COOKING LIGHT MAGAZINE

I have a deep passion for food and wine so I was excited when Cooking Light came onto my radar and invited me to put my money where mouth was. The aim was to give the brand a whole new flavor. So we began, deliciously, in the test kitchen, the heart and soul of the brand rethinking the creation process of every recipe in light of the new food movement. It was great feeling to be a part of this moment and to push the magazine to its fullest potential on every platform. 

Assignment

PHASE 1: Overhaul and elevate the largest epicurean magazine in the US into a stylish, smart, energetic lifestyle brand for a highly educated, high-income female demographic. To push the brand to become a leader in food and health & wellness categories.

PHASE 2: Develop the brand from print-only into an omni-channel, experiential brand.

CHALLENGES: To change perception of the product name which actually felt like a deficit.  To Collaborate on intricate daily details with a remote team. To recruit and develop new talent in Birmingham, Alabama. 

Services and Skills

  • Strategic design recalibration

  • Content development

  • Led multidisciplinary team of 26

  • Key liaison for marketing, management and sales teams

  • Skill assessment

  • Brand expansion

  • Packaging

  • App development

  • Re-org three departments.

NEWLY ENERGIZED REDESIGN

NEWLY ENERGIZED REDESIGN

DEVELOPED OMNI-CHANNEL PRESENCE

DEVELOPED OMNI-CHANNEL PRESENCE

Results

  • Increased revenue and readership in two years from 1.2 to 1.8 million monthly readers.

  • Spearheaded innovative technology initiatives, including tablet editions and the launch of the profitable, award-winning “Healthy Menu Maker” app, named an Apple 2011 Favorite.

  • Key player in generating brand-defining cookbook, “The New Way to Cook Light”.

  • Collaborated with team to create the sold-out celebrity chef celebration called “Light Up the Night!” with a “Healthy Gets Sexy” themed event held at the High Line in New York City.

  • Won brand’s first-ever industry recognitions: ASME National Magazine Award (2011, 2013), SPD (2012, 2013), IACP 2 Nominations (2013) and James Beard Nomination (2013).

DEVELOPED CELEBRITY CHEF EVENTS

DEVELOPED CELEBRITY CHEF EVENTS

DIRECTED NEW BENCHMARK COOKBOOK

DIRECTED NEW BENCHMARK COOKBOOK