Meet the 40A. Team
Get to know the team of creatives and problem solvers.
Cheryl Malik
Founder & President
Digital marketer and brand developer turned full-time food blogger, Cheryl’s pretty sure she has the best job ever. Cheryl’s work within the food blogging niche marries her experience in the branding sector to give her vision for growth and goals that help bloggers zero in on their niche and head to the next level. She even created a go-at-your-own-pace blogging course, Food Blogging Bootcamp, that’ll help you grow your own blog in a matter of weeks!
Cheryl has three little ones, and she lives with her family in Memphis, TN where she runs three successful food blogs: 40 Aprons, Easy Healthy Recipes, and Easy Cheap Recipes.
Brittany (Britt) Ervin
Director of Operations
Britt joined the team in 2019, originally as a Client Manager and Media Specialist. Over the years she has honed her skills as a lead Copywriter and services director, and has been 40A.’s Director of Operations since 2024. From client services to VA management, strategy development and more, Britt keeps things running smoothly and ensures that all tasks are handled per our highest company standards.
She lives in beautiful Bellingham, Washington, with her husband and two children. When not behind the keyboard Britt enjoys hiking, going on family roadtrips, trying new recipes, and cleaning. (Yup, it’s true!)
Kiki Johnson
Director of Pinterest Strategy | Senior VA
Kiki Johnson is a German food blogger who began her journey in 2012 while completing her Master’s Degree in Foreign Languages with a minor in Marketing and Communication. Since then, she has built a thriving bilingual blog, Cinnamon & Coriander, published several cookbooks, and contributed to top-tier outlets such as Home & Garden, Good Housekeeping, Country Living, and Shape Magazine, along with numerous German-language publications.
Kiki brings over a decade of experience to her work with 40A., with skills spanning content creation and management, recipe development, photography and videography, and all things SEO. She’s also 40A.’s Pinterest Specialist, consistently keeping our growth strategies updated with current best practices and industry trends.
After leading a nomadic lifestyle in her twenties, Kiki now divides her time between her homes in Mexico and Germany.
Meet Your Virtual Assistants
Our network of VAs is comprised entirely of hyper-skilled copywriters, creatives, photographers and videographers, and social media specialists. Each of 40A.’s virtual assistants brings years of experience and true enthusiasm to projects, and takes great pride in providing top-tier service for our clients.
We know you’ll love working with them, too!
Ashley Harper
Harper’s passions are cooking, copywriting, and traveling to new and exciting places. Her expertise includes Facebook, Instagram, Pinterest curation, Canva, and more!
She joined our team in April of 2021, and in addition to being a fabulous social media manager and copywriter, she is also the Operations Assistant of 40A!
Tara Weber
Tara has worked with 40A. co-founder Cheryl for over a decade, and has been with the team since the beginning – waaay back in 2018. Over these years she’s honed terrific skills in social media management, SEO, copywriting, and email newsletter management.
Tara lives in Memphis, TN, and when she’s not making digital magic for her clients, she also has her own business and website called Cherie Bombs, where she makes colorful, cute, handmade bath, shower, and skin products!
Kim Lee
Kim lives in Texas, and runs her own blog, Kim’s Cravings. She’s been with us since 2019 and is one of our most experienced VAs, skilled in Facebook and Pinterest curation, SEO, and post writing. Kim has a huge sweet tooth, loves pizza, and enjoys baking and cooking.
When she’s not in the kitchen, you’ll find her traveling, watching her daughter barrel race, working out, diving into murder mysteries, or spending quality time with her family, and her two corgis and golden retriever!
Rachel Phipps
Rachel is a freelance writer and professional recipe developer with 8+ years experience promoting food websites online. She joined our team in October of 2021, and specializes in creating and curating the complete lifecycle of a post, beginning to end: From development and photography/videography, to post writing and Pinterest curation.
The author of two cookbooks, she lives in a historic house in the English countryside, and when she’s not working on recipe content she fits long country walks and her vegetable garden around trying not to miss a single race on the Formula 1 schedule!
Daniela Landero
Daniela is an architect based in Mexico City, where she runs her own firm, mixing creativity across a great variety of projects. Since joining 40A. in 2022, she has developed terrific skills in Pinterest scheduling, copywriting, and video editing.
She is passionate about great food and loves exploring hot spots around the city, and is currently working on getting certified as a wine sommelier.
Ivana Mateski
Ivana has been with us since 2022. She lives in Crown Point, Indiana and her experience includes Instagram and Facebook curation, copywriting, video and podcast editing, and SEO.
Gabby Elisabeth
Gabby is originally from Florida, with family roots in Italy, and she is currently based in Barcelona where she works as a freelancer. She has a background in photography and a degree in marketing, and has been using her skills to assist 40A. clients grow and reach their goals since joining the team in 2023.
When not behind the keyboard, you’ll usually find Gabby outside running, or at home painting and drawing.
Alexandra Katsoulis
Alexandra grew up in New Jersey and has a background in video production and content development. She worked for Yahoo for nearly a decade, where she developed and produced several food shows for Yahoo’s Gen Z audience, and has been a member of the 40A. team since 2024.
When not making magic happen online, Alexandra loves to hike with her husband, free dive and run.
Natalie Perkins
Natalie has been with 40A. since 2024, and has been an assistant in the food blogging world for nearly a decade working with the All the Healthy Things site.
Her skills include social media curation, copywriting, SEO, and email newsletter management. In her free time Natalie loves shopping, unwinding with her favorite TV shows, cooking and baking, and spending time with friends and family.
Samantha Russo
Sam has worked with 40A. co-founder Cheryl on projects for her sites (including 40 Aprons, Easy Healthy Recipes and Easy Cheap Recipes) for several years, and has been on the 40A. team since 2024.
In addition to being a full-time recipe developer, food photographer, and content creator, Sam also has her own blog, Sam Does Her Best, a gluten-free and dairy-free recipe haven for those looking to live a healthier life.
Izy Hossack
Izy is a Londoner with a BSc degree in Food Science & Nutrition at the University of Leeds. She has been with 40A. since early 2025, bringing over a decade of food styling, photography, videography and media editing experience. In addition to being a freelance virtual assistant, she manages her own blog, Top With Cinnamon.
Izy thrives on Earl Grey tea, reading everything she can about food and eating cake batter straight from the bowl.
Elizabeth Ryan
Elizabeth joined the 40A. team in the spring of 2025, and brings with her great experience with social media content creation, curation, and management.
She is a mom, and loves connecting with other women to empower, learn, and grow together so we can all live our best lives. When not assisting clients, Elizabeth loves to focus on fitness, self improvement, reading, self care & wellness.
Carly Schmitt
Carly Schmitt is a Higher Education development, marketing, and account management professional that joined the 40A. team in fall of 2025.
Alongside her prestigious career, Carly has previously managed her own blogs, bringing with her years of hands-on experience with content creation, SEO strategy, and social media marketing. Through that work, she’s developed a growing passion for storytelling and digital engagement.
She’s usually found with a coffee in hand, writing, or planning her next adventure!
