As an editor and writer, I specialize in making good copy great. I’m quick with a clicky title, an expert at creating serviceable SEO content and adept at managing an international team of writers. I’m also pretty cool to work with.

Skills

  • Editing (AP Style)
  • Writing
  • Sponsored Content
  • Google Analytics
  • SEO and Keyword Research
  • Web Design and Publishing
  • Video Production
  • Social Media
  • Press Releases
  • WordPress and Other Content Management Systems
  • Photoshop
  • Word, Excel, PowerPoint
  • HTML and CSS

About Me

Most recently, I was the editor-in-chief of theFashionSpot.com and TotalBeauty.com for over eight years. Prior to that, I founded one of the first websites about style and shopping, StyleBakery.com, and produced fashion and lifestyle segments for television. I’m also a wife, mom, yoga enthusiast, home chef, beauty product hoarder and unabashed lover of romance novels.

I began my career working for a small media company that specialized in creating video news releases, satellite media tours and television lifestyle segments. It was there that I learned the art of creating branded editorial content. I wrote copy, produced videos, cast models and styled celebrities, which was a ton of fun for my first job out of college. 

In 1998, I co-founded Reach Marketing, where I produced, styled and scripted lifestyle, fashion and beauty segments for national and local TV programs like NBC “Today” and ABC “The View.” I also created, wrote and produced branded video segments for such clients as Vogue, Hanes, Lands’ End and Bed, Bath & Beyond. As the owner of a small company, I was responsible for everything from sales and accounting to marketing and PR.

In 2003, I taught myself HTML and CSS  and launched one of the first style and shopping websites, StyleBakery.com. This was before the advent of blogging software like WordPress and I coded each digital “issue” completely by hand. We started publishing twice a month and then moved to daily content when content management systems became available. We expanded our reach by launching sister sites StyleBakeryMom, StyleBakeryTeen, CheapChicDaily and Sweet-Savings. In 2009, we were named one of “13 need-to-know websites” by People StyleWatch and earned the title of “top global fashion site” by Glam.com. StyleBakery was also regularly featured on NBC “Today” and “Weekend Today,” ABC “The View” and “Good Morning America,” and CBS “This Morning.” 

In 2010, I joined theFashionSpot team as managing editor and was eventually promoted to editor-in-chief. In 2018, I was also named editor-in-chief of TotalBeauty.com. In my role directing both websites, I oversaw a small in-house team and over 30 content creators worldwide. I was responsible for all content across multiple digital platforms, including conceiving and assigning stories, managing budgets, editing copy and overseeing production for both editorial and branded content.

One of my proudest accomplishments was establishing theFashionSpot’s Diversity Report, a fashion industry resource that monitors representation of race, size, age and gender identity on the runways, magazine covers and in ad campaigns. It is widely considered the authority on the subject and is regularly cited by news outlets

Endorsements

“Jennifer is one of the most accomplished EICs I’ve worked with. She brings it all – strategy, creativity, initiative, editorial judgment, and the ability to manage 1000 balls in the air and make it look easy. She’s exceptionally efficient with a budget, and balances audience and advertiser needs expertly. She does all this while maintaining the respect and good will of everyone she works with – including executives, writers, product, sales and marketing. I’m glad I got to work with her for almost four years.” — Rebecca Schmitt, former GM of TotallyHer

“Highly self-motivated, Jennifer was always able to stay ahead of trends and handle the variety of duties required of her in the fast-paced and ever-changing media industry. She has a deep understanding of what an audience desires, and has the combination of ability, creativity, and expertise necessary to grow audiences through search engine optimization, social media engagement, and through building relationships with media partners, brand partners, and readers alike.

Jennifer brings positivity to any workplace. Her knowledge and expertise around the media industry, in terms of both content and digital marketing, make her a valuable addition to any team or organization.” — Anthony Severino, VP of Content and Operations, Evolve Media

“I have had the privilege and pleasure of working with Jen on many projects at TotallyHer. She’s super creative, resourceful, and smart when it comes to creating branded and marketable content for advertisers. She’s very easy to work with and loves being collaborative, which makes the marketing and editorial process enjoyable for everyone. I always feel like we’re putting our best work forward when we work together!” — Theresa Lada, former associate director of marketing, Evolve Media

“Jen has a passion for all things beautiful and stylish and she brings this to her work as Editor-In-Chief of theFashionSpot and TotalBeauty. She starts by attaining a complete understanding of our reader, continually analyzing data to ensure the content is driving engagement online and on social media. This dedication expands to branded content where I can always count on her to provide fresh ideas that will connect our advertisers with the tFS & TB voice in a strategic manner and deliver on their KPIs. Jen is flexible, organized, inventive and above all, a pleasure to work with.” — Kendra Bradley, former VP integrated marketing, Evolve Media