Executive Director, Digital Media
Greater Minneapolis-St. Paul Area
Manage Digital Product Management and Business Development. Work with Star Tribune senior management to create and implement web site strategy.Operations Management• Managed diverse staff – from videographers to financial managers; from designers to database administrators. Strategic resource allocation, including a significant staffing realignment, started with a core plan that I created with the team and implemented.• Managed the annual revenue and expense budgets of the… Show more Manage Digital Product Management and Business Development. Work with Star Tribune senior management to create and implement web site strategy.Operations Management• Managed diverse staff – from videographers to financial managers; from designers to database administrators. Strategic resource allocation, including a significant staffing realignment, started with a core plan that I created with the team and implemented.• Managed the annual revenue and expense budgets of the Star Tribune’s digital division, including capital infrastructure investments and the negotiation of over 1,000 vendor and advertiser contracts.Audience Analysis and Growth• Doubled monthly unique visitors between 2006 and 2014 through a combination of deeper understanding of user behavior, strategic partnerships and search engine optimization.• Transformed the way we track user behavior on our site, enabling in-depth, dayparted reporting of how users move through our site, what particular user groups click on and when. Recommended and drove the implementation of changes to site design and editorial processes based on findings.New Revenue Creation• Replaced each of our product & service category products (jobs, homes, autos, obituaries) with integrated user-focused products and recommendation-driven advertiser dashboards.• Led development of new digital preprints product from ideation to launch, yielding significant new digital revenue. Managed product improvements, yielding expanded new advertisers.• Increased email marketing revenue by 30% through core marketing list growth and the creation of niche, implicitly-targeted lists.• Led two ad server implementations, including an Oct 2012 launch of Doubleclick Premium, increasing revenue opportunities and optimization while decreasing page load time. Show less