me on paper!

 

A multifaceted chief storyteller and creative visionary who shapes data-driven authentic solutions that resonate with consumers and diverse audiences. Regarded as a pioneer within the branded content arena, achieving several market ‘firsts’ by identifying white spaces and developing innovative offerings.

  • Maximizes company revenue generation and presents compelling customized client solutions. Formulates and delivers ‘must buy’ content strategies and creates product suites to optimize business outcomes informed by audience insights.

  • Builds, matures, and scales world-class elite branded content capabilities. Handpicks and develops talented people and instills a positive and collaborative culture. Embeds robust processes and latest innovations aligned with industry best practices.

  • Realizes significant operational efficiencies and promotes smarter ways of working. Adopts integrated cross-functional approach, streamlines workflows and re-engineers processes. Standardizes procedures and introduces inventive formats.

PROFESSIONAL EXPERIENCE

The Messenger                                                                     2023 – Present

A new digital media company, launched in May 2023, whose mission is to deliver accurate, balanced, non-partisan news and information. The Messenger’s coverage spans areas from news, politics, and sports to entertainment and health.

Head of Branded Content, New York (NY)

Entered this start-up within the first six months of its inception and before launch. Tasked with building out the branded content studio, driving the development of the product suite, and bolstering custom client content solutions. Reports to the President.

  • Established a best-in-class branded content capability and instigated formation of M.Studio, a full-service studio to support future scaling.

o    Told branded content stories through the mission lens achieving the marriage between advertiser storytelling and newsroom.

o    Yielded operational efficiencies and improvements. Streamlined processes and ensured slick interactions with editorial to protect robust editorial standards and brand mission.

  • Boosted revenue growth. Devised branded content product suite for the ad sales team in collaboration with sales leaders. Demonstrated how to create products aligned with content consumption.

o    Guaranteed content synergistically aligned with company’s brand DNA. Co-developed programming initiatives with the Chief Video Officer to meet overall objectives while generating revenue.

  • Set up The Messenger for exponential growth. Introduced checks and balances for pitches, calculated healthy profit margins, standardized pitch process across entire organization, and explored intelligent formats.

  • Recorded seven-figure partnerships within first six months of launch, involving a startup and Fortune 500 company in Energy and Tech sectors. Shaped ‘must buy’ content strategy and became the voice of bespoke client solutions.

 

The Hill                                                                                  2017 – 2023

Founded in 1994, The Hill is a top U.S. political website. This newspaper and digital media company focuses on politics, business, and international relations.

SVP Branded Content, New York

Appointed at the start of The Hill’s digital journey and reported to the President, with three directs. Sought to propel The Hill into the 21st century, moving into the video space to transform its core Beltway readers to a national digital-first audience.

  • Delivered The Hill’s creative vision and world-class branded content studio. Created and scaled the first branded content studio, a new in-house agency.

  • Extended product suite, including new products Policy Minute and Sponsor Spotlight branded content products, a differentiator from the competition.

  • Yielded three-fold revenue growth following the launch of the video channel and flagship ‘Rising’ show. Worked closely with editorial team on development of shows, including ad sales-friendly formats to integrate brands into shows.

o    Increased number of subscribers to Rising. Secured launch partner with 750 million video views in 2019 and 5.1 million daily video views across TheHill.com, X (formerly Twitter), Facebook, and YouTube.

o    Leveraged the power of The Hill’s non-partisan reporting and storytelling. Fostered beneficial partnerships with Fortune 500 clients, such as Capital One, eBay, and Qualcomm.

o    Launched new channel, Changing America, and secured two launch partners, Kia and Verizon.

 

The Daily Mail and Elite Daily                                                           2016 – 2017

Elite Daily is U.S.-based news website targeting millennials and is the ultimate destination for Gen Z women. Elite Daily was acquired in 2015 by DMG Media, the global media brand that owns DailyMail.com.

VP Custom Content Solutions and Head of Marketing, New York

Appointed to oversee Marketing and Custom Content Solutions within Daily Mail’s U.S. headquarters in turbulent times. Supervised commercial team’s marketing and creative service departments and directed a team of fifteen.

  • Identified unique selling proposition. Outlined data-driven content strategy leveraging bespoke custom content partnerships and experimenting with new formats with clients like Coach, T-Mobile, CW, and Bravo.

o    Launch of branded meme yielded 10+ million video views in one day created for Coach on Elite Daily. Utilized real-time analytics tools to inform content and drive successful outcomes.

o    Capitalized on real-time cultural moments that Daily Mail is known for and used that as a sales strategy with clients.

o    Unlocked potential to be used for research by clients, including beauty brands, using data-driven insights.

  • Transformed Elite Daily into an attractive proposition for potential acquirers. Determined workflows with all departments, educated people on industry best practices, and implemented content products, and alternative ways of selling.

  • Reinvigorated a talent pool of 15. Set out the vision to position Elite Daily as a content creation leader.

 

Condé Nast Entertainment                                                             2013 – 2015

Condé Nast is one of the world’s most renowned media companies, creating and distributing print, digital, video, audio, and social media, working with brands such as GQ, Allure, Glamour, The New Yorker, Vogue, and Wired.

VP Ad Sales Marketing and Branded Content, New York

Selected to lead sales marketing and branded content for a new digital division, Condé Nast Entertainment, spanning all publications with oversight of 15+ people. Reported to Chief Digital Officer and devised creative ways to sell iconic brands.

  • Built world-class video marketing function from the ground up, including talent, processes, and strategic vision.

  • Allowed advertisers to buy across the eportfolio with custom partnerships with clients such as American Express, Edward Jones, Patrón, and AT&T. Established a creative storytelling model using established influencers.

  • Enabled new ways to sell: Premium@Scale, thumb-stopping videos, and modernized company by an influencer-led strategy: “Established (Anna Wintour) and Emerging (Kandee Johnson)” talent.

Earlier Career Highlights:

NBCUniversal, VP Client Solutions and Branded Entertainment, NY          2007 – 2013

  • Regarded as a pioneer in branded content space. Discovered new ways to integrate clients into TV shows like Top Chef.

  • Shifted from an àla carte television network sales approach to integrated programs covering the entire NBCUniversal channel portfolio. Originated groundbreaking client solutions portfolio approach, a first of its kind.

 

Education and Memberships

  • SUNY/Empire State College – Bachelor of Arts in Film and Media Studies

  • American Musical and Dramatic Academy, NY – Certificate in and Acting

  • American Conservatory Theater, SF – Certificate in Professional Acting

  • Member of Chief – 2021 to Present