Role: Associate Manager of Social + Digital Content

The Story: West Elm was a furniture startup built on direct mail catalogs when I was hired to help transform them into a digital-first brand. I understood that the audience West Elm wanted to reach was moving into their “first real adult space.” So I created a voice and editorial content program to speak directly to this audience, publishing thousands of posts featuring real homes, recipes, pets, design hacks, and B-list celebrities.

The Big Creative Shift: We’re selling a gateway into adulthood.

The Results: I built West Elm into a content universe resulting in +4300% growth on Instagram, 6.5 million site visitors, and even more YouTube views. And I successfully made the Internet a little more obsessed with interior design.