About Us

Amanda Mooney


I’m a digital native and recent Emerson grad just getting started in the industry as a senior social media strategist for Edelman Digital in New York Chicago.

If my bio had a subtitle, it would be: “What happens when your digital dorm room is suddenly valued at $15 billion?” or “A funny thing happened on the way to entering the field.”

I grew up on the Web. I was born right around the time one of the first community networks went live. I started middle school with AIM and Google, high school with Napster and college with MySpace, Flickr and the first video blog. On my first day of college, my R.A. told me and my dormmates that we had to join a new site called “The Facebook” and this year, as I attended one of my last panel discussions in college and was caught Twittering in the front row, I happily realized that I had graduated into a total, steadfast geek. In fact, Stowe Boyd says my media habits have left me with a tabbed cerebral cortex.

I have been included in posts on sites like GigaOm, ReadWriteWeb, BusinessWeek, The Boston Globe, Newsweek and TIME and have served as a contributor for Adrants. I also just started writing for Ruby PseudoPAPERMAG and write more on Tumblr at WeAreTheDigitalKids.

Prior to joining the team at Edelman, I helped Schneider Associates and Austrian-based i5invest and JMC enter the digital space, was a special agent for Undercurrent, research assistant for Ziggs.com, PR consultant for the United Nations Youth and Studen Association of Austria and president of PRSSA at Emerson College.

I started American Shelf Life to explore my studies, ideas and experiences in digital marketing as a Millennial. Now I’m happy to share this space with Amy, Will, Sarah, Maria, Mel, Laura, Pamela and John. I hope you enjoy reading our posts and look forward to reading your reactions.

You can email me at mooney.amanda[at]gmail.com

You can also find me on Twitter, Facebook, LinkedIn, Flickr…or find the ultimate guide to getting in touch with me here

Amy Yen

I’m a longtime Texan, recently transplanted to sunny Los Angeles. I got started with ASL while working and attending grad school at Emerson College in Boston. I’m currently a marketing specialist at Business Wire.

I moved to LA to escape the ridiculous & possibly illegal Boston winter, after earning my Masters in Integrated Marketing Communications from Emerson. I did my undergrad work at the University of Texas at Austin (HOOK ‘EM!), with a degree is in public relations. While in Boston, I worked as an integrated marketing coordinator at Schneider Associates. I’ve also done internships at the Lance Armstrong Foundation, GolinHarris & the Muscular Dystrophy Association.

Although my background is mainly traditional PR, I’ve grown up online & recently, my work has given me the opportunity to explore how to use social media and digital communications as marketing communications tools. It’s been a blast continuing to learn about the space & meeting really awesome people in the process.

In addition to American Shelf Life, I have my own blog, strawgrasping, where I live-blog the ridiculous shows I watch, comment on ads I’ve seen & liked and lament about my beloved Dallas Stars & Cowboys. Like several of my ASL associates, I am also a contributor to AdRants.

Find me on Facebook, Twitter & LinkedIn.

Will Wheeler

I’m a New York transplant nearing the end of my undergrad career at Emerson College where I am a Marketing Communication major with a minor in Management. I’m a musician at heart, a DJ on (and off) the air and a true product of the online generation.

I’ve interned for a non-profit, an advertising sales company, a weekly alternative newspaper and a full service Manhattan-based boutique public relations agency. I most recently served as an intern in the Social Media department at Schneider Associates, where I got to venture out into the online world each day and experience the power of social media as it relates (or could relate) to integrated marketing and PR. I was also a contributor to the agency blog, Launch PR.

I’ve been fortunate enough to gain great experience working with an array of diverse clients, from the biggest software company to one of the most beloved ice cream brands in the country.

I’m also the creator of media jungle, a blog based on my philosophies and ideas about navigating through this digital “Amazon” we’re all living in and wanting to encourage discussion about it. You’ll also find my creative and musical endeavors on the site as well.

You can find me on Twitter, Facebook and LinkedIn

Sarah Hutton


I am ALMOST a Marking Communications graduate of Emerson College with specializations in PR & Entertainment, and a minor in Management. Originally from North Jersey, Boston has opened a world of opportunities to further my education, professional life, and love affair with the Internet. Alas, I will be returning to my New Jersey roots in work in NYC this summer.

As the real world approaches, I am working at Camp Broadway, a theater camp and educational organization based in NYC. There I serve as the External Marketing Manger and Director of Alumni Programs, from my satellite location in Boston. Previously I have interned at DX Street, a digital marketing agency; Schneider Associates in the Social Media department; Nets Basketball as the Event and Entertainment Marketing intern; Boston Asian YES as a GED tutor, and at insurance firms Corporate Synergies Group and the NIA Group.

You can usually find me blogging for ASL, keeping in touch on social networks Facebook, LinkedIn, and Twitter; chatting on iChat and GChat; playing games on Pogo.com; legally downloading music from iTunes; Watching hysterical YouTube videos; checking the weather; and scanning the latest celebrity gossip on Perezhilton.com & TMZ.com. When I’m not online I enjoy figure skating, eating sushi, yoga, baking, and watching mindless television.

Find me on: Facebook, LinkedIn, Twitter

Maria Garcia

I was born and raised in Cartagena, Colombia, a beautiful city facing the Caribbean Sea. I moved to Boston three and a half years ago for college and I have loved every single moment of it.

Currently, I am finishing my undergraduate studies at Emerson College, seeking a bachelor’s degree in Marketing Communication Advertising and Public Relations. In the mean time I am an intern at Schneider Associates, where I have learned about social media and all that it offers in terms of marketing and PR. I have also interned at the Museum of Science Boston and Ajover S.A., in Bogota, Colombia.

