This interview is with Jenn Greenleaf, Managing Editor at nDash.
Jenn Greenleaf, Managing Editor, nDash
1. Welcome, Jenn! To kick things off, could you tell our readers a little bit about your journey to becoming an expert in editorial management? What ignited your passion for this field?
Initially, I launched my career as a freelance writer in 1999, driven by a passion for storytelling and clear communication. Over the years, I discovered that my role naturally expanded beyond writing. Many clients sought my help with editorial services, from basic proofreading of writers' guidelines to refining assignment descriptions and polishing first drafts.
While freelance writing remained at the core of my work, I realized that shaping content at the editorial level was a unique strength—and a growing demand.
In 2021, I embraced this path more formally by joining the nDash team as a full-time editor. This role allowed me to leverage years of experience while developing new skills in managing large-scale content projects.
My responsibilities went beyond editing to include ideating fresh content concepts, creating detailed outlines, managing editorial calendars, and ensuring that each piece of content met high-quality standards. What ignites my passion for editorial management is the process of transformation—watching raw ideas evolve into polished, impactful content.
There's something incredibly rewarding about guiding writers toward clarity and precision while maintaining each brand’s unique voice. It’s a dynamic role that keeps me engaged, as every project offers new challenges and opportunities for creativity. Today, I continue to approach editorial management as a balance of strategy, precision, and collaboration, helping brands tell their stories with authenticity and impact.
2. Looking back on your career, what are some pivotal moments or key decisions that shaped your path within the world of editorial management?
Looking back on my career, I can't point to one single moment that shaped my path into editorial management. Instead, it was a collection of experiences that revealed my natural affinity for editing and guiding content toward excellence.
One pivotal experience involved working for a brand that required hundreds of wedding-venue descriptions. The project manager had divided the team into two groups—content creators and content editors. At the time, I was a content creator, but I noticed a pattern that sparked something in me. Some editors reviewing my work were misinterpreting the writers' guidelines, requesting changes that directly contradicted the instructions.
I took it upon myself to flag these inconsistencies, providing detailed notes to the project manager. My initiative didn’t go unnoticed. Before long, I was approached with an opportunity to step into a more formal editorial role on the project. It was one of the first moments I saw how my attention to detail, combined with clear communication, could directly improve content quality at scale.
Another key moment occurred during a large collaborative project led by a project manager who asked several writers to contribute to a shared Google Doc. I naturally took on a support role, adding my content but also reviewing and suggesting edits to the work of other contributors.
My feedback wasn't something I was "assigned" to do—I simply saw an opportunity to strengthen the content as a whole. Experiences like these happened frequently throughout my career. It was clear to me (and, apparently, to project managers) that I had an instinct for improving content through editing, not just writing.
These moments, along with countless others, made the transition from freelance writer to editor feel less like a career shift and more like a logical evolution. Over time, I began to embrace larger editorial roles, moving from proofreading and fact-checking to managing entire editorial calendars, creating outlines, and working with writers to ensure every draft met brand standards.
Joining nDash as a full-time editor in 2021 was a culmination of these experiences. It allowed me to hone my skills in editorial strategy, content ideation, and project management—skills that continue to drive my passion for shaping content that informs, engages, and inspires.
3. You've spoken before about using AI as a "productivity booster." Can you share a specific example of how you've successfully integrated AI tools into your editorial workflow without sacrificing the quality or authenticity of your content?
I use AI primarily for ideation and creating what I call "ugly" outlines. These outlines serve as rough starting points—not polished frameworks—because I believe in the importance of human oversight and refinement.
While AI can quickly generate a broad structure, it often needs significant editing to ensure accuracy, logical flow, and alignment with brand tone and messaging. For example, I might input a general topic or working title into an AI tool to see how it structures potential sections or subtopics.
This process speeds up the ideation phase significantly, giving me a foundation to build upon. But that’s where the real work begins. I review each section to ensure the information is accurate, eliminate any redundancies, and reorder the structure to create a more logical and engaging flow. This step is essential because AI often provides surface-level ideas, and I aim to go deeper to deliver value to readers. What used to take a couple of hours—brainstorming, outlining, and refining—now takes about half that time.
The time saved allows me to focus more on content quality, fact-checking, and strategic thinking. I never allow AI to "take over" the editorial process. Instead, I see it as a productivity partner that helps me accelerate the mechanical aspects of planning, so I can dedicate more energy to the creative, human-driven aspects of content development. This approach has been especially useful when managing multiple editorial calendars and content workflows.
It allows me to generate a larger volume of outlines for multiple clients or projects while maintaining the high standards I expect for nDash and other brands I manage. AI speeds up the beginning of the process, but the most important part—ensuring authenticity, accuracy, and quality—still belongs to me.
