cool mom picks
Pioneers of branded content
Did I build a major website network from scratch that grew to 1mm+ monthly visitors and nearly 1mm organic social followers? Yes I did.
That's why I not only understand social media, creator/influencer marketing, and the digital landscape, I helped pioneer it, as the co-founder and publisher of the influential Cool Mom Picks Network.
After a successful exit in early 2024, I continued to consult in an advisory capacity for one year. Before that, I did a lot.
Some of my many hats:
-Supervising the design, layout, logo creation, CSS, site nav and UX.
-Setting the editorial voice, tone, and perspective across the network of properties.
-Curating and editing all content (we're talking 10,000+ posts) from managing editors, contract staff, and guest contributors covering lifestyle, technology, and food.
-Increasing organic growth through SEO and social strategy
-Concepting, producing, distributing integrated marketing programs for brands including native content, original campaigns, advertorial posts, newsletters, social strategy, podcast partnerships, video content, innovative display advertising, gift guide sponsorships, live events and activations, online/social events, spokesperson opportunities, personal media appearances.
-Working with brand partners including Target, Disney, American Express, Gap/Old Navy, Motorola, Microsoft, Google, Kia Motors, Chevrolet, Staples, General Mills, HP, Best Buy, IKEA, Citibank, Amazon, Netflix, Dove/Dove Men + Care, P&G, Method, The Milk Processor Board, The US Postal Service, American Cancer Society, Comcast, Brita, The Honest Co., Houghton Mifflin Harcourt, Chronicle Books and more.
-Creating a social publishing schedule and helping maintain communities totaling nearly 1mm on Twitter, Facebook, Pinterest, Instagram, and briefly, TikTok.
-Establishing an email cadence for 96,000 subscribers to increase revenue, engagement, and organic growth
-Overseeing affiliate marketing program including disclosure and transparency, and highly targeted selection of partners.
-Creating strategic collaborations with like-minded publishers and content creators.
-Speaking on frequent conference panels and webinars about the evolving relationship between brands and creators
-Keeping it fun. Keeping it authentic. Keeping it meaningful.
We helped usher in a new era of creative collaboration between brands + content creators, with an emphasis on transparency. (Transparency = trust. It's important.) Here, just a small sample of the many branded content campaigns we conceived and activated for all kinds of incredible companies over the years. We developed sponsored articles, co-branded videos, social media campaigns, branded gift guides, live events and experiential activations, TV segments, fundraising partnerships, microsites and dedicated landing pages, trade show booths, sponsored panel discussions, and engaging Twitter Socials that generated upwards of 100mm targeted impressions in an hour.
FACEBOOK: 150k organic followers
PINTEREST: Managed 3 accounts reaching 230k followers, keeping up with the ever-changing algorithm; developed/supervised creation of "fresh pins" weekly; created sponsored and co-branded boards
FACEBOOK COMMUNITIES: Add community manager to my list of skills. (I'm excellent at diffusing online arguments.)
From the dawn of social media, I've kept up with the ever-changing digital landscape, enabling me to offer expert tips across national media. TODAY Show Segments above: 1) Explaining Pinterest and Instagram to Carlos Quintanilla (and 3mm live viewers) 2) Teaching America to tweet live, as part of TODAY's social media series 3) Sharing hot new apps with Hoda and Kathie Lee. Not shown: A segment on "The Sexting App," or as we know it now, Snapchat.
A snapshot of the Amex Business #PasssionProject campaign -- my advice turned into infographics, distributed across Amex channels
Ogilvy's Everyday Moments Amex Campaign. My stories and writing, their production, design and animation. They killed it.
NINTENDO: Relaunched the DS with a self-produced campaign for GenX parents,heavy on the 80s nostalgia.
AMAZON: Created a multi-platform Valentine's Day #UnguiltyPleasures activation and online video series for Kindle Love Stories. Multiple brands have coopted our tagline since, but that's okay. I know who wrote it.
Tapped into the mom community using a Twitter Social appointment-based format. Generated 69mm+ highly targeted impressions, and got the brand into trending topics in less than an hour..
In partnership with The Wines of Vinho Verde, we created a "Low-Commitment Book Club for Moms," allowing parents to discuss a series of books with us live on Facebook -- whether or not they had read them. A robust advertorial series and companion social posts promoted each title, incorporated wine label recommendations, and offered food pairing suggestions for those new to Portuguese wines.
PepsiCo collaboration to kick off Cracker Jack's "Surprise Inside Project," highlighting the affordable little things parents can do to make big memories. Created branded content, infographics, and printable coupons, and made live appearances to promote it all. (I also participated in a satellite media tour, giving 30+ live interviews to morning shows in 6 hours. Phew.)