Project

How do you keep a domestic diva and her 20-year-old brand fresh and relevant?

Role: Deputy Digital Editor

Process

• Work with tech team to relaunch site with new architecture — for better navigation and to clean up code buildup.

• Launch new verticals within our wheelhouse to better organize content and bolster SEO of site — building discovery and relevance for Pets, Decor, Home, Travel.

• Increase output of editorial team by 400%.

• Start creating content specifically for social media: hands-only process shots and gifs, easy recipes and how-to’s, quick posts with sole purpose of getting in on the day’s conversation.

• Introduce a contributor network to bring in younger voices and new perspectives. We also saw good referrals when they shared their work on our site with their followers. This proved highly helpful to our repositioning of the brand toward a younger audience.

• Strategize how to update content with tails without losing SEO.