4. Many editorial managers struggle with balancing creative vision with practical considerations like deadlines and budgets. What strategies or techniques have you found effective for navigating these sometimes-conflicting priorities?
Drawing from my experience, I've found several strategies effective in navigating these sometimes-conflicting priorities:
1. Implementing Structured Editorial Calendars
An editorial calendar serves as a roadmap, aligning creative efforts with deadlines and budget constraints. When planning content themes, publication dates, and resource allocation in advance, workloads are managed more easily, and timely delivery is ensured. This structured approach allows for a balance between creativity and practicality, ensuring that the creative vision is realized within set parameters.
2. Using Collaborative Project-Management Tools
Tools like nDash's Kanban tool, Trello, and Optimizely provide a visual overview of the content pipeline, enabling team members to track progress, manage tasks, and adhere to deadlines. These platforms facilitate collaboration and transparency, ensuring that both creative and practical aspects are considered throughout the editorial process.
3. Setting Clear and Reasonable Deadlines
Establishing clear deadlines for each stage of content creation helps in managing time effectively. It's important to set realistic timelines that consider the complexity of the project and the availability of team members. This approach ensures that the creative process is thorough and not rushed, while also meeting practical deadlines.
5. Building and managing a high-performing editorial team is crucial for success. What qualities do you prioritize when assembling and leading a team, and what advice would you give to someone looking to cultivate those same qualities in their own team?
Building and managing a high-performing editorial team requires a focus on specific qualities that foster collaboration, efficiency, and excellence. Drawing from my experience, I prioritize the following attributes:
1. Clear communication: Effective communication is the cornerstone of any successful team. It ensures that everyone understands their roles, responsibilities, and the project's objectives. Encouraging open dialogue helps in addressing concerns promptly and facilitates the seamless exchange of ideas.
2. Trust and integrity: Trust among team members promotes a collaborative environment where individuals feel confident in sharing their ideas and feedback. Integrity ensures that team members are accountable and committed to maintaining high standards.
3. Adaptability: The editorial landscape is ever-evolving, with new trends and technologies emerging regularly. An adaptable team can pivot strategies as needed, ensuring content remains relevant and engaging.
4. Commitment to excellence: A dedication to producing high-quality content drives team members to go above and beyond in their roles. This commitment fosters a culture of continuous improvement and innovation.
Advice for cultivating these qualities:
• Establish clear expectations: Define roles, responsibilities, and goals from the outset to ensure everyone is aligned.
• Promote open communication: Encourage team members to share ideas and feedback without fear of judgment.
• Foster a collaborative environment: Create opportunities for team members to work together on projects, enhancing trust and camaraderie.
• Encourage continuous learning: Provide resources and opportunities for professional development to keep the team adaptable and committed to excellence.
6. The digital landscape is constantly evolving. What are some of the biggest challenges and opportunities you see on the horizon for editorial management, and how are you adapting your strategies to stay ahead of the curve?
Well, that presents both challenges and opportunities for editorial management. Here are some key areas to focus on:
Challenges:
• AI integration in content creation: The rise of AI-generated content, which now accounts for approximately 25% of all new digital content, introduces complexities in maintaining content quality and authenticity. At nDash, we prioritize content written by humans for humans.
• Digital disruption in publishing: Traditional publishing models are being disrupted, necessitating a re-evaluation of strategies to adapt.
Opportunities:
• Leveraging AI for efficiency: AI tools can enhance the content creation process by assisting with tasks like generating ideas and creating "ugly" outlines, thereby improving efficiency.
• Embracing digital transformation: Adapting to digital disruption allows publishers to explore new revenue models and market dynamics, potentially leading to innovative approaches in the industry.
• Leaning harder into social media for content distribution: There are tons of opportunities to leverage social media platforms for effective content distribution, enhancing audience reach.
Adaptation Strategies:
• Ethical AI integration: While AI can boost productivity, it's crucial to maintain human oversight to ensure content quality and authenticity. I use AI for ideation and creating preliminary outlines, followed by thorough refinement to align with editorial standards.
• Continuous learning and flexibility: Staying informed about industry trends and being open to adopting new tools and methodologies is essential. This proactive approach enables effective navigation through the complexities of digital disruption.
• Strategic content distribution: Developing a comprehensive content strategy that includes utilizing social media platforms can enhance audience engagement and reach. This approach ensures content is effectively distributed across various channels.
7. For aspiring editorial managers, what advice would you give them for developing their skills and establishing themselves as thought leaders in their niche?
1. Set Clear Goals
Establishing specific, measurable objectives is crucial for career advancement. Regular goal-setting helps maintain focus and track progress. Consider implementing an editorial calendar to organize tasks and deadlines effectively.
2. Engage in Continuous Learning
Stay updated with industry trends and best practices by attending webinars, participating in workshops, and reading relevant publications. This commitment to learning enhances your expertise and adaptability in a rapidly evolving field.
