Translating science into stories that scale.

I owned this initiative from insight to execution. I identified the content licensing opportunity, researched the PropTech market, developed detailed ideal customer profiles with fit checklists, built research-backed messaging frameworks, assembled an AI-powered SDR tech stack, wrote all outreach copy across LinkedIn and email, and managed the full multithreaded campaign across multiple batches and contacts.

I oversee editorial strategy and production for both newsletters, editing all content and managing the writers who produce them. The marketing newsletter, Wellable Weekly (12k subscribers), drives brand authority and audience growth among HR professionals and employers. The platform newsletter, Wellness Your Way (100k+ end users), delivers evidence-based wellness content designed to educate, inspire action, and support behavior change. I continuously test subject lines, formats, and packaging to optimize engagement across both.

I developed the brand voice guide, editorial standards, and process documentation that define how Wellable shows up across every channel and audience. Beyond creating the documents, I designed and led interactive team training sessions covering audience definition, voice vs. tone vs. style, and hands-on content exercises rooted in behavior change frameworks. I reinforced these standards through structured editing cycles, real-time 1:1 coaching, and asynchronous feedback.

I owned every stage of production: developed the curriculum and learning objectives, wrote all six scripts, hired the on-screen actress, selected the film studio, and managed the video producer through editing and final delivery. The producer handled the technical edits, but I provided all creative direction, feedback, and approvals. I produced 10 series like this across the platform.

I developed the content programming strategy, researched and wrote all slide decks, sourced and managed expert guests across clinical and wellness disciplines, wrote promotional copy, and built the editorial calendar. I also designed the webinar format to balance education with engagement, incorporating live Q&A, interactive exercises, and evidence-based frameworks. As the series scaled, it informed the development of Wellable Studio as a new revenue-generating product.

I sourced and managed guest experts across clinical and wellness disciplines, including:

I wrote the scripts for AI-powered podclasses, using WellSaid Labs to generate natural-sounding audio from my content. These podclasses expanded Wellable's platform beyond written and video formats, giving users a new way to engage with wellness education on their own time. I also supported the marketing team's podcast strategy, contributing to content direction, guest sourcing, and promotional planning.