CONTENT MARKETING

Strong messaging anchored every marketing strategy I built at PBS KIDS and National Geographic Kids. In collaboration with marketing teams and stakeholders, I developed content-driven campaigns distributed across email, social, web, and YouTube—expanding discoverability, strengthening brand visibility, and connecting the right audiences with the stories that matter most.

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 distribution, accessibility, and growth goals.

FEATURED PROJECTS

American Sign Language Launch 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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MY ROLE

Served as project lead, guiding cross-functional teams to develop messaging, coordinate creative assets, and execute an integrated campaign across video, social media, partnerships, and influencer channels.

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RESULTS

Reached 1.7M social followers and 350K email subscribers. Generated 100K+ impressions, 100K+ video views, 1,000+ clicks, 7.6% social engagement, and 41% email open rates—driving positive conversations around inclusion and representation.

Lyla in the Loop
Launch Campaign

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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MY ROLE

Oversaw cross-platform storytelling across the PBS KIDS for Parents website, email, and social media. Guided content planning and collaborated with cross-functional teams to create engaging, hands-on learning experiences that extended audience engagement through seasonal campaigns and everyday family activities.

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RESULTS

The Lyla in the Loop launch earned a People’s Voice Webby Award and generated 680K impressions, 30K engagements, and a 4.45% organic engagement rate across a 102-post social campaign. Supporting email promotions reached 350K subscribers, achieving a 40.65% open rate and driving 4,000+ 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

Created a dedicated Halloween Party hub featuring costumes, crafts, recipes, and activities, supported by reusable web, social, and email assets. The evergreen campaign framework continues to drive seasonal engagement year after year.

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MY ROLE

Led content planning and cross-platform production for an evergreen Halloween campaign, developing a scalable content roadmap and coordinating photography, video, and creative assets to maximize reuse across web, social media, and email.

Daniel Tiger’s Neighborhood 10th Anniversary Campaign

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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MY ROLE

Developed the campaign’s cross-platform storytelling strategy, overseeing content planning and collaborating with creative and social teams to deliver engaging digital experiences that encouraged audience participation and celebrated the series’ legacy.

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RESULTS

The anniversary campaign generated strong audience participation across PBS KIDS social platforms, inspiring thousands of family stories and videos. Supporting email promotions reached 350K subscribers, achieving 6,000+ clicks and a 12.8% open rate, while establishing an ongoing newsletter that continues to engage Daniel Tiger fans.

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.

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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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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.

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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 (43K+ views for BLAST OFF! and 62K+ views for the Explore With Nat Geo Barbie). These efforts strengthened cross-platform engagement and positioned Nat Geo Kids franchises for sustained digital growth.