Tirzah Weiskotten

Content Strategy & Digital Media Leader

CONTENT MARKETING

Strong messaging anchored every marketing strategy I built at PBS KIDS and National Geographic Kids. Through SEO, cross-platform publishing, and strategic partnerships, I turned content into a growth engine—boosting discoverability, increasing brand visibility, and connecting the right audiences to the right stories.

PBS KIDS

OBJECTIVE

Design and lead cross-platform content marketing campaigns that deepen caregiver engagement, expand audience reach, and support PBS KIDS series launches and milestone initiatives—while aligning storytelling with SEO, distribution, accessibility, and growth goals.

SKILLS

Cross-Platform Campaign Strategy, Audience Growth & Engagement, SEO & Discoverability Optimization, Email Marketing Strategy, Cross-Functional Leadership & Stakeholder Alignment, Milestone & Franchise Marketing Integration

SCOPE

  • Directed 100+ cross-platform campaigns targeting parents and caregivers
  • Supported six major series launches—Carl the Collector, Donkey Hodie, Lyla in the Loop, Rosie’s Rules, Skillsville, Work It Out Wombats!
  • Led milestone initiatives including Daniel Tiger’s Neighborhood 10th Anniversary and seasonal campaigns
  • Spearheaded PBS KIDS’ American Sign Language (ASL) accessibility campaign
  • Partnered with marketing, SEO, social, email, and platform teams to align content strategy with acquisition and engagement goals

FEATURED PROJECTS

American Sign Language Campaign April 2024

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CHALLENGE

This initiative promoted the discoverability and awareness of PBS KIDS shows newly available with embedded American Sign Language (ASL).

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RESULTS

The campaign drove meaningful audience engagement, fostering conversation around inclusion and representation. Social media comments reflected positive feedback from both hearing and Deaf families, serving as a model for future inclusive communications.

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MY ROLE

As the project lead, I coordinated cross-team efforts, managing deadlines, aligning expectations, and collaborating with producers and designers to create messaging, content, and shared assets to distribute across platforms and partners.

STRATEGY

In collaboration with a diverse team of experts and show producers, I led the creation of messaging and strategy, ensuring that all tactics—from video production to social media outreach—were aligned with our audience engagement goals. Our approach included leveraging video content, social media partnerships, and influencer collaborations to amplify our reach.

AVAILABLE METRICS

  • Reach: 1.7M followers (social) and 350K subscribers (email)
  • Engagement: 7.6% (social), 41% (email open rate)
  • Impressions: 100K+
  • Video Views: 100K+
  • Clicks: 1,000+ clicks (email)

Lyla in the Loop Launch February 2024

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CHALLENGE

Create a launch campaign introducing the new PBS KIDS series Lyla in the Loop and its curriculum emphasizing how kids can use computational thinking, collaboration, and persistence to tackle challenges—a tricky topic to talk about on social media.

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RESULTS

The launch generated strong engagement across social and video platforms, with above-average watch time and share rates compared to recent series launches.

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MY ROLE

I led the content marketing team in developing a cross-platform strategy and storytelling approach. I oversaw content planning for the PBS KIDS for Parents website, coordinated email newsletter promotions, and collaborated with the social media team to drive viewership and engagement.

STRATEGY

The campaign blended digital storytelling with hands-on learning, featuring interactive video clips, parent-facing explainers, and “try it at home” activity prompts. I worked with the team to integrate Lyla into seasonal initiatives, including Valentine’s Day, Black History Month, and spring/summer campaigns, to extend engagement beyond the series launch.

AVAILABLE METRICS

  • PBS KIDS Email Newsletter (~350K subscribers): Open rate 40.65%, Clickthrough 1.11% (4K clicks)

Halloween Campaign October 2022

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CHALLENGE

Create a seasonal campaign that felt fresh and engaging for families—while building evergreen assets that could be reused and updated year after year. The goal was to balance timely Halloween excitement with long-term content value across web, social, and email.

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RESULTS

The campaign launched a dedicated Halloween Party collection that brought together costumes, crafts, recipes, and activities in one cohesive seasonal hub. By planning photography and video for multi-platform use, we generated reusable assets for web, social, and newsletter distribution—creating an evergreen campaign framework that can be refreshed and relaunched year after year while continuing to drive seasonal engagement.

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MY ROLE

I developed the end-to-end content plan, identifying high-interest Halloween themes and aligning them with PBS KIDS shows and caregiver needs. I created detailed shot sheets to guide photography and video production, ensuring every capture could serve multiple platforms. I collaborated with designers, photographers, and social teams to execute web, social, and newsletter assets that felt cohesive and brand-aligned.

STRATEGY

I approached the campaign as both a seasonal moment and a long-term content investment.

