Work

SCHOOL

M.A. Journalism, NEW YORK UNIVERSITY (2012)

B.A. Journalism & Communication, UNIV. AT BUFFALO, SUNY (2011)

Summa Cum Laude, Senior News Editor at The Spectrum newspaper, studied jurisprudence at Oxford University.

Director of Marketing, Community Health Center of Buffalo (January 2023 - Present)

Elevated the center's brand, engagement, and impact across Western New York through innovative marketing initiatives such as grant-funding opportunities, social media marketing campaigns, SEO and platform overhaul, paid digital marketing, and traditional advertising through print, billboards, newsletters, and radio campaigns.
Conceptualize, orchestrate, and execute effective marketing and communications strategies that reach diverse patient demographics.
Lead a multidisciplinary team in aligning marketing efforts with the center's mission to ensure accessible healthcare for over
25,000 patients.
Forge impactful partnerships with local organizations, community leaders, and stakeholders to amplify the center's presence and
foster trust within communities across Western New York.
Utilize data-driven insights to identify target audiences, optimize engagement, and drive conversion rates for vital healthcare
services.

Director, Brand & Content, WYL (March 2022 - January 2023)

Played a key role in the strategic rebranding of WYL (WhoseYourLandlord), a groundbreaking SaaS web platform empowering and informing the rental community through landlord reviews and housing literacy content.
Oversaw development aspects of a new platform launch that includes resident-focused housing content, social media activations, and marketing campaigns to foster community engagement and user retention.
Implemented a data-driven approach to measure campaign success and optimize content strategies for maximum growth.
Crafted and executed press strategies and communications surrounding WYL's thought leadership and start-up news to establish a strong brand presence and drive media coverage, including adding a key term in housing to the Dictionary.
Led the coordination of events that showcased WYL's mission, increasing user engagement and community involvement, and user-generated reviews.

Owner & Creative Strategist, NOSTRO & SONS LLC (June 2019 - Present)

Drive content strategy and brand development initiatives for an esteemed roster of clients, including industry giants like Universal Music Group, Columbia Records, and Red Bull Music Academy.
Employ data-driven insights to craft tailored creative strategies that grow audiences, engagement, and brand visibility.
Provide comprehensive marketing guidance and strategic counsel to small business owners and clients.
Equip clients with valuable insights and actionable strategies to enhance their marketing efforts for clients including the New York State Small Business Development Center, The Colored Musicians Club of Buffalo, Dolce Panepinto Law Firm, IMAN Chicago, and more.
Provide pro bono consulting services to community organizations and partners across Western New York to foster positive change and organizational growth.

Senior Director, Urban Catalog, UNIVERSAL MUSIC GROUP (July 2017 –July 2019)

Instrumental in the dynamic launch of UMG's Urban Legends imprint and multi-platform initiative.
Delivered an outstanding surge in online engagement and catalog sales within the urban music genre.
Directed the full spectrum of editorial, social, and brand strategy for the imprint, including site design, content production, and D2C e-commerce operations.
Led a team of proficient freelance writers, editors, and content producers, leveraging their expertise to curate compelling content and drive heightened engagement.
Collaborated closely with artists and UMG/UMe teams to conceptualize and execute impactful marketing campaigns for catalog reissues, resulting in substantial increases in visibility and sales.

Executive Editor, GENIUS (April 2016 – August 2017)

Successfully managed the newly launched editorial site Genius, orchestrating an impressive growth strategy that propelled Genius.com to 19.1 million monthly unique visitors, up from 12.7 million unique views in 2016.
Oversaw an editorial team, freelance writers, a forum community, and a 24/7 news operation, delivering timely and insightful content to a vast and engaged audience.
Leveraged insights from Genius analytics and other metrics to execute and edit features, long-term content, and data-driven projects, resulting in high-quality, relevant content that maximized user engagement.
Nurtured media and artist relationships, evolved brand strategy, and executed community-based initiatives, which grew brand recognition and media coverage.

Managing Editor, Music, COMPLEX (April 2014 – April 2016)

Managed COMPLEX's music channel, driving a substantial 25% increase in monthly unique visitors, culminating in 50 million visitors and powering over 300 million page views each month.
Led a dynamic editorial team, achieving an impressive improvement in editorial quality and timeliness, enhancing user engagement and interaction.
Developed and maintained influential media and artist relationships, strategically guiding brand strategy and editorial and video features that contributed to a rise in industry recognition and partnerships.
Notable features: Danny Brown: Sky High (2013 Cover), Nicki Minaj: The Real Her (2014 Cover), Khloe Kardashian: Only The Strong (2015 Cover)

Editor, VICE MEDIA (November 2013 – April 2014)

Led the creation of daily content for VICE's music vertical, Noisey, overseeing the production of long-form features, interviews, and music premieres that grew user engagement and content shares.
Managed brand content including sponsored posts, TUMBLR, and specialty features, successfully expanding the platform's reach and influence within the music community.

Digital Consultant, The Colored Musicians Club & Jazz Museum of Buffalo (November 2021 - Present)

Orchestrating a comprehensive digital transformation to drive remarkable growth and engagement achievements for The Colored Musicians Club & Jazz Museum of Buffalo.
Successfully orchestrated a complete digital overhaul and rebranding initiative, resulting in an increase in membership sales. Strategically reorganized memberships, retention, and engagement strategies to optimize member satisfaction and loyalty.
Leading the expansion of the club's online audience through an impactful email newsletter, achieving a substantial growth rate in subscriber engagement and interaction.
Managed the creation and development of a user-centric website, implementing UX/UI principles to design its e-commerce platforms, resulting in an enhanced online experience for visitors and contributing to an increase in website traffic.
Collaborating closely with cross-functional teams to conceptualize and execute strategic event activations, showcasing the club's rich musical heritage and fostering a deeper sense of community appreciation.
Employing data-driven approaches to continuously monitor and refine engagement metrics, leading to a consistent enhancement of digital strategies and a significant boost in online outreach effectiveness.

Lead Organizer, Buffalo Community Fridge (October 2020 - Present)

Collaborate with local stakeholders, volunteers, and lead organizers to sustain and further develop the Buffalo Community Fridge network’s mission of addressing food insecurity, strengthening community bonds, and eliminating food waste in the City of Buffalo and beyond.