Sharon J. Yi Email & Phone Number

London, England, Gb

Part of U.S.'s leadership team, responsible for driving and supporting U.S. direct ad sales and branded content revenue across the Future media portfolio, including fashion, beauty, homes, tech, gaming, wealth, and news verticals. Oversee the cross-functional org of 60+ that spans the full lifecycle of a direct ad sales campaign from pre-to-post to wrap, including Media Planning, Integrated Marketing, Branded Content, Branded Social, Branded Events and Influencer Marketing.

New York, Ny, Us

- Joined Chief pre-Series B to increase Chief’s brand awareness. Identified brand strategy to launch into new channels and mediums based on target audience behavior — and executed all content. Strategy included press bylines, audio storytelling through a brand podcast, research content through white papers, and developing a thought leadership website on Chief.com.- Define and build the brand voice and POV across all customer touchpoints to drive inbound leads via content marketing. Launched redesigns of Chief’s marketing channels, including article pages on site (5500% growth in MUV), podcast (#1 in U.S. Apple Podcast Chart Rankings in Business) and newsletter (1677% subscriber growth; 54%+ unique OR). - RFP ad, creative, and production agencies to launch paid media strategies, produce video brand campaigns, and develop Chief’s first editorial content website. - Work with Partnerships in an agency model to develop, pitch, and execute omni-channel partnerships, launching Chief’s direct ad sales business.

New York, Ny, Us

- Developed mission and strategy for Chief's editorial launch, defining the content relationship with both prospective and current members while introducing Chief to a wider executive audience through content and brand campaigns. - Lead editorial content strategy and oversee creative across all Chief’s marketing channels, including site, social media, and newsletter. - Executive produced Chief’s first podcast, leading from conception to execution. Writing script, sourcing and briefing guests, line-editing recordings, etc. Guests included Ben Cohen and Jerry Greenfield of Ben and Jerry’s, DvF, Cindy Gallop, and more. - Work cross-functionally with Product Development, Engineering, QA, and Creative to launch website and newsletter redesigns, advising for both front-end and back-end CMS requirements.

New York, Us

Then I Met You is a Korean skincare brand, preparing to launch two new products. Singularly developed the GTM launch strategy for both products. Strategy incorporated developing creative for campaign ads, branding collateral, GWP, out-of-the-box marketing tactics, website design and more.

New York, Ny, Us

Elite World Group is a global leader in the talent and modeling industry, representing over 5,000 talent and providing talent-aggregated social media programs on a global scale. For the first time, EWG’s annual Elite Model Look modeling contest will be entirely online due to COVID restrictions.• Translated this IRL event into a social-only virtual program that consisted of 4 model icons and 20 finalists to compete in a series of virtual challenges, digital boot camps and many video shoots done remotely to produce over 100 pieces of original social content. • Was responsible in helping to shape the virtual programming and execute the campaign with a month lead time as creative producer, developing 4 remote Zoom shoots and 2 in-person video shoots.

New York, Ny, Us

Jellysmack is a social-only video publisher with proprietary AI algorithms that identify over-performing themes and patterns in social videos. Jellysmack is a leader in social video in categories ranging from gaming to beauty and more. • Entered the company in its first year of starting its branded content / direct ad sales business. With that came developing GTM strategies and materials, developing and executing end-to-end operations for original video campaigns distributed on social. • Worked closely with the CFO to develop and manage the P&L for the marketing team at large, and created our pricing structure, media rate card, a new media plan template, campaign P&L calculator, and a custom Paid Spend Cost Forecasting tool. • Oversaw all sales support teams, including Integrated Marketing, Creative Strategy, Client Services / Media Planning, Production and Project Management. Within a month of arrival, revised the org structure, hiring four individuals in the first quarter, across depts.• Developed global, cross-functional operational processes, coordinating between EICs, Aud Dev, Product and more, across our three offices. • Entered and won Jellysmack its first Digiday award for Best Video Distribution and Programming Strategy, along with 3 additional finalist nominations for Best Branded Content campaign. • Identified and negotiated new third-party vendors with services ranging from monitoring pipeline, research, performance analytics, influencer marketing and more to support the Sales / Marketing operations. • Managed the P&Ls of each BC campaign from pre to post, inclusive of paid spend costs, production and soft costs. • Led the team through dealing with the impact of COVID-19, by developing new video programming and materials for cancelled events and tentpoles such as Pride, sports and the holidays, while also repackaging services in response to remote production.

