Beni

I led the launch of Beni, a new shopping tool, and tied it to stories reporters were already writing: the circular economy, what fast fashion really costs, and how people are changing the way they shop.

Beni sat where climate, technology and consumer habits meet, so one announcement could go to very different desks. Fashion and lifestyle editors got one angle; business and technology reporters got another. Every version explained why the conversation mattered that season and where Beni fit in it.

Over four months the launch earned a Bloomberg feature and coverage in Marie Claire, CNN Underscored and Yahoo Lifestyle. Downloads started arriving from the Bloomberg piece soon after it ran.