Here’s My Short(ish) Story.

Danielle Directo-Meston is a journalist, editor, and consultant based in her home city of Los Angeles. As The Hollywood Reporter‘s first in-house e-commerce editor, she led shopping content revenue growth to 900% during her tenure, achieving an average YoY growth rate of 126% and resulting in revenue exceeding 7 figures. She also led THR‘s commerce content strategy, managed in-house and freelance writers, and spearheaded new licensing franchises (including THR Red Carpet Essentials Awards and THR Travel Awards: Best Hotels of SoCal).

She continues to contribute regularly to The Hollywood Reporter‘s print and online editions and leads e-commerce content at Athletech News. Danielle is also the editor, founder, and publisher of UncoverLA.com.

Over the past 24+ years, she has covered countless red carpets; spotlighted emerging and established local designers, businesses, and brands; and broken news stories on some of L.A.’s biggest retail names. Her bylines have appeared online at Rolling Stone, Racked LA, Curbed LA, MyDomaine, LAist, and North Hollywood-Toluca Lake Patch, and in print magazines such as Where LA, C, and Pacific San Diego. She was previously the associate editor of the now-defunct retail and fashion news site Racked LA.

Danielle earned her B.A. in magazine journalism at CSU Northridge, where she was proud to serve as the editor-in-chief of the university’s newspaper during President Barack Obama’s historic 2008 election. She currently lives in the Valley with her husband, 2 kids, and pets.

PITCHING

I currently cover the following topics:

  • The Hollywood Reporter: Celebrity product launches, Hollywood-related shopping news, fashion, fitness, wellness, travel, and other lifestyle topics
  • Athletech News: Consumer-facing fitness, wellness & health product launches
  • UncoverLA.com: Los Angeles- and California-focused retail news, brick-and-mortar sample sales, fashion, beauty, wellness, fitness, lifestyle

MEDIA CONSULTING SERVICES

I am taking consulting clients on a case-by-case basis. I offer the following:

  • Analysis/audit of PR email pitches
  • Lunch & learn sessions
  • Brand and marketing consulting

To learn more, email me by clicking on the “Contact” link above.

Danielle Directo-Meston