(1 year 11 months) Partner with Lowe's Creative Content Studio and Lowes.com digital editorial and marketing teams to brainstorm original DIY and shoppable project ideas, then source all necessary Lowe's private brand and marketplace products before executing how-to and inspirational lifestyle/decorating projects, uniquely styling each product vignette to support Lowe's e-commerce and digital content needs.

In addition to creating top-tier decorating and entertaining content (includingsocial video), I also managed a nationwide team of contributing editors and produced original photo shoots to create a wide variety of how-to projects to fill in content gaps identified by our internal SEO team. In this role, I created the shoot calendar, hired all necessary personnel, determined a location, sourced all needed project materials, then tested out each of my original project ideas. On-set, I acted as both producer and art director, creating the tutorials myself, then styling both process and beauty shots before meeting with the photographer to make final photo selects and advise on edits. Finally, I wrote tip-filled and instructive articles using the beautiful photos from my original shoots.

(1 year 8 months) As the editor to lead HGTV's initial foray into ecommerce, I visited home design, tabletop and gift shows to find manufacturers that would best appeal to HGTV’s affluent, primarily female (W25-54) demographic. I then worked with PR contacts to bring my selected products in-house and planned monthly photo shoots where I uniquely styled each product and collaborated with photographers on final photo selects and edits, then wrote informative, conversion-generating captions about each product. I also managed a team of both freelancers and editors who contributed shoppable articles, built out HGTV's ecommerce landing page, and collaborated with both internal and external UX/UI teams to develop shoppable modules in Adobe AEM. To ensure e-commerce adoption by other HGTV editors, I wrote best practices documentation to simplify creating shoppable content for HGTV's editorial staff and began our transition to an affiliate sponsorship model with ecommerce brands like Amazon, CJ and Wayfair. This initial transition, during my tenure, helped to grow HGTV.com digital's revenue from affiliate ecommerce sales over 70% YOY.

(4 years 1 month) In addition to creating my own articles and photo galleries that are among the highest page view drivers on HGTV.com, I also managed direct reports, mentored our assistant editors and managed our interns. I also collaborated with leadership to make editorial decisions that guided site best practices and set the tone and voice of our content. As part of a paid partnership with Facebook, I also originated ideas for and appeared in several Facebook Live videos (first 3 links, below).

(6 years 9 months) Scoured blogs, magazines and designers' websites to discover editorial talent, then managed a team of freelancers and wrote HGTV’s top-performing articles that were featured in highly promoted ad-sales based landing pages, linked below, that were HGTV.com's main source of revenue at the time. I also created, documented and mentored junior staff on many of the digital editorial best practices that HGTV.com editors follow to this day.

(1 year 2 months) JJ Hyde Company (to the trade only) and their consumer-direct website, Furniture Home Store, specialized in custom, benchmade upholstered furniture. Selected and named new fabrics and furniture frame styles and created dealer-direct promotions and premiums. • Assisted with bi-annual styling of High Point showroom and represented the company to buyers. • As Online and Catalog Editor, selected and edited photos and wrote click- enticing, keyword-rich display copy for the company's two websites and DTC print catalog.

(3 years 2 months) I put my Fine Art degree to work to create style-defining props (any object thatmoves in a scene) for the Nick Junior show "Oswald." From imaginative cars shaped like a flying saucer to everyday interior objects, like a spoon, a ladder or an umbrella, I used pen and paper to design props that fit with Oswald's graphic style and helped to move the story along.