In 2014 I launched BBC Earth’s Instagram and the #EarthOnLocation campaign. #EarthOnLocation served three core purposes:

• It put BBC wildlife photographers on the map. Responsible for masterpieces like Planet Earth, Blue Planet and more, BBC wildlife photographers are second to none. Yet when it came to Instagram, National Geographic was the one to beat. When it came to our content, we knew our fans didn’t just love the content, they loved the story of how it was made.
• It created a social content engine. Social media demands constant content. Sustainable strategies for generating content are crucial.
• It exposed the brand to new audiences. BBC wildlife photographers became our ultimate influencers, as did the amateur photographers who emulated them.

The hashtag remains active to this day with more than 140k posts worldwide.

We supplemented #EarthOnLocation with #EarthCapture. As a brand, BBC Earth was is all about nature. But we identified a deeply engaged audience of photographers. This hashtag allowed us engage and highlight fans across the world, all while attracting high-quality content to feed our channels.

Finally, we built out a digital partnership with Skyglow Studios. This helped fuel our content engine and ensured consistent cross-promotion in our target audience.

I oversaw and managed the social strategy for #BBCLocalites. This strategy took an on-site blogging network and transitioned it into a social-first influencer strategy.

#BBCLocalites took influencers in key cities across the globe and contracted them to post to our social accounts, provide on-site content and promote our brand.

This led to explosive follower growth with virtually no effort on producing social content.

I would love to take credit for “How I quit my job to travel,” but the idea for this record-breaking feature series came from the BBC Travel social audience. After I identified a passion for this topic within our community, we ran weekly profiles and as-told-tos from people who quit their job to become digital nomads. We actively identified subjects with large digital followings who were incentivized to share our social and on-domain content.

When I joined NBCU Local, NBC’s local newsroom’s still relied on Facebook as their primary referral source. I implemented and led a strategy and worked cross-functionally with editorial and product teams to deliver 101% YoY growth in SEO traffic and convert Google to the primary digital traffic referral source.

When I started as Director of Growth at Quartz, QZ.com was garnering more than 20 million uniques a month—and more than half of them were driven by Facebook referrals. So when Facebook announced it would de-prioritize news in the algorithm, the brand faced a significant challenge. I led a newsroom initiative that resulted in 50% YoY increase in SEO traffic and flat topline despite the decline of the primary traffic source.

How to Plan a Stunning Basement Renovation in Six Steps – NBC New York

Teen Baker’s Bedroom Goes From Bitter to Sweet After Organization Makeover – NBC New York

An expat’s guide to London – BBC Worklife

How I quit my job to travel: The Washington DC lawyer – BBC Travel

How safe is your passport? – BBC Travel

Where purposeless walking lives on – BBC Travel

When it comes to critics and audiences, “Bright” is the mirror opposite of “The Last Jedi” – Quartz

“Lady Bird” continues its winning streak to become A24’s highest grossing film of all time – Quartz

YouTube’s cunning plan to rule fashion social media boils down to four simple points – Quartz

Why youths aren’t getting tested for HIV – CNN

To spank or not to spank, where do you draw the line? – CNN

On YouTube, teens ask the world: Am I ugly? – CNN

World Poetry Day: Nine poems to describe your life – The BBC