Experience

Deputy editor, audience at ProPublica
May 2023 - currently

I lead a team of social media and search engine optimization specialists. Together, we are focused on increasing the reach, diversity and loyalty of audiences for ProPublica’s journalism.

Director of audience development at Reveal from The Center for Investigative Reporting
Feb. 2022 - April 2023

As the sole newsroom leader working at the intersection of audience, editorial and product, I lead the development and execution of impact-driven growth and distribution strategies for our digital investigations, weekly radio show and podcast and feature film documentaries; lead product strategy, identifying opportunities to build or initiate new products that enhance our investigations and storytelling and/or serve a communicated audience need as well as manage the day-to-day of our current product offerings and systems; and lead our membership program, creating growth revenue strategies that increase the top of our audience funnel with a goal to convert. I also manage a team of four.

🔺 Audience strategist
Aug. 2021 - Feb. 2022

Selected accomplishments:

• Oversaw the roadmap for the redesign of all newsletter templates, including the newsroom’s flagship weekly newsletter; Executed new content modules and subject line testing strategies — all with a goal of increasing subscriber growth and reader engagement. In 2022, we saw growth across all our major newsletter metrics when compared to 2021, including a 22 percent increase in subscribers, a nearly 12 point increase in open rate averages, and a 54 percent increase in our unique opens average.

• Created and implemented the infrastructure and workflow for the organization’s first-ever editorial outreach initiative.

• Designed a new template system for all social media creative assets.

• Led and executed the social and engagement strategy (organic and paid) for our seven-part investigation podcast series, “Mississippi Goddam.” In three months, related organic content received nearly 900,000 impressions and over 31,000 engagements, with the year’s top-performing posts on Facebook and Instagram coming from the podcast.

• In the five months in 2021 that I managed our social platforms, I executed 46.53 percent of all social posts and accounted for 55.55 percent of total followers gained and 65.75 percent of total engagements received.

• In 2022, we increased our engagement rate across all social platforms by 35 percent and saw 46 percent in Instagram follower growth and 12 percent follower growth on Facebook.

Freelance audience, social and digital strategist and consultant
2021 - currently

Clients have included/include:

• Houston Landing

• Press On

• Futuro Media

• Southerly

• National Catholic Reporter

Selected accomplishments:

• Led and executed the social strategy for Futuro Media’s first-ever fiction podcast and animation series, as well as the companion interview series, which included conversations with musician John Legend, director Ava DuVernay and more.

• Led and executed Press On’s website redesign process, serving as the lead on content, development and design.

• Overhauled Southerly’s design brand standards and created a template system for its email newsletter, social media platforms and website.

Social editor at The 19th
July 2020 - July 2021

As The 19th’s first and only social editor, I led and managed growth and engagement efforts across social platforms since their launch, packaging and distributing news stories to meet The 19th’s audience exactly where they were at.

• Led daily content execution on all @19thnews accounts (Twitter, Facebook, Instagram and LinkedIn); 43 percent of all website traffic since launch came from social; 97.8M impressions and 2.7M engagements; Curated and pitched more than 50 Twitter Moments

• Created and executed audience engagement and promotion strategies around feature news stories, 19th signature events and special projects

• Conducted live social for 19th signature events, breaking news and other large news moments

• Executed daily social news gathering and performance reports to the newsroom, identifying opportunities for future audience-informed stories

• Created and informed, in partnership with the creative director, a design template system for all social visuals

Director of digital strategy at the LBJ Presidential Library
Sept. 2016 - July 2020

I defined, led and maintained the long-term strategic growth and implementation of the LBJ Presidential Library and LBJ Foundation’s digital and social strategy. Also, oversaw and managed the digital team’s output, performance and six-figure annual budget.

Essential responsibilities:

• Social. Defined and implemented the Library and Foundation’s social strategy (Facebook, Twitter, Instagram, YouTube and GIPHY), including creating and curating content for a 365-day content calendar, paid social and campaign executions, as well as community management, moderation and reporting for all platforms.

• Email communications and newsletters. Executed, from editorial content to design and development, the Library and Foundation’s email communications, including various department monthly newsletters, event and exhibition invitations, donor campaigns and fundraising appeals and retail store promotions.

• Websites. Led the strategic development and daily management of the Library and Foundation’s websites (lbjlibrary.org, lbjlibrary.net, lbjfoundation.org), the Library’s digital archive (discoverlbj.org), as well as for as-needed microsites in relation to online exhibitions, fundraising campaigns and more.

• AV projects and digital products. Oversaw the execution of multimedia projects and digital products, including event live streams, podcasts, exhibition social streams and more.

• Visual brand management. Led and maintained the Library and Foundation’s visual presence and brand identity across all digital products and platforms as well as for all major events, general advertising and marketing campaigns.

Selected accomplishments:

• Created a 5,000+ post content repository that served as the knowledge base for a 365-day editorial calendar

• Steady, organic growth and engagement across all social platforms: 46M+ impressions, 2.4M+ engagements and 44,000+ net new followers

• Created the U.S. National Archives’ first GIPHY channel for a presidential library. At the time, our gifs had more than 9.5M views.

• Led the digital communication campaigns for two major summits and dozens of events featuring high-profile figures and political dignitaries, including former Supreme Court Justice Ruth Bader Ginsburg, House Speaker Nancy Pelosi, former CIA Director John Brennan, former Secretary of State Madeleine Albright, filmmaker Ken Burns and more.

• Led the strategy, production and promotion for the Foundation’s first-ever podcast

• Led RFP to identify a digital agency to implement the custom website redesign of lbjlibrary.org, a six-figure, three-year project; Served as the project lead for content and creative.

• Led the production of a new interactive photo-op and neighboring social stream wall in the Library's permanent exhibition space. In the first two years, more than 5,000 posts from visitors were featured in the stream.

🔺 Digital media manager
Oct. 2014 - Sept. 2016

I managed the LBJ Presidential Library’s and LBJ Foundation’s digital and social platforms in order to increase public awareness and accessibility to the Library’s 45 million pages of archival holdings, exhibitions, events and education programs.

Marketing coordinator at the McCombs School of Business, The University of Texas at Austin
Aug. 2012 - Oct. 2014

I created and executed marketing, branding and fundraising strategies that enhanced the McCombs School of Business’ Development and External Relations Office’s image, awareness, and understanding among alumni, current and potential donors, and corporate and foundation partners resulting in increased investments to the school.

• Coordinated, designed and implemented all email newsletter strategies and digital communications for the McCombs Alumni Network which included a database of more than 35,000 alumni records at the time. In one year, more than 3.5M emails were sent with an average 18 percent open rate putting us above industry benchmarks.

• Managed event registration pages and promotion across all media channels for more than 30 McCombs Alumni Network chapters

• Served on the dean’s web committee to help advise on the school’s web initiatives and strategies

Communication and development coordinator at ENGLISH @ WORK
May 2010 - Aug. 2012

As the first in the organization to fill this role, I defined and executed all internal and external communication strategy; led all fundraising efforts, from events, grant writing, donor cultivation and database management; and created and implemented brand standards organization-wide, including the design execution of all promotional print and digital collateral.

• Profit from in-person fundraising events increased 63 percent, total donations received increased by 70 percent and the average donation received per person increased 20 percent. Outside of fundraising events, individual donations tripled between 2010 and 2011 due to increased brand awareness, email and direct mail solicitations and other digital fundraising efforts.