Editor, Publisher & Editorial Advisor
Helping readers find the right product, understand the right process, and trust the publication that guided them there.
I'm a writer, editor, and publisher who has spent 18 years helping readers navigate home improvement, DIY, and consumer products, and helping brands and publishers turn that expertise into audience growth and revenue.
I build content programs that readers trust and that search engines and LLMs reward. I've contributed to flagship publications including Good Housekeeping, Popular Mechanics, This Old House, and ELLE DECOR, built and sold my own media company, and shaped commerce content strategy for one of the country's largest home improvement retailers.
Whether I'm reviewing tools, structuring a buying guide, coaching a content team, or launching a newsletter, I bring the same thing: clear thinking, strong craft, and a genuine obsession with getting it right for the reader.
I build the strategy and voice behind content that has to persuade a business buyer, from a builder choosing appliances to an employer choosing a benefits platform.
I helped develop Samsung's B2B content strategy for home builders and wrote articles for its Builder Insights hub, covering what builders need to know before choosing appliances and smart home technology for new construction. I also developed the strategy behind Samsung's Connected Living program, which positions SmartThings and connected appliances as a selling point builders can offer homebuyers.
I built the website content for Flute, a payments platform serving growing businesses, SaaS companies, ISOs and trade associations. Each audience needed its own path through the site, and the work sat in a regulated category where every claim about fees and payouts had to be precise.
I set the brand voice and content strategy for an AI-powered health benefits platform sold to employers and brokers and used by individual members. I led a 10-person team, coached the CEO on thought leadership and worked within compliance review on every claim. Venteur has since been acquired, and its marketing materials are no longer public. I'm happy to walk through the work in conversation.
As a member of Lowe's first internal content marketing team, I helped develop content for the Pro audience: contractors and tradespeople who buy differently from DIY shoppers and need different reasons to choose Lowe's.
My current B2B work. I publish a weekly newsletter for 9,500 home builders and remodelers, recognized by NAHB, covering the business side of building: marketing, software, operations and AI.
Almost two decades of editorial work, audience building, and content strategy across publishing, media, and brand.
Editorial contributor to one of Hearst's flagship publications, covering tools, home improvement products, and consumer buying guides.
Built Charles & Hudson from the ground up as an independent home improvement media property. Acquired in 2025.
Helped launch Lowe's first dedicated content team and contributed $3.2M in attributed ecommerce revenue through content strategy and execution.
Publisher of Builder Playbook, a newsletter reaching 9,500 builders, remodelers, and HBA professionals across the country.
Editorial experience spanning Popular Mechanics, This Old House, Lifehacker, and Hearst — covering tools, home improvement, and consumer products.
Deep experience in search-driven content strategy, audience development, and building editorial systems that scale.
Two products that service the builder trades.
A newsletter for builders, remodelers, and home building association (HBA) professionals. Builder Playbook covers business, tools, marketing, and industry news — the kind of content builders actually need to run their operations and stay competitive.
9,500 subscribers and growing.
Read the Newsletter →In development: original research on how home builders are actually using AI and new technology, built with Builder Playbook readers. First findings expected in early 2027.
Most pitches don't fail on follow-up. They fail on the angle. I help PR agencies and brands find the stories editors actually want, and your team keeps the editor and client relationships.
An editor's read on a product line and its current pitches. I identify what's newsworthy, what isn't and why, then deliver stronger story angles and rewritten pitches your team can send. Delivered in one to two weeks.
A broader review across a client portfolio, including competitive coverage, seasonal and editorial calendar opportunities, written pitches and a working session with your team.
Ongoing editorial judgment for PR agencies. I review key pitches before they go out, run angle sessions on upcoming launches and give your team feedback, every month. Your team still owns pitching and relationships.
A half-day workshop for PR and communications teams on how editors evaluate pitches, why stories get passed over and how to build angles that land, with live pitch critiques.
Available for media angle reviews, editor-in-residence partnerships with PR agencies, fractional communications leadership, editorial contributions and speaking. Reach out directly. I read every email.