattresses.
What I did: I set editorial standards, commissioned and edited every story, recruited freelancers, and held the magazine to scientific accuracy. I also wrote the company's policy press releases and worked with legislators on clean energy bills.
The result: Traffic grew more than 100% a year for four straight years, to over 1 million annual readers spending about three minutes per story.
POWDER: Putting climate at the center of a ski magazine
The challenge: Skiers were watching winters shrink, but the sport's leading magazine still covered climate as a side topic.
What I did: As Editor-in-Chief, I made climate, public lands, and stewardship core to POWDER's identity. I assigned and edited features like "Can Auden Schendler Save Skiing?", created the Moving Mountains Award for climate leadership, and built events that brought athletes, brands, and conservation leaders together.
The result: Three National Magazine Award nominations, including General Excellence, and Western Publishing Association Magazine of the Year, while keeping the magazine's authority in skiing.
REI × POWDER, "Monumental": A campaign for the National Parks centennial
The challenge: A state-owned legacy magazine needed to reach new and more diverse readers.
What I did: As Executive Editor, I reset the editorial vision to reflect the state's communities, cultures, and landscapes, led a print and web redesign, and rebuilt the digital and social strategy.
The result: Online readership up 40%, subscriptions up 30%, and multiple regional IRMA awards.
More brand and campaign work
Final.: Built brand voice and the blog, email, and social strategy for a sustainability-focused consumer brand after its $1.8M Kickstarter campaign.
Woolybubs: Launched the website, blog, email, and social content for a sustainable baby shoe brand.
Disney × Avocado: Wrote a co-branded commercial for "Strange World," part of a campaign that reached 100M+ impressions.
The North Face: Developed and wrote a coffee-table book, short film, and feature following a train journey across Russia.
Bright Action: Wrote website and app content for a climate-action nonprofit building "the Duolingo for climate solutions."
Skibowl: Completed a content audit and rewrote website
Have a campaign, a launch, or a publication that needs a direction? Let's talk.
The challenge: Mark 100 years of national parks with something bigger than an ad.
What I did: I helped build a multi-platform campaign with REI: a digital feature, a feature-length film, a film tour, and a coffee-table book.
The result: More than 75 million impressions. View project