Hi, this is Tess!

I’m a Brooklyn-based journalist, comedian, marketing strategist, stylist, and occasional yoga teacher. Maybe you’ve read my feature on Bad Bunny’s residency for Architectural Digest, seen my fashion videos for Remezcla, stopped by the Love in Libros event I hosted with Penguin Random House, or heard me speak at NYU’s American Journalism Online Master’s Program, the University of Michigan’s Department of Communication & Media, or on London’s LBC News radio and Latino USA. (Speaking gigs are my fave- please invite me to talk!)

On this site you’ll find a collection of my work. Thanks for coming; I hope you like what you find!

Resume

WORTHI - Remote

Audience Strategist - March ’23-Present

• Clients: Pa’lante! HBO Max, Lionsgate, GoFundMe, Penguin Random House, Bumble, Paramount+, Alma

• PA’LANTE! MAX:

  • Lead social campaigns for top priority, Latino-forward titles, including The Last of Us

  • Collaborate with Senior Managers on ever-evolving workflow for social pitching, asset creation, and publishing

  • Lead content creation and community engagement for Pa’lante!’s TikTok, which earned 150K+ followers in its first year

  • Pitch and publish TikTok posts, conceptualizing everything from shot lists to copy on Monday.com

  • Copy and tone lead for internal- and external-facing requests (posts, scripts for talent content captures, red carpet interview questions, client presentations)

  • Collaborate with influencers on top-performing partnerships (@Jesus_Nalgas, @Tomatos_)

  • Onboard new team members, providing daily feedback on pitches and leading weekly 1:1 meetings

  • Use Sprinklr to create weekly and monthly metrics reports highlighting key performance data

  • Lead content strategy and capture for live events like L’Attitude Conference, Sueños Music Festival, and premieres

• LIONSGATE:

  • Led research on a 55-slide analysis of the US Latino audience landscape, collaborating with design team to tell a visually-engaging story 

  • Presented the deck to Lionsgate’s top US marketing executives, and later, to their entire marketing department

• GOFUNDME:

  • Administrative lead for GFM’s Puerto Rico launch campaign, creating strategic amplification plan, suggesting influencers, editing video subtitles, and creating influencer status tracker and timeline docs

  • Wrote script for Jools Lebron’s GFM x Puerto Rico campaign video

• PENGUIN RANDOM HOUSE

  • Led 2-day virtual marketing summit for 500 PRH employees in January 2024

  • Created and presented comprehensive marketing strategies for two PRH books

  • Created summit run of show in collaboration with PRH, pitching and securing guest speakers

  • Built 2 presentation decks containing publishing-specific marketing strategies, relevant data, and case studies of previous work done by WORTHI and PRH

• OTHER:

  • In fall 2024, managed WORTHI’s first-ever marketing intern, creating a detailed curriculum, leading weekly one-on-one meetings, and serving as her primary contact

  • Serve as WORTHI’s resident copy editor, proofreading decks across departments before they’re submitted

Going Mental with Eileen Kelly - New York, NY

Executive Producer - June ’22-June ’23

• Wrote 2023 Shorty Awards application; received Bronze Honoree award

• Led guest pitches, outreach, and booking

• Organized and added all materials (video, audio, ad scripts, release forms, episode outlines, calendars) to centralized folders

• Managed recording and marketing calendars

• Drafted scripts for 1 or more ads weekly

• Before recording, drafted episode outline pertaining to that day’s guest

• After recording, edited audio to under 1 hour and selected moments to highlight on Instagram

• Wrote episode titles and show notes

• Managed general inquiries email account

• Uploaded full podcast footage to YouTube with SEO-driven title and description

• Created pitch decks for investors using user engagement data

Larroudé - New York, NY

TikTok Manager & Content Strategist - July ’22-April ’23

• Increased TikTok followers from 100 to 30.5k in first 6 months, 61k in first 8 months

• Drove highest-ever website traffic day through viral TikTok video

• Posted two trend-driven TikToks per day and regularly comment on videos from other users

• Led TikTok influencer gifting and collaborative content creation

• Led biweekly TikTok ad meetings with paid media team, creating assets with TikTok Ad Management and Promotion tools

• Drafted long-term content strategy to reformat and expand Larroudé’s blog, TikTok, and Instagram presence

• Wrote captions for two Instagram posts per day

• Wrote on-image copy for several graphic posts per week

• Wrote three newsletter emails per week

Netflix via Made By Fabric - Remote

Editorial at Con Todo - February-May ’22

• Led reactive strategy for Netflix’s Con Todo Instagram, Twitter, and TikTok accounts

• Commented on relevant posts and reply to followers on all platforms daily

• Daily, briefed Con Todo team on trending topics and collaborated on appropriate reactive content

• Weekly, pitched and built over 20 meme formats, original videos, etc. using Adobe Photoshop and Premiere

• Weekly, pitched and built two multi-slide, interactive Instagram Story formats

• At weekly meetings, gathered data to propose long-term strategies for growth and increased engagement across platforms

• Supported Con Todo’s Content Directors with time-sensitive posts several times a day

Meredith Corporation - New York, NY

Ecommerce Writer and DEI Council Member - September ’20-October ’21

• Pitched and wrote approximately two affiliate-driven stories per day for 18 Meredith brands (InStyle, People, Real Simple, Health, Shape)

• Optimized stories with keywords using seoClarity and Google Trends

• Produced all stories, including long-form listicles, in OneCMS

• Optimized and updated existing stories where necessary

• Manually created affiliate links for majority of content

• Proposed ideas for long-term revenue growth in weekly content strategy meetings

• Supported Ecommerce Content Director by taking on timely assignments where necessary

• Reviewed Google Data Studio daily for pitch inspiration

• Created monthly revenue reports for content across brands

• Wrote and produced InStyle’s shopping newsletter when editor was out of office

• Planned and hosted virtual events through Meredith’s Latinx employee resource group, HOLA

Teen Vogue - Remote

SEO Freelancer in Residence - March-September ’20

• Write approximately 10 SEO stories per month using keywords provided by Condé Nast

• Adhere to Condé Nast guidelines for ranking on page 1, making stories the appropriate length, providing separate SEO titles and headlines and enriching copy with extra terms

• Manually embed links in articles using Condé Nast’s content management system 

• Reach out to sources for stories like “How To Organize A Small Closet on a Budget, According to Pinterest Experts”

Weekend Contributor - July ’18-December ’19

• Wrote 2 to 5 articles per weekend in beats including beauty, fashion and entertainment, with 3 headline and 3 dek ideas each 

• Manually embedded links in articles using Condé Nast’s content management system 

• Published breaking news stories within 2 hours of receiving assignments

• Continued to pitch several stories per week on a freelance basis