Marketing & Promotion
A world class brand is nothing if it isn't promoted effectively and huge part of my role was overseeing the ideation and execution of over 60+ creative campaigns, which ran across broadcast, digital and social.
In 2021, TIME’s revenue increased by nearly 30%, the highest year-over-year growth in well over a decade, reversing years of declines. TIME's global reach also grew to 105M+ and reader engagement rose to an all-time high.
After driving creative for the branded content studio at The New York Times for so long, the opportunity to repeat these successes was ripe for the taking. I helped establish Red Border by TIME which delivered some of the most successful and innovative branded content TIME has ever produced.
The newly established Red Border Studios launched in 2021 and became a force in branded content world with industry-leading programs such as Audi, LEGO and Pfizer helping to double gross revenue more than $7M.
Broadcast & Events
TIME's franchises are it's biggest asset and I oversaw the delivery and promotion for established flagships such as Person of the Year, the TIME100 and Best Inventions, as well as delivering identities and design directions for new summit initiatives such as AAPI and Pride.
TIME Person of the Year 2021 with Elon Musk and performances from Alicia Keys garnered 886K mentions on social media with a reach of 13.5B, resulting in 9.2M votes cast in the Person of the Year Reader Poll
One of the biggest challenges was a complete systemic overhaul of all creative processes, structures and team systems, which included brand guidelines, brand communication library, a brand new digital media kit and a suite of email newsletter identities.