the professional side
I work at the intersection of audience growth, subscriptions, marketing, data, and AI — building practical systems that help local media grow, retain, and better understand their audiences.
bio
My work focuses on helping local media companies turn audience attention into lasting subscriber relationships. That includes lifecycle marketing, newsletter strategy, app engagement, retention programs, winback campaigns, subscription analysis, and the systems needed to connect all of that work.
I like building things that are useful in the real world: dashboards people actually use, AI tools connected to real data, campaigns that can scale, and workflows that make small teams more effective.
current role
Director, Circulation Audience Growth & AI Marketing Strategy
Adams MultiMedia / APG · 2026–present
I lead audience growth and marketing strategy across a large group of local publications, with a focus on subscriber lifecycle, digital engagement, newsletters, retention, reporting, and practical AI adoption.
what I do
Building campaigns, funnels, and habits that turn casual readers into known users, newsletter subscribers, app users, and paying subscribers.
Onboarding, renewal, retention, winback, payment recovery, and stop-save strategies built around real subscriber behavior.
Newsletter growth, welcome journeys, editorial promotion, lifecycle email, and campaigns designed to create repeat engagement.
Using AI to support reporting, marketing workflows, content repackaging, research, segmentation, and operational decision-making.
Connecting subscriber, email, app, web, payment, and engagement data so teams can make better decisions faster.
Creating lightweight tools, scripts, dashboards, and workflows that reduce manual work and make marketing programs easier to scale.
selected work
Helped shape a connected audience data environment that brings together subscriber records, transactions, payments, newsletter engagement, app activity, web behavior, promotions, and retention signals.
The goal: move from scattered reports to a clearer, subscriber-level view that can support marketing decisions, churn analysis, segmentation, and AI-assisted reporting.
Built and refined the concept for an internal AI reporting assistant that can answer business questions from live audience and subscriber data using natural language.
The system is designed to help teams ask practical questions about starts, stops, churn, pricing, engagement, app usage, newsletters, and subscriber value without needing to manually write every SQL query.
Created a workflow for turning RSS story feeds into short vertical videos for social platforms, using AI-assisted scripting, text-to-speech, captions, brand assets, and automated video assembly.
The project was built around a simple idea: make it easier for local content teams to repurpose stories into social-native formats without starting from scratch every time.
Worked on podcast and audio automation concepts for local news brands, including RSS-driven workflows, AI-assisted summaries, voice production, promotion, and cross-channel distribution.
These projects focused on making audio easier to produce, easier to promote, and more useful as part of a broader audience-growth strategy.
Helped design lifecycle marketing programs in Salesforce Marketing Cloud covering onboarding, app activation, newsletter adoption, renewal windows, payment issues, stop-save messaging, and winback campaigns.
The work connects email, SMS, push, direct mail, call center activity, and subscriber behavior into a more coordinated retention system.
Built strategy and messaging around newsletter growth, welcome flows, editorial promotion, monthly performance reporting, and reader habit-building.
The focus is not just getting signups — it is helping newsletters become a repeat engagement channel that supports subscriber value over time.
Worked on dashboards and reporting tools for audience growth, starts, stops, churn, campaigns, project tracking, team workload, and marketing performance.
A good dashboard should do more than display numbers. It should help people see what changed, what matters, and what action to take next.
Helped connect app usage, push notification strategy, subscriber status, and marketing follow-up so app engagement can become part of the broader retention and lifecycle strategy.
The work includes thinking through how known users, anonymous users, subscribers, email, SMS, push, and app behavior should fit together.
Built and reviewed campaigns for annual subscription offers, digital-only offers, former-subscriber winbacks, free previews, app promotions, and seasonal subscription pushes.
The work blends creative, landing pages, segmentation, offer structure, retargeting, reporting, and follow-up journeys.
Developed concepts for social-native campaigns, newsletter promotion, meme-style creative, contest marketing, app download campaigns, and audience-first messaging.
I tend to look for creative that feels human and scroll-stopping without losing trust — useful, direct, and a little more memorable than a standard newspaper promo.
Worked on analysis around active subscriber counts, delivery method, restart behavior, current rates, term length, app engagement, email engagement, stop reasons, and subscriber lifetime value.
This kind of work helps move decisions away from gut feel and toward a clearer picture of what subscribers are doing and what keeps them around.
Helped organize the behind-the-scenes pieces that make audience work easier to run: project intake, campaign planning, UTM standards, landing page tracking, vendor coordination, reporting, and repeatable templates.
The goal is simple: fewer one-off scrambles, more systems that teams can reuse and improve over time.
working style
The best marketing usually starts with understanding what people actually do — not what we wish they did.
I like campaigns and systems where we can see what happened, learn from it, and improve the next version.
AI, automation, and data are only useful if they make the work clearer, faster, smarter, or more repeatable.
I’m always interested in practical conversations about audience growth, subscriptions, local media, marketing systems, newsletters, and AI workflows that solve real problems.