- Responsible for developing the broad brand position and POV for The Weather Channel's first-ever subscription content business to differentiate it from free offerings to our users by driving added value- Conceptualize and develop multiple content concepts from scratch using research and analytics to increase acquisitions and retention of current subscribers- Assign and manage the work of a team of 40, including on-camera talent, responsible for executing the day-to-day - Work with marketing, product, AI, research and design teams to improve products, user flows and content strategy across all platforms- Build a free to paid newsletter strategy

● Assigned, managed and edited the written, video and podcast work of the entire breaking news team on one of the largest news sites and the largest weather app in the US● Dictated the daily and long-term editorial direction for all of weather.com and its apps, including during countless major hurricanes, natural disasters and the climate crisis● Managed a studio team that produces dozens of videos a day, including live coverage of breaking weather events and news● Hired and directed a team of engagement editors responsible for all headlines and the success of all content across all platforms, alerts and newsletters● Grew alert-based revenue substantially by designing and implementing a more regimented strategy across the alerts team● Growth-hacked a new subscription business using hyper-segmented behavioral alerts responsible for millions of dollars in new revenue● Led and instructed product, development and design teams on how to create and improve editorial tools like the CMS and studio and video production equipment, as well as consumer-facing products that won with our audience and grew key KPIs

● Hired, developed and managed the newsroom’s first content engagement team responsible for balancing news judgment with the success of all content KPI’s, particularly video● Developed and grew the brand’s first content alerts strategy by defining, targeting and cultivating tacit user behavior into segments● Created the brand’s style for headlines and editorial voice and implemented it across the newsroom● Relied upon for audience expertise to influence the final direction of multiple app, web and CMS redesigns● Wrote features, including for the award-winning climate change project, “United States of Climate Change”

● Wrote headlines and programmed all content using news judgment while also managing its performance using analytics tools● Produced America’s first mobile morning show, The Lift, by writing scripts, directing talent and setting the show’s daily lineup● Edited feature content for award-winning projects ● Developed the company’s first organic analytics platform for content on mobile apps● Managed relationships with 3rd party analytics vendors to improve tools for the newsroom

● Wrote all daily climate change-related stories and developed relationships with experts as the site’s climate change writer● Translated scientific studies, such as the IPCC report, into easily understood narratives and sidebars

● Expanded weather.com’s editorial content by writing and pitching several stories a day on a diverse set of topics, such as the environment, breaking news and science● Edited page view-garnering photo slideshows● Wrote headlines and programmed content across all of weather.com and its apps

● Went from an intern to a trusted reporter who wrote about countless high-stress breaking news stories, including political scandals, protests and violent crime in America’s largest metro area ● Wrote feature content that highlighted local characters and affairs