Cadillac Magazineis the official publication of Cadillac. Dedicated to Cadillac owners and enthusiasts, the magazine was a bi-annual, 100-page luxury lifestyle print magazine, with 20 tablet issues, 4 mobile editions, and a worldwide print circulation of 300,000+. Starting with subject areas of interest to readers and filtering these through values of the brand, Cadillac Magazine used a subtle but effective strategy; the message of the lifestyle content implicitly reinforces Cadillac brand attributes, even when the brand itself is not mentioned. And by delivering content that lives at this valuable intersection, Cadillac Magazine continued to generate strong results in terms of readership interest and award-winning content, including 10 design and 6 editorial awards (Gold for Best Mobile/Tablet and Best Long-Form Writing) at the Custom Content Council Pearl Awards.
I was hired to reconceive and relaunch the print edition of Cadillac Magazine, with a renewed focus on immersive storytelling, and in the process, created the digital app, Cadillac Magazine Curated, as a way to further Cadillac’s brand messaging in between the two annual print issues. I was responsible for all editorial content, generating ideas, assigning and editing, writing front-of-book stories and feature articles, and writing all display copy as well as marketing materials. I worked closely with the client to assure that Cadillac Magazine’sbrand message continued to be on target. It was.
I conceived and created Cadillac Magazine’s digital app Curated as a way to extend Cadillac’s brand messaging in between the two annual print issues, with 20 tablet issues and 4 mobile editions per year. And much like the printed version, Cadillac Magazine Curated continued to generate strong results in terms of readership interest and award-winning content. It won a Gold for Best Mobile/Tablet at the Custom Content Council Pearl Awards. It also had consistent engagement with 33% of issue downloads by repeat readers. As of 2017, it had over 17,000 combined installations and over 1.3 million in-app article reviews, with the average reader spending 7.5 minutes with each digital issue.
XOP (pronounced “shop” in Portuguese) was the first and only bilingual—English and Portuguese—quarterly magazine and website for affluent Brazilians who traveled to New York and Miami to shop. From fashion to real estate, to jewelry and interiors, to fine dining, entertainment, and the perfect gifts to bring back home, XOP was curated to the specific tastes and desires of this untouched consumer market, making it the authoritative sourcebook for what’s possible, chic, and now. XOP’s print distribution was a controlled circulation of 50,000: 25,000 in NYC, 15,000 in Miami, and 10,000 in Brazil via Flytour American Express Travel.
In short, I was responsible for everything: editorial mission, overall design and photographic approach; conceived, assigned, and edited all stories; wrote features and all display copy; art-directed and styled photo shoots; created all budgets and schedules; hired outside vendors; and wrote all marketing materials. XOP’s 60+ edit pages were produced for under $7,000 per issue by me and a talented freelance designer, photo director, and copy editor.
Marc’s Shortcuts NYC was a new travel resource composed of twelve individual and easy-to-use, eight-page neighborhood guides—each one a custom-designed and carefully curated set of recommendations for that particular neighborhood, including a detailed map. What this innovated approach gives you, whether you’re planning your trip or stepping out of your hotel lobby, is immediate access to what’s possible by breaking down a massive city into manageable parts—here are the neighborhoods and here’s how to get the most from the experience. With the guesswork gone, navigating the city becomes simple and rewarding. It’s like having your own personal tour guide, someone who knows the city inside and out and understands that you’re looking for new experiences and perfect moments—not simply the top tourist sights. Best of all, by being able to quickly see what each neighborhood has to offer, you’ll be able to focus your limited time, energy, and money on what’s meaningful to you, and in the process, create the trip of your dreams.
Marc’s Shortcuts NYC was produced by a team of two: I researched, wrote, photographed, and printed each neighborhood section, a freelance designer took care of the rest.
Jing Daily’s product is insights. Our mission is to help global industry leaders understand not only China’s complex and rapidly evolving luxury ecosystem, but also how affluent Chinese consumers affect this vast industry at home and abroad—especially with the ongoing COVID-19 pandemic. We seek to understand the forces shaping the future of this lucrative market, and how global luxury brands can adapt and capitalize on these changes.
As the editorial director of Jing Daily, I shape the overall editorial voice for the site and JD’s companion newsletters and social channels. I am responsible for all edit and operations for JingDaily.com—conceiving story ideas, assigning and editing all freelance stories, writing features, and creating new products and partnerships. I also conceived, designed, and write JD’s daily newsletter, The Brief, as well as the Jing Finance newsletter.
Dufry World was a quarterly print magazine for affluent Brazilians. It presented sophisticated, entertaining, and informative features on must-see travel destinations, as well as on luxury hotels and the very best in high-end fashion, beauty, and lifestyle merchandise. Dufry World was the official magazine for Brazilian Dufry clients and frequent fliers and was available to select customers in the departures and arrivals duty free Dufry stores and in the Dufry Shopping domestic market stores in the Sao Paulo and the Rio de Janeiro airports, and mailed to the top 20,000 Dufry Red members.
I was responsible for the editorial mission, overall design and photographic approach; I conceived, assigned, and edited all stories; wrote features and all display copy; art-directed and styled photo shoots; created all budgets and schedules; hired outside vendors; and wrote all marketing materials. I also oversaw all native advertising creation and execution; collaborated with ad sales, marketing, and clients on strategy for this branded content. Dufry World’s 80+ edit pages were produced for under $15,000 per issue by me and a talented freelance designer, photo director, copy editor—and that’s it.
