Prior to creating Moss Appeal, E.B. launched sales marketing departments at Lifetime Television, Food Network, and rep firm National Cable Communications. As Food Network's first VP of Ad Sales Marketing, she developed sales collateral, trade communications, "upfront" sales events, and integrated promotions. She also spearheaded the Scripps-owned network’s first-ever viral marketing campaigns.

Moss developed a passion for both marketing to women and cause-related marketing during her tenure at Lifetime, garnering press and praise by expanding affiliate marketing opportunities for the network's Breast Cancer Awareness campaign. At NCC she leveraged that experience to build cause-related overlays into many added value promotions. Moss Appeal Green™ was created in 2006 to continue that focus, promoting companies’ pro-social and environmental contributions.

Speaker engagements have included national and regional cable conferences, such as CTAM, CAB, Cable Connections, and more. E.B. is a member of Women in Cable/Telecommunications, CTAM, NAWBO and PMA and has served as a mentor with the New York City Board of Education. She has been honored with CAB achievement awards, the Radio Advertising Bureau's Silver Award for copywriting, and her contributions as consulting producer led to a Silver Beacon Award for Standard & Poor’s financial trade marketing.