● Responsible for the success of 20 editorial newsletters (over 1.5 million subscribers), working with editorial, marketing, and revenue stakeholders to grow audience size, engagement, membership conversion, and ad and sponsorship revenue.
○ Lead all newsletter analytics initiatives, from providing regular reporting to executive stakeholders to developing dashboards for ongoing performance evaluation.
○ Launched Forbes' first two newsletter courses: Layoff Lifeline, a series of six emails geared at helping people land their dream jobs after experiencing the setback of losing their job, and Invest Like a Pro, a free, ten-day course designed to set newer investors for long-term success (and lead to membership conversions).
○ Created two more new editorial products, Forbes Weekly and Alerts. Both products have nearly double industry standard open rates.
○ Migrated nearly a dozen newsletters to a new, optimized template, offering support and training to writers as they onboarded with the new template and workflow. Also migrated newsletters off one ESP and into another with updated templates.
○ Developed onboarding and re-engagement campaigns for all newsletters, as well as the site registration onboarding experience.
THE NEW YORKER DIRECTOR, AUDIENCE DEVELOPMENT ● FEBRUARY 2019 – OCTOBER 2023
ASSOCIATE DIRECTOR, AUDIENCE DEVELOPMENT APRIL 2016 – JANUARY 2019
● Lead initiatives to reach new readers, build loyalty, and increase consumer revenue by collaborating with editorial, product, design, research, data science, marketing, and revenue leadership, resulting in multiple years of record-breaking growth.
○ Develop highly tailored strategies to present web and magazine stories for maximum impact, leveraging data and insights to guide both organic and paid distribution strategies across digital platforms.
○ Lead projects to deepen engagement and drive conversions, including the development of a model and dashboard for analyzing the subscription contribution of individual stories, authors, site sections, and other content attributes.
○ Collaborated with analytics and marketing teams to identify areas to optimize the paywall and increase revenue.
○ Lead subscriber engagement projects, from optimizing onboarding flows to producing subscriber-exclusive content.
● Create and optimize products and experiences that leverage the magazine’s rich archive to reach new readers and delight subscribers, including:
○ Grew the size and impact of the New Yorker’s newsletter program to drive nearly 20% of total monthly traffic.
○ Started several of The New Yorker's most successful newsletters, with open rates 2-3x industry standard, and personally curated most of the New Yorker's newsletters (18 distinct products) at one point or another. Oversee the New Yorker's suite of automated products, from weekly newsletters to a growing stable of author alerts.
○ Own newsletter testing strategy, driving a program of rigorous A/B and multivariate testing to determine optimal format and curation for various products.
○ Manage all newsletter acquisition efforts, from interstitial and native units to partnerships with other brands and platforms.
○ Developed the New Yorker’s “Year in Review” editorial package, capitalizing on search trends and audience interest in the expert recommendations of the magazine’s staff writers and editors. Stories from the series become the most popular pieces on the Web site every year, driving significant traffic, engagement and subscriptions.
○ Created @newyorkercartoons on Instagram, grew it to 3.5m+ followers, and created a new revenue stream through ads and merchandise by telling a compelling engagement story for the sales team.
○ Launched the New Yorker Poetry Bot, a completely novel multimedia approach to presenting formerly print-oriented content to online audiences, which significantly increased subscription propensity among poetry fans.
● Oversaw social media strategy for all New York Media brands and managed a team of five social media editors.
○ Conceptualized new verticals based on audience data and research, and guided editors on content strategy.
○ Oversaw the successful rollout of New York Magazine's ground-breaking Cosby victims cover, and invented a new form of media, called "audiograms," looping audio on still images, which inspired newsrooms around the country.
○ Developed a social media partnership program involving dozens of major media companies to drive traffic.
● Managed all of Newsweek’s social media and provided data to editorial and business stakeholders to increase traffic.
● Assigned trending news and culture stories to the web editorial team and assisted editors with building web packages.
● Managed all social media accounts and trained staffers on social media best practices.
● Created revenue opportunities by crafting a strategic plan to productize and monetize Forbes’s quotes database and advised the conferences team.
● Managed several social media channels, wrote and coded newsletters, and analyzed the impact of stories and initiatives.
● Fostered vibrant communities on Wired’s forums through comment moderation and user engagement projects.
● Managed Cinefamily's membership program, supervised a dozen part-time staff members, and created and directed a volunteer program with 200+ members.
B.A., Politics, Russian Studies • Occidental College, Los Angeles.
● NewsGuild of New York executive committee (2020 - 2023)
● ONA’s Women’s Leadership Accelerator (2017)
● Chartbeat’s Subscription Accelerator (2019)
● Guest speaker at The New School, Columbia University, Princeton University Summer Journalism Program, ONA NYC.