Hi! I’m Jacqueline, a writer, editor, and content strategist focused on the intersection of food, culture, and identity.
I’ve worked with startups at various stages of maturity on everything from brand positioning to cross-channel campaigns.
My work spans print, social (paid / organic), email, display, web, app, long & short-form blog, and packaging.
I kicked things off at HelloFresh as the first US copywriter charged with building out the brand voice during a period of rapid growth — one that landed us in the #1 spot globally in the meal kit category.
From there, I made my way to Journy, an early-stage startup poised to disrupt the antiquated travel agency model. I developed an SEO strategy, built and managed a freelance contributor network, wrote long-form content profiling chefs & somms around the world (Zwann Grays! JJ Johnson! Ana Roš! Odd Strandbakken! Ivan Brehm!), and managed high-profile partnerships with the likes of Singapore Tourism Board.
These days, I work in a freelance capacity on SEO/content strategy, writing, copywriting, and editing for *stellar* brands across the health & wellness, food & beverage, and lifestyle space.
When not working, I can usually be found experimenting with new recipes (read: making a complete mess of the kitchen), going for looooooooong walks, watching French Netflix, or reading for the one-too-many book clubs I’m a part of.
Some humble brags…
As a creative storyteller with an eye for data, I appreciate a good A/B test *almost* as much as the Oxford comma. It also means I’ve been interviewed for various podcasts, webinars, and case studies. Because everyone loves an English major that can analyze a spreadsheet.
- Adweek Webinar (January 2018) — Make Your Content Sing: What Marketers Can Learn From Publishers
How HelloFresh uses content to attract, engage, and retain customers in an increasingly saturated market
- eCommerce MasterPlan Podcast (March 2018) — Content Marketing Special
The role of data in informing content strategy, as well as the innovative ways HelloFresh uses quizzes to engage customers.
- Parse.ly Case Study (April 2018) — HelloFresh: Standing out in a market with too many cooks
How HelloFresh uses content to differentiate their brand identity and curate an enjoyable at-home cooking experience for customers.
- The Center of Attention Podcast (June 2018) — This Data Will Make You Hungry, With HelloFresh
Overarching trends in the food industry and data-driven content strategy.