Freelance arts journalist and content director

Los Angeles-based arts journalist contributing to local and international publications. Strategic content leader with 15+ years of experience crafting content ecosystems, building high-performing teams, and aligning user-centered strategies with business goals. Adept at shaping complex content programs across ecommerce, fintech, luxury, entertainment, and healthcare.

Core Expertise

• Journalism & Visual Arts Writing

• UX & Content Design Leadership

• Omnichannel Content Strategy

• Information Architecture

• Content Operations & Governance

• Team Building & Mentorship

• Cross-functional Collaboration

• Customer Journey Mapping

• Personalization & SEO

  Professional Experience
  

Freelance arts journalist | 2019-present

• Contributed to FAD Magazine, Los Angeles Daily News, ArtNowLA, The Orange County Register, and the Los Angeles Times. Interviewed contemporary artists, including Elmgreen & Dragset, Shag, Hijack, Ruben Rojas, and WRDSMTH, with a particular focus on street art and public art practices. My critical approach examines how contemporary artists navigate institutional boundaries and challenge traditional art world hierarchies. 

PayPal | Director, Content Design (Merchant) | Nov 2024 – August 2025

• Lead content design and UX strategy for global merchant-facing products serving SMBs and microbusinesses.

• Manage a distributed team of content designers and strategists across the U.S., Mexico, and Europe.

• Develop scalable content strategies, including messaging frameworks and information architecture for product experiences.

PayPal | Director, Content Design | Apr 2024 – Nov 2024

• Oversaw PayPal.com content strategy across three audience segments: consumer, SMB, and enterprise.

• Recruited and mentored a global team; defined scope, workflows, and content design best practices.

• Elevated content design as a strategic discipline across design and product teams.

PayPal | Senior Manager, Content Strategy, PayPal.com | Jan 2022 – Apr 2024

• Delivered holistic content strategy for PayPal’s primary web properties.

• Drove content operations and optimization based on user insights and business objectives.

GoDaddy | Senior Manager, UX Content Strategy | May 2020 – Dec 2021

• Led global content strategy for GoDaddy.com, including ecommerce, brand initiatives, and product launches.

• Developed customer journeys, content hierarchies, and SEO-informed strategies.

• Led content strategy for the launch of GoDaddy’s fintech offering: GoDaddy Commerce.

• Created content for global campaigns, including naomiosaka.com.

Team One | Senior Content Strategist (Lexus) | Sep 2014 – May 2020

• Led content strategy for Lexus.com and digital experiences across omnichannel campaigns.

• Architected homepage personalization strategy resulting in a 200% YOY click increase.

• Created SEO-driven content frameworks and editorial guidelines.

• Recognized with internal awards for strategic innovation (2018, 2019).

Critical Mass | Associate Content Director | May 2013 – Mar 2014

• Provided content and editorial leadership for HP.com redesigns targeting both enterprise and consumer audiences.

• Created taxonomies and implemented SEO/social strategies in collaboration with UX teams.

MXM / Accenture Interactive | Senior Content Strategist & Project Manager | Mar 2008 – Sep 2014

• Led content strategy and UX planning for clients, including Allergan, Honda, Cessna, Johnson & Johnson, and Leading Hotels of the World.

• Directed content operations, CMS workflows, and lifecycle management across large-scale projects.

• Managed the full lifecycle of Allergan’s e-commerce portals, supporting their facial aesthetics rewards program.

DIRECTV | Web Content Manager | Apr 2006 – Oct 2007

• Oversaw a team of 8 content producers managing a 3,000-page internal support site.

• Reduced call center handle time through improved content strategy and streamlined messaging.

• Contributed to DIRECTV’s successful HDTV rollout communications.

• Spirent Communications | Web Content Manager | May 2004 – Apr 2006

• Developed and localized global content strategies for B2B telecom audiences.

• Led digital marketing content initiatives, driving SEO and product alignment across EMEA and North America.

Spirent Communications | Web Content Manager | May 2004 – Apr 2006

• Developed and localized global content strategies for B2B telecom audiences.

• Led digital marketing content initiatives, driving SEO and product alignment across EMEA and North America.

Education

University of North Texas — M.S., Library and Information Science

University of Southern California — B.A., Journalism

Download Resume