5 years of bilingual brand-building and campaign strategy for a legacy French company growing into the American market.
Editorial Direction | Newsletters
The View From the Pass
A monthly interview driven newsletter honoring working culinary professionals— not celebrity chefs. Built from a dormant email list into an industry-read publication.
2x
Industry Average
8,000
Subscribers
36%
Open Rate
Brand Strategy | Creative Direction
Black Carbon Steel Pans
Introducing a professional kitchen staple to a new market of home cooks, without losing the BOH identity that made it a cult favorite in the first place.
28%
Sales Growth
50K
Units/Year
Print | Editorial | Design
The Catalog
Print is sacred. The Matfer catalog is a tome of creative possibility for pastry chefs the world over. We filled 2025’s with industry stories, archival gold, and the technical specs real heads crave.
4
Shoots Directed
8,000
Print Run
200+
Pages
E-Commerce | Copywriting
AMAZON
Guiding a 200 year old company through the rainforest while warding off the copyright marmosets.
#1 Channel
Global Black Steel Sales
2x
Category Growth
