I LIKE TO THINK OF MYSELF AS A MULTI-CULTURALIST.
Italian by heritage, British by birth, educated in the UK and the US, and now based in Chicago.
More than anything, though, I'm a creative and a storyteller.
I fell in love with design early on. I spent hours beautifying my bedroom, sketching fashion collections, drawing elaborate worlds (more often than not featuring rabbits) and writing short stories (almost always a mystery).
Storytelling has always been central to my world. I’m not a “content person” in the narrow sense, but rather an "experience architect," leveraging word + image, research + systems, to push the boundaries of creative vision.Here are a few of the things that make my work tick.
THE SKINNY
Knock your socks off content + design
DATA-DRIVEN OPTIMIZATION: Leveraging qualitative research, behavioral data, and experimentation to identify overlooked signals, uncover opportunity gaps, and refine and personalize digital experiences.
CONCEPTING & PROTOTYPING: Going beyond experience optimization to co-develop new product concepts, discovery experiences, and emerging UI patterns for crawl–walk–run development.
STRATEGY TO EXECUTION: Turning conceptual ideas into scalable product realities — developing frameworks, governance models, and collaboration structures that scale across the globe..
CONTENT STRATEGY: Human-centered, user-first, benefits-driven. Whether an end-to-end digital journey or a blog post, it's all about the people at the heart of the experience--understanding behaviorial triggers and cultural nuance to bring clarity to complexity and personalization to a sea of one-size-fits-all options.
NARRATIVES & STORYTELLING: Defining the creative interplay of word and image to achieve multi-award-winning brand narrative design, digital rebrands, UX copywriting, feature writing, publication visioning, and editorial leadership.
AI INTEGRATION: Prompt frameworks and narrative mapping to speed data analysis, pattern recognition, content iteration, and brand differentiation.
COLLABORATION: Partnering with international Product, XD, Research, Legal, Localization, Engineering, and Marketing teams to bring holistic visions to life across platforms and geographies.LEADERSHIP & GOVERNANCE: Facilitator, mentor, and content leader, driving north star vision, alignment and evolution across brand stories, products, and channels.
INDUSTRY INSIGHT: Subject matter expert in travel, tourism and hospitality; lifestyle and culture; design; the arts; brand marketing; and corporate business.DESIGN IN FOCUS
Initiatives. Case studies. Presentations.
APP-FIRST, AI-POWERED MULTI-DESTINATION TRIPS
Concept, creative, and content lead.
AI AND HUMAN-ENGINEERED BEACH PACKAGE DESIGN
Lead content strategist and product design partner.
HUMAN-BUILT, AI-AMPLIFIED CONTENT SYSTEMS
Lead content designer and mentor.
DOWN TO THE STUDS BRAND REBOOT AND RELAUNCH
Lead content strategist, design partner, and editor.
TRAVEL BLOG HIGHLIGHTING OUT-OF-THIS WORLD EXERIENCES AND PLACES
Editor and author
OPTIMIZING THE DIGITAL LUXURY TRAVEL EXPERIENCE
Experience review and creative strategist
EDITORIAL PORTFOLIO
No room for ho hum
Award-winng feature writing and blogging
THE ARTS
- Cannes Film Fest: Chercher Les Femmes Read it here
- The Immersive Arts Experience - Ladies & Gents, Please Leave Your Seats Read it here
- Louvre Abu Dhabi - Art, Sand & Shadows Read it here
- You Are What You Wear: MOMA Taps the Museum-Going Public As The Subject of Its Latest Show Read it here
- The Art of Stealing: Flattery or Fraud? Read it here
- Theater On The Move: Who Needs A Fourth Wall, Anyway? Read it here
- Times Of Transformation: Art Imitates Life As Gender Is Redefined Read it here
TRAVEL / TOURISM
ROVE Europe (WIP) Explore
- Le Jardin Exotique d'Eze, France Read it here
- Petersham Nurseries, Richmond Read it here
- The Zetter, London Read it here
- 10 of the Best Chicago Bars for Creative Types Read it here
- Chicago's 10 Best Taco Trucks Read it here
- 10 Things You Shouldn't Miss at Chicago's Millennium Park Read it here
- 8 Haunted Chicago Sites You Probably Didn't Know About Read it here
- 10 Things You Should Absolutely Do on the Chicago Riverwalk Read it here
- Chicago Architecture: 12 Iconic Buildings Not to Miss (Chicago Like a Local)
- 10 Chicago Museums for $10 or Less Read it here
- 8 Outside-the-Box Chicago Experiences Read it here
- 7 Cozy Chicago Hangouts With Cool Music Read it here
BRAND MARKETING
- V&A Case Study: Reinventing An Age-Old Brand For A New Arts Culture Read it here
- Touch, Snap, Post - Becoming an Arts Media Darling in the Social Media Age Read it here
