Allure (Condé Nast)

From 2021 - 2025, I led social and content strategy for Allure’s subscription box division, driving revenue and audience engagement through full-funnel campaigns. I also built the content department from the ground up, expanding the team threefold due to above-target revenue impact. A few highlights include:

• Launched the brand’s organic social presence, fostering a community of 1M+ with engagement rates 2.7x above competitor benchmarks.

• Oversaw content strategy and production for large-scale celebrity and brand partnerships, driving $1M+ in incremental annual revenue.

• Oversaw creative strategy, production, testing, and optimization of social-first assets across key paid media channels (Meta, TikTok, Google), delivering +19% revenue and +43% YoY ROAS, while positioning paid social as the primary revenue driver for the brand.

• Piloted the organization’s first TikTok One UGC program, reducing platform-specific content production costs by 90%.

• Directly managed social and editorial creative concepting, strategy, budgets, resourcing, and production; oversaw 30+ shoots annually, ensuring a cohesive vision from concept through execution.

• Maintained a roster of 1,000+ talent agencies and digital creators, collaborating regularly to source, brief, produce, and deploy high-performing creative that continues to drive revenue and audience engagement across full-funnel digital channels.