Editorial Portfolio
Delivering comprehensive content strategy and editorial excellence for a high-profile product launch.
Challenge
Brandless, the celebrity-backed CPG startup, required extensive content creation to showcase their product portfolio and brand values at launch. The initiative demanded rapid content development, cross-functional coordination, and premium editorial standards to support their market entry strategy.
Solution
As lead editor, I orchestrated end-to-end content production through strategic planning and meticulous project management:
Content Strategy Development: Collaborated with agency partners at Gyrate to conceptualize and define four distinct content types, creating editorial frameworks for over 50 publication-ready pieces
Talent Acquisition & Management: Sourced, vetted, and onboarded specialized freelance writers with expertise in recipe development, lifestyle content, product education, and brand storytelling
Cross-Functional Coordination: Managed complex logistics including product procurement from Brandless headquarters in Minnesota to New York production facilities for photography, videography, and recipe testing
Editorial Excellence: Conducted comprehensive developmental editing, copy editing, and content optimization across all deliverables, ensuring brand voice consistency and premium quality standards
Project Management: Maintained detailed editorial calendars, asset tracking systems, and quality assurance protocols to meet aggressive launch deadlines
Asset Management: Supervised comprehensive content asset collection, organization, and approval processes, including photography, videography, and multimedia elements
Quality Assurance: Performed multiple editorial review cycles on each content piece, ensuring all deliverables exceeded client expectations and aligned with brand positioning
Content Types Delivered
Recipe collections featuring product integration, lifestyle guides and life hacks, educational explainers, and brand-aligned essay content
Result
Delivered a complete content ecosystem that positioned Brandless for a successful market launch, providing them with premium editorial content that effectively communicated product value and brand identity across multiple consumer touchpoints.
Margit Detweiler
CEO Gyrate Media
“A polished editor who gets it right, every time. Innovative story ideas, a great network of writers, and always up on the latest platforms and tools. Affable and smart!”