- Honesty is the Best Policy: The Birth of the DMO Anti-Slogan Read it here
- 10 Hot Blogs for Experiential Advertising Pros Read it here
- Prison Lite: Ex-Con Boot Camps and the Saks Wellness Brand Experience Read it here
INTERIOR DESIGN
- Modern Oasis (Modern Luxury Interiors Magazine) Read it here
- La Vita Bella (Modern Luxury Men's Book) Read it here
BUSINESS
- 10 Worst Business Decisions Ever Made Read it here
- Are You Headed for the C-Suite? Read it here
- 5 Reasons Your Co-Workers Don't Like You Read it here
- Generation Z: Connected. Creative. Driven Read it here
- The Newbie's Guide to Surviving Busy Season Read it here
EXPERIENCE
What, where, when
ROLES
Associate Director, Content Strategy
Digitas North America — Chicago, IL | 2026–present
Content, editorial, and experience leadership for General Motors multi-brand initiative, spanning GM.com, GM Energy, GM Defense, and GM Fleet.
Lead Content Designer
Expedia Group, Chicago, Illinois / 2020-2026
Content strategy and editorial leadership across high-impact, multi-channel, cross-brand initiatives, spanning Expedia, Hotels.com, and Vrbo.
Senior Copywriter & Content Strategist
Envisionit Agency, Chicago, Illinois / 2017- 2019
Strategic content, creative, and editorial lead for B2B, B2C, and destination marketing rebrands, digital relaunches, and blog redesigns.
Editor, Writer & Experience Designer
Freelance / Contract, International
Editor, writer, and creative leader across publishing, agencies, associations, and B2B, B2C, and D2C organizations.
Select clients: CS Modern Luxury, Critical Mass, Cereals Canada, Project Management Institute (PMI), International Interior Design Association (IIDA), Arizona State University, Procter & Gamble, Chicago History Museum, Medici Museums, American Modern, Urbana London, Trunki, and others.Director, Digital Publishing / Editor-in-Chief
Illinois CPA Society, Chicago, Illinois
Defining multi-channel editorial and brand strategy across print and digital platforms. Multi-award-winning magazine redesign, featuring issues impacting the business & finance landscape..
Deputy Editor
Complete Woman, Chicago, IL
Editorial and photo shoot leadership for celebrity, beauty, and lifestyle features.
Senior Editor
The Rotarian, Rotary International, Evanston, IL
Features leadership for international philanthropic efforts and travel news.
Director of Special Publications / Editor
John Marshall Law School, Chicago, IL
From the ground up Publications Department building and award-winning legal features magazine redesign and leadership.
Managing Editor
Kansas City Magazine + WHERE Kansas City, Overland Park, KS
Shaping the identity and voice of new lifestyle and visitor publishing ventures, specializing in editorial planning and photo shoot direction. Subject matter expertise: culture, arts & entertainment, style, and interior design.
HIGH-IMPACT INITIATIVES
USER EXPERIENCES & DESIGN CONCEPTS
$26M annualized GP — Bundle & Save product innovation
Led the global strategic repositioning of Expedia Group’s “Bundle & Save” value proposition, reframing the concept from a rigid package product into a flexible, traveler-first planning solution. The resulting narrative redefined how bundled travel appears in the global marketplace, generating $26M in annualized gross profit upon launch in the US and Canada alone.
+245% search engagement — +48% orders per visitor
Redesigned cross-sell messaging and page-level storytelling to shift from urgency-driven sales tactics to assistive trip planning and contextual discovery. The resulting experience increased engagement, improved conversion performance, and strengthened traveler confidence throughout the shopping journey.Simplified package product messaging — $2.5M incremental GP
Developed clearer messaging frameworks and content structures that reduced decision-making complexity, improved conversion performance, and created a scalable foundation for experimentation, optimization, and future product growth.
AI-assisted, app-first trip planning — Concept & experience design
Explored untapped opportunities within the global travel marketplace, and assembled a multidisciplinary team across product, design, and engineering to reimagine how travelers discover, plan, and shop for complex multi-city journeys. The resulting design champions intuitive navigation and immersive journeying, leveraging social interaction patterns to translate content complexity into experience simplicity—from discovery and itinerary building to booking and in-trip management. AI capabilities help amplify inspiration, recommendations, and logistical planning.
