Recent projects

I write and lead content for brands that need a clear voice and a plan to carry it through.

My work spans brand copy, editorial, and content strategy, and often extends into experiential projects, including run-of-show narratives, stage scripts, host and moderator remarks, and audience-facing copy. I work with teams from early concept through delivery, turning rough ideas into structured narratives, scripts, and content frameworks that creative, production, and marketing teams can actually use.

The Business of Experiential: Fall 2025

Client / brand: XP Land, Rockefeller Center

About the project: The Business of Experiential was a half-day, in-person program produced by XP Land at Rockefeller Center during Advertising Week New York. The event created a dedicated space for experiential leaders to come together around the business, structure, and future of live experiences. Onstage voices represented Amazon Music, Canva, Sephora, The Infatuation, The Atlantic, Vox Media, the NBA, NBC Sports, FIFA, CFDA, Pinterest, Moment Factory, LinkedIn, and a cross-section of experiential studios, media platforms, and cultural operators working across brand, sports, and entertainment.

Editorial deliverables:

• Set the editorial framing and narrative arc for the program, establishing a clear point of view around the business of experiential and shaping how conversations would build across the day.

• Wrote the core positioning and promotional copy used to communicate the event’s purpose, audience, and value across channels.

• Developed session descriptions and thematic throughlines across the agenda, ensuring each conversation felt connected and intentional.

• Prepared moderator and speaker briefing materials and partnered with XP Land leadership to align editorial direction with programming decisions and execution.

The XP Fronts: Spring 2024

Client / brand: Tribeca Festival

About the project: On June 15, Tribeca X celebrated the intersection of advertising and entertainment, honoring those who share a love of creativity and a mission to connect with consumers through storytelling. The event gathered over 500 brand, agency, media, and influencer pros at Spring Studios in NYC to unite world-class talent for inspiring thought-leader discussions.

Editorial deliverables: 

• Curated an editorial strategy for content, topics, and fresh formats to maximize audience engagement, focusing on DE&I, sustainability, and innovative creative projects.

• Sourced participants and moderators for onstage conversations — including content creators, agencies, and brands, including leaders from Converse, Disney, Nike, P&G, and Roku, among others, plus A-list filmmakers, creatives, and athletes, including LL COOL J, CC Sabathia, and Saquon Barkley.

• Supported high-level audience development, including outreach recommendations.

Editorial deliverables: 

• Curated organic LinkedIn posts using Sonos’ highly curated brand voice to speak directly to advertisers interested in targeting Sonos’ consumer base.

• Worked with Sonos’ social strategy agency, Fem, to create 4-6 monthly LinkedIn posts focused on holiday advertising strategies, celebrity station partnerships, and seasonal listening habits.

Client / brand: Project Management Institute

About the project: Liberty & Co. has evolved PMI’s ongoing marquee Virtual Experience Series into an award-winning program that engages, inspires, and entertains the project management community worldwide.

Editorial deliverables: 

• Created a companion immersive, 3D virtual awards gallery launched alongside PMI’s Awards Celebration during its annual Global Summit (Atlanta, GA, in 2023 and Las Vegas, NV, in 2022).

• Turned award-winning submissions for Project of the Year, PMI Chapter of the Year, Project Manager of the Year, etc., into compelling, two-minute-long stories covering the race to build and update hospitals among the uncertainties of early COVID to local infrastructure projects in the months leading up to hosting international events like the Olympics and World’s Expositions.

• Scripted host Nikki Muller’s audio narration for each winning project.

• Scripted Q&As for PMI’s virtual Book Club series include authors Amber Cabral, Jennifer Brown, and NASA veteran Ginger Kerrick.

• Wrote marketing collateral for use across PMI’s social media profiles (LinkedIn, Twitter, Facebook, and Instagram), member email outreach, and Virtual Experience Series website.

Client / brand: Fashion Scholarship Fund

About the project: Liberty & Co. updated Fashion Scholarship Fund’s website to engage students, alumni, and partners with powerful graphics, straightforward storytelling, and a simplified UX.

