App Store Editorial
As an editor for the App Store, my role was to find the best experiences you could have on an iPhone, iPad, or Apple Watch and highlight them for a global audience. I collaborated with world-class engineers, designers, and subject-matter experts to craft editorial content that showcased these apps. Here are just a few examples of the projects I worked on.
Launched the App Store on Apple Watch
I was the global subject-matter expert for the App Store on Apple Watch.
I worked with stakeholders across Apple to launch the store in 2019 and collaborated with human interface designers to determine a criteria for an app to be considered feature-worthy.
I defined editorial strategy for the United States that balanced both editorial judgement and business goals.
I wrote all of the microcopy that advertised apps and worked with graphic designers to create the accompanying imagery.
Curated App of the Day stories
I was one of the primary curators of App of the Day stories.
I planned a monthly editorial calendar to highlight seasonally relevant apps, and those that would help our team achieve editorial and business goals.
I drew on outside research to find editorially relevant apps and internal performance metrics to identify business drivers.
I wrote an average of 10 stories a month and assigned the remainder to freelancers. I worked with them to ensure they had all of the information and direction they needed to complete their assigned stories.
Covered high-profile categories
I was responsible for managing several high-profile categories of the store, including Health & Fitness, Photo & Video, News, and many others.
I became a subject-matter expert on the important apps and developers in these categories, and advised other groups at Apple on matters related to them.
For example, I worked with the Health and Siri teams to identify the best Telehealth apps during the outbreak of COVID-19.
I set the page layout and chose the apps that were featured on the category pages for these apps, as well for the Apps tabs of the App Store.
I wrote the taglines for individually featured apps and the titles for thematic collections of apps.
