Westholme Wagyu

Westholme produces Nature-led Australian Wagyu, guided by the belief that great beef comes from honoring the land, the people, and place. My role is to develop and manage a content strategy that brings awareness to this philosophy while connecting with chefs and consumers through content that feels authentic and aligned with how they experience wagyu.

Role: Content Manager

Focus: Content Strategy, Content Production, Narrative Strategy

Execution:

  • Developed and managed content strategy and brand narrative to guide quarterly editorial content across digital channels, integrating social, newsletter, and website.

  • Developed and managed content concepts in collaboration with chef partners, reinforcing brand messaging while driving awareness across key markets.

  • Built and managed a global network of chefs and video production teams, enabling consistent, high-quality content creation across regions.

  • Partnered with cross-functional teams to activate chef collaborations into customer-facing initiatives, aligning content strategy with broader business objectives.

Westholme Field Notes

A quarterly magazine-style editorial content that integrates storytelling across social, newsletter, and website.


Challenge:

How do you differentiate grass-fed wagyu in a premium market? Make the grass the story.

Soultion:

The "Forage" issue of Field Notes positioned Westholme's grass-fed program by spotlighting what makes it distinct—the native grasses their cattle actually eat. Through station manager interviews, an educational grass guide, and a chef-led recipe video, the issue built a narrative that connected land stewardship to flavor, giving customers a reason to care beyond the label.

Westholme x @PhamilyFirst

Westholme x @ADIP_Food

Westholme x @NickCurtola

Westholme Chefluencers

In the culinary world, chefs are the new influencers but not all chefs are built for content.

Challenge:

Building meaningful reach and engagement required more than featuring well-known chefs. The real challenge was identifying chefs who not only had culinary credibility, but could also translate their perspective into compelling content.

Solution:

I developed a chef-led content strategy that prioritized individual strengths and personal style, tailoring each collaboration to feel authentic and earned. One standout example was the partnership with Julien Pham of Phamily First in Paris. Together with Westholme, he hosted an intimate dinner designed to capture content among emerging chefs. It was an experience that evolved into an ongoing series with results that extended beyond engagement, driving sustained Wagyu menu placements and establishing long-term chef partnerships that supported real business impact.