Hello, it's me.
I am a multi-faceted maker with over ten years of experience creating quality, award-winning content spanning the fashion, beauty, and digital media industries. I have always harnessed my passion for creative thinking, even from an early age, taking inspiration from my European upbringing and applying it to my love of drawing. After graduating from the University of Idaho with a Master’s degree in Architecture, I began my professional career as an architectural designer and project manager. There, I further developed my skillset and that served as a strong, unique foundation when I transitioned into the world of fashion three years later. And I've been here ever since...
What I do
In 2015, I took on a role at Refinery29, the leading global publisher of female lifestyle content, in order to build the company’s video creative department from scratch. My first order of business was putting together a rockstar team of graphic designers, motion graphics editors, producers, and the like. I focused our attention on developing scalable franchises for the brand.
In 2016, I founded Short Cuts, Refinery29’s stand-alone international beauty video channel. In its first year, I grew the franchise to over 1 million followers and garnered over 400 million views through strategic distribution and unparalleled creative. The success of this channel caught the attention of both industry leaders and brands, opening the door to revenue-generating partnership opportunities with Ulta, Clinique, and Shea Moisture, along with talent appearances from Pat McGrath, Ryan Burke, and Miss Jazmina. The strategy of this approach brought beauty to the forefront at Refinery29, and set the stage for how video is approached across the company. At the same time, it was also important to me to ensure that Short Cuts could act as a vehicle for mission-driven, charitable content. As part of this, I launched a large-scale month-long campaign in partnership with #Cancerland, a non-profit that drives funding and awareness for Stage IV Breast Cancer, which won a CLIO award for Social Good in the Beauty category.
TL;DR - Below, a list of things I can do:
01. Creative Direction
Visuals matter. As a tastemaker, I'm laser-focused on making sure the story comes together from ideation through delivery.
02. Production & Videography
I am well versed in all areas of production from studio set-ups to run-and-gun documentaries. My specialty is short-form editorial videos using inspirational imagery to tell a story.
03. RESOURCE MANAGement
In my tenure at Refinery29, I've built 3 separate teams with skillsets of varying degrees, including producers, graphic designers, motion graphics animators, & art directors.
04. CHANNEL BUILDing
Creator (and consumer) of the popular international Facebook channel, Short Cuts. The page has garnered over 1 million fans and has tallied over 400 million views. Short Cuts was a winner of a CLIO in the Beauty: Social Good category, and a Shorty Award finalist.
"More is more, less is a bore."
That's what I always say
How I do it
I have a no-holds approach to creating content. I focus on breaking industry norms by showing real people doing life however the hell they feel like it.
I've worked closely with charitable organizations to bring hard topics to the forefront using beauty as a mode of communication.