Content & audience strategist · New York
From 2023 to 2026 I led day-to-day editorial distribution for Big Think’s flagship partnership with Stand Together: campaign publishing, content packaging, operating standards, and performance analysis across NFL, NBA, film, music, and owned editorial channels.
Campaign films were produced by Freethink and partner creative teams. My work is the editorial packaging, publishing system, partner activation, and analysis around them.
The finding · NFL My Cause My Cleats 2025
I ran the master publishing plan for thirteen NFL player stories, then analyzed the campaign to determine what had actually produced its 14.1 million organic views.
Reader-stake framing
2.7%click rate
1.3% twelve-week averageI reframed a foster-care mentorship story around the reader’s stake in the relationship. The issue reached a 2.7% click rate against a 1.3% twelve-week average.
41 pieces of content, 130 placements, five video releases inside one 48-hour window. I pressure-tested the plan, tracked partner activation live, and turned the results into a collaborator rule for the next campaign.
For an AI and music campaign, I developed three narrative architectures, licensing contingencies, and a kinetic-text fallback. Audience skepticism was the first design constraint; the format followed from there. View the live carousel ↗
I co-designed the two-day workflow and wrote the standards that moved social packaging upstream, from an afterthought to a structural step in how every article shipped.
Before format or channel, identify what the audience is trying to understand, resolve, or become. Then design distribution upstream.
Standards turn individual taste into repeatable quality that survives volume and staff changes.
Every result is paired with the work I actually owned and the parts that belonged to the team.
I want analysis to end in a decision: change the channel mix, alter the sequence, or design a real fallback.
Technical fluency beneath the editorial work: database engineering, analytics, and measurement training that supports the systems and analyses shown here. See the foundation →
History degree, editorial roots, three years running distribution for a national content partnership across NFL, NBA, music, and film campaigns. Based in New York. More about me →
Looking at audience development, editorial distribution, integrated campaigns, content strategy, and owned communications roles. Get in touch →