About Jen
I produce conservation narratives across omni-channel environments----helping non-profit brands drive exposure, build loyalty, and catapult revenue by capturing the hearts and minds of target audiences.
Loves:
+ plott hounds
+ mountain trails
+ the enneagram (3w4)
+ pablo neruda, barbara kingsolver, and weratedogs
+ lime-soaked gin & tonics
+ npr's "how I built this"
+ unzipping a rainfly to a backcountry view
+ frosting a sharp edge on a four-layer cake
+ bright white sneakers
+ hiking by headlamp
+ the oxford comma
+ country music
+ topo chico
My Projects
WRITING: THE LAST BISON [Feature]
How now brown cow? When it comes to one of America's most iconic species--the buffalo--all is not as it seems.
For this Nature Conservancy magazine feature story, I traveled to Texas A&M's genetics lab to interview Veterinary Patholobiologist Dr. James Derr about his research into bison DNA. I also visited Tallgrass Prairie Preserve in Oklahoma, where some of the last genetically pure bison roam over 40,000 acres of grass and sky. I wrote the feature story, hed, dek, and captions.
WRITING: FACING CHANGE [News Story]
Centuries of commercial hunting have decimated whale numbers worldwide. Today, some populations are on the rebound but new threats jeopardize their tenuous recovery.
For this Nature Conservancy magazine news story for the front-of-the-book umbrella department called "Worldview," I reported and wrote an article on new threats to rebounding populations of whales and the work the Conservancy is doing to help mitigate them.
WRITING: CONSERVATION REBOOT [Short Feature]
Technology is changing how we protect the planet and scientists are on the cutting-edge.
I conceptualized, reported, and wrote this feature story for World Wildlife magazine, exploring the ways in which WWF experts are adapting existing technologies and pioneering new ones to advance conservation.
EDITING: THE VANISHING FOREST [Cover Story]
Unchecked populations of purple sea urchins are devouring California's iconic kelp forests, but pioneering scientists are working to put the ecosystem back in balance.
I ideated, commissioned, and edited this feature story for Nature Conservancy magazine, including writing the hed, dek, captions, coverlines, and a sidebar graphic novella.
EDITING: Bloom & Bust [Feature Story]
In Wyoming, warmer springs and earlier snowmelt could spell trouble for flowering plants and the wildlife that depend on the precise timing of their blossoms and berries.
To illustrate this story, I sourced a botanical paper sculpture artist from the U.K. and commissioned 65 paper flowers in all stages of bud, bloom and decay.
DEPARTMENT MANAGEMENT: WORLDVIEW
For each issue of Nature Conservancy I serve as lead depts. editor for the magazine's front-of-the-book Worldview section.
I research leads, draft a slate of 12 stories and assign them to a suite of freelance writers. I concept original visual approaches articles (including illustrations, graphics, infographics and maps) and collaborat with Design and third-party vendors to execute those deliverables. I edit the12 stories and steward them through the magazine's production process including fact-checking, copyediting, proofreading and staff review.
EDITING & DIGITAL PRODUCTION: WATER COLORS
Discover which Atlantic Game Fish is nearly twice the size of a 6 ft. human. Finger paint a Nassau Grouper. Listen to artist James Prosek explain how he captures the living colors of his scaly subjects. [Interactive functionality only available on iPad.]
I was responsible for the UI ideation and art direction of all interactive features for this story on Nature Conservancy magazine's digital edition app for iPad. For the print magazine, I also served as lead editor on the project, commissioning and editing the story, as well as writing all heds, deks, captions, and coverlines.
VIDEO: ON ASSIGNMENT IN PATAGONIA
Travel to the southern tip of South America with photographer Nick Hall in a behind-the-scenes video about his assignment on The Nature Conservancy's conservation work with sustainable sheep ranchers at the bottom of the Earth.
I worked with Nick and a video assistant to develop a series of eight one-to-three minute videos lifting the veil on his artistic process, the rigors of shooting on a windswept landscape, the challenges of wildlife photography, and more. These videos were embedded throughout the digital edition feature story.
VIDEO: MAINE'S MOOSE RIVER BOW TRIP
Join photographer Bridget Besaw for a morning on Maine's Moose River Bow Trip as she explains the wild spirit and recreational heritage of Maine's North Woods.
I worked with Bridget to commission a series of four video vignettes on Maine's North Woods. These videos were featured in the digital edition of Nature Conservancy magazine and launched from an interactive map (see above) that I produced with an external map vendor and our in-house designer.
STUDIO GALLERY: THE BAR METHOD
The Bar Method is a boutique fitness franchise headquartered in San Francisco, with more than 120 locations across the country. The workout is low-impact, high-intensity interval training using a ballet-barre under the guidance of instructors rigorously trained in anatomy and physiology.
In 2014, I opened my own 3,000 sqft. studio and grew it to profitability within the first year, based on the success of my cross-channel marketing communications initiatives. Four years later, I sold the business for 60% ROI.