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.