Digital strategist and impact manager who helps newsrooms understand how their journalism performs in the real world. I transform audience data into actionable strategies, build tools that solve persistent problems and create content that connects with communities across platforms.
Impact & Audience Engagement
Fundraising & Revenue
Lead weekly impact meetings analyzing performance across 13 counties, identifying coverage gaps, and connecting insights to revenue. Built automated workflow that emails sources to track journalism's real-world impact. Created monthly audit tracking story distribution to ensure equitable community coverage. Use Google Trends and Search Console to generate story ideas.
Built complete fundraising funnel using audience segmentation and compelling email campaigns. Created campaign-specific landing pages that increased conversion rates. Developed automated donor survey emails to gather insights for future campaigns. Helped inform fundraising strategy using audience data to target messaging.
Web Production
Rebuilt Civic Engagement Hub landing page for 13 Bay Area counties using advanced WordPress and HTML. Created modular design system that combines local reporting with AP data, custom maps, and voter resources. Designed intricate Sunday editorial layouts that tripled average readership from 7,000 to 21,200 page views.
AI Tool Development
Led development of semi-automated election dashboard for 13 counties. Used ChatGPT to generate HTML/CSS templates and built custom Google Sheets formulas to output consolidated code for 200-300 candidates per county. Project freed reporters from manual data entry to focus on storytelling. Co-authored 28-page playbook to help other newsrooms replicate the workflow.
Newsletter Strategy
Launched Bay City News Foundation's TikTok from 0 to 4,600+ followers in 10 months, focusing on youth civic engagement and election information. At The Colorado Sun, tripled Instagram video views (1,339 → 4,050) through consistent short-form content strategy. Co-led creative sessions that resulted in 197% boost in Instagram reach.
Transformed newsletters for 94,000 subscribers from simple digests into growth and revenue drivers. Implemented pop-up subscription forms, audience segmentation, and campaign-specific landing pages. Developed conversational editorial voice that increased open rates by 8%.