work work
With over 10 years in the hospitality industry I’ve developed a wide set of skills and fluencies, and while I like to think of myself as the type of person who can figure most tasks out, there are a few areas I really excel in, namely:
content marketing: blog posts to email campaigns
copywriting: product descriptions and paid media to packaging copy
creative direction: design, photo, copy
community management: social strategy, community building, newsletter content, and events
partnership: development through execution
Here are a few of my favorite projects that have put these skills to use.
Duck Duck Goat: visuals
For a designer there are few things more exciting than seeing a project through, from conception to completion, or in the case of Duck Duck Goat, from chopsticks to fortune cookies. After traveling with the Chef & her team to Taiwan to gather inspiration, I was lucky enough to work with the restaurant designers on the finer points of the opening, designing plates, menus, coasters, chopsticks - I even wrote the fortunes.
Bake Club: digital community creation
With the world in lockdown, 2020 brought a lot of challenges to the culinary community. Not one to surrender easily, Chef Christina Tosi took to instagram with a daily, live Bake Club. From recipe planning to branding and community management, I got to be there every step of the way - eventually growing the club to 40,000 members, several brand partnerships and a cookbook development deal.
*Yes, I got to taste test.
All About Cookies: development
From managing a multi-day photoshoot and providing props to overseeing design and writing headnotes, a lot of eggs get cracked in the making of a cookbook. I co-wrote and developed All About Cookies, the New York Times best selling cookie focused, beloved cookie tome.
Milk Bar Brand partnerships: development and execution
One of the core levers for modern day business growth and brand love is strategic partnerships with best in class brands. Over my 5 years of Milk Bar I’ve pitched, secured, developed, and executed successful partnerships with some of the largest names in CPG and lifestyle.