West Hollywood, Ca, Us

• Oversaw the Integrated Marketing team in addition to Branded Content and Affiliate Marketing for Clique portfolio including WhoWhatWear.com, Byrdie.com, MyDomaine.com and CollegeFashionistia.com. Hired and trained a new staff, revised cross-functional operations. Currently manage a team of 10 marketers, affiliate editors and branded content editors. • Oversaw and manage production margins for all ad sales campaigns and minimums on product offerings in order to maintain company’s profitability. Work with the CFO and SVP of Sales to establish pricing and manage pacing towards revenue and budget goals. • Was part of the transition team during the sale of two of our properties, MyDomaine.com and Byrdie.com, creating inter-company workflows to execute campaigns in transition, and worked with our legal counsel to identify proper documents for transfer. • Work with the heads of cross-functional teams, including aud dev, social, email, and paid social, to continue to improve our strategies and offerings. • Create analysis with Research team to evaluate cost analysis on all of our product offerings to lean into more profitable revenue streams. • Identify new revenue streams, including podcasts. • Adjust minimums and pricing of our product catalog to manage internal resources and adjust for demand. • Work directly with the COO, and heads of Product and UX to improve CMS functionality and QA new updates. • Ideate and lead the go-to-market strategy for Clique’s consumer brands.

West Hollywood, Ca, Us

• Oversaw Branded Content team for the Clique portfolio including WhoWhatWear.com, Byrdie.com, MyDomaine.com and CollegeFashionista.com.• Lead ideation for both branded content and white label campaigns, critiquing and sharpening ideas and content strategy, working with Research, Creative and Marketing to create the most effective and creative omni-channel pitch, with a focus on delivering ROI for the client's KPIs. • Regularly produce branded content campaigns that drive +5-8% in familiarity for the brand, +11-28% for affinity, and +22% for recommendation intent. Our content is more effective for brand recall than display ads, with 87% correctly recalling the brand in the content vs. 55% for display ads. • Primarily responsible for studio operations, managing and augmenting workflow processes between all departments, including advising on growth trajectories for all business teams, such as Client Services and Creative. • Identify third-party vendors to supplement our resources for web development. Negotiate contracts and is the primary liaison for external vendor relationships. • Identify and manage image licensing deals. • Ideate new content products and templates to take to market, also focusing on designing content templates for optimal metrics. • Work with Data team to identify the most accurate performance metrics for branded social and content, across every channel including Facebook, NL, and site homepages. • Advise on co's various consumer brand lines as it pertains to a go-to-market strategy and branding. • Personally hired and manage a branded content team of 8 staffers, including Social Media and Copy Edit. • Ideated, sold, and executed the largest deals to date for each digital property, with clients ranging from CPG to retail, specifically focusing on Fashion, Beauty and Luxury. • Work closely with CRO, head of marketing and sales management to concept new products to package and take to market.

