Context
An independently built platform focused on domestic labor, care work, gender dynamics, and cultural change—spanning social media, publishing, and speaking.

Challenge
Translate complex, often invisible systems (like the mental load and inequitable labor distribution) into language that resonates at scale, while maintaining nuance, credibility, and trust across diverse audiences.

Approach
I developed and led a long-term content and messaging strategy grounded in clarity, accessibility, and cultural relevance. This included identifying key narrative gaps, coining and popularizing language to describe lived experiences (including weaponized incompetence and the nag paradox), and consistently creating content that connected research, storytelling, and real-world application.

The work spans short-form video, long-form writing, podcasting, and live speaking—each reinforcing the same core ideas across different audience entry points.

Impact
Built a cross-platform audience of over 1 million followers, reaching millions of people each month. Contributed to national conversations by introducing widely adopted terminology and frameworks now used across media, research, and public discourse.

Featured and cited as an expert in publications including Business Insider, HuffPost, Good Housekeeping, and more. Author of No More Mediocre (Plume, Penguin Random House), expanding this work into long-form publishing.

Host of a globally ranked top 2% podcast and invited speaker at companies, conferences, and organizations across the U.S. and internationally on topics including labor, gender, family systems, and care.

Key Metrics & Reach

• 1M+ total audience across platforms

• Millions of views and impressions monthly

• Top 2% globally ranked podcast (Time to Lean)

• National media features and expert citations across major outlets

• Published author with a major imprint (Plume, Penguin Random House)

• Speaking engagements across corporate, nonprofit, and international audiences