Hi, I'm James.
I'm a brand and content leader for mission-driven and culturally-relevant brands. When everyone has access to AI-built content and the algorithm keeps shifting, the brands that cut through are the ones with a clear, authentic voice and a plan behind it, not just more output. I build that engine, from messaging frameworks to social to newsletters, so growth keeps compounding.
Selected work highlights
MapQuest: Webby Honored Web Series
The highlight
I built a travel sub-brand for MapQuest called Parachute. Then, I created Sounds Local, where local musicians showed us their cities, and threw an epic launch party that moved the needle.
The outcome
Parachute by MapQuest became the only product that was growing users for MapQuest at the time, with over 10M uniques while I worked on it.
Why I'm proud
I love music and I love travel. This was me hitting my stride. I came up with the idea and put the pieces in place to bring it to fruition, even though I'd never made a video series before — but I couldn't have done it without a team, especially Adam Lancaster as director and Nicole Emery producing.
https://app.vidzflow.com/v/XJZN5dvQT6?dq=576&ap=true&muted=true&loop=true&ctp=false&bv=false&piv=false&playsinline=false&bc=%234E5FFD&controls=play-large%2Cplay%2Cprogress%2Ccurrent-time%2Cmute%2Cvolume%2Csettings%2Cfullscreen
Brand Building and Newsletters
The highlight
I built, launched, and eventually sold an email-first digital property, starting from scratch.
The outcome
I published over 800 pieces of content, built reliable and steady revenue, learned how to track P&L, and much more.
Why I'm proud
I took a bet on myself. In the process, I learned what it takes to truly run a business.
Thorn: Misinformation Campaign
The highlight
Led anti-disinformation campaign to combat disinformation spreading virally in the child protection space. Researched and pitched to leadership, and executed end-to-end.
The outcome
New visitors, donations, and brand impressions
Why I'm proud
In the face of viral QAnon-fueled conspiracy theories, Thorn was looked to as a source of truth. While the outcome was meaningful from a metrics standpoint, reaching people with accurate data grounded in truth who were just coming to the issue was even more meaningful.
Yahoo! Contributor Network
The highlight
After Associated Content was acquired by Yahoo, I brought the contributor network model to Yahoo! Sports, while also dotted-line managing editors in other verticals.
The outcome
Through months of diligent work, I created a content strategy for Yahoo! Sports UGC that led to a 190% increase in profit and a 97% decrease in cost while maintaining the brand's high editorial standards.
Why I'm proud
Yahoo is where I cut my teeth, experienced my first newsroom full of veteran journalists, and learned what never compromising on brand truly means.
GetReal Security
The highlight
I joined GetReal to build the comms function. For a Series A startup, that means wearing every hat there is in the store.
The outcome
With a goal to increase LinkedIn reach and engagement by 50%, I increased impressions +211.8% and clicks +110.5% within months.
Why I'm proud
I made an immediate impact and was able to flex my creative muscles, not just for LinkedIn, but upleveling comms efforts across the board.
https://app.vidzflow.com/v/eCLrSdR8gL