Work: The Athletic, Sr. Social Media Manager
Social Media Strategy & Content Marketing
Background: When first joining The Athletic, the user experience was this: see an article, click on it, hit a paywall and (most likely) bounce. As a social account manager, I understood the value and breadth of content behind the paywall. I worked across teams — including marketing, design and programming — to bring the holistic and robust sports journalism experience outside of the paywall. The results? More subscriptions, social following to scale and increased brand awareness for a young company.
Worked with design team to create new templates and social brand that replicated the experience behind the paywall.
Focused on visual experience of social media to provide a more robust social strategy on Twitter (now X), Instagram and more..
Worked directly with journalists, including NBA insider Shams Charania, to build trust and help break their own stories on social ahead of aggregators.
Established bridge with newsroom to work on breaking news and sensitive topics that required nuance and context.