CreativeMornings
Newsletter Strategy

The Weekly Highlights curates an inspiring talk, cool job opportunities, and thoughtfully handpicked links from the vast expanse of the internet.

I created and curated this newsletter for 250,000 creatives every week, yielding over 20,000 link clicks and an average 25% open rate.

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- 200% newsletter growth in one year

- 25% list average open rate

- 10% open rate improvement

- 250,000 subscribers

- 20 million total readers

Examples here and here.

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Summary

Own Your Content was a global campaign that I shipped at CreativeMornings, in partnership with WordPress.com.

I managed and executed an interview series with 9 creative leaders like Maria Popova, founder of BrainPickings, Grace Bonney, founder of Design*Sponge, John Maeda, Global Head of Design at Automattic, Inc., on what it means to own your content, platform, and the future of your work.

Season 2 included Principal Designer at Adobe, Khoi Vinh, author and writer Paul Jarvis, and printmaker Jen Hewett. Paired with the three interviews are also toolkits that provide perspective and practical tips on topics like building a newsletter, curating your portfolio, writing your about page, and more.

Roles:

- Art direction

- Copywriting

- Research

- Interviewing guests

- Editing interviews

- Creating digital sharing assets

- Strategy and iteration

- Managing editorial flow

- Internal documentation

- Client renewed yearly partnership contract


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The altMBA is an intensive, 4-week online workshop designed by Seth Godin for high-performing individuals who want to level up and lead.

I helped launch the program in 2015 as an inaugural coach and then continued coaching and building the alumni community. I helped define and grow the program’s coaching culture, and iterated upon the student experience.

Roles:

- Inaugural coach

- Senior coach

- Community manager

- Event and portrait photography

- Internal documentation for coaches

- Coached over 300 students around the world

- Grew the Twitter from 1k to 12k in one year

- Managed the internal community newsletter

- Grew quarterly in-person meetups from 9 cities to over 25 in a year


The Observers—an online publication featuring visionaries in photography on the photo books that inspire their work.

Metrics:

- In our opening three months, we attracted 35k unique visitors, 60k pageviews, and 1200 newsletter subscribers without Twitter, Facebook, or ads.

- 110 subscribers pre-launch

- 1000% newsletter growth in one year

- 45% open rate, 12% click rate

- 1,200 total newsletter subscribers

- Two seasons, 64 guests

- 400+ books recommended

Roles:

- Overall strategy

- Content management

- Editorial planning

- Art direction

- Editing interviews

- Managing team comms

- Managing the newsletter

- Internal documentation

- Building community

Illustrations by Jeffrey Phillips


+Acumen Website Redesign, Content Strategy, Newsletter Strategy, and Copywriting

I helped +Acumen launch their new website, did their copywriting for the homepage, and devised new forward-thinking strategies for their newsletter and blog content.