Hi! I’m a writer, creator, and creative consultant based in NYC.

Got an idea? Reach me at hbax89@gmail.com

Strategy, Editorial, Content, Social,

Strategy, Editorial, Content, Social,

  • With a decade of editorial and brand experience, I’m well-versed in storytelling of all kinds. I was most recently the Deputy Beauty Editor at The Zoe Report, leading the vertical through two years of growth. Previously I was Senior Beauty Editor at Coveteur, and have held digital editor positions at BUST Magazine.

  • I currently contribute to outlets like The Cut, Allure, Air Mail, Harper’s Bazaar, Architectural Digest, Glamour, Bustle, Byrdie, and Elle among others, covering beauty, wellness, health, fashion, and travel.

  • I create social content for prestige brands in the fashion, beauty, and lifestyle space like H&M, Klarna, Grey Goose, Shiseido, GAP, Cuyana, Sol de Janeiro, Pureology, Calpak and more.

  • I’m the founder of Anxiety Beer, a bi-monthly newsletter that destigmatizes conversations around mental health.

  • I also work behind the scenes to help brands and agencies communicate their unique vision in an effective, compelling, and click-worthy manner.

No matter the format, let’s work together to tell your story!

Consulting Work

Content Strategy & Copywriting

Developing a unique voice that feels authentic to the DNA of the brand or agency, whether you want to launch something completely new, amplify the performance of an existing product or initiative, or elevate your overall brand messaging via website copy, press materials, brand bibles, mission statements, social media franchises, and more.

Social Strategy

Auditing social plans to pinpoint a brand’s objectives and ensure those tenants are maximized, prioritizing organic growth, community building, and brand awareness for an authentic social presence on all platforms.

PR Advisory

Counseling PR professionals about the realities of editor inboxes, mailers, desksides, and successful in-person activations so that you can seamlessly execute your brand roster’s KPIs.

Brand Campaigns

I’m passionate about helping brands connect with a digital-native audience that craves authenticity and transparency. From social images and video to national advertising campaigns, my followers know that if I partner with a brand or product, it is my honest recommendation, an authority I’ve cultivated from over a decade in the media industry.

Promoting prestige beauty brand L’Occitane’s Mother’s Day campaign.

  • Accounts reached: 34,463

  • Impressions: 36,176

L’Occitane

Cast in H&M’s F/W ‘19 advertising campaign, which featured creative New Yorkers of note.

  • Marketing and display advertising materials, including NYC subways and Manhattan stores.

H&M

Selected Clients

  • Conducted a social media audit and competitor analysis

  • Developed comprehensive content & social media strategies

  • Developed launch strategy for pending SKUs

  • Created Content Master Sheets for external media and community building initiatives

  • Hosted two panel discussions for press and content creators with Tatcha founder Vicky Tsai about the connection between mental health and skincare.

  • Edited external communications for August launch of bond-building collection of products

Promoting the launch of the new shampoo and conditioner from Jennifer Aniston’s haircare line

  • Accounts reached: 34, 038

  • Plays: 34,320

LolaVie

Cast in Pamela Love’s Summer ‘22 advertising campaign.

  • Included interview feature on the brand’s e-commerce site.

Pamela Love

  • Conducted a social media audit and competitor analysis

  • Developed a comprehensive social media strategy

  • Rewrote PDP pages, founder bio, and About Us copy

  • Developing and writing 5-6 branded content features per month for Vox titles from April - December 2023

  • Stories featured on The Cut, PopSugar, Polygon, NowThis

  • Rewrote 31 PDP pages to capture refined brand messaging

  • Edited “Clean Beauty” messaging for external comms and VBB site

Selected Writing

Editors bring a unique skillset to the table: content strategy, SEO, boundless imagination, a commitment to storytelling, and a deep wealth of industry knowledge. All of these are essential to help a brand realize the full potential of its creative vision. Even if you’re not sure what will take your brand to the next level, I can help to amplify your message, connect with consumers, and execute your objectives with exceptional attention to detail.

Your brand matters — lets work on communicating that to the world.