My work examples

Launched a new lead gen stream

Centerfield was expanding its core business in paid customer acquisition with a portfolio of content websites to acquire customers through organic search. I was brought on as a seasoned content and brand leader to mentor and lead strategy for 13 consumer guides across 6 verticals. 

WHAT I DELIVERED

  • Consistent process to scale quality content across all sites for team of 60+ total contributors.

  • Increased content updates by 80% which led to 30% organic traffic growth.

  • Rebuilt hybrid/remote product and design team from ground up.

  • Implemented new design system, user studies and improved cross-functional process for alignment.

  • Grew conversion actions by 8% on our highest revenue category and lifted conversion rates by 5%.  

Rebranded an enterprise product

Target commissioned our team to launch a recipe product to support and rebrand their grocery vertical. Their former recipe portal was primarily a hub for paid placements that didn’t represent their new healthier brand position. I was the content product lead for the project, helping train the Target team on a more agile process.

WHAT I DELIVERED

  • Hired team of expert writers to source hundreds of original recipes in support of Target’s new brand position

  • Developed grocery-to-recipe taxonomy for content to commerce product

  • Led tagging and migration of more than 1,000 content pieces

  • Integrated sponsored content and kitchen product recommendations for incremental revenue

Activated new audience for an old brand

The venerable game show, JEOPARDY!, hired our team to engage a younger, diverse digital audience for viewership and their contestant pool. We were tasked with a total site redesign with goals of increasing content engagement and contestant test registrations. I was brought on as head of digital content.

WHAT I DELIVERED

  • Strategic direction to UX, designers and developers to improve content visibility

  • Search revealed audience was highly interested in content about contestants. Added new “Contestant Zone” section, which saw 20% total site traffic in its first month (up by more than 100%)

  • Updated the form flow for the online test and saw a 13% lift in completed registrations 

Produced award-winning content

The surviving members of the Loud family, subject of groundbreaking 1973 docuseries, “An American Family,” wanted to reclaim their own story for the first time in 50 years. I wrote and produced a series of conversations about the production and aftermath of a show credited as the start of the reality TV genre.

WHAT I DELIVERED

  • Earned 2024 Signal Award silver honors for Best Indie and Best TV & Film podcasts.

  • Co-produced, wrote and moderated interviews for 6 episodes, identifying relevant themes and topics.

  • Developed cross-channel marketing strategy, achieving 1000+ downloads per episode (top 10% all podcasts).

  • Produced and provided creative direction on exclusive social content, 2:1 non-follower to follower reach.

Grew traffic for a new ad revenue stream

Once the web’s largest online kitchen retailer, Cooking.com also had a recipe section that was garnering customer interest, and the company saw an opportunity to monetize the traffic into a new revenue stream. I was brought on to help maximize traffic to the site with a high-engagement content strategy.

WHAT I DELIVERED

  • Produced robust weekly and daily email programs

  • Developed sticky content topics that drove 50-70% total site views

  • Content product innovation, like topical multi-PPV photo galleries doubled visits from email in year of launch, and resulted in an overall 30% traffic boost to the site 

Scaled strategic operations

Before Yelp, there was CityGuide, AOL’s local content product. While editors were busy staying on top of the biggest events, I noticed our most popular vertical across all major markets – dining – took a backseat. 

WHAT I DELIVERED

  • Piloted team reorg to bring focus and consistency to dining category, rolled out as a best practice across satellite offices

  • Establishing new role as national dining lead

  • Developed high-engagement national features that earned AOL Welcome Screen promotion