About me

I grew up in the East Village of Manhattan with a particular talent for spotting treasure on the sidewalk. Over the years, I’ve brought home an optician’s eye machine, which I used for ambient lighting, vintage Ferragamo heels still in their box, two framed Vogue posters from the 1920s, a book of witchcraft (for research), and a life-size mannequin, which I carried home myself.

I studied English and Creative Writing at Emory University, then discovered I could make a living finding what’s worth caring about, and arranging words, images, and ideas so other people care too. At Assouline, I pinned photographs and text side by side in the print room, piecing together how each luxury coffee table book would unfold. At Talkspace, I followed people’s questions across the internet and turned them into articles they actually wanted to read, helping grow organic traffic as the company went public. At Lippincott, I built the content strategy practice from the ground up and helped brands like MetLife, Danaher, and General Motors find their story and shape their voice — then I made sure their content could be found, by people and, increasingly, by machines.

All those years of scanning sidewalks have left me with a good eye for what other people walk past. Just don’t ask about any of my finds unless you have time for the story.

Portrait of Tamar Sidi

How I work

I like making magic in the messy middle: untangling complexity, connecting unexpected dots, and turning big ideas into experiences people connect with.

Tamar presenting a slide titled Content Strategy to a room of colleagues
Explaining content strategy to a client team
  1. 01

    Explore

    Every strategy starts with people and data. I dig into user research, stakeholder interviews, search and AI visibility, and the competitive landscape to find what actually drives decisions.

  2. 02

    Experience

    I partner with cross-functional teams to shape how a brand shows up across the full journey, and I build the AI tools and workflows that help those teams move faster.

  3. 03

    Express

    I turn complexity into language people remember and machines can understand: a clear point of view, a voice you’d recognize, and a structure AI can read.

Where I’ve worked

  1. Assouline2018 Curated 12+ luxury books spanning fashion, architecture, and travel.
  2. The School of The New York Times2019 Shaped editorial and social storytelling for the marketing team.
  3. Talkspace2020–2022 Helped scale content-driven growth through IPO, shaping editorial strategy and SEO.
  4. Lippincott2022–Present Built the global content strategy practice and shaped brand and digital experiences for Fortune 500 clients. Pioneered AI-powered tools and co-founded the firm’s AI Council.

Have a good story, a big idea, or a complicated problem? Let’s talk.

Get in touch