People Magazine

- Distributed content to PEOPLE magazine’s 31M+ followers (and counting) across Facebook, Twitter, and Instagram using TrueAnthem and Curalate.

- Led content strategy for PEOPLE’s Instagram — the largest social handle at Dotdash Meredith — to drive social traffic and audience growth, seeing 7.1M follower growth during four plus years with the brand.

- Analyzed traffic data and created weekly/monthly audience reports using Google Analytics, Looker, CrowdTangle and social native tools.

- Collaborated with editorial, video, design, marketing, product and sales teams to optimize content and execute brand initiatives.

People Audience Engagement Editor highlights:

  • Worked across verticals — from music and politics to health and human interest — to ensure our 100+ pieces of daily digital content reach our readers.

  • Helped managed team content for posts including:

    • The biggest breaking news moments: From the untimely passing of Kobe Bryant to the loss of legends like Betty White and Bob Saget

    • People’s Sexiest Man Alive — three years and counting! (Hello, Paul Rudd!)

    • The Friends reunion

    • Royal babies x2 — meet Archie and Lilibet Diana!

    • The Inauguration — and PEOPLE’s exclusive first joint interview with Joe Biden and Kamala Harris

    • The Met Gala, where I posted live from the red carpet

    • Yearly awards season

    • Toronto International Film Festival 2022, where I posted live from the PEOPLE Portrait Studio

  • Collaborated with video and design teams to develop platform-native ideas and franchises that meaningfully engaged our social audiences.

  • Guided social strategy for our weekly cover rollouts to amplify print features in a social-friendly way.

  • Tracked social engagement and traffic performance using Google Analytics, Chartbeat, CrowdTangle, and social native tools to see where we were winning — and where we could improve.

  • Helped guide edit teams to help them better understand what works on a platform-by-platform basis, and flagged trending stories to ensure we were maintaining our ranking in our competitive set.

Instagram Stories:

  • Instagram Stories gave PEOPLE a place to share newsier stories that were trending and likely to drive traffic, but might not be the best option for the grid. (Think bigger crime scandals, heartbreaking deaths, etc.)

  • It was also a place for us to break down trending stories + moments in a social-friendly way — from complex crime stories to spelling out a celebrity relationship timeline.

  • Led on-the-ground posting for events including:

    • The Met Gala

    • The U.S. Women’s Soccer Team returning to NYC

    • GMA’s Dancing with the Stars cast reveal and their Summer Concert Series. (Where I met Hannah Brown — and she’s just as sweet IRL as she is on TV!)