Hi, I’m John and I take a creative approach to analytics and an analytical one to creative.

John Capone thinks people talk about themselves too much, so he’ll get straight to the point. JC’s got digital marketing tools built on a solid base of editorial skills and judgment. He has served on the jury of the Creative Media Awards four times and spoken at numerous online media industry conferences. His heroes are Hunter S. Thompson, Bojack Horseman and Harold Ross. Not necessarily in that order.


Los Angeles and the San Francisco Bay Area


Content Strategy & Execution Expert
User Acquisition Advanced
Ecommerce Advanced
Email Marketing, Design & Dev Expert

handy with

Google Analytics
Adobe Creative Suite
ESPs (MailChimp, Constant Contact, SailThru...)
Wordpress (among other CMSs)


Web Development
Conversion Rate Optimization
Strategic Partnerships

real good at

  • Social Media (Paid & Organic)
  • Search Marketing: SEO & PPC
  • Media Planning & Buying
  • Creative Direction
  • Copywriting (Ad, Web, & Product)


  • Nominated for “Best Use of Email,” Flycon 2015
  • Produced Featured Selection in the Shorts category, 2015 Sonoma International Film Festival
  • Bearduary “Beard of the Week”


with whom I have worked on freelance projects

work experience


Content Director

Whalebone Media

Lead content development and editorial, including branded content, partnerships and sponsorships. Plan and execute weekly email newsletter (including partner promotions) and focus on acquisition, growth and nurturing.


Brand and Marketing Consultant

Mellowood Vineyard

Consulted on rebrand of winery, including packaging design and website launch with ecommerce buildout and tasting room POS.

2015 - 2017

Digital Marketing Manager

Robb Report

Developed audience growth strategy and far exceeded KPIs. Worked with ad partners to meet client goals and developed strategic partnerships. Managed email newsletter programs and paid social media campaigns.

2012 – 2015

Marketing Manager

Gundlach Bundschu Winery

Managed and executed marketing strategy for winery brand, and worked with direct and national sales teams to create campaigns promoting releases; led eCommerce; also promoted events, including the annual Huichica Music Festival and concert series.

2007 – 2011

Executive Editor


Led editorial coverage of the media industry; managed numerous daily email newsletters. Assisted in the programming of and represented the company at OMMA events focused on digital media.

2004 – 2006

Managing Editor

Hampton Sports / Hampton Style

Responsible for planning and coordinating content as well as working closely with the art on two luxury lifestyle market magazines. Assigned articles to writers and photographers, and managed editorial flow, in addition to editing articles.

2002 – 2004

Associate Editor

Dan's Papers

Duties included copyediting of a weekly newspaper on deadline days and writing articles on a weekly basis.

2000 – 2001

Associate Editor

Blue Magazine

I assisted in editorial and production aspects for each issue of a glossy national, bi-monthly adventure-travel magazine.



Southampton College, Southampton, NY

MFA, English and Writing

University of Maryland, College Park, MD

BA, School of Arts and Humanities, American Studies/Journalism


of projects that I've led

We Call Her Boss Lady

Produced and concepted

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We Call Her Boss Lady

Video /

Gundlach Bundschu Winery
Concept, Producer

Artist Nate Reifke painted her and we made this here short about her, directed by Casey O’Leary. Music by Graham LeBron.

Official Selection Sonoma International Film Festival 2015

Brand Booklet

Creative Direction, Copywriting

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Brand Booklet

Branding /

Gundlach Bundschu Winery
Creative Direction, Copywriting

I oversaw the design and implementation of brand booklet about Gundlach Bundshu Winery, a historic family-owned winery in Sonoma, California.

Intended mainly as a takeaway for trade, outlining the marketplace offerings of the winery, the booklet did double duty for the DTC channel as an insert in shipping boxes to new customers and as a tasting room takeaway. I oversaw the design, directing the looks and feel while working with an outside graphic designer. Copywriting was was done by me in-house, including creating individualized taglines for each of the winery’s offerings.

Graphic design by The Art Dept

Table To Grave

Creative Direction, Web Dev, Content Creation

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Table To Grave

Website /

Creative Direction, Content Creation

Table to Grave is an online publication and community centered around culinary and viticultural pursuits. Courtney Humiston and I cofounded Table to Grave in 2012. I supervised the web design and architecture and continue to oversee content and write for the publication. Read more about Table to Grave here.

Flavor First

Web Development, Branding

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Flavor First

Branding / Website /

Cheryl Forberg
Socia Media, Web Development

Cheryl Forberg is a James Beard Award-winning chef, a New York Times best-selling author, and a nutritionist for NBC’s The Biggest Loser.

I consulted with her on use of social media developed website and brand extension called Flavor First in 2011. I also worked with Cheryl on books, blogs and branding.

The Rhinefarm Sessions

Concept, Production, Type Design

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The Rhinefarm Sessions

Video /

Gundlach Bundschu Winery
Concept, Producer

The Rhinefarm Sessions are performances by musicians visiting Gundlach Bundschu Winery in Sonoma, California in different unique setting around the property. I concepted the series and produced performances featuring Golden Gram, Garrett Pierce, Alina Hardin, Matt Adams from the Blank Tapes, Meg Baird with Charlie Saufley, Emmett Kelly from the Cairo Gang and Michael Hurley among others.

Videos shot and edited by Emilee Booher


a sampling of published pieces

Writing Portfollio


  • Wine & Spirits
  • Food & Dining
  • Travel
  • Cycling
  • Hiking
  • Music

get in touch

work with me or just send a note about the finer points of the unifying theory of punk rock and baseball

Thank you for playing.