Having grown up with the Internet, I am really mesmerized by the seemingly endless possibilities it has to offer. I enjoy having all kinds of information just a click away as well as googling anything and everything. Since coming to college I have also become increasingly interested in the Internet as a marketing and PR tool.

In general I enjoy life and everything about it. I specially take pleasure in talking to anyone (or even anything) that seems even remotely interested in what I have to say or who simply has the time to sit and chat about anything at all. I really like the process of exchanging information and collecting seemingly useless random facts.

You can find me on Twitter.

Melissa Eddy

I am a soon to be graduate of Emerson College, with degrees in Marketing and Media Studies. My emphasis in the latter is digital studies, because who doesn’t love a nerd?

I’ve lived in Boston for almost 4 years now, after moving from New Hampshire. I get more geek cred by working in a bookstore in Cambridge. Being involved in digital studies has given me some really interesting opportunities, such as helping to redesigning Government Center for the city of Boston’s Hub2 project using Second Life.

My interests include coding, stalking, and LOLcats.

Find me on Facebook, Twitter, and LinkedIn.

Pamela Seiple

I’m originally a “Jersey girl” – but really, not so much. Now I call Boston my home, and I just graduated from Boston University‘s College of Communication this past May with a concentration in public relations. I started my professional career at Schneider Associates, where I was Social Media Coordinator. Since then, I’ve discovered I’m going to be bringing the ultimate digital native into the world and am now planning for his/her arrival in January. I am currently working part-time as Project Management Assistant at BU’s Office of New Media and am also managing the public relations for HubSpot, an Internet marketing company based in Cambridge, MA.

I have a pretty diverse background of experience in public relations and marketing. Participating in Boston University’s Los Angeles Internship Program in spring 2007, I got my feet wet with the entertainment industry working in the publicity departments of E! Entertainment Networks and The CW Network. I satisfied my passion for health and fitness as a communications intern at BU’s Sargent College of Health and Rehabilitation Sciences in the summer of ’07, and I dabbled in the event planning industry as the marketing intern for Longwood Events in spring, ’08.

You may notice me around the blogosphere as pamelump, originally acquired as a (somewhat unflattering) family nickname when I was a baby that has since stuck like Krazy Glue. In addition to my involvement with OASL, I also actively update my newest blog, Little Baby Lump, which serves as a virtual baby book for my baby-to-be. To learn more about me, check out my Social Media Resume.

If you’d like a way to contact me, just take your pick …


Thanks for stopping by our fabulous group blog and keeping us company. We look forward to hearing what you have to say!


I’m an eighth grader who loves to hang out with friends and go online. Usually, you can find me on MapleStory, CartoonNetwork.com, Disneychannel.com, Club Penguin, and AddictingGames.com.

One of my favorite things to do is play video games on Nintendo Wii, Nintendo 64, PlayStation2, NES, DS and GameBoy. Some of my favorite games are Dance Danced Revolution Extreme, Super Smash Bros Brawl, Mario Party 8, and Sonic and the Secret Rings. To help me beat the games, I like to go on the internet to find the game codes and cheats, or buy the guidebook! When I’m not online or playing video games, I like to play tennis, guitar, watch horror movies with my friends, and ski.

Image of John’s avatar from ClubPenguin.com

Mary Kneeland Metcalf

An Auburn grad, Edelman employee, social media maven…and in the words of the infamous @elysabeth I’m bold and digital.

So bold in fact that my first AIM screen name was cheer27364.  Was I a cheerleader, no.  Does 27364 mean anything significant…definitely not.  But those are the numbers AOL recommended.  And cheer…because I just knew boys loved cheerleaders.  I sported cheer27364 until 7th grade- when I moved to the more traditional first name, middle and last inital and birthday.  Kind of a lame first foray in the digital space…

Since then I have become a member of multiple social networks…and am most active in Facebook and Twitter (@marymetcalf).  I owe my digital passions to @rdfrench, the founder of  PR Open Mic and one of the best professors in the field.

I work with some pretty great people at Edelman and learn something new everyday.  I know my posts are going to be random…and probably will be a lot of me talking to myself, but I appreciate you listening nonetheless!

Feel free to e-mail me anytime: marykneeland[at]gmail.com.


Please note: the views expressed on American Shelf Life are our own and do not necessarily represent the views of our employers, colleagues or clients.

35 Responses to “About Us”

  1. 1 Patty Foley

    You rock!

  2. Just visiting your blog for the first time. Very inspiring! I’ll come bacl!! ;-)

  3. Hey there,

    How do Is subscribe to your RSS?

  4. Great blog!
    Would you mind adding a timestamp on your posts? Or is it just not displayed correctly?

  5. fellow bostonian here, thanks for the good read. bookmark added.

  6. Have a nice day !

  7. 7 Rita Luppino

    Sarah and William. I’m very proud and excited for you! gnarly idea

  8. 8 Rita Luppino

    JOHNNNY i’m so glad to hear that you are apart of the team. I’ve been soo busy lately travelling all over the city doing hand photo shoots. Hope to see you soon!!

  9. 9 Rita Luppino

    Team Shelf:
    I should introduce myself, I am Rita Luppino. I am a big advocate of Sarah, Will, and most importantly Johnny. Best of luck with your new site and brilliant idea. I work for MMG Mardiks, PR in the luxury travel business in NYC, if your ever traveling anywhere….

  10. I think you all totally rock, and I am so excited about your shared blogging venture. Keep up the posts!! :)

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    Hi every body. I am from Ethiopia.

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