User-first regulatory systems — Compliance experience transformation
Built partnerships with global legal teams to rethink how disclaimer and disclosure content shows up in-product, creating a model and playbook that protects content clarity and human-centered design principles without compromising regulatory mandates..
CONTEXTUAL JOURNEYS & PERSONALIZATION
Themed experiences — New models for traveler engagement
Introduced affinity-led product experiences, personalizing trip planning around cultural pursuits, from gastronomy and like-a-local itinerary building to historical discovery and special event-based travel. Evolved the concept from deals-defined package shopping to curated, influencer-led luxury travel inspiration models.
Audience insights & personalization strategy — Measurable engagement lift
Demonstrated that contextual relevance and lightweight personalization cues can strengthen trust, increase engagement, and improve experience effectiveness across discovery and shopping journeys, influencing broader personalization strategy and experience design speed to market.
Trip board evolution — Immersive, contextual designIntroduced new content and visual patterns in collaboration with XD to increase contextual relevance, reduce visual noise, enhance deal discovery, and elevate inspirational browsing. Test wins informed crawl-walk-run innovations that continue to shape trip board design.
Recommendations as personalization drivers — Curated discovery & shopping
Led the Trips Shopping Recommendations content team in developing recommendation models, AI strategy, and high-engagement messaging frameworks to increase context and resonance within complex multi-item shopping flows across international markets.
Personalized guidance — Contextual EV ownership
Developed low-effort customer personalization for electric vehicle charging best practices, using geolocation and live weather notifications to make tips and guidance timely and hyper-relevant.
Lifestyle-driven discovery and shopping — Audience persona personalization
Developed “life journey” profiles across customer personas to evolve personalized recommendations and adaptive home product spotlights for automobile shoppers.
EDITORIAL & PUBLISHING
Tourism blog redesign – Enhanced user engagement & page views
Led the redesign of a major destination marketing blog as part of an overall website relaunch. Redefined editorial calendar content pillars, audience targets, usability and relevance standards, and editorial engagement parameters. Resulted in a significant uplift in subscribers and page views/shares, from the tens to the thousands.
Award-winning magazine redesigns – From lifestyle to business & financeSpearheaded and directed to-the-studs redesigns and launches for multi-award-winning business, finance, and lifestyle publications. Initiatives spanned concept to execution, including market assessment, audience analysis, editorial architecture, story packaging, writing, editing, art direction, layout design, and freelance creative assignment and management.
International, award-winning editorial – Across travel, business, culture & design
Authored commissioned and in-house features, how-tos, and guides for publication across geographies, covering travel, tourism, lifestyle, arts marketing, business, entertainment, design, interiors, and culture. Earned industry recognition for writing craft and audience engagement.
Newsletter portfolio launch – Targeted content for key segments
Developed a portfolio of monthly newsletters serving distinct audience segments, including young professionals, students, executives, and public accountants, creating a scalable ecosystem that contributed to a 60% increase in newsletter engagement.
Corporate finance thought leadership - Newsletters & special issuesDeveloped and launched corporate finance editorial assets, shaping an authoritative voice and translating complex business topics for audiences ranging from young professionals to C-suite leaders.
Editorial systems — Global narrative platforms
Established scalable content patterns and voice standards within multi-channel digital experiences, improving clarity, consistency, and narrative cohesion across global products and teams.SHOUT OUTS
Honors, awards + accolades
Check out reviews and recommendations on my LinkedIn profile.
- Communications Concepts Apex Award of Excellence, Magazines, Journals & Tabloids
- Communications Concepts Apex Award of Excellence, Feature Writing, 10 Worst Business Decisions Ever Made
- Association Trends All Media Contest Gold Award for Annual or Quarterly Magazines or Journals
- Communications Concepts Apex Award of Excellence for Magazines + Journals
- Communications Concepts Apex Award of Excellence for Magazines + Journals
- Magnum Opus Award for Best Association Publication
- Graphic Design USA American In house Design Award for Publication Design
- Communications Concepts Apex Award of Excellence for Magazines + Journals
- Magnum Opus Award for Best CSR/Green Series or Article
- Magnum Opus Award Honoree for Best CSR/Green Series or Article
- Communications Concepts Apex Award of Excellence for Magazine + Journal Writing
- Magnum Opus Award for Best All-around Association Publication
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