Resume
Experience
April 2024 - Present
Manager of Copy & Editorial Department
VeSync (Levoit, Cosori, Etekcity, Pawsync)
Head of Copy & Editorial for VeSync Americas, overseeing three teams: Copywriting, Editing, and Technical Writing, to deliver end-to-end content across digital, print, retail, and product channels.
I set messaging strategy for campaigns and launches, ensuring content aligns with business goals, resonates with target audiences, and strengthens brand positioning. I champion brand voice consistency, streamline workflows, and collaborate with global teams to elevate content quality, drive campaign success, and support revenue growth.
​​​
Communication Strategy
-
Design and execute integrated communication strategies across digital, print, retail, and product platforms to support launches, campaigns, and organizational messaging.
-
Set messaging strategy for campaigns and product introductions, ensuring alignment with business objectives and audience resonance.
-
Provide clear project direction by assigning, briefing, and prioritizing new content requests.
-
Develop and implement creative concepts for advertising campaigns and product launches in collaboration with Marketing and Product teams.
​
Brand & Marketing
-
Champion brand voice consistency across all touchpoints including packaging, emails, PDPs, manuals, ads, and web.
-
Optimize copy and editorial workflows to elevate content quality, improve efficiency, and drive campaign performance.
-
Ensure messaging strengthens brand positioning and supports revenue growth.
-
Train team members on brand voice, copy strategy, and marketing-focused writing for various funnel stages.
​
Global Responsibilities
-
Lead cross-functional alignment with international marketing and product teams to unify messaging and maintain brand integrity across regions.
-
Align global content efforts to ensure clarity, accuracy, and consistency in customer-facing assets.
-
Partner with global leadership to scale communication strategies for diverse markets and audiences.
​
People Management
-
Manage and lead a team of 8+ content professionals, including copywriters, editors, proofreaders, and technical writers.
-
Deliver ongoing coaching, mentorship, and feedback to uphold quality standards and foster individual growth.
-
Conduct performance evaluations, oversee new hire development, and prepare documentation for annual reviews.
-
Build a collaborative team culture that encourages creativity, accountability, and results-driven execution.​​​​​​​​​​​
​
July 2023 - February 2024
Editorial Manager, Gear
Surfline\Wavetrak
Focused on content strategy in product-focused narratives, optimized resources and fostered collaborative partnerships to drive audience engagement and deliver compelling content experiences across diverse industries.​
​
Advocate for Surfline's audience by curating, articulating, and disseminating comprehensive information on industry products.
Conceptualize, develop, and spearhead the implementation of engaging and informative product content strategies, aligning closely with overarching content team objectives.
Exercise strategic oversight over content budgets, optimizing expenditure for maximum ROI.
Monitor and analyze the performance metrics of content initiatives, furnishing detailed reports to inform strategic decision-making across the organization.
Forge collaborative partnerships with content leaders and brand stakeholders to continually refine and enhance the product content strategy.
Craft compelling product-focused features, contributing directly to the content calendar's diverse offerings.
Innovate scalable solutions to amplify content production while adhering to budget constraints, fostering a dynamic contributor ecosystem.
Cultivate a consistent editorial aesthetic and voice in collaboration with contributors, ensuring a cohesive brand identity across all published content.
Stay abreast of emerging trends and innovations within the industry landscape, identifying and capitalizing on timely narrative opportunities.
2021 - 2023
Digital Marketing Manager
Monster Energy
SUMMARY: Specialized in maximizing brand visibility and engagement across digital platforms through innovative content strategies. Adept at leading cross-functional teams and driving impactful results.
Lead content distribution and co-manage content strategy for organic content.
Manage all internal and external communications and content strategies pertaining to the Monster Energy website.
Ensure brand consistency in copy through tone, voice and terminology.
Define short and long-term goals for owned channels.
​
Develop, write, edit, and collaborate on content for Youtube, Social Media, Email Marketing, and Web.
Manage a team of external PR writers to assure high quality content.
Modernize the Monster Energy website to more accurately reflect the brands’ strategic vision, partnerships, and customer content.
​
Author and edit all editorial written content on Monsterenergy.com and social pages through interviewing Monster Energy athletes.
Illustrated all visual content, graphics and email marketing campaigns, inclusive of promotions and events, in partnership with PR and other cross-functional partners.
​
Tasked with delivering a premium visual and user experience through the optimization of our UI and UX throughout the website journey and analytics.
Acted as the company “Superuser” for all other departments requesting training, troubleshooting or updates to the website.
Trained others in our department, including my backfill and cross-functional partners.
2020 - 2021
Communication Specialist
Monster Energy
SUMMARY: Specialized in strategic collaboration with Public Relations teams to elevate brand recognition and consumer engagement. Curated compelling content for digital platforms, with a focus on maintaining brand identity and authenticity while leveraging athlete interviews to enhance storytelling.
​
Coordinated all editorial content management in close, strategic partnership with the Public Relations team.
Expanded and ideated consumer recognition of brand identity through new website processes.
Edited all written content on monsterenergy.com and social pages through interviewing Monster Energy athletes.
2018 - Present
Website Design
Email Marketing
Social Manager
Freelance
Rhythm Ride: Email Marketing ​
​
Precision Skin & Wellness: Branding, Website
​
City of Laguna Beach, Department of Marine Safety: Social Media ​
​
City of Laguna Beach PTA: Websites
​
Handy Wellness: Social Media Strategy, Website
​
Soul Project: Created and executed Facebook ad marketing strategies
​
Cinderella's Closet OC: Volunteer, Website
​
2018 - 2020
Marketing Manager
Simbi
SUMMARY: Drove significant growth through social media strategies, resulting in a 200% increase in account engagement. Lead teams to develop compelling websites and dynamic campaigns that enhanced brand identity.
​
Activated Social Media marketing strategies that grew account 200%.
Designed and built company website from ideation through implementation.
Created social media campaigns across multiple channels; defined graphics, content, and captions to better reach our ideal audience, developing brand identity and defining brand colors.
Managed and led a team of 2 to ensure the direction of photography, content and product management.
Directed marketing strategies for the website and collaborated on public relations campaigns.
Created ad campaigns through consumer-focussed copywriting to engage audiences across multiple social channels.
Developed and executed social media campaigns, leveraging marketing tactics to increase brand identity and growth.
2016 - 2017
Media Relations Specialist
Pura Vida Bracelets
Social media management of over 1 million followers.​
​
Developed and managed weekly Instagram Live content.
​
Spearheaded influencer management team through intrapersonal communication strategy.
​
Strategized on Snapchat x Coachella media campaign.
​
Product copywriting for website and social media.
2013 - 2017
Ocean Lifeguard
City of Laguna Beach
.png)
Education
University of Otago
Major: Digital Communication and Media/Multimedia, BA
Minor: Journalism and Creative Writing
Dunedin, New Zealand
.png)