Social media strategist, marketing consultant and self-proclaimed red velvet cake addict, currently based out of Atlanta, GA.
Uses the words "yes," "no" and "let me look into that" within proper context. Builds consensus and trust with minimal bribery. Believes that ideas should dictate their own medium. Knows that IMC is not root beer, and prepress is not how you make a panini. Enjoys analyzing type in everyday household items. Reckons that sometimes a 3-ply cocktail napkin can put even the best creative brief to shame.
⋅ Leads strategic digital and social media initiatives at Masco Corporate, working with a vast array of leading brands in the home improvement and new home construction markets. Some of Masco's brands include Delta Faucet, Brizo, Hansgrohe, Behr Paint, KraftMaid and Merillat Cabinetry, Milgard, Arrow Fastener, Liberty Hardware and Hot Spring Spas among others.
⋅ Partners with Business Units, internal teams, vendors and agencies to develop integrated programs and campaigns, ensuring that our brands have the resources and guidance to properly anticipate and leverage opportunities with emerging media.
⋅ Lead the social engagement programs for JWT Atlanta’s largest clients, the United States Marine Corps and Transamerica, inclusive of strategy, community management, monitoring, paid media and development and maintenance of social builds.
⋅ Develop industry-leading programs and campaigns; became the first government organization to surpass one million likes on Facebook in Jan 2011; surpassed two million one year later.
⋅ Launched a robust brand experience on YouTube; increased channel views by 642% and video views by 226% within one year.
⋅ Established social media guidance used by more than 5,000 Marine Corps recruiting personnel.
⋅ Build and manage listening programs, outreach and analytics, leveraging proprietary and third party tools (Sysomos, Dow Jones Factiva).
⋅ Present at national and regional client conferences.
⋅ Provide social strategy, best practices and consultation across projects and new business efforts.
⋅ Led all Marine Corps digital projects including Marines.com, MarineOfficer.com and social networking communities
⋅ Successfully managed and launched two large scale ($3-5mm) web builds
⋅ Spearheaded the social engagement program for the Marine Corps and expanded reach across Facebook, MySpace, YouTube and Twitter
⋅ Supervised creative and technical development across multiple disciplines and three offices
· Create brand platforms for clients in various industries including hospitality, sports, technology and real estate
· Services include: Identity Development, Collateral Design & Production, Advertising & Ad Production, Interactive & Online Marketing, Direct Mail Marketing, Pre-press Services, Copy Writing, Photography, Public Relations and Event Planning
· Manage travel and tourism accounts including Myrtle Beach Area Chamber of Commerce, Cancun CVB, Panama City Beach CVB and the Outer Banks Visitors Bureau, among others
· Facilitated a cooperative advertising program that raised over $280K in co-op funding; worked directly with 18 co-op partners to plan media buys and creative
· Aided in the repositioning efforts of Panama City Beach with a “Letters” campaign that received a bronze Adrian Award for Best Advertising Campaign for a Destination
· Managed a portfolio of clients in the real estate sector including Coldwell Banker The Condo Store, JMG Realty and Bank of America Community Development Corporation
· Formulated marketing research programs including focus group organization, survey design and analysis
· Developed and executed Integrated Marketing Communications Plans
· Aided in concept development for new campaigns
⋅ Conducted day-to-day business for clients including Interval International, Occidental Hotels & Resorts, Panama City Beach CVB and Special Olympics Florida
⋅ Established creative and strategic direction for all marketing and advertising materials
⋅ Initiated and managed a quarterly giveaway program for Panama City Beach CVB
⋅ Assisted with the development of marketing plans and media strategy
Last weekend I was honored to be able to help host my dear friend Angela's baby shower. It was my first time hosting a baby shower, and it was a lot of fun! Since my wedding I've been mildly obsessed with dessert tables, and thought this would be a great opportunity to test my skills by creating a dessert table that incorporated our rustic, owl-inspired theme.
Since the colors were turquoise and lime green I initially struggled with what I should make for the desserts, but finally decided upon doing a variation of my red velvet cupcakes (with a different colored food dye, of course), mini key lime pies and some s'mores bars. I'd never made key lime pie before but was delighted to discover how easy it was to make. Its definitely something foolproof that you can whip up in just a few minutes (if you use pre-made crust) that also tastes wonderful.
For the decor I bought a bunch of burlap that I used to make a table runner, some fabric bunting and to line a frame that I used as a mock menu (I wrote with liquid chalk on the glass). I also found some wooden slabs at Michael's that I used to display the key lime pies on, and then used some of my miscellaneous cake stands and plates that I used for my wedding. All in all, I think it turned out pretty well although I would recommend some modifications to the recipes (see below). Happy Baking!