Editorial deliverables: 

• Cut website copy by 50 percent, rewriting each page with direct language to enhance comprehension, accessibility, and efficiency.

• Created distinct sections based on the website visitor’s needs — scholarship application FAQs for students, engagement opportunities and news for alumni, and donation information and news for partners.

• Developed the Virgil Abloh™ “Post⁠-⁠Modern” Scholarship Fund page, integrating copy, video, and first-hand voices from family, colleagues, and past scholars to tell a cohesive story rooted in Abloh’s values.

Client / brand: XP Land

About the project: With the launch of the XLIST, it was clear XP Land was embarking on a new editorial direction. It became a community for experiential creatives and experience-makers, brand leaders and IP owners, space stewards, and venue visionaries — the extraordinary minds behind epic gatherings and live, immersive storytelling. 

Editorial deliverables: 

• Created a new brand identity speaking directly to experiential creatives. Developed a space for them to find inspiration from other industry leaders, launch brand partnerships, experiment with new mediums and venues, and connect.

• Strategized a new editorial voice, audience, digital marketing strategy (social media, industry partnerships, speaking engagements), newsletter strategy, and brand partnership program.

• Audited the existing brand content, reviewing 200+ articles to sunset, edit, or adapt to XP Land’s new identity.

• Worked with our social and community management partners to streamline editorial across platforms and launch XP Land’s new voice.

Client / brand: XP Land

About the project: In partnership with a council of experiential veterans, the XP Land team chose 100 culture-shaping creative visionaries transforming the experiential industry for the inaugural XLIST 2023. 

Editorial deliverables: 

• Created an editorial identity for the XP Land subbrand, including the XLIST’s tone, audience, purpose, and goals.

• Ideated and scheduled a detailed content calendar of educational articles, XLISTER, and council member interviews.

• Led a team of six freelance writers in researching and writing 100+ unique XLIST profile pages, highlighting the careers and most impressive projects for each XLISTER.

Client / brand: California Masonry Council (CMC)

About the project: CMC — a division of the Masonry Institute of America (MIA) dedicated to promoting the benefits of masonry in California — tasked Liberty & Co. with strategizing and launching a website and social media presence to entice more architects and builders to work with masonry materials.

Client / brand: Sonos

About the project: Sonos Radio Advertising — the fastest-growing music service on Sonos — helps advertisers reach an affluent and engaged audience with a more considered advertising experience. Sonos Radio listeners are culture seekers and conscious consumers looking to engage with brands that bring value to their lives. Partnering with Sonos Radio creates a unique ad experience that achieves brand goals and resonates with listeners.

Client / brand: Winmo

About the project: Winmo News, the editorial arm of Winmo, educates readers about the latest happenings in media, adtech, sponsorship, and agency news. The site was due for a rebrand post-pandemic, as the way existing and future clients consumed professional content had dramatically evolved.

Editorial deliverables: 

• Created an editorial identity for CMC’s website and social media presence, including defining the tone, audience, purpose, and goals.

• Interviewed designers, engineers, and masonry professionals for both long-form and short-form site content, including the award-winning architects Christian Dimeling, Dominique Houriet, and Carl Hampson.

• Continue to manage a monthly content retainer, ideating and writing additional industry articles and corresponding posts for Instagram, LinkedIn, and Facebook.

Client / brand: XP Land

About the project: Designed for experience makers, creatives, curators, artists, leaders and decision-makers, the inaugural XP Fronts at C2 Montréal included thought-provoking content co-produced by XP Land and C2 Montréal, studio tours throughout Montréal, and evening events that curated the right conversations among the right XP players.

Press coverage: Blooloop, BizBash

Editorial deliverables: 

• Transformed students’ submitted case studies into interactive gala decor, arranging them as pillars throughout the gala, highlighting their missions, personal journeys, and how fashion inspires them creatively.

