Holly Thomas is a senior content leader and brand strategist in
Los Angeles. She leverages a journalism background and two decades of digital publishing and creative agency experience to help brands connect and convert.
Work Experience
Emergent Media
2023 – current
Freelance/Contract
2020 – 2023
Thrive Market
2018 – 2020
As Senior Director of Content & Community, I developed and executed content and social strategy to support Thrive Market’s positioning as a mission-driven brand, resulting in a 2x increase in organic site traffic from both social and blog year-over-year, as well as 220,000+ new Instagram followers. I led conception and execution of record-breaking content initiatives across all marketing and editorial touch points, from email, direct mail, website, and paid digital to blog, organic social, YouTube, packaging, and print collateral.
HZDG
2015 – 2018
As Editorial Director, I helped build and launch one of the ad agency world’s first in-house content studios, where I developed content strategy, custom editorial publications, and social content for blue-chip brands such as Pfizer and Hilton Hotels. I built and oversaw the agency’s influencer marketing department, creating successful campaigns for the likes of Organic Valley and Dormify.
Design Army
2014–2015
In my role as Editorial Director, I oversaw all copy and content at the renowned boutique creative agency, focusing primarily on editorial direction, content development, social strategy, and copywriting. While acting as the liaison between clients and the Creative team, I produced award-winning print and digital collateral for clients such as The Ritz-Carlton, Bloomingdales, and the Academy of Motion Picture Arts & Sciences.
Refinery29
2011–2014
I served as Washington D.C. Editor at the largest independent fashion site in the U.S., where I managed a rigorous 5x daily publishing schedule as a team of one. My duties included writing and editing social-optimized features; creating editorial calendars; covering real-time news; art directing photo shoots; and managing a wide roster of freelance writers and photographers.
The Washington Post
2004–2011
As Director of Editorial, I oversee all content efforts across social and web for a dynamic digital publisher with a portfolio of six lifestyle content brands and two e-commerce brands. I help lead creative ideation for branded content campaigns, generating more than $2M+ in annual revenue. In just two years, I’ve helped develop and grow a global network of 40+ digital content creators; launched Emergent’s original video programming efforts; and driven more than 605M content views. I also manage the company’s PR and B2B communications efforts.
After becoming a parent, I leveraged my experience as an editorial director, content marketing leader, copywriter, and brand strategist in a contract/consultant role for several retail brands in the CPG space, with a special focus on mission-driven brands and DTC e-commerce. My primary responsibilities were content and social strategy, editorial direction, copywriting for both consumer and B2B audiences, brand development and refinement, and strategic marketing plans.
I spent seven years at the Post as a Staff Writer and Columnist for the Style section and the WP Magazine, and a key contributor to the Millennial-focused Sunday Source. I penned a weekly column on local retail, fashion, and beauty; contributed to NYFW coverage each year; and wrote feature stories as the Sunday magazine’s only full-time staff writer, covering local arts, fashion, and entertainment.