When I first decided to blog about red velvet, many people said I was crazy. "How on earth can you just blog about red velvet?" they asked. "Won't that get a little repetitive, and well, boring?"
Little did they know this lesser known cake that fell out of favor in the 1970's due to the Red No. 2 food dye scare, would come back with a vengeance -- making its way into our favorite recipes, and subsequently, into our hearts.
To all of the naysayers, I present to you a red velvet cocktail shot. Yes, the cake we both know and love has now made its way into liquid form, to be consumed and enjoyed in 1oz doses. I think its safe to say that once a drink has been named after something, that it is officially mainstream.
I'm not sure if a drink can possibly taste like red velvet, but its worth a shot (pun intended). You can find the recipe here.
| I'm obsessed with this color right now. |
| Adorable! |
| Love the pleats and cute little bow! |
I can't think of a better time of year to make red velvet. If you're looking for some holiday baking inspiration, I've included links to some fun red velvet recipes. I haven't been able to try them all, but can certainly vouch for the sources: from Southern Living, Paula Deen and a few of my favorite baking bloggers. These recipes are sure to get you right into the holiday spirit:
| Photo: Jennifer Davick; Styling: Buffy Hargett |
At what point should I start worrying about my red velvet addiction? Truth be told, I actually considered buying two boxes of these.
But wait, these cake truffles, well...they look just like your cake balls?Ah, you are quite right! Needless to say, I was bringing said cake truffles to my production team at church. And although it may seem silly, I felt that cake 'truffles' were much more PC than cake 'balls'. Am I right?
| These truffles had a bad temper! |
I'm looking to my readers to see what I should bake next. There are so many red velvet variations on my list that I simply cannot choose. So far the contenders are:
Several weeks back I did a post on the JWT Atlanta blog called The Next Big Thing Could Actually be, Quite Small and asserted my prediction that cake balls were going to be all the rage. Well today I am here to tell you that they are.
I was at first a skeptic, but after making some red velvet cake balls from scratch I was truly convinced. There is something so heavenly about homemade red velvet cake and cream cheese icing mixed together, blanked by a nice, rich coating of chocolate.
I'm not going to lie, these little beauties are pretty labor intensive if you make them from scratch. As a matter of fact, you may start to hate me half way through this process and wonder why you ever decided to make these. But this is when you must press on. I assure you that all of your frustration will be worth its weight in gold once you bite into one of these.
Should you choose to make these, here are a few pointers I'd like to offer:
- Find a Kroger and buy a package of their white or dark chocolate bark. You can also use candy melts, but I found them much more difficult to work with.
- Invest in a candy dipping fork or set like this one. Spend a few more dollars on the metal dipping fork, as I rendered my plastic set useless trying to make these.
- You can use any red velvet cake and frosting recipe, but the following is one of my own. If you use another recipe you will need a 9x13 cake, about 2 cups of frosting and 1 or 2 packages of chocolate bark (depending on how much of a perfectionist you are).
For the red velvet cake:
2 1/2 c + 5T cake flour, sift before measuring
1 1/2 c sugar
1t baking soda
1t salt
1T + 1t natural cocoa powder, not dutch-processed
1 1/2 c vegetable oil
1 c buttermilk, room temperature
2 large eggs, room temperature
2T red food coloring
1t white distilled vinegar
1t pure madagascar vanilla
For the cream cheese icing:
2 1/4 c confectioners sugar sifted
4oz (1/2 a block) of cream cheese, softened
1/4 c mascarpone cheese
4T unsalted butter, softened
1/2t pure madagascar vanilla
For the candy coating:
1 or 2 packages of white, milk or dark chocolate bark (while I liked the way the white chocolate looked, the milk/dark chocolate tasted much better). I recommend getting two packages since the chocolate tends to get messy after a while with crumbs from the cake balls.
Directions:
Preheat the oven to 350. In a medium bowl, sift together the flour (pre-measured and sifted), sugar, cocoa, baking soda and salt. In a large bowl, gently beat (speed 1 or 2 of a handheld mixer) the oil, buttermilk, eggs, vinegar, vanilla and red food coloring until blended. Add in the dry ingredients slowly and beat (speed of 1 or 2) until smooth. Pour into a lined and greased 9x13 pan.
Bake at 350 for approximately 30 minutes, turning once half way through. Cool in pan for no more than 10 minutes, then transfer to a wire rack to cool completely. Once your cake has cooled, shave off any hard edges of the cake using a serrated knife.
In a large bowl beat the cream cheese, mascarpone, butter and vanilla until smooth. Slowly sift in the confectioners sugar and beat on a low speed until incorporated. Increase the speed until fully blended. Now here's the fun part. Take your cake and crumble it into a large mixing bowl. Add up to two cups of the cream cheese icing and mix with a spatula (or with your hands if you don't mind getting a little messy) until fully incorporated. It will be the consistency of a thick dough. Roll the mixture into balls and lay onto a cookie sheet. Place in the freezer until ready to coat in chocolate.
