Verena von Pfetten is a freelance writer, editor and consultant with 10 years of digital publishing experience. A true digital native, she specializes in digital brand consulting, editorial direction and content strategy, and has worked with clients such as Instagram, Glossier, ASOS, and 7 For All Mankind. She contributes regularly to fashion, food and travel publications, such as The New York Times, Condé Nast Traveler, InStyle, Modern Farmer and Town & Country, among others. She is also a consulting editor for Man Repeller.
Most recently, von Pfetten was the executive digital director at Lucky magazine, where she developed and executed the brand's digital editorial and product strategy across all platforms, including video, mobile, social, community and e-commerce, culminating with the February 2015 launch of Condé Nast’s first wholly integrated content-to-commerce platform, LuckyShops.com.
While at Lucky, von Pfetten also oversaw the planning and execution of Lucky’s annual FABB conference, worked closely with the print editorial staff to concept 360-degree magazine-to-web features and content extensions, and made national television appearances as a style expert and brand representative for news and fashion commentary, how-to segments and trend tutorials.
During her tenure, Lucky received the 2014 MIN Award for Best Site Redesign and 2013 MIN Award for Online Community, and was nominated for the 2015 MIN Awards for Overall Digital Excellence, Digital Team of the Year, and Online Community.
Prior to her time at Lucky, von Pfetten was the founding editor of Styleite, Abrams Media's acclaimed independent fashion news site, and The Braiser, a James Beard Award-nominated site focused on the chefs and personalities of the food industry. She also spent two years as the lifestyle editor at The Huffington Post.