Launched and edited an award-winning men's lifestyle site

As the founding editor, I built a nationwide editorial and design team, set the publishing strategy, created and led the native advertising strategy, and grew the business to 500,000 subscribers and $5M in revenue in three years

Developed the concept and built the team

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Developed the voice and positioning

We created InsideHook to be the go-to city guide for adventurous and discerning men—guys who had plenty of money, but not a lot of time, and who needed the best recommendations for their lifestyle.

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Built the editorial team and workflows

Grew the nationwide editorial team to cover five major cities, publishing across web, social, and video.

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Led the native advertising strategy

Developed and sold content for marquee, luxury advertisers including Porsche, Glenlivet, Cartier, and Ralph Lauren.

Services Rendered

Over 500,000 subscribers and $5M in revenue within three years

As the founding editor, I designed the publication's voice and positioning and grew the editorial team from the ground up. I also led the native advertising strategy, working closely with our sales and marketing departments to close clients like Porsche, Cartier, and Jaguar.

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Brand strategy

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Publication design

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Native advertising strategy

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Editorial governance

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A top men's lifestyle destination

Over the years InsideHook has grown beyond its newsletter roots, and today publishes a range of popular content across style, drinking, and entertainment for successful and curious men, including articles like A Crash Course in the Semi-Legal World of Home Distilling, A Beginner’s Guide to “Letterkenny,” The Most Quotable Show on Television, and Stand Out at the Baggage Carousel With the 9 Best Luggage Brands on the Market

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