West Hollywood, Ca, Us

• Redefined MyDomaine's mission statement, and turned a home décor site into a lifestyle destination spanning multiple categories. Most successful to date are Relationships, Career & Healthy Living. Of them, came up with a career series called Second Life, which eventually was turned into the company's first podcast. Also launched a series called Womaneer, which was the brand's #1 sponsorable package that turned into an annual conference. • Nearly doubled monthly uniques, with the highest performing story growing from 30K PV to 120K PV/month. • Worked closely with Partnerships and Aud Dev teams to identify syndication partners like Flipboard and Stumble Upon, to increase growth in new, non-endemic categories, to great success. • Pivoted content strategy relentlessly, by hiring a news editor and created a strategy to target strategic topics that are trending. • Implemented SEO-optimization with Google AdWords, A/B HL testing and syndication partnership strategy that resulted in a traffic growth of 60%. • Cleaned up three years of illegitimate photo-sourcing on site; instituted proper photo-sourcing guidelines; forged and negotiated multiple stock site deals that were within budget and on brand. • Assigned and line-edited 80 stories a week, ranging all content categories. • Hired, trained, and managed a team of 7 staffers, titles ranging from Managing Editor, to Senior Editors, to graphic designers, to social media. • Revamped workflow from soup to nuts, overhauling the interdepartmental processes with Art, Social and Newsletter teams. • Launched and defined MyDomaine's aesthetic in custom illustrations, working closely with the Exec. Creative Director.

New York, Ny, Us

• Was founding hire of 23 Stories, Condé Nast's first in-house branded content studio. • Established best practices with branded content for properties in the Condé Nast portfolio, including standardizing a uniform branded content label for every site. Acted as consultant for branded content strategy for the Condé Nast titles. • Revamped corporate branded content offerings, creating tiered packages for corporate digital sales team. • Launched and executed the first 23 Stories content campaign, helping to establish proper workflow processes from pre-sale to post, liaising with editors-in-chief, managing editors and site directors at all the Condé Nast titles. • Part of the team that executed on a new business model for branded content at Condé Nast. • Ideated and responded to RFPs, pitched to clients, and concepted content strategy.

Brooklyn, New York, Us

• Managed large-scale, multi-million-dollar brand-integrated campaigns, from conceptualization to execution. Liaised with Marketing, Sales, Photo, and Edit teams to meet client objectives while maintaining R29's editorial integrity and voice. Clients included Ford, Revlon, TJ Maxx, and P&G.• Assigned, edited, and managed a team of staff writers, top editors, and freelance writers to create and package clicky, traffic-driving content across all verticals, including fashion, beauty, lifestyle, food, entertainment, and news.• Collaborated with Tech, UX, and Creative to design and launch new products at Refinery29, such as Refinery29.com/Festival-Tracker.• Worked across departments to create and augment inter-departmental workflow processes that make sense, including Product, Tech, Marketing, Account Managers, Producers, Photo, Social, and Edit teams.• Ideated, wrote scripts, and produced web series from soup to nuts, including directing screen tests, sourcing talent, and directing styling sessions.

Brooklyn, New York, Us

• In just two months, launched two unprecedented micro-sites on Refinery29, called Beauty Nation and My Stylist, in partnership with Revlon and TJ Maxx, which were R29's largest campaigns to date, at $1M each. • Produced more than 500 stories in 8 months, managing a team of 15 blogger nationwide. Assigned content to writers, top-edited custom content, and worked with the Brand Experiences/Marketing Team and Project Managers to make sure content is on brand and meets client's expectations. • Worked closely with Creative, UX, Tech, and Product teams to design, QA, and launch new tools on these content platforms, including Instagram widgets, Twitter tickers, new design templates, and more.• Recruited bloggers to join the panels, negotiating contracts when necessary. • Conducted quality assurance tests on all new tools and micro-sites before launch. • Oversaw the photo assistant's and production assistant's daily schedules to build content, provide image control, and maintain the integrity of the sites. • Worked closely with the Brand Experiences/Marketing team to conceptualize dedicated content to meet client's priorities while upholding editorial standards and integrity.

Beverly Hills, California, Us

TotalBeauty.com is a leading online authority on beauty, health and fitness, reaching 12 million monthly uniques across its portfolio of properties. • Writer covering beauty, health, fitness and food. Managed sponsored content and syndicated content to Yahoo. • Collaborated with designers on photo research. Helped produce photo shoots.• Produced online beauty videos from start to finish. Hosted weekly video series and multiple pilots.• Optimized all content for SEO best practices. Tracked metrics with Google Analytics and Omniture.

Bachelor Of Arts (Ba), Communications & Literature/Writing

Bachelor Of Arts (Ba), Italian Literature

Summer Abroad: Journalism In Ghana