I thought I’d grow up to be an author or a journalist, but graduating into an economic downturn with Jewish lawyer parents steered me away from that. I ended up working in tech.

But I didn’t let the writer in me die. When everyone else was leaning into short-form content, I figured out how small, scrappy startups could turn good writing into an unfair marketing advantage. At Ava Women, I launched the reproductive health blog AvaWorld, grew it to 3 million monthly visitors in under two years, and turned it into a $2M/year revenue stream. And at Oath Care, I launched the All the Feels newsletter and persuaded public figures including philosopher Agnes Callard and activist Reshma Saujani to participate in our interview series.

During my 15 years as a head of content for women’s health and parenting startups, my professional and personal lives converged. Experiencing two pregnancies, two miscarriages, and severe preeclampsia while working in women’s health was a kind of indoctrination: I became obsessed. As a result, if there’s something to do with pregnancy or parenting, I’ve heard of it and probably tried it. I understand intuitively how brands come off to women and parents—what makes something intriguing, provocative, or merely gimmicky.

Today I help women’s health and parenting startups gain their audience’s trust with brand building writing. Recent work includes launching The Family Commons—a Substack about modern parenting and community that attracted interest from several top literary agents.

When I’m not working, you can find me playing ultimate frisbee (badly), biking my two kids up and down San Francisco’s giant hills, and writing short, weird essays.