Strategic Storytelling & Communications
Below is a small sampling of my work across media, content marketing, and strategic storytelling. I know how to craft beautiful, moving stories that move the heart and push metrics forward. I have led teams of writers, editors, illustrators, designers, producers, and creators from across the globe. Every story starts with a clear purpose and mission, with an empathetic ear and open heart to what you may discover along the way.
Check out the links below to learn more.
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Grotto Mini-Documentaries
Executive Producer, Creative Director, Producer, Editor
Grotto Mini-Documentaries are short films told from around the world, featuring every day people living extraordinary lives. They feature an array of topics and subjects, tackling some of the hardest issues of our time with humanity and grace. As Director of Grotto Network, I crafted the initial creative direction and strategy behind these short films in addition to managing a network of freelance and in-house filmmakers to carry out production. I also personally produced, shot, and edited a number of films in the series.
These documentary films formed the cornerstone of Grotto Network’s content - setting it apart as a leading media organization in the broader faith and spirituality field. They helped establish Grotto as a valued resource for young adults seeking a deeper connection to their spirituality and community, building brand awareness and trust.
Across Grotto Network’s digital platforms, these films earned millions of views and garnered Grotto’s greatest engagement rates across content. They were recognized with multiple Emmy Awards and Catholic Media Awards, including:
Outstanding Achievement for Arts/Entertainment Programming, 2019
Outstanding Achievement for Public/Current/Community Affair, 2019
Outstanding Achievement for Human Interest Programming, 2019
Outstanding Achievement for Arts/Entertainment Programming, 2018
Outstanding Achievement for Public/Current/Community Affair, 2018
Rejuvenate the Church - Coverage of 2018 Vatican Synod
Executive Producer, Communications Director, Editor
In 2018, the Vatican held a global Synod on Rome to address matters of importance to young people. Grotto Network embedded a small crew in Rome to give voice to young people through its digital platforms, deploying high-quality video production and rapid-response communications to elevate otherwise marginalized experiences within the Church.
Videos in the series featured young people’s hopes, desires, and concerns for a Church struggling to keep them engaged. Speakers included a mix of everyday young people finding their place in the world and Synod panelists - creating a unique dialogue between participants and listeners.
The series garnered several hundred thousand views on YouTube, deploying a paid advertising campaign and organic SEO discovery.
Grotto Editions
Communications Director, Creative Director, Writer
While Grotto Network’s editorial content had long been a hallmark of the platform, featuring an array of articles, stories and resources, it needed stronger strategy and organization to connect with our audience of young adults. Greater direction and context was needed to help organize and present our editorial content to the world. Accordingly, I developed an organizational and strategic framework to better present our award-winning editorial content. “Grotto Editions” were developed from as a spin on the traditional magazine format built for social and digital channels. Content was framed under overarching themes, selected from SEO research on the needs and interests of our target audience, and released with eye-catching visuals and stellar writing from authors across the globe.
The change in strategy and direction brought about a 150% increase in organic site traffic within the first year, and when coupled with paid advertising for our social channels, a near doubling of our Instagram followers.
