Leff Communications
Senior Vice President, Content Innovation & Strategy
2021 - present

Developing best-in-class content for a suite of blue-chip clients, from McKinsey & Company to General Catalyst, Aon, Deloitte, PwC, Spencer Stuart, and more. Responsible for:

• Managing colleagues spanning editorial, design, and production who collectively develop more than 500 pieces of thought leadership annually

• Driving content strategy for a diverse range of clients, especially optimizing storytelling approaches through format and channel innovation and measurement of key performance indicators

• Writing and editing flagship content with an emphasis on cross-functional, sensitive, leadership-oriented topics, especially in financial services, organization, and marketing and sales.

Ernst & Young
Managing Director and Global Editor-in-Chief
2019 – 2021

The 400,000-employee professional-services firm's first Global Editor-in-Chief, providing strategic vision and operational excellence to take its content to the next level. Responsible for:

• Assessing the organization's thought-leadership capabilities and processes and developing and overseeing the execution of a long-term global content strategy

• Building relationships across a highly matrixed, complex organization to ensure alignment with and support for the strategic vision, particularly with Brand, Marketing & Communications colleagues

• Creating EY Insights, a dedicated research and publishing unit, to elevate the quality of thought leadership while developing innovative approaches to formats and channel activation

• Ensuring tighter alignment between all storytelling efforts and business value, creating external understanding of and interest in the tangible outcomes of implementing proven solutions

• Building relationships with current and potential business partners, academic institutions, and influential external thought leaders

• Managing relationships with external content agencies

• Developing and managing thought-leadership campaigns to drive go-to-market efforts

Deloitte
Managing Director and Director of Publishing, Deloitte Insights
2017 – 2019

Leader of the flagship digital publishing channel and a team of more than 45 editors, designers, and communications professionals. Brought in to review its content strategy and evolve its thought leadership, my tenure saw web traffic for Deloitte's content increase by more than 75%, social-media followers by 63%, and subscriptions to e-mail newsletters by 28%. Highlights included:

• Rebranding the US-based Deloitte University Press as Deloitte Insights

• Overseeing the annual publication of more than 600 thought-leadership assets spanning articles, videos, podcasts, interactives, and infographics, as well as innovative formats such as Augmented Reality

• Reimagining and redesigning Deloitte's premier print publication, Deloitte Review

• Developing and driving the Deloitte Insights mobile app, in conjunction with Dow Jones

• Introducing website registered-user functionality and personalization of content

McKinsey & Company
Executive Editor, McKinsey Publishing
Executive Editor, McKinsey Quarterly
Senior Editor, Office of the Managing Director
Senior Editor, McKinsey Quarterly
Associate Editor, McKinsey Publishing
Senior Associate
2007 – 2016

Multiple roles spanning almost a decade, beginning as a management consultant in McKinsey’s New York City office and culminating in oversight of content flowing to mckinsey.com. Responsibilities included:

• Conceiving, developing, writing, and editing text, video, audio, and interactive content

• Determining publication strategy and scheduling, then executing with direct reports and colleagues in a 30-plus member team

• Managing organization-wide content campaigns on priority topics

• Pushing audience development and engagement through multiple channels, and calibrating those strategies through the gathering and analysis of relevant metrics

• Helping set the Publishing function’s strategic direction as a member of its senior-management team, including staffing and restructuring decisions, developing and communicating organization-wide editorial standards, and exploring innovative editorial formats.

Also counseled senior leaders globally on editorial and publishing issues, including six months directly working for McKinsey’s Global Managing Director on internal and external communications. The result? Web traffic more than doubled to two million visitors a month and the McKinsey Insights mobile app was launched and installed by 500,000 users globally.

Bloomberg
Editor
2006 – 2007

One of only a dozen front-page editors globally for the financial-news service, responsible for commissioning and overseeing coverage of financial and general news in the United States

Self-employed
Freelance writer
2004 – 2006

Wrote for United States and foreign publications including the New York Times, Financial Times, Outside and Men's Health. Weekly business columnist for Australia's biggest-selling newspaper, the Herald-Sun