General Mills

Roles

  • Executive Editor

  • Editorial Team and Freelancer Management

  • Content Strategy

  • Brand Partnerships

  • Influencer Recruitment and Management

  • Product Integration

  • Recipe Development and Testing

  • Photo Shoot Styling and Production

  • Website, Email and Social Media Writing/Editing

  • SEO

Work

I’ve worked on General Mills brands for years, both via MSP-C and as a freelancer. I was the Executive Editor of Live Better America, a digital platform for healthier recipes that GMI developed to reach those with dietary restrictions and food allergies.

LBA (RIP) was challenging, but incredible to be a part of. One of my favorite things about it was the gentle and non-judgmental way we approached health and nutrition. With a mainly female and baby boomer audience, it was important for me to push back against the body shaming and dieting obsession omnipresent in early 2010s women’s media. Our editorial team developed a voice, tone, style and personality that accounted for the nuance and emotion surrounding health and food. Other highlights: learning to style food photo shoots, getting to know the magical world of the Betty Crocker Kitchens and meeting Marlo Thomas.

I also freelanced for the Betty Crocker brand, where I wrote and edited SEO and social media content.

Live Better America

I was Executive Editor for this food and lifestyle platform, overseeing all content including recipes, articles, photography and nutrition information. The recipes were geared toward people with food allergies and special dietary needs, or who just wanted to live a little healthier.

Client
General Mills

Year
2012-2014

Betty Crocker

I created and edited cooking and food prep how-to articles and social media content that helped this iconic brand boost its SERP rankings.

Client
General Mills

Year
2014-2015