My Origin:

I joined The AJC in 2022, when the organization pivoted towards embracing a more diverse consumer base reflective of the communities of Atlanta and the greater south. Bringing my experience working on large scale research teams at companies like CNN and HBO/HBO Max, I built the foundations of an audience research team dedicated to driving business strategy and operations, growth marketing (engagement and retention), product development and innovation, content strategy, brand development, and so much more, with the purpose of supporting the AJC transform from a '‘storied newspaper to a modern media company”.

My Role:

• Oversaw and revamped the Audience Research Team (tripling in size under my management), which conducted primary and secondary research related to customer experience, growth marketing, product ideation and development, market research, and more with the core mission of discovering target audiences that have been overlooked in the past by the organization.
• Developed a roadmap strategy connecting to the new mission of the AJC and aimed at supporting the organization increase subscription growth.
• Lead the implementation and management of custom qualitative and quantitative market research studies necessary in rapid growth of the organization. Projects included a quarterly Market Tracker, ongoing print and digital subscriber stop surveys, subscriber onboarding surveys, new mobile app usability testing, editorial concept testing, and more.
• Communicate findings regularly throughout the organization and designed personalized readouts for specific stakeholders (i.e. Growth Marketing, Brand, and UX) and formally presented key insights to executive level leadership.
• Work closely with the Analytics team to tie offline research data to expansive and ever-growing audience database, including (but not limited to) consumer demographics, user behavior with our digital products, content analytics, as well as email and event marketing data.