About
Hello; I'm Yegide Matthews! I’m an editorial leader and writer with over a decade of experience shaping brand voice, storytelling, and content frameworks across beauty, lifestyle, and digital platforms.
My work focuses on helping organizations communicate clearly and responsibly at scale—translating complex ideas into content that feels useful, human, and grounded in strong editorial judgment.
Selected Editorial
A curated selection of editorial, service-driven, and audience-focused writing and edits. These samples reflect my approach to voice, structure, and clarity across formats and platforms.
Young Hot & Modern
Written & Edited
An educational beauty editorial translating skincare science into clear, audience-ready guidance and decision-making.
Young Hot & Modern
Written & Edited
A service-driven cultural essay connecting ambition, burnout, and modern work norms through a measured editorial lens.
Young Hot & Modern
Edited & Creatively Directed
A perspective-led interview shaped through narrative framing and voice-driven editorial direction.
L’Occitane en Provence
Content Strategy & Editorial Direction
Email content strategy and editorial direction shaping messaging angles, product education, and campaign framing in close collaboration with copy and design partners.
Product Education & Guidance
InsideHook
Written, Edited & Strategically Directed
Messaging frameworks and final copy developed for email and landing pages supporting subscriber acquisition and partnership campaigns, in close collaboration with editorial and creative teams.
Subscriber Acquisition & Partnerships
New York Magazine
Creative Strategy & Direction
Creative strategy and campaign direction for subscriber acquisition across print, digital, and experiential channels, in collaboration with internal teams and external partners.
Subscriber Growth Campaigns
Writing at Young Hot & Modern
In addition to curated portfolio work, I write regularly for Young Hot & Modern, where I explore beauty, wellness, culture, and modern living through an editorial lens grounded in clarity, restraint, and audience trust. This body of work reflects my ongoing practice as a writer and editor shaping voice across long-form features, service-driven content, and perspective-led essays.
Editorial Leadership & Content Systems
Alongside hands-on writing, I’ve led editorial teams and built content systems that allow organizations to scale without losing voice or integrity. My work includes defining content principles, establishing governance and workflows, mentoring writers, and partnering cross-functionally to ensure consistency across platforms and touchpoints.
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Founder & Editor-in-Chief, Young Hot & Modern
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Set editorial vision, voice, and content standards across beauty, wellness, culture, and modern living
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Managed and mentored 6+ freelance writers, interns, and marketing coordinators
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Established editorial calendars, governance, and publishing workflows
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Partnered with brand, product, CRM, and creative teams to align messaging and execution
HOW I APPROACH CONTENT