Experience

NBC Sports Bay Area & California

• United States
• Media Production
• 100 - 200 Employee

• Senior Director, Digital Strategy

  • Mar 2020 - Mar 2023

  San Francisco Bay Area Oversaw all digital content operations of over 30 employees across social, web, video, and podcasts, exponentially exceeding key revenue and audience-expansion KPIs Delivered record-setting numbers for 2022 on all social and digital channels, including most ever uniques by +66% and VODs by 42% vs. previous benchmarks Improved social media strategy and execution by integrating marketing and editorial groups. NBCSBA Instagram account became the second-highest across all RSNs. TikTok… Show more Oversaw all digital content operations of over 30 employees across social, web, video, and podcasts, exponentially exceeding key revenue and audience-expansion KPIs Delivered record-setting numbers for 2022 on all social and digital channels, including most ever uniques by +66% and VODs by 42% vs. previous benchmarks Improved social media strategy and execution by integrating marketing and editorial groups. NBCSBA Instagram account became the second-highest across all RSNs. TikTok handle rapidly surpassed all other NBC RSNs, and @NBCSWarriors grew 190% YoY with organic growth combined with targeted paid-media advertising campaigns. Led tremendous growth on three franchise podcasts – 49ers Talk, Dubs Talk, and Giants Talk – attaining highest-ever numbers in 2022 (+40% YoY / Top 10 via Chartable) by implementing influencer marketing strategy around marquee insiders Pivoted those podcasts into seamless shows by navigating complex, cross-functional work streams outside of my group, getting buy-in from linear, programming, sales, marketing, and live events to become successful staples on broadcast and streaming platforms at a much lower cost Championed ad-sales revenue for digital and social, yielding +$3M million in incremental revenue Focused growth on YouTube, gaining +177% subscribers in two years, +47% viewership YoY Streamlined video-editing distribution ecosystem between digital, linear, and social that ended silo production, resulting in media optimization with reduced costs Show less



Shutterstock

• Director, Content Operations

  • Dec 2017 - Jul 2019

  Greater Los Angeles Area Supervised editorial desk and production for the Americas (17 direct reports, hundreds of freelancers), executing 3000+ events for live coverage annually, operating across 12 strategic cities Maintained strong external partnerships with the Penske Media Corporation (Variety, Rolling Stone, WWD) and AP to fulfill large productions and multimillion-dollar guarantees globally Collaborated with executives internally and externally (AP specifically) to launch an entrepreneurial… Show more Supervised editorial desk and production for the Americas (17 direct reports, hundreds of freelancers), executing 3000+ events for live coverage annually, operating across 12 strategic cities Maintained strong external partnerships with the Penske Media Corporation (Variety, Rolling Stone, WWD) and AP to fulfill large productions and multimillion-dollar guarantees globally Collaborated with executives internally and externally (AP specifically) to launch an entrepreneurial paid-assignments business. Soft launch was tracking to $1M in revenue, booking notable brands like Levi’s, A&E Networks, and Advertising Week to be a viable competitor to Getty. Show less



USC Annenberg School for Communication and Journalism

• United States
• Higher Education
• 100 - 200 Employee

• Director, Digital Operations

  • Sep 2016 - Jul 2017

  Greater Los Angeles Area Worked directly with Dean Willow Bay to oversee operations of USC’s Julie Chen/Leslie Moonves Media Center Tasked with overhauling entire editorial and product portfolio to become best-in-class digitally Mentored 30 students to design and implement visually compelling new vertical Neon Still affiliated with USC as a Senior Fellow.



Los Angeles Times

• United States
• Newspaper Publishing
• 700 & Above Employee

• Vice President, Head of Product

  • Apr 2015 - Feb 2016

  Greater Los Angeles Area Oversaw all facets of CMS operations at the LA Times (design, UX/UI, audience development, front-end and back-end engineering), working with both internal stakeholders and third-party developer firm Built out new verticals, most notably #EmergingUs, a new website exploring American identity in the 21st century



USA TODAY Sports Media Group

• United States
• Online Audio and Video Media
• 100 - 200 Employee

• Head of Audience Growth

  • Jan 2012 - Apr 2015

  Greater Los Angeles Area Headed audience development, editorial programming, media evaluation, and product group (staff of over 40) in Sports Media Group, driving growth of +67% UUs, +67% time spent, and +32% external referrals Co-Founded For the Win, an influential digital platform for mobile-optimized social news covering major sports leagues. Achieved Top 10 mobile sports-site status, reaching a record-breaking 15.8M UUs in January 2015. Brand marketing of a new channel opened up a new, younger… Show more Headed audience development, editorial programming, media evaluation, and product group (staff of over 40) in Sports Media Group, driving growth of +67% UUs, +67% time spent, and +32% external referrals Co-Founded For the Win, an influential digital platform for mobile-optimized social news covering major sports leagues. Achieved Top 10 mobile sports-site status, reaching a record-breaking 15.8M UUs in January 2015. Brand marketing of a new channel opened up a new, younger demographic. Initiated a $1.2M deal with ESPN to sponsor viral stories on FTW, showcasing strategic thinking and vision with performance-marketing analysis to prove viral moments often occur outside the lines Pioneered product innovation at USA TODAY by introducing a new digital platform on WordPress VIP, powering all new products including FTW, Super Bowl Ad Meter, and Fan Index Restructured SMG, saving Gannett $3M in 2013 by establishing a smarter organization and leading change-management by emphasizing digital metrics for coverage and investment

