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Content Strategy

Advertising, creative direction, and branding

The Definitive Guide to the BeltLine

I worked with the marketing and communications team at the Beltline, a 22-mile loop of trails and parks connecting 45 neighborhoods in Atlanta, to conceptualize and create a custom advertising section in Atlanta magazine. I headed up all things copy for this piece, framing stories, advising on messaging strategy, and managing a team of photographers, designers, writers, and content marketers.

Great Lakes 

Featuring a selection of lakes in Georgia and the surrounding areas, this mini-feature offers a deep dive into each lake’s history, unique offerings, and the surrounding towns that make them prime destinations for visitors and locals alike. I outlined and edited the section, managed the budget and a group of writers, and contributed to the overall design.

The Pulse

The Pulse is a custom advertising campaign for Wellstar, the largest healthcare system in Georgia, which runs six times a year in Atlanta magazine. I constructed a production calendar for the initiative, facilitated the Q&A, directed key messaging alongside Wellstar's creative agency.

Women Making a Mark

The Women Making a Mark program is an annual section in Atlanta magazine that celebrates the contributions and successes of women in metro Atlanta who have made a significant impact in the community. My roles involve managing a team of writers, coordinating and directing photo shoots, and overseeing digital deployment across Atlanta magazine's website and social channels. 

Your Guide to Perimeter

The Atlanta Perimeter communities (Sandy Springs and Dunwoody) commissioned Atlanta Magazine Custom Media for a section to highlight their holiday/winter programming. I served as lead editor and project manager, developing brand tone of voice guidelines, managing budgets, hiring and editing a team of writers, and providing creative direction from concept to execution.

The Cobb Connection

Created for the Cobb County Chamber Chamber of Commerce, this special advertising section highlights news and things to do around the northwest Atlanta area. I created an editorial outline and production schedule, provided creative direction for photo shoots and stories, and framed conducted interviews for the county's economic development wing.

How We Shine

How We Shine is a custom advertising campaign for the cities of St. Pete-Clearwater, appearing in six issues of Atlanta magazine a year. In partnership with the cities' creative agency, I designed each spread's verbal identity and shepherded its deployment across digital platforms in the form of a sponsored content article, targeted newsletter, and social media posts.

Give Atlanta

Another annual section in Atlanta magazine, Give Atlanta touches on all aspects of philanthropy in the city. I outlined, edited, and fact-checked the entire piece, in addition to transposing it to Atlanta magazine's website.

Special sections and supplements

As Atlanta magazine's special sections editor, I work with numerous advertising clients representing a range of different industries, such as healthcare, real estate, tourism, and retail, to create custom, editorial-grade content across print and digital platforms. 

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