CASE STUDIES

In the examples below, I was a full-time employee making critical decisions about editorial direction and product development using a combination of data analysis, best practices, and gut instinct.

DETAILS.COM

(Condé Nast)

Site goals: Increase visitors while retaining brand voice, create compelling content with a small budget, develop a portfolio of branded/sponsored opportunities across the brand’s offerings (articles, events, video, newsletter).

How we got there: Focused on new verticals like health, developed the world’s first men’s fashion blogger community, partnered with other sites to grow newsletter base, created new franchises like “The Grooming Awards."

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EPICURIOUS.COM

(Condé Nast)

Site goals: Clarify the brand voice beyond recipes, boost traffic, develop new revenue streams, get more press.

How we got there: Re-launched blog with thought-leader contributors, syndicated to more sites, co-designed the first Epi app, added wine pairings with help from a third-party site, co-developed “Epi Entertains” events.

THE POINTS GUY

(Bankrate)

Site goals: Double traffic from 2.5 million UVs to 5 million in 18 months, identify lifestyle verticals to grab a wider audience, improve quality of credit-card and aviation news, and work with bank/airline clients to produce sponsored content including videos. 

How we got there: Expanded content output from 5 to 15 posts a day, identified low-hanging SEO fruit, hired/managed 10+ newsroom writers and editors, overhauled image/photo management, launched the "TPG Reports" franchise with interactive criteria weighting, and established daily reviews of credit cards, flights, hotels and lifestyle products.

GOODHOUSEKEEPING.COM
COUNTRYLIVING.COM

HOUSEBEAUTIFUL.COM

(Hearst Digital)

Site goals: Apply a data-driven approach to content creation and work with print magazine editors to create on-brand articles and slideshows.

How we got there: Analyzed Omniture data, identified SEO-friendly core competencies, hired freelancers and interns to ease production challenges, curated an evolving set of RFP proposals for all brands.

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