The Lives at Our Door
ABC10, TEGNA's newsroom in Sacramento, partnered with The Outline to create an immersive storytelling experience following asylum seekers as they crossed the U.S.-Mexico border. The crew headed to the border as news spread about the controversial policy of separating children from their families. In a 4-minute documentary and 2,000 word article, the teams explored the story of the humans behind the headlines.
This was the first content partnership between The Outline and TEGNA and I project managed the execution working with teams across multiple departments and organizations.
The Lives At Our Door - by Livia Albeck-Ripka, The Outline
This is catch and release - by Lilia Luciano, Michael Anthony Adams, ABC10
Mashable launched its vertical video product, Mashable Reels, for New Fronts 2017. The first editions were "Our Move to Mars", "The Expert's Guide to Wonder Woman", "Prepare Yourself for Game of Thrones" and "The Ultimate iPhone Rumor Guide." The mobile-first format utilized Mashable's vertical video experience and amazing team of animators to create content to be distributed across platforms including Snapchat, Instagram, Google and Facebook.
I project managed the launch across various teams at Mashable including editorial, video, art, product, marketing, growth, audience development and data science. Reels is currently managed by Damon Beres, Mashable's director of editorial programming.
I, along with chief strategy officer Adam Ostrow, led the launch of Mashable's commerce vertical in July 2017, in a continued effort to diversify our revenue streams. In the six months since launch, Mashable has seen healthy earnings from our partners at Amazon, Skimlinks, Stackcommerce, CJ and Kickbooster. Our team of writers is overseen by Mashable's Commerce Editor Nicole Cammorata.
Mashable Deals provides our audience with products and services that make their lives better. Our aspirational content spans the verticals of tech, geek culture, gaming and more. We feature our carefully-selected products on Instagram, Twitter, Facebook and in our Mashable Deals newsletter.
I created a project group inside Mashable, which brought together talent from across editorial, audience development, growth, product, data science, art, design, video, marketing and sales. This team of experts executed the rebrand of Mashable's social channels with a video-first growth strategy and launched newsletters for each redefined brand. Mashable Technology, Entertainment, Culture, Science, Social Good and Commerce were reimagined as FutureShift (coming soon), Screening, Click Click Click, 118, Social Good and Mashable Deals.
The goal of the ambitious project was to create diverse traffic streams outside of Mashable's main Facebook page, to grow a highly-engaged audience of superfans for all of Mashable's channels using paid and organic strategies and to implement a newsletter strategy. Under my leadership, the team worked in sprint groups to deliver results in record time. The substantial growth on referrals from Mashable's Facebook channels is attributed to the video-first strategy and rigorous programming schedule implemented during this project.