3. Develop a Thought-Leadership Strategy
Crafting a thought-leadership strategy involves sharing genuine insights that have a lasting impact on your audience. Focus on creating content that reflects your unique perspective and expertise.
4. Build an Editorial Style Guide
Creating an editorial style guide ensures consistency and quality across all content. This foundational document supports your team in producing on-brand material and reinforces your leadership in maintaining standards.
5. Embrace a Visionary Leadership Style
Adopting a visionary leadership approach can inspire and motivate your team, fostering innovation and forward-thinking. This style emphasizes setting a clear direction and encouraging others to follow your lead.
6. Publish Authoritative Content
Consider authoring articles or books to share your knowledge and experiences. Publishing well-researched and insightful content can elevate your status as a thought leader and open doors to new opportunities.
7. Cultivate Authenticity
Authenticity is key to building trust and credibility. Be genuine in your communications and interactions, and strive to provide value without self-promotion. This approach fosters meaningful connections and enhances your reputation.
8. Can you share an example of a particularly challenging editorial project you've encountered and how you navigated the obstacles to achieve a successful outcome?
Challenge: I was tasked with managing a large-scale content project that involved coordinating multiple writers to produce dozens of pieces within a tight deadline. The project required not only high-quality writing but also strict adherence to the client's specific guidelines and brand voice.
Obstacles:
• Coordination: Ensuring all writers were aligned with the project requirements and timelines.
• Consistency: Maintaining uniformity in tone, style, and quality across all pieces.
• Quality control: Implementing a robust editing process to catch errors and ensure compliance with guidelines.
Strategies Implemented:
• Developing an editorial style guide: I used feedback from the project manager and created a comprehensive editorial style guide to provide clear instructions on tone, style, and formatting. This resource served as a reference for all writers, ensuring consistency across the board.
• Establishing an editorial calendar: I set up a detailed editorial calendar outlining deadlines, pertinent documents, and responsibilities. This tool facilitated effective time management and kept the project on track.
• Facilitating open communication: I encouraged regular weekly check-ins and maintained open lines of communication with all team members. This approach allowed for prompt resolution of any issues and ensured everyone was aligned with the project's objectives.
Outcome: Implementing these strategies allowed us to successfully deliver the project on time, with all content meeting the client's expectations for quality and consistency. The client expressed satisfaction with the outcome, leading to ongoing collaboration on future projects.
This experience reinforced the importance of structured planning, clear communication, and adherence to established guidelines in managing complex editorial projects.
9. Finally, what are some resources, books, or individuals that have been instrumental in your own professional development as an editorial leader? What recommendations would you offer to our readers who are eager to deepen their knowledge and expertise in this field?
Throughout my career, several resources and individuals have significantly contributed to my development as an editorial leader. Here are some recommendations for those eager to deepen their knowledge and expertise in this field:
• The Chicago Manual of Style: An essential reference for editorial standards, providing comprehensive guidelines on grammar, punctuation, and formatting.
• 10X Marketing Formula by Garrett Moon: This book introduces a results-driven approach to marketing and content strategy, focusing on the idea of doing "fewer things better" to achieve exponential growth. Garrett Moon's "10X" approach encourages editors and content leaders to prioritize high-impact projects instead of getting bogged down in small tasks.
• On Writing Well by William Zinsser: Offers insights into writing nonfiction with clarity and simplicity, emphasizing the importance of clear communication.
• Everybody Writes by Ann Handley: This (updated!) modern classic is a practical guide for marketers, content creators, and editorial managers. Handley offers a no-nonsense approach to creating better content, with actionable tips on everything from email subject lines to social media captions.
• Content Strategy for the Web by Kristina Halvorson and Melissa Rach: Delivers a comprehensive look at content strategy, essential for managing digital content effectively.
In addition to these resources, building relationships with mentors and peers has been invaluable. Engaging with the writing community, seeking feedback, and participating in professional networks have provided support and insights that have shaped my editorial journey.
For those looking to enhance their skills, I recommend:
• Continuous learning: Stay updated with industry trends through workshops, webinars, and courses.
• Practical application: Apply learned principles in real-world scenarios to gain hands-on experience.
• Networking: Connect with other professionals to share knowledge and opportunities.
Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?
Thank you for the opportunity to share my experiences and insights. Reflecting on my journey, I recognize the importance of adaptability and continuous learning in the ever-evolving writing and publishing industry.
Since launching my career in November 1999, I've embraced various roles, from freelance writing to editorial management, each contributing to my professional growth.
One aspect I find particularly rewarding is mentoring emerging writers and collaborating with diverse teams. Engaging with the writing community through interviews and shared experiences has enriched my perspective and reinforced the value of collective knowledge.
I encourage others to pursue their passions with dedication and an open mind, as the possibilities in this industry are limitless.