JENNY SUNDEL
Los Angeles,CA
Summary
Content leader with dynamic combination of editorial, agency, in-house and platform experience. Developed and launched award-winning creative, campaigns, strategic partnerships and products for some of the most iconic brands and media companies in the world including PepsiCo, Hilton, Facebook and NBCUniversal.
Overview
28
28
years of professional experience
Work History
Head of Content, Entertainment Products
Meta/Facebook
Los Angeles, CA
04.2020 - Current
- Leading entertainment content strategy across Meta to attract young adults and creators to our platforms.
- Managing content team in the development of music, beauty and lifestyle products that play to community-building strengths.
- Focused on elevating user experience via voice and tone experimentation; adding moments of joy and delight; and defining mission, vision, principles and strategy.
- Previously led Community Incubator content team, successfully clearing privacy and integrity obstacles to launch Dating in the EU.
Senior Director, Tech Storytelling
Hilton
McLean, VA
04.2019 - 03.2020
- Led copy and content discipline for XD, Hilton’s award-winning in-house agency embedded within Experience Design group.
- Created exceptional digital experiences across 18-brand portfolio and enterprise, including apps, tools and websites.
- Tapped as editor in chief of new tech storytelling unit highlighting thought leadership and best-in-class innovations like Digital Key and Connected Room.
- Produced content for panels and events, including Americas Owners Conference; conducted storytelling workshops.
VP, Content
Universal McCann, UM Studios
New York, United States
03.2018 - 03.2019
- Led content development across media agency’s client roster including Accenture, CVS, and H&M.
- Developed 5MM partnership with The New York Times’ T Brand Studio.
- Creative included stop-motion hero videos, podcasts, social posts, and print ads. Digital engagement rate exceeded benchmark by 125%.
- Launched top-10 iTunes podcast “Should This Exist” with Accenture and Quartz.
Editor in Chief, Digital Communications Director
PepsiCo
Purchase, NY
01.2015 - 01.2018
- Built storytelling capabilities and global editorial network as the inaugural editor in chief of digital communications.
- Led team in development of multichannel content across vast $63B portfolio.
- Launched powerful award-winning campaigns highlighting key corporate values including innovation, sustainability, and diversity.
- Increased digital engagements by 212% YOY.
- Created and implemented new social content creation model, resulting in increased efficiency, elevated creative, and +104% growth YOY.
- Launched Instagram and Snapchat channels.
- Led cross-portfolio South by Southwest activation, highlighting marquee brands and product innovations.
- Developed and executed content strategy around tentpole events, including Super Bowl.
- Debuted PepsiCo’s first-ever virtual reality film with RYOT at SXSW Eco.
- Led #SearchforHiddenFigures campaign with 21st Century Fox, nabbing seven industry award nominations.
Editorial and Brand Consultant
Various Companies
01.2003 - 01.2018
- 15+ years of experience developing copy, campaigns and digital/social strategy. Highlights include:
- 2018: Developed copy and strategy for buzzworthy Calvin Klein/Kardashians campaign and PepsiCo's Lifewtr new product launch. Also wrote content and copy for Lands’ End, Beauty Brands, Tommy Hilfiger, and The Hollywood Reporter.
- 2017: Served as Stage Manager and vocal talent for Google Cloud Summit.
- 2011-2012: Launched travel blog project in Paris, receiving international press in The Globe and Mail, Flare, and E! Online; also highlighted as one of Tumblr's top blogs.
- 2005-2018: Regular contributor to Women’s Wear Daily.
- 2005-2009, 2014: Started my stint at NBCUniversal as a writer for E! Online, penning features and pilots and developing content strategy to launch digital destinations, including Style Network’s MyStyle.com. Returned in 2014 to develop 360 campaigns to drive revenue around network shows and tentpole events, including New York Fashion Week and award season.
Senior Creative
Starcom Mediavest/LiquidThread
Chicago, IL
04.2012 - 03.2013
- Developed, executed, and led copy on digital/social campaigns, branded entertainment integrations, website redesigns, microsites, style guides, articles, e-cards, and interactive game experiences
- Led successful repositioning of Skinnygirl Cocktails after Beam Global sale; launched award-winning red carpet campaign with E!, which won a Shorty Award; created influencer program; and managed social media accounts for Beam Global, growing brand presence to nearly 1M Facebook fans.
West Coast Bureau Chief
OK! Magazine
Los Angeles, CA
05.2009 - 05.2010
- Led editorial team in the relaunch of global weekly publisher in crowded U.S entertainment weekly marketplace.
- Secured partnerships and exclusives including wedding coverage, co-branded events, and New York Fashion Week/Kim Kardashian collaboration.
- Implemented digital content creation model, increasing website traffic by 300% YOY.
Contributor
Time Inc
Los Angeles, CA
01.2005 - 04.2009
- Covered entertainment, fashion, beauty, and lifestyle for People, InStyle, and Entertainment Weekly across print and digital platforms, driving record-breaking website traffic and print sales through strong PR relationships and on-the-ground reporting.
- Contributor to best-selling covers including Oprah's 50th Birthday and editor for special issues.
- Part of launch team for award-winning digital destinations, including People’s StyleWatch vertical.
Education
BFA -
New York University, Tisch School of The Arts
New York, NYTimeline
Head of Content, Entertainment Products
Meta/Facebook
04.2020 - Current
Senior Director, Tech Storytelling
Hilton
04.2019 - 03.2020
VP, Content
Universal McCann, UM Studios
03.2018 - 03.2019
Editor in Chief, Digital Communications Director
PepsiCo
01.2015 - 01.2018
Senior Creative
Starcom Mediavest/LiquidThread
04.2012 - 03.2013
West Coast Bureau Chief
OK! Magazine
05.2009 - 05.2010
Contributor
Time Inc
01.2005 - 04.2009
Editorial and Brand Consultant
Various Companies
01.2003 - 01.2018
BFA -
New York University, Tisch School of The Arts
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