revenue, production, creativity

AT&T - Shorter timelines, Improved Production Efficiencies, New Branded video Product

As the Head of Branded Content at BuzzFeed, I partnered with AT&T on the launch of a new product during an accelerated rollout.

Challenge: AT&T required rapid market for their new product but existing BuzzFeed branded content production timelines included multiple rounds of review and a longer post-production process for long form content.

Intervention: Redesigned the production approach from traditional long form video into a package of short form social first videos focused on platform native storytelling, faster turnaround, and higher creative output which reduced production timelines significantly while maintaining creative quality.

Results: The campaign exceeded engagement benchmarks and outperformed prior branded video performance standards.

Business Impact: AT&T renewed the partnership the following year with increased investment, and the model helped establish a vertical short-form branded video product at BuzzFeed that became one of the company’s top-selling branded content offerings.

Intervention: I redesigned the production workflow into a rapid response content system by creating an hour-by-hour production timeline. To streamline approvals and accelerate production, I developed a templated script pre-approved by the client, allowing talent to quickly update each video with the latest ruling information. I also organized an on call production and post-production model, including a mobile crew setup for same day filming and editors prepared to turn around content immediately after production.

Result: Successfully launched and published eight rapid response YouTube videos during a highly active and unpredictable news cycle, consistently delivering timely branded content within a 24–48 hour window.

Business Impact: Enabled Planned Parenthood to quickly inform audiences about evolving abortion access rulings through timely, platform native video content during a critical national conversation. The campaign established BuzzFeed as a trusted rapid response production partner, delivered a successful $1M+ project, and demonstrated the effectiveness of operationally agile branded content workflows for news driven moments.

BuzzFeed’s Editorial Identity Channels - increased revenue, scheduled programming, Improved production Efficiencies, Editorial direction, Doubled Subscribers

As Head of Editorial Identity Channels and Branded Content at BuzzFeed, I led a 20+ person team across social strategy, production, and branded content for BuzzFeed and the sub-brands A*POP, Cocoa Butter, and Pero Like.

Challenge: The editorial identity channels operated in silos with decentralized production, inconsistent editorial voice, and no unified programming strategy which resulted in irregular output and weak alignment to audience, business needs, tentpoles, and revenue goals.

Intervention: Centralized production operations, defined a differentiated editorial voice from competitors, and implemented a unified programming, production and distribution system to convert fragmented channels into consistent tentpole driven channels. Launched original franchises including Taste Wars and a revamped Food Swaps featuring celebrities to establish repeatable formats and scale output.

Results: Cocoa Butter became BuzzFeed’s #1 YouTube channel, surpassing targets by 398%, driving a 48% increase in cross-platform views, 2x CPM growth, from 600K Youtube subscribers to 1M+, significant CTV viewership share, and a 4x return on production spend. Cocoa Butter outperformed flagship brands including Tasty and HuffPost. PeroLike exceeded goals by 114% and A*POP by 162%.

Business Impact: In parallel, because I also oversaw the branded content team I led revenue strategy for the editorial identity channels across sponsorships, creator partnerships, CTV, licensing, events, branded content and product integrations.

Good Conflict - Content Strategy & Digital Transformation

Good Conflict is a media and education company founded by two journalists focused on helping individuals and organizations improve how they navigate disagreement through communication, critical thinking, and workplace dynamics. They hired me as a consultant to give strategic guidance on how to translate their journalism background to create social first content to advance the their mission and enhance overall brand awareness.

Challenge: The founders had strong journalism backgrounds, but their expertise had not been translated into social first content. Production was not structured for short form platforms, formats were inconsistent, and they needed help using data to identify their audience and optimize content.

Intervention: Translated journalism skills into digital first content strategy by defining core content pillars and including reaction content, interactive prompts, and interview-driven segments. Designed a multi-platform distribution strategy across TikTok, Instagram Reels, YouTube Shorts, and long form YouTube supported helped them understand data as a guide for ongoing optimization.

Result: Established a structured, repeatable content system that aligned editorial storytelling with new creative ideas and enabled consistent crossplatform distribution.

Business Impact: Positioned Good Conflict to evolve from long form linear TV style journalism into social first content with a clear message, enabling stronger audience development and a clearer path from content to educational offerings.

BuzzFeed - Branded Creative Team Integration Following the Acquisitions of HuffPost and Complex Brands

As Head of Branded Content at BuzzFeed, I led creative and operational integration efforts following the acquisitions of HuffPost and Complex, which are two brands with distinct editorial identities, audience behaviors, and organizational structures.

Challenge: Following the HuffPost acquisition, the brand did not have an existing branded content studio. There were no dedicated workflows, branded products, or creative systems in place to support advertiser partnerships at scale. The Complex acquisition introduced the opposite challenge: integrating an established branded creative team with its own culture, production processes, and creative identity into BuzzFeed’s larger branded content organization while maintaining the distinct voice, team morale, and audience positioning that made the brand successful.

Intervention: For HuffPost, I trained BuzzFeed’s branded creative team to adapt to HuffPost’s editorial voice while developing branded content products and onboarding sales teams on workflows, creative processes, and advertiser offerings.

For Complex, I partnered BuzzFeed creatives with the Complex branded content team to streamline workflows, improve collaboration, and align production systems while preserving each brand’s distinct creative identity. I also worked with production and operations teams to improve efficiencies and branded content margins across the portfolio.

Result: Successfully integrated HuffPost and Complex into BuzzFeed’s branded content ecosystem without disrupting client relationships, creative output, or existing branded content deals. The HuffPost transition enabled the rapid rollout of branded content capabilities and products, while the Complex integration improved cross team collaboration, streamlined production workflows, and increased operational efficiency across branded content execution.

Business Impact: Maintained continuity across branded content operations during two major media acquisitions while protecting the editorial integrity and audience differentiation of each brand. The integrations strengthened internal collaboration, expanded branded content capabilities across the portfolio, improved production efficiency and deal margins, and enabled seamless sales support without losing business during transition periods.