• Worked with the final four scholarship recipient finalists to transform their proposals and personal journeys into three-minute-long stage moments, captivating an audience of industry icons, including Anna Wintour, Tommy Hilfiger, Tracee Ellis Ross, Spike Lee, Shannon Abloh, Karlie Kloss, Paloma Elsesser, and Emma Grede among others.

Editorial deliverables: Scripted daytime panel discussions, including:

• ‘Price of Passion: Mental Health in the Founder's Journey,’ moderated by Emma Goldberg, Business Features Writer at The New York Times with panelists Andy Dunn, Founding CEO of Bonobos and Pie, and Julie Rice, Co-Founder of SoulCycle and Peoplehood.

• ‘Lights, Camera, Advocacy: Demi Lovato & Michael D. Ratner in Conversation with Carson Daly on Mental Health in Media.

• ‘Mindful Consumption Experience: Unpacking the Impact of What We Eat and Drink on Mental Health,’ moderated by Kristopher Moon, President of the James Beard Foundation, with panelists Ellie Krieger, Chef, Nutritionist and Cook Book Author, and Chef Michel Nischan.

• ‘Mental Health: America's Fraying Social Fabric,” a conversation between Linsey Davis, ABC News Live “Prime” Anchor, “World News Tonight” Sunday Anchor, and ABC News correspondent Kathy Hochul, Governor of New York.

Editorial deliverables: 

• Co-produced “XP Fronts: The Future of Experiential” on the main stage at C2 Montréal. The 90-minute French salon-style presentation included curated conversations with architect Bjarke Ingels, Little Cinema’s Jay Rinsky, Superfly’s Aamna Jalal, and Atlas Obscura’s Dylan Thuras, among others.

• Ideated and co-produced Ringleader Conversations at Moment Factory. Experiential leaders from around the industry gathered small groups for dynamic, off-the-record thought leadership chats on important experiential trends and topics.

Client / brand: Project Healthy Minds

About the project: Project Healthy Minds' 2024 World Mental Health Day Festival and Gala in NYC featured key speakers like Governor Kathy Hochul and Demi Lovato, who led discussions on youth mental health and systemic mental health reform. Hosted by Carson Daly, the event honored Chance the Rapper for his mental health advocacy, with activations like interactive wellness workshops and panels exploring innovations in mental health care.

Press coverage: Variety, WWD, Today 

Client / brand: Fashion Scholarship Fund

About the project: Liberty & Co. re-imagined the Fashion Scholarship Fund’s annual gala event into a dynamic program featuring theatrically produced, inspiring storytelling scholarship recipients, and an artful exhibition of scholars’ work.

Press coverage: Women’s Wear Daily, Vogue

Editorial deliverables: 

• Ideated the panel’s topic and pitched it to agency leaders.

• Lead brainstorming and planning meetings with the panelists, working together to develop the panel’s description and top takeaways  — learn from D2C leaders, discover new partnerships, and predict future trends.

• Moderated the panel live onstage in front of a 100+ person live audience and 200+ person virtual audience; managing the discussion and fielding audience questions as needed.

Client / brand: Winmo

About the project: Winmo presented the panel “How Digitally Native Brands are Evolving at the Speed of Customers” at AWNY 2021:

"New economy" advertisers from Blue Apron to Peloton have surged ahead dramatically during the pandemic, while formerly brick-and-mortar brands like Pier1 have reversed course to follow the D2C trend. In this panel, we'll discuss how advertising strategies for digitally native brands work, the challenges that remain, and how agencies, media, and technology partners can help D2C brands overcome the obstacles the future holds.

Editorial deliverables: 

• Clarified the vision, mission, and values with Winmo’s executive leadership while identifying the target audience.

• Evaluated existing Winmo News assets, analyzed competitors, and gathered stakeholder input to understand current perceptions and areas for improvement.

• Created a new visual identity, crafted a content strategy, and planned the user experience to align with the updated brand identity.

• Built and tested the new website, communicated the rebrand through various marketing channels, and monitored performance to make necessary adjustments post-launch.