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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, with work that spans print, social (paid/organic), display, email, web/app, long and short-form blog, packaging, and radio.

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 around the world (Zwann Grays! JJ Johnson! Matthew Hunter! Belinda Chang! 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 all things 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.