Experienced creative digital strategist and content expert with a proven track record of driving engagement and growth through innovative campaign strategies and creative direction for global entertainment companies. Skilled in collaborative cross-functional leadership, brand development, and digital marketing, adept at managing projects from concept to execution while fostering client collaboration and delivering exceptional results.
Experience
expertise
As a seasoned content creator, I bring a proven track record of success from startups to established corporations. With over 20 years in digital media serving in various sectors including music, sports, TV entertainment and more recently healthcare, I specialize in conceiving, building, and managing engaging content across all platforms. My skills extend to fostering collaboration between internal departments and external partners. Fluent in three languages and culturally diverse, I excel in bridging communication gaps within diverse teams. I specialize in organic editorial content that has led to viral success while amplifying brands.
Content Creation
My passion is creating content that engages, informs, and entertains. I’ve directed video shoots, created content calendars, managed writers, built out sections on websites, directed talent to contribute to our editorial, created social graphics, spent endless (enjoyable) hours creating photo galleries, conducted digital surveys, built quizzes and contests and came up with the name for a beer, cheers!
Social Media Strategy & Tactics
Military Channel / American Heroes Channel (AHC)
Heading over to Discovery to take over Military Channel’s digital operations was a wonderful, challenging opportunity — the network had to blossom beyond its programming.
I proposed and executed an aggressive social media strategy, leaning heavily into anniversaries, publishing recurring social themes and franchises that capitalized on current events. I also emphasized establishing content partnerships, while creating related content on our website to increase site inventory and engagement.
Military Channel’s Facebook following doubled within a year and site visits and page views increased dramatically year-over-year.
Travel Channel
In 2019 the Travel Channel pivoted its programming from travel editorial to content focusing on the paranormal.
With the help of my colleagues I drafted and presented a new social media strategy to support the new programming direction and establish the brand as the go-to destination for all things paranormal. Within one year social interactions increased by double digits and video views increased by triple digits.
The Breathing Tree
The Breathing Tree is an integrative holistic medical practice specializing in acupuncture and energy arts, with its partners possessing an incredible pedigree including studies in Asia and years of work at Google and Columbia Presbyterian Hospital in New York City. They have a tremendous depth of knowledge that is being applied to the benefit of locals of their practice, but what they have to offer needed to be spread beyond their clinic. Using a two-pronged, targeted approach, I provided them with a digital strategy which they have just begun to activate in order to extend their brand to a broader audience.
Planning & Building
ID: Crime Feed
Seeking to expand beyond its programming and looking to capture a larger share of the True Crime audience, I helped launched Crimefeed and served as its Managing Editor while overseeing site enhancements and a platform migration (from WordPress to Adobe Experience Manager). Not only did Crimefeed allow us to cover current events, resurface archived content, draw fans in from our social platforms, provide an additional revenue stream, and promote network priorities, it also provided the flexibility to house additional content types such as contests and giveaways, online forms, partnership hubs and more. The site increased our groups revenue while increasing our brand’s visibility within the True Crime space.
In Pursuit With John Walsh
I had just acquainted myself with a new CMS/publishing platform (AEM) as part of a previous project and rather than incurring the expense of a 3rd party-produced website I proposed creating a robust digital presence internally (using AEM) for ID's new tentpole show, In Pursuit with John Walsh, with the centerpiece being a Tips Submission Form for missing children and fugitives from the law. The creation of this form involved close coordination with legal, technical, and third party partners, and John Walsh himself, and has since provided an anonymous avenue for the sharing of vital information with law enforcement and the Center for Missing and Exploited Children (NCMEC).
Exorcism Live!
Destination America’s programming strategy shifted from exploring the world of BBQ, travel and Americana to the otherworldly, that of paranormal programming. We wanted to make a grand entrance into that genre on Halloween with a bang/live exorcism, with digital being a key part of this endeavor. I was charged with wireframing and scoping out what a companion website would look like, with the centerpiece being an interactive live interface in which users could toggle between 5 different live video feeds that were being streamed from the home in St. Louis that was the location of the original exorcism upon which the classic horror film The Exorcist is based. A dedicated comment board and a dynamic Tweet stream was incorporated to add to the interactive experience. Concurrent to the TV event I was selecting and publishing fans' Tweets direct-to-air in a carefully choreographed operation from Discovery’s broadcast center outside of Washington, DC. This digital experience generated 1.9M Webcam views in 2 days, 3.6M impressions on Twitter and was the Trending/#1 talked about show on Twitter among non-sports related telecasts for that day.
VH1 Rock Honors
This was a high stakes, very complex project that involved building a highly-interactive, media rich website for VH1’s annual tentpole awards event, Rock Honors. As the lead producer, working closely with an outside vendor, an internal project manager and a group of producers and writers we were able to launch this dedicated website on budget and on time weeks ahead of the awards ceremony in Los Angeles. The flash-based site offered video, photo galleries, song playlists, and a unique interactive experience involving liner notes for the 4 honorees. IN short, it rocked!
Analytics
Our social/digital team did not have the dedicated resources to provide custom analytics for our websites and social accounts so I obtained access to various toolsets from which to pull data and communicate insights to both our team and to our internal cross-functional teams. For example, Travel Channel experienced double- and triple-digit growth on its social platforms a year after we implemented a new strategy (illustrated), yet we achieved this while significantly reducing our rate of postings.
For both Investigation Discovery and Travel Channel I assembled and distributed a weekly newsletter highlighting digital initiatives, notable trends, tactics and successes.
In addition to generating and presenting monthly/quarterly/yearly performance updates I also helped create and monitor yearly engagement goals.
Digital Handyman
Working in digital media for over two decades has allowed me to wear many hats. Often at my own initiative, often at the request of others, I have explored and tackled challenges both anticipated and unforeseen. I do research, ask a lot of questions, take a lot of notes, make lists, then get it done.
Additional tasks and roles fulfilled:
Digital Team Leader
Project Lead
Budgeting
Digital Video Production Workflow
Vendor Management
Managing Editor