Resume
Extensive track record of collaborating across sales and marketing to develop objectives, strategy, omnichannel value messaging and scoreboards generating new revenue.
Deep experience defining and optimizing best practices for digital content creation, packaging, marketing, team organization and workflows -- and executing to achieve results.
Chief content leader who partners with product teams in creating requirements, processes, and training to deliver addictive content and marketing experiences.
Specialties: Digital transformation of major consumer and B2B media businesses; Conceptualizing, collaborating to bring innovative products to market; Acquiring, engaging, retaining users; Galvanizing multi-disciplined teams to fulfill key business needs.
Future B2B (formerly NewBay), New York (Sept. 2017 – Present)
Leading transformation of global B2B magazine media company focused on AV technology, pro audio, music, media entertainment and technology, education and consumer technology markets into a more efficient and effective events and digital marketing solutions provider. Strategically shifting editorial content marketing priorities and best practice execution to grow and engage a professional audience of purchase decision makers in digital, social, mobile, video and live event experiences – to deliver qualified customers to product and service providers.
Chief Content Officer
- Reorganized global editorial staff of 50+ editors and designers in the U.S. and U.K. from magazine silos into unified enterprise content team with new, data-centric job profiles, key performance indicators, performance goals, scoreboards and best practices program driving digital first mobile, video, social and events audience development and engagement growth.
- Quickly led Content Group, collaborating with Digital Operations Group, to migrate all digital products to new technology provider and to begin using new and more sophisticated digital content creation, optimization and conversion tools and tactics.
- Directed and delivered execution of new corporate branding across all channels to raise awareness of NewBay. Enhanced magazine designs to modernize brands, optimize digital first content in print, and raise reader awareness of digital product offerings.
Joined leading B2B information and events company’s executive committee in Feb. 2013 with a mission to set and carry out a digital content transformation strategy – significantly improving operations, expanding the digital footprint, and providing content marketing direction for a new digital platform – all to increase enterprise value and sell the company to a strategic buyer in 4-7 years. That mission was accomplished in less than four years, as EBITDA doubled, from $77 million to $140 million, and the company was sold to Informa for $1.6 billion in Nov. 2016.
Chief Content Officer
- Created and delivered editorial content marketing strategy and results presentations, participated in interviews, and thorough due diligence that resulted in sale of company.
- Led digital transformation of content business strategies and represented 300+ content employees in corporate policy decisions as member of executive committee.
- Defined, executed process to establish omnichannel user acquisition, retention, conversion goals for 70+ B2B brands, lockstep with business goals to fuel desired revenue opportunities.
- Partnered with HR and business leaders to re-architect content team roles and workflows, resulting in digital-first, conversion-oriented operations for each sector served.
- Provided franchise and shared service teams with metrics, analysis, and digital user acquisition and engagement best practice programs to lead and support fulfillment of goals.
- Organized and facilitated “Content Council” of content team leaders and “Content Fuel” peer-to-peer best practice showcase events to inspire and facilitate execution of strategy.
- Sampling of results: Launched new Internet of Things Institute franchise; re-booted existing brands including Aviation Week and Space Technology and Waste 360, and migrated existing sites including WealthManagement.com to new, improved platform.
- Enterprise user engagement growth: Pageviews +45% (280 million in 2015), visits +40% (139 million in 2015), new registrations +103% (455,009 in 2015), known page views per visit +44% (avg. 3.43 in 2015), monthly known visits/visitor +41% (avg. 3.31 in 2015).
- Recognized as "Corporate Catalyst" 2016 Folio 100 honoree.
Joined the startup digital division of the Newhouse family’s local newspaper publishing organization in April 1998, with a mission of transforming isolated daily print operations into real-time digital news and information providers by establishing and driving execution of strategic enterprise content best practices, and editorial technology delivery and support. By 2013, Advance operated six of the top 10 newspaper-affiliated websites in the U.S. for local market penetration (according to Media Audit) and ranked #8 nationally in comScore’s News/Information category, which includes sites such as Yahoo News, CNN and NBC.
Executive Director of Content (2010 -2013)
- Exclusively focused on leading mobile team by providing content leadership to create and execute a strategic mobile product plan to grow audience and revenue.
- Launched 224 mobile websites and apps. Products included news mobile sites, smartphone apps and tablet apps, special report tablet apps, sports team smartphone apps, mobile web dining guides, mobile web high school sports sites and smartphone apps, mobile web events calendars, eBooks, newspaper eReplica tablet apps, and mobile web classifieds sites.
- Grew mobile audience from virtually 0 in early 2010 to more than 8 million unique visitors per month as of July 2012. During July 2012, Advance mobile products generated 23% of unique visits, and 30% of total page views. Throughout 2012, mobile page views grew an average of 700% per month year-over-year. Since Advance’s first app was launched, their apps were downloaded 1,316,159 times as of Aug. 2012.
- Managed staff of six responsible for production of four Advance sites in NJ-NY-PA tri-state area; managed relationships with six daily and several weekly newspapers providing content.
- NJ.com, Advance’s largest site, grew audience 96%, to a record 3.1 million unique users per month during this period, which included establishment of new user-submitted content initiatives (photo and video upload contests with cross-promotion in print) and creation of new town portal pages for all towns in New Jersey.
- Lead content stakeholder in product development, management of local content teams and providing best practices to help newspapers become real-time, multimedia operations.
- Established new real-time news blogging program with monthly posting targets by category and media type for all newspapers affiliated with Advance sites.
- Worked with marketing vice president to lead company in researching and authoring comprehensive strategic vision and plan for audience and revenue growth.
- Initiated establishment of high school sports product, which by 2013 generated more than 8 million page views per month, and drew more than 1 million unique visitors per month.
Leader of content strategy for editorial products; supervised “all hands on deck” efforts across Advance to sustain and transform NOLA.com during Hurricane Katrina with The Times-Picayune, earning the first-ever Pulitzer Prize with online component.
Executive Producer (1998-2001)
- Managed technology and design for all Advance sites for efficiency and quality control.
Executive Producer, Time Inc. New Media, New York (1996-1998)
- Managed design and production of Pathfinder portal website home and channel pages with digital staffs of magazines including Time, Money, Fortune, Sports Illustrated and People.
- Key player in core team that conceptualized and produced launch of first Advance/Newhouse local news website. Received Newspaper Association of America’s inaugural Digital Edge Award for best online newspaper in 1996.
- Researched and wrote daily news digests with insights from interviews with Time editors and correspondents as part of small team that launched Time’s first digital presence on AOL.
- Covered local news beat that consisted of several towns in Morris County. Provided some statewide coverage of events that included the kidnapping and murder of Exxon executive Sidney Reso, the early local political career of N.J. Gov. Chris Christie, and the final campaign event of President George H. W. Bush.
- MA, Media Studies, The New School, New York, 1998
- BA, Political Science and Journalism, American University, Washington, cum laude, 1991
- SIIA Connective Neal Awards for excellence in business publishing judge 2017, 2019
- American Marketing Association Content Marketing Certification Task Force 2017
- Associated Press Digital Advisory Committee 2006, 2007