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.

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

We designed and developed InsideHook to be a newsletter-first city guide for adventurous and discerning men who have a thirst for experiences. In the first three years of operation, we launched five newsletter editions, booked some of the world's most coveted advertising brands (Porsche, Cartier, Jaguar), and partnered with globally recognized influencers like Robe Lowe and Tim Ferriss.

Services Rendered

Running the editorial team

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 ensure success.

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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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