motherly (2017 to 2021)

Motherly is a parenting lifestyle brand that hired me as their solo video producer in 2017. At the time I was a TV producer who’d recently returned to shooting and editing her own content, a new(ish) mom and a birth-doula-in-training. Their content and mission felt like a seamless fit for me, as it aimed to support, inform and validate moms—A cause near and dear to my life and heart!

Motherly already had a brand identity, I just needed to start translating it to video. I began creating and riffing on a daily basis, and it felt a little like a social media lab. It went a little like this: I’d take a swing with a video format, workshop it with our EIC and heads of the brand, get approvals and launch it. Then I’d work with our editorial + social teams to analyze our social data, iterate, and create again. This was a whole new level of scrappiness, working with tiny operating budgets and as a video team of one (eventually two—When I was able to bring on another fantastic producer, s/o to the multitalented Amanda Heary Dromgoole).

Working at Motherly ultimately sharpened my abilities to edit, deliver quickly, and more than anything—How to be a resourceful producer. I started experimenting with stock and UGC, and built a remote Contributor Network where I could tap parents and videographers, and eventually influencers, to collaborate on footage with me. The brand saw explosive social growth in that time, and motherly’s videos pulled high engagement that drove site traffic and helped fuel revenue. I was most proud of the high share counts on our videos (which felt more meaningful to me than views alone) and the number of ‘I FEEL SEEN’-esque comments we’d get on our video content. It really felt like we were in direct conversation with our audience.

I was promoted to Creative Director of Video and continued to lead any and all video needs for the brand—social video, co-branded video, event video, digital classes, pitch tapes, etc. Below is a small sample of some of the work I did there before motherly launched its e-commerce initiative, the motherly shop.