First, I built a comprehensive content roadmap—costumes, crafts, recipes, and activities—that gave caregivers practical, easy-to-implement ideas. Then, I structured production intentionally: one shoot, multiple outputs. Photography and video were planned in advance to generate website features, social clips, and newsletter visuals simultaneously.

By designing the collection as evergreen, we created a repeatable seasonal engine—content that could be refreshed annually without rebuilding from scratch. The result was a campaign that delivered immediate engagement and sustainable value for years to come.

Daniel Tiger’s Neighborhood 10th Anniversary July 2022

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CHALLENGE

This campaign celebrated a decade of Daniel Tiger’s Neighborhood, highlighting the series’ legacy in fostering social-emotional skills and kindness. The weeklong celebration spanned PBS KIDS social media, the PBS KIDS for Parents website, and email newsletters.

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RESULTS

The campaign achieved strong reach, trending across PBS KIDS social platforms, and generating thousands of family stories and videos. The Daniel Tiger’s Neighborhood email newsletter continues to share curated content for Daniel Tiger fans.

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MY ROLE

I led the content marketing team in developing a cross-platform strategy and storytelling approach, balancing nostalgia for parents with fresh, engaging content for families. I oversaw website content planning, supported the launch of the first PBS KIDS email newsletter dedicated to a single series, and collaborated with social media to create posts celebrating the show’s legacy.

STRATEGY

The campaign combined new PBS KIDS for Parents articles and crafts, anniversary graphics, short-form videos, and interactive social activations. Fans were invited to share favorite strategy songs and vote for top episodes in an Instagram bracket, with responses highlighted in a follow-up feature.

AVAILABLE METRICS

  • PBS KIDS Email Newsletter (~350K subscribers): Open rate 12.80%, Clickthrough 0.47% (6K clicks)

NATIONAL GEOGRAPHIC KIDS

OBJECTIVE

Drive franchise growth and audience engagement by developing high-impact digital marketing campaigns that expand Nat Geo Kids properties across YouTube, streaming, publishing, and brand partnerships—while maintaining educational integrity and global brand standards.

SKILLS

Franchise Marketing & Campaign Development, Digital Video Production, Cross-Platform Content Promotion, Strategic Partnerships & Brand Collaboration, Audience Growth & Engagement Strategy, Creative–Legal–Distribution Workflow Alignment, Short-Form & YouTube-First Content Strategy, Cross-Functional Leadership

SCOPE

  • Led digital video marketing and cross-platform campaign execution for key Nat Geo Kids franchises, including Explorer Academy, Weird But True!, and Somebunny Loves Me.
  • Produced franchise-supporting book trailers, short-form series, and branded collaborations. Partnered cross-functionally with editorial, marketing, legal, and distribution teams to align creative development with growth and engagement goals.
  • Collaborated on 2 high-visibility brand campaigns with LEGO CITY and Barbie (Mattel), aligning creative, legal, and distribution workflows that drove 43K+ views for BLAST OFF! and 62K+ views for the Explore With Nat Geo Barbie playlist.

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CHALLENGE

Expand Nat Geo Kids franchises beyond their core formats—books, broadcast, and web—into digital-first spaces that could attract new audiences and deepen engagement. Campaigns needed to balance creative experimentation with brand standards, legal compliance, and cross-platform coordination, all while driving measurable performance.

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RESULTS

Produced high-performing digital campaigns that expanded franchise reach and diversified formats. Key initiatives generated nearly 500K views for both the Explorer Academy trailer series and a YouTube-first music video, while brand collaborations with LEGO CITY and Barbie drove tens of thousands of additional views. These efforts strengthened cross-platform engagement and positioned Nat Geo Kids franchises for sustained digital growth.

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MY ROLE

I led the creative and operational execution of digital marketing campaigns—developing concepts, producing videos, managing external producers, and aligning stakeholders across editorial, marketing, legal, and distribution. I ensured each campaign supported franchise priorities while optimizing for YouTube performance and cross-platform amplification.

STRATEGY

I approached content marketing as franchise expansion, not just promotion.

First, I identified where audiences were already engaging—especially on YouTube—and developed platform-native formats to extend book and broadcast properties into digital-first experiences.

Second, I diversified content formats—trailers, short-form series, and curated playlists—to reach new audience segments while reinforcing brand identity.

Third, I saw strategic partnerships that amplified reach through. Collaborations with brands like LEGO CITY and Barbie were structured to align creative storytelling with compliance, distribution, and measurable engagement goals.

By integrating production, partnerships, and performance insights, I transformed marketing campaigns into scalable digital extensions of Nat Geo Kids’ most recognizable franchises.

FEATURED PROJECTS
Explorer Academy Book Trailer
Explorer Academy Brain Freeze (experiment)
Somebunny Loves Me Music Video
Weird But True! Videos
LEGO City Collaboration
Barbie Collaboration