Crave: Website Redesign

Project Description: When hired as Executive Editor of CRAVE (, my first priority was to transition the site from an entertainment-driven fanboy portal to a lifestyle destination. A large part of this was re-imagining the architecture and aesthetic of the website. Subsequently, I lead the complete redesign and content pivot of the site, working with colleagues in the Design, Product and Marketing teams to elevate the interface and enhance the experience of the website.

The new website launched August 1, 2015.

The full transformation—which included the creation of a robust SEO program, a revamped social strategy, and a calendar full of salable editorial/video programming—has resulted in a 28% YoY Increase in Organic Pageviews and a 24% YoY Increase in Pages per Session.