Before coating the cake balls must chilled, but not completely frozen. Melt the chocolate bark in microwave according to directions on package. Dip and cover one cake ball at a time using either a spoon or a dipping fork and place on a parchment lined cookie sheet. I like to take one or two cake balls out of the freezer at a time, as they are easier to work with that way. You can cover up any mishaps with a second coating (or drizzle) of chocolate once the first layer has hardened.
Good luck and let me know how it goes!
| Nice texture and crumb, but the icing didn't blow me away. |
| A large cupcake from Matty Cakes is almost equivalent to the circumference of a quart of BEHR paint. |
| What I consider to be the ideal color for red velvet. |
Remember that book Waiting for Godot that many of us had to read in high school? Well I'm sure none of you felt like Vladimir and Estragon, eagerly awaiting my next post about gâteau (that's French for cake), but I'm here to assure you that I have several new reviews, recipes and stories to share.
In the last two weeks alone, I've done tastings in New Orleans and DC, as well as baked (and blogged about) the yummy cake balls pictured below. It's all coming soon, so don't forget to subscribe to my posts (top right under subscribe). You can also follow my updates on twitter or like The Velveteen Baker on Facebook.
From bacon cake to bacon chocolate chip cookies, I've been seeing a lot of interesting meat-infused desserts lately, but this one takes the cake...and far too literally at that.
A San Francisco-based chef has invented red velvet fried chicken. Shocking, I know. And with cream cheese infused, garlic mashed potatoes nonetheless. Why I hesitate to understand this odd pairing is that you can't just make something red velvet.
See, red velvet is as much about texture as it is about flavor. Without its velvety, melt-in-your-mouth consistency, red velvet cake would simply be cake with an excessive amount of food dye. However you spin it - drenching and frying in red velvet - or tar and feathering in red velvet, does not a red velvet make.
Regardless of how jaded I may sound, I would like to commend American Cupcake with their creativity, and I am quite curious to hear any reviews of said red velvet fried chicken. If any of my ten whole visitors from the greater San Francisco area decide to check it out, please let me know. Heck, it may even be pretty good. But good, bad or indifferent, you can count on the Velveteen Baker for keeping the poultry out of her baked goods.
So my first attempt at red velvet pancakes (technically my first attempt at pancakes, ever) and they were actually quite successful. I started with two different recipes, but thought they had too much cocoa and not enough buttermilk, so I ended up just scrapping both and winging it. I was pleasantly surprised that they turned out and were actually really good. Fluffy with a nice velvety texture and not too sweet. Next time I'll probably add some cream cheese to the topping (in lieu of the creme fraiche), but was a little too impatient to wait for it to soften. Try them out and let me know what you think.
Teen's Red Velvet Pancakes
Yields about 16 pancakes
For the Red Velvet Pancakes:
1 cup all-purpose flour, sifted twice after measuring
1/2 teaspoon baking powder
1 1/2 teaspoon baking soda
1/4 teaspoon salt
3 tablespoons white sugar
1 tablespoon unsweetened cocoa powder
2 large eggs, lightly beaten
1 cup buttermilk
1/4 cup creme fraiche
4 tablespoons unsalted butter, melted
1 tablespoon red food coloring
1 teaspoon vanilla extract
1/2 cup walnuts (or pecans), toasted
For the Mascarpone Topping:
1/3 cup softened mascarpone
1/4 cup creme fraiche
1 cup confectioners sugar
1/4 teaspoon vanilla extract
Cook walnuts in a skillet at medium-high heat for 3 to 5 minutes, stirring frequently. In a large bowl whisk together the dry ingredients. In a separate bowl whisk together the eggs, buttermilk, creme fraiche, melted butter, red food coloring and vanilla extract. Add in the dry ingredients and walnuts (reserve some for garnish) and whisk until combined. The batter will have a thick consistency.
Heat a frying pan or griddle over medium heat. Add butter to grease, followed by a small scoop of the batter. Wait for the pancakes to bubble, flip and cook for another minute or two. Meanwhile, mix all of the ingredients for the mascarpone topping together and garnish along with maple syrup and remaining walnuts.
You have to imagine my surprise when I discovered this whole red velvet pancake phenomenon. I mean, how could I not see this one coming? They have so much in common that one day they were just destined to meet and hit it off, right?
Well, it sounds like a viable reason to bake again this weekend. Red velvet flapjacks anyone?
| Red Velvet Pancakes with Mascarpone; thekitchykitchen.blogspot.com |
| With Whipped Cream Cheese & Butter Pecan Syrup; thebreakfastcook.com |