Connecting
Product, Content, and Brand

Lyquid · Speede — Jan 2024–Present

Lyquid Strength Platform: Concept to Launch

I oversaw content and fitness product for the launch of the world's leading isokinetic strength platform. Lyquid is a joint venture between Hydrow and Speede, now serving thousands of members. My role spanned content and talent strategy, studio workflows, data and analytics, and the fitness and physiology side: biomechanics parameters, safety triggers, firmware machine behaviors.

Isokinetic resistance is a hard concept to teach cold: unlike free weights, the load responds to how hard you push, easing when you slow down and building when you speed up, and it behaves differently on the lift than on the lower. Getting a first-time member to feel that distinction, not just read about it, took real work at the intersection of movement science and experience design: a calibration sequence and intro workout series built to let members feel the mode's behavior before asking them to trust it. It worked: 86 percent of members completing calibration and the intro workouts confirmed they understood the mode.

We partnered with Svexa, a leading biomechanics and human performance lab, to derive our weight recommendations, then engineered a program-recommendation cascade to keep members on a "happy path" through their macrocycles. I also owned the fitness-product point of view on onboarding and benchmarking for new members, and I still oversee the back-end database for the 300+ movements in our library.

Production at that scale needed real infrastructure, so I built our asset-management workflow from scratch: the pipeline that ingests, tags, versions, and routes every video and metadata asset from shoot to app, plus the QA and QC processes that catch errors in form cues, safety triggers, and movement metadata before they reach a member.

Tonal — 2021–2024

Omnichannel Tentpole Content Strategy

Tonal's content strategy at launch was volume-focused, which left members with a glut of options. The data told the real story: the average engaged member only made it 25 percent of the way through the content built for their goals and level. I overhauled our discovery and recommendation engines, added human curation and cross-channel promotion, and borrowed a page from Hollywood-style IP development to build what I call a Tentpole and Franchise strategy. We produced and promoted our best content during peak usage windows and rallied tens of thousands of members to complete programming together. Community events in our forums and on Facebook Live built the sense of momentum that had been missing, so members felt part of a movement instead of lost in a catalog. We also built a franchise-and-sequel model into our programming, developing IP around individual instructors to serve specific audiences. Throughout, I worked closely with our data science team, analyzing member behavior, retention, and churn against content usage and physiological signals: fatigue, performance, power development, form correction.

Tonal — 2022–Present

Tonal State of Strength Annual Report

Turning our experts' evidence-based practices into thought leadership was a nuanced ask. B2B audiences understood terms like hypertrophy and sarcopenia; lay audiences needed a more digestible way in. We launched the State of Strength annual report to capitalize on our position in the space and broaden the public's understanding of strength training. It worked: 100M+ media impressions, a Today Show booking, placements in Men's Health, Fast Company, and beyond.

Time Inc. — 2015

Time Inc. Foundry Branded Content Hub, The Drive

In 2015, I led the design, build-out, and creative direction of a 55,000-square-foot multipurpose space in Brooklyn for Time Inc., bringing together creatives from across the company's 27 brands. This center of excellence served client relationships spanning automotive, pharma, finance, and beyond, ideating and executing high-level concepts across every channel. Notable wins included a $6M branded content deal with Volvo (vehicle integration into a Brooklyn artisan-shop video series) and several sports-focused deals with Lexus and Ford. As part of the Foundry, I also led our push into new editorial brands, most notably The Drive, an editorial destination for cars and the lifestyle around them. We built out a 5,000-square-foot clubhouse with a seamless wall and lighting grid that doubled as an event space, filming backdrop, and a physical manifestation of the brand's identity.

Entertainment Weekly — 2013–2014

Entertainment Weekly: Redesigning a Brand at an Inflection Point

I led the world's largest entertainment brand for two years, refocusing our coverage around "passion point" audiences to deepen engagement with recaps during TV's ascendancy. From Key & Peele photoshop battles to Stephen Colbert's Lord of the Rings dress-up day, we redefined our cover strategy and redesigned the entire brand during a critical inflection point. Beyond brand strategy, I pushed into new arenas: a SiriusXM partnership and hosting gig, a partnership with the Paley Center for the Arts, and an appearance on Charlie Rose talking Oscars coverage.

Sunset Publishing Corporation — Sep 2018–Nov 2020

Repositioning Sunset for a Multi-Platform Future

Sunset had been chronicling life in the West for 120 years, and by 2018 it needed a credible path into a multi-platform future. As Editor-in-Chief, I re-staffed and repositioned the brand for that shift, overhauled our news and social strategies, and pushed new creative formats into the print book and across digital. I built and led partnership programs with brands including Sonos and Yeti, and grew a slate of live extensions, the Sunset International Wine Competition, Idea House Santa Monica, and The Sunset Pantry, that put a 120-year-old brand in front of readers in person, not just on the page.

Tonal — 2022–2023

Tonal Custom Workout Sharing

I led development of the Custom Workout Sharing feature, a strategic initiative aimed at unlocking peer and small-social-network growth, along with downfield opportunity in the PT, clinical, and sports-training markets. The feature lets any member use the iOS and Android companion app to build a workout move by move, block by block, then share it with friends via SMS, in-app, or out to social media through deep linking. Hundreds of thousands of workouts have been created and shared since launch, driving a significant uptick in overall usage, especially among our most engaged members.