Content Strategy

I’ve spent my career in digital content management and production, working to enhance, position and promote editorial and its tools on consumer-facing sites and social media.

LATimes.com, entertainment coverage (2012-16). Managed a diverse team through all phases of digital and print production as deputy editor, a tenure that included acting as editor from July 2014 to May 2016. I set and maintained an editorial calendar across multiple platforms around rapidly changing breaking news and special events, collaborating with multiple departments to meet daily and weekly publication deadlines.

Along with creating and refining stories, headlines, newsletters and coverage plans in accordance with SEO best-practices and engage a national audience, I helped devise and implement content strategies with distinctive narratives, innovative forms of digital storytelling and in-the-moment updates, which in the case of the 2016 Grammys resulted in an 183% increase in readership from the prior year.

These efforts also included designing and maintaining the landing pages and a variety of special packages, which required collaboration with editorial, production and design teams as well as incorporating supplemental video, audio and social media outreach.

The Guide / Brand X, now defunct (2007-12): As deputy editor of what was to be a hybrid product for the Times, I helped supervise a team of content producers and writers who built and published a weekly tabloid edition and a listings-centric website aimed toward readers planning their local entertainment and nightlife options. I was closely involved with the redesign of the website and its Content Management System, working with developers as well as project and product managers through various wireframes, use-cases and QA testing up through launch.

The site contained a large listings database, and I crafted internal user guides and led training for content producers on using new publication tools while also working with technology teams to debug the CMS.  After multiple redesigns and rebranding efforts amid the flagging ad sales for the media climate of its time, the site was eventually folded into the L.A. Times’ Entertainment section.

L.A. Times Entertainment. (2003-07) A nationally focused digital destination for showbiz and celebrity news that offered web-only stories and sidebars on features such ‘American Idol’ as well as daily photo galleries and other content designed to advance and expand upon the trending topics of the day. As senior digital producer, I contributed to these stories in a variety of ways as well as managing the digital publication of multiple articles and website pages as well as recommending stories for wider promotion in newsletters and on LATimes.com.

Calendar Live, now defunct (2000-03): My first job with the Times as producer for the online version of the Calendar section. I served as the music and movies editor, promoting articles on local and national entertainment with an eye for audience needs while trying to provide a service for those planning their weekend through a large listings database covering art, theater, dance, pop music and classical. In addition to repurposing print content while also trying to expand its digital reach through new headlines and functionality, I also created and compiled event listings for print and online.

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