• FTW Co-Founder

  • Mar 2013 - Mar 2015

  Greater New York City Area Along with two other colleagues, we founded, developed, and created FTW, one of the original sports websites dedicated to mobile-first social news In less than two years, FTW became a top 10 mobile sports site, surpassing (at the time) both Gawker Media’s Deadspin and ESPN’s Grantland FTW was named Best Mobile Site by Digiday with a record-breaking 15.8M UUs in January ’15 (+20% YOY in social/search referrals)



Hearst

• United States
• Media Production
• 700 & Above Employee

• Executive Director, Digital Programming

  • May 2011 - Jan 2012

  Greater New York City Area Led all Hearst Newspaper websites from an editorial perspective, including SFGate, Chron.com, SeattlePI, mysa.com, Timesunion.com, and CTPost.com Oversaw a staff of 80+ editors, producers, reporters, bloggers, photographers, across 16 different websites Transitioned every team to a “digital first” approach, dramatically shifting the newsroom culture - August ’11 was the highest traffic month ever for the Hearst Newspaper group (+30% increase PVs YOY, 361M PVs for the top six… Show more Led all Hearst Newspaper websites from an editorial perspective, including SFGate, Chron.com, SeattlePI, mysa.com, Timesunion.com, and CTPost.com Oversaw a staff of 80+ editors, producers, reporters, bloggers, photographers, across 16 different websites Transitioned every team to a “digital first” approach, dramatically shifting the newsroom culture - August ’11 was the highest traffic month ever for the Hearst Newspaper group (+30% increase PVs YOY, 361M PVs for the top six properties) Streamlined resources, and centralized some of our efforts (saving Hearst $250K in 2011) Worked closely with sales to improve revenue on the digital side (24% YOY increase in revenue) Show less



Yahoo

• United States
• Technology, Information and Internet
• 700 & Above Employee

• Managing Editor, 24x7 Team

  • May 2009 - May 2011

  Santa Monica, CA Led a staff of 15 editors and producers that acted as a conduit between the front page and core vertical properties of news, sports, entertainment, and finance Spearheaded the initiative to increase user engagement across the network with compelling video, photo, and text assets: *42% YOY increase in time spent/per unique user, 113% YOY increase for overall time spent *~300 million additional clicks per year, generating millions in additional revenue *~300 million additional… Show more Led a staff of 15 editors and producers that acted as a conduit between the front page and core vertical properties of news, sports, entertainment, and finance Spearheaded the initiative to increase user engagement across the network with compelling video, photo, and text assets: *42% YOY increase in time spent/per unique user, 113% YOY increase for overall time spent *~300 million additional clicks per year, generating millions in additional revenue *~300 million additional video streams per year, highlighted by the partnership with the NFL, plus a better relationship with national partners like AP and local partners “Next click” initiative stabilized the downward trend of minutes YOY for all media properties, including a three-month increase for the first time in more than a year Team was integral part of the No.1 comScore ranking for the Vancouver Olympics (66M unique users, 2.475B page views, 314M total minutes) and World Cup (53M unique users, 254M page views, 16M total minutes)

• Senior Content Producer / Supervising Olympic Producer / Lead Elections Editor

  • Feb 2007 - May 2009

  Santa Monica, CA Led multiple content areas including entertainment, sports, elections, and the Beijing Olympics for the front page Served as supervising Olympic editor for the entire 25-member front page team - site earned No. 1 comScore ranking (32M unique users, 131M visits, 455M total minutes) by developing a competitive analysis plan targeting a broad audience in sports for the first time Redeveloped an entire TV program – Primetime in No Time, which at the time was the No. 1 web show of all… Show more Led multiple content areas including entertainment, sports, elections, and the Beijing Olympics for the front page Served as supervising Olympic editor for the entire 25-member front page team - site earned No. 1 comScore ranking (32M unique users, 131M visits, 455M total minutes) by developing a competitive analysis plan targeting a broad audience in sports for the first time Redeveloped an entire TV program – Primetime in No Time, which at the time was the No. 1 web show of all time Increased user engagement of political/election coverage by implementing a plan to institute a broader pop culture approach, resulting in the No.1 comScore ranking on Election Day (7.5M unique users) Awards: • Yahoo! Superstar Award for outstanding work delivering the No. 1 Olympic site