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
EXPERIENCE DESIGN: Clarifying ambiguity and transforming challenge into opportunity to deliver scalable, industry-leading brand enhancements, product launches, and digital reboots.
CONTENT STRATEGY: Human-centered design powered by AI-assisted discovery, data, and user behavior. Driving simplicity and clarity to create scalable, repeatable frameworks across complex digital journeys.
AI INTEGRATION: Prompt frameworks and narrative mapping to speed analysis, pattern recognition, content iteration, and brand differentiation.
STORYTELLING: Test-winning UX copywriting and award-winning feature writing, editorial stewardship, thought leadership, and editing.
BRAND OPTIMIZATION: Content audits; qualitative and quantitative testing; gap assessments; competitive and comparative analyses; tone, use case, and persona matrices; empathy mapping; and taxonomy builds to amplify and unify multi-channel experiences.
COLLABORATION: Partnering with global Product, XD, Research, Legal, Localization, Engineering, and Marketing teams to bring holistic strategies to life across geographies.LEADERSHIP & GOVERNANCE: Facilitator, mentor, and content leader, driving executive and client alignment. Experienced in PoSa-specific playbooks, policy, and standards for scalable, organization-wide adoption.
INDUSTRY INSIGHT: Engaging audiences across travel, tourism, lifestyle, brand marketing, and business sectors.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 auditor and and 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 (GM.com, GM Energy, GM Defense)
Lead Content Designer
Expedia Group, Chicago, Illinois / 2020-2026
Content strategy and editorial leadership across high-impact, multi-channel, cross-brand initiatives (Expedia, Hotels.com, Vrbo)
Senior Copywriter & Content Strategist
Envisionit Agency, Chicago, Illinois / 2017- 2019
Strategic content and editorial lead for B2B, B2C, and destination marketing clients.
Editor, Writer & Experience Designer
Freelance / Contract, International / 2010-2020
Editor and creative partner to magazines, agencies, and organizations across B2B, B2C, and D2C sectors.
Select clients: Modern Luxury, Critical Mass, Cereals Canada, Project Management Institute (PMI), International Interior Design Association (IIDA), Arizona State University, Procter & Gamble, Medici Museums, American Modern, Urbana London, Trunki, and others.Director, Digital Publishing / Editor-in-Chief
Illinois CPA Society, Chicago, Illinois / 1999-2017
Defining multi-channel editorial and brand strategy across print and digital ecosystems.
Deputy Editor
Complete Woman, Chicago, IL / 1998-1999
Editorial and photo shoot leadership for beauty and lifestyle features.
Senior Editor
The Rotarian, Rotary International, Evanston, IL / 1998
Features leadership for global philanthropic efforts and travel news.
Managing Editor
Kansas City Magazine + WHERE Kansas City, Overland Park, KS / 1994-1996
Shaping the identity and voice of new lifestyle and visitor editorial ventures.
HIGH-IMPACT INITIATIVES
$26M annualized GP — Bundle & Save product innovation
Reframed bundled travel around flexibility and traveler intent, transforming a well-understood transactional booking mechanic into a compelling discovery experience. The resulting narrative and UX direction improved discoverability, engagement, and cross-surface performance, established a framework for global launch, redefined what it means to “bundle & save,” and contributed $26M in annualized gross profit in the UK 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 toward assistive trip planning and contextual discovery. The resulting experience increased engagement, improved conversion performance, and strengthened traveler confidence throughout the shopping journey.Tourism blog redesign – Enhanced user engagement and page views
Led the redesign of a major destination marketing blog as part of an overall website relaunch. Redefined editorial calendar topic areas, audience targets, usability and relevance standards, headline engagement parameters. This resulted in a significant uplift in subscribers and page views/shares, from the tens to the thousands.
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 engagement ecosystem that contributed to a 60% increase in newsletter engagement.
Award-winning magazine redesigns – From lifestyle to business and finance
Spearheaded to-the-studs magazine redesigns and launches, from audience analysis and editorial architectures to voice frameworks and contributor standards. These publications garnered multiple awards in the categories of redesign, features, editing, special issues, and writing.
International, award-winning editorial – Across travel and culture
Authored commissioned and in-house features, how-tos, and guides for publication across geographies, garnering industry recognition for writing craft and audience engagement.
Editorial systems — Global narrative consistency
Established scalable content patterns and voice standards within multi-channel digital experiences, improving clarity, consistency, and narrative cohesion across global product surfaces and teams.
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.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 decisions.AI-assisted trip planning — Concept & experience design
Led a multidisciplinary initiative exploring AI-assisted multi-city travel planning, developing conversational experience concepts, storytelling frameworks, and itinerary-building models that reimagined how travelers discover, evaluate, and plan complex journeys.User-first regulatory systems — Compliance experience transformation
Partnered with global legal departments to rethink how legally required content shows up in-product, creating a model that protects compliance without compromising content clarity or human-centered design principles.Trip board evolution — Immersive, contextual design
Introduced 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.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
