I help newsrooms develop subscriber and retention strategies so they can reduce churn, grow revenue, and build a sustainable future.Notable clients: Texas Observer, Earth Island Journal, Stable Genius Productions, 1440 Media, Frontier Myanmar

• Key results: Implemented newsletter testing plan, leading to monthly median open rate increase from 31% to 35%, and increase in median click rate from 3.1% to 4.7% for the weekly newsletter over 4 months. • Identified and reported key metrics and actionable audience insights to leaders, editors, and reporters for organizational goals including audience growth, editorial performance, and fundraising.• Customized reports to deliver context-specific metrics and insights to editors, reporters, and news app developers to improve their audience understanding and identify new opportunities.• Partnered with developers and editors to standardize data collection on-site and for news apps.• Curated reports and analysis using Google Analytics, Chartbeat, Parse.ly, Facebook Insights, Twitter Analytics, Salesforce/Pardot, Crowdtangle, and plenty of spreadsheets.

• Key results: Paid subscriptions +64%; monthly unique visitors +29.1%, and newsletter subscribers +9.46% for FY 2016.• Generated actionable audience insights for publisher and editor to increase audience reach, readerengagement, and paid subscribers.• Developed and launched Timeline, a centralized resource for all editorial coverage, city council vote tracking, and information for complex process-driven stories.• Launched Story Map, a searchable map that plots Austin Monitor stories for easier archives search.• Led audience research to discover growth opportunities, develop user stories, and evaluate pain points.• Designed and developed reports and analyses for key initiatives and projects using Google Analytics, Mailchimp, Quantcast, heatmaps, reader interviews, and surveys.

= Initiative: Mortgage Application Webapp• Key result: Increased online application completion by 28%.• Led design and build to improve user experience (UX).• Conducted on-site interviews and observations to understand how end users interacted with theapplication in their everyday environment.• Designed wireframes and prototypes. Iterated designs based on user testing and feedback.• Designed the CRM workflow to send automated emails to guide customers from loan prequalification to final loan approval triggered by loan status. = Initiative: On-demand marketing materials ordering system• Key result: Same-day delivery on 76% of orders, compared to 2 business days minimum before launch.• Launched a marketing collateral order and delivery system serving 240+ loan officers and sales staff in 26 states.• Enabled users to order and customize material for print, digital, social media content, and events.• Wrote training documents to communicate new solutions to non-technical users and stakeholders.

• Marketing strategy and execution for various businesses from real estate to defense contractors.• Made a working pop-up book prototype.

• Key result: Reversed 7 consecutive years of paid subscriber decline. • Collaborated with editorial, circulation, advertising, and web teams to develop print campaigns, digital campaigns, event planning, promotions, and contests. • Built circulation reports to distribute up-to-date subscriber data.• Managed in-house customer service call center.

• Designed and wrote circulation campaigns for home delivery, single copy, and company promotions.• Designed and tested new web verticals. • Created prototypes and page templates.

• Thrived in a fast paced environment; designed newspaper ads to meet rigorous daily deadlines.• Won 30+ advertising awards from local and national press associations