Hey, there.

I’ve spent nearly 20 years leading editorial strategy and consumer product storytelling for brands like Meta, Apple and IGN, creating content that builds meaningful connections between people and products.

I build scalable content ecosystems, shape platform voice, and partner across disciplines to deliver storytelling that’s both strategic and emotionally resonant.

My work blends creative direction with operational leadership, from go-to-market launches to global campaigns, always aiming for content that drives engagement, adoption, and brand impact.

Career summary

  • Menlo Park, CA 2018 - 2024

    At Meta, I led editorial strategy and operations for the Quest Store, directing a global team to deliver campaigns, themed collections, and new discovery features.

    I developed scalable workflows and style guides that streamlined processes and slashed review times. By partnering with product marketing, GTM, and platform teams, I ensured alignment between editorial and business goals.

    I also built reporting frameworks that transformed performance data into actionable strategies, driving engagement, monetization, and overall store growth.

  • Cupertino, CA 2011 - 2018

    At Apple, I produced daily editorial and longform features for the App Store, supporting product launches and curating content that boosted engagement worldwide.

    I launched the first games-focused social presence for the App Store, collaborated with cross-functional teams on campaigns, and crafted cause-based initiatives like Apps for (PRODUCT)RED for Earth, contributing to over $10M in charitable fundraising.

    By developing impactful narratives and curated collections, I helped define the App Store’s editorial tone and strengthen its role in app discovery.

  • Oakland, CA 2007 - 2011

    At One PR Studio, I crafted multi-channel strategies for launches, writing press materials, bios, and campaign content that shaped product visibility.

    I advised clients on tone and positioning, ensuring alignment between brand voice and audience expectations. I also coordinated campaign activations at major events including GDC, E3, and PAX, strengthening industry presence and media relationships.

    Through strategic storytelling and cross-functional collaboration, I delivered campaigns that expanded reach and supported client growth across entertainment and technology sectors.

  • Brisbane, CA 2004 - 2007

    At IGN, I created editorial and video content across gaming and pop culture, writing reviews, features, and analysis that drove readership and engagement.

    I managed editorial calendars and worked with designers, developers, and advertisers to deliver special content packages. By securing high-profile partnerships with developers such as Nintendo, Sega, and PlayStation, I helped showcase exclusive content and grow IGN’s visibility.

    My role combined creative production, industry collaboration, and strategic planning to elevate the site’s influence.