With her expert leadership skills, her ability to create and package stories, her refined design sensibility, and her innovative thinking, Laura excels as an editor.
Laura was brought on by the London-based Family Traveller — the world’s largest family travel media company — in a hybrid consulting/staff role to launch the U.S. brand. As the chief content officer, Laura assembled a team, oversaw the launch of the U.S. print magazine, and directed brand strategy across platforms, from print to digital. You can read more about the launch in Keith Kelly’s New York Post column and you can click below to view digital versions of the launch issue and the second issue.
As the editor-in-chief of Yahoo Travel, Laura oversaw the content strategy and a daily lineup of 15-20 stories. This included original features, breaking news, video, slideshows, user-generated articles, and highly curated partner pieces. Laura managed a team of six editors, collaborated with departments across Yahoo, and built a global network of 300+ writers and correspondents. Her talents helped grow readership to 9-14 million unique users monthly, making Yahoo Travel the top travel content site worldwide. Here are some examples of successful stories and series that Laura spearheaded.
Real Travel A signature of Yahoo Travel was its coverage of how real people travel. This story that Laura commissioned on a woman who bought an island, battled cancer, and adopted a Cambodian child went viral.
Cuba As part of an ambitious cross-platform series on Cuba that ran across Yahoo’s verticals, Laura commissioned a number of travel stories on the country’s transformation. This video story of Cuban men trying American candy for the first time is both humorous and poignant.
50 States Yahoo Travel’s series of witty packages on the 50 states were a runaway success with readers.
Road Trips Yahoo Travel’s driving series was popular with both readers and automotive advertisers. In this self-produced video story, Laura took readers on a road trip in South Africa.
TRAVEL + LEISURE
Here are some of the highlights of Laura’s work while she was deputy editor of Travel + Leisure.
Content Direction Every year, Laura oversaw two of Travel + Leisure’s most important single-topic issues: Hotels and Style & Culture, directing all content. The 2013 Hotels issue won a Folio Eddie Award for Best Full Issue (Consumer), and the 2010 Hotels issue won a MIN Editorial & Design Award for Single Magazine Issue (Consumer). Here’s a look at the 2013 Style & Culture issue, which showcased the myriad ways that Laura combined editorial, digital, and other platforms.
• For the issue’s signature package, “Shop Like a Local,” Laura and her team tapped into a global network of well-connected insiders — as well as T+L’s 1,547,522 social media followers — to create a guide to the world’s style capitals. The expertly packaged “Shop Like a Local” included everything from Italy’s secret food sources to how to dress like a Parisian, along with tips from tastemakers and T+L followers. To coincide with the feature, they crafted a Shop Like a Local Twitter chat that involved nearly 100 participants (designers; bloggers; fashion and style experts), generating 17,597,611 digital impressions.
• The opening article on a new fashion designer-owned hotel in Uruguay featured a revenue-generating platform that Laura oversaw with the outfitter Cox & Kings, in which she curated branded T+L Trips aligned with stories in the magazine. Travel + Leisure shared a portion of the profits from this unique partnership. The Packing Doctor column was a concept that Laura oversaw and helped develop, in which the magazine’s style director solved packing dilemmas sourced through T+L’s social media channels; the team also produced an accompanying packing demonstration video that appeared on the Vine app. The map-driven last page, Tagged, profiled a neighborhood through crowd-sourced tips.
• The rest of the issue featured a smart and seductive mix of stories, celebrating modern style and culture around the globe, including Lynn Yaeger on the emerging fashion scene in Scotland; the enduring allure of a countercultural Big Sur retreat by Dani Shapiro; Alexandra Marshall on the latest European style capital, Marseilles; Maria Shollenbarger’s look at the newly chic islands of Mozambique; a highly curated guide to Miami by Peter Frank; and Guy Trebay’s take on global street style.
Travel + Leisure’s “On Our Radar” The Radar section, which Laura produced with a small team of editors, was T+L’s indispensable guide to the globe, marrying news, discoveries, and service journalism with sharp writing, eye-catching images, and witty infographics. The March 2014 Radar section showed the breadth of the content that Laura and her team developed — from a smart interview with film director Baz Luhrmann, who oversaw the design of a hotel in Miami, to a behind-the-scenes confessional from a Vegas blackjack dealer to a highly amusing essay by novelist Gary Shteyngart about travel and sex.
Feature Editing At Travel + Leisure, Laura directed the coverage of the magazine’s most important topics, from lifestyle to hotels to trends. An adept line editor with finely tuned visual packaging skills, Laura hired freelance writers and collaborated with the magazine’s art/photo teams to produce top-notch articles for the magazine. Here are some examples:
London’s New Edition
Lush Life: Barbados
Miami Splash: the W South Beach
Buenos Aires Steps It Up
Style An expert on style, fashion, and beauty, Laura oversaw Travel + Leisure‘s style department and all related coverage. Combining her visual sensibility and her editorial expertise, she top edited still-life pages on fashion and beauty, personality profiles, and fashion shoots. Laura also directed all content for the magazine’s annual Style & Culture issue and produced on-location stories ranging from Carolina Herrera in Madrid to Salma Hayek in the Bahamas. For many years, Laura represented Travel + Leisure at the fashion shows in New York, Milan, and Paris. Here are samples of stories that she produced and top edited:
Travel + Romance At Travel + Leisure, Laura spearheaded profitable brand extensions and strategic partnerships. She was editor-in-chief of the spin-off newsstand publication, Travel + Romance, produced in partnership with The Knot. Laura directed all content for this special newsstand publication about honeymoons and destination weddings. Here are some sample pages:
Book Editing Laura helped launch Travel + Leisure’s book series in 2006 and continued to oversee the revenue-producing program. Under her expert guidance, the brand produced 18 titles, including the annual 100 Greatest Trips and The World’s Greatest Hotels, as well as Where to Eat Around the World; Europe: The Places We Love; Unexpected France; Unexpected Italy; and Unexpected USA.