EMAIL & NEWSLETTER CAMPAIGNS
At PBS KIDS and National Geographic Kids, I saw the inbox as a powerful moment of connection. I shaped editorial calendars and curated clear, timely content that linked priority launches and seasonal moments to real family and classroom needs—turning newsletters into a trusted, consistent touchpoint.
PBS KIDS
OBJECTIVE
Build a trusted, high-performing email newsletter for caregivers that strengthened audience engagement, supported PBS KIDS priorities, and translated digital content into consistent, direct connection.
SKILLS
Email Strategy, Audience Segmentation, Editorial Planning, Cross-Functional Leadership, Performance Analytics & Benchmarking, Content Optimization, Consultant & Vendor Management, Brand Alignment & Messaging
SCOPE
- Evolved the monthly PBS KIDS email newsletter after a staff reduction—managing platforms, consultants, workflows, and refining content strategy through performance data.
- Directed consultants and partnered with cross-functional teams (editorial, design, marketing)
- Established performance benchmarks and reporting frameworks
- Led content planning aligned with brand priorities and seasonal programming
- Used analytics to refine subject lines, content mix, and distribution strategy
💡
CHALLENGE
Following staffing reductions, I stepped into email marketing as a new initiative—using an unfamiliar platform and learning to collaborate closely with its team. The goal: build a trusted, high-value caregiver newsletter.
📣
RESULTS
Delivered consistent 40–50% open rates across two audience lists—well above industry benchmarks. The newsletter became a dependable engagement channel and a data-informed driver of broader content strategy.
⭐
MY ROLE
Led the strategy end to end—managing platform and consultant partners, aligning cross-functional teams, shaping the editorial calendar, and using analytics to continuously refine performance and impact.
STRATEGY
I built the newsletter around our editorial calendar, identifying high-interest topics and curating timely content from across the PBS KIDS for Parents website. Each send was designed to feel useful and cohesive—not promotional.
Working closely with a writing vendor, I shaped and edited the content to match brand voice and caregiver needs. I partnered with designers to source compelling visuals, experimented with GIFs to increase engagement, and tested formats—from list-driven roundups to narrative features and short, actionable tips—to keep the experience fresh and relevant.
TARGET AUDIENCE
Families with children ages 2–8
METRICS
⏺ Open Rate: 40-50%
⏺ Reach: 350K subscribers
NATIONAL GEOGRAPHIC KIDS
OBJECTIVE
Position Nat Geo Kids as a high-value digital and streaming partner within the broader National Geographic ecosystem by increasing executive visibility and reinforcing the team’s impact across platforms.
SKILLS
Internal Communications Strategy, Executive Messaging, Stakeholder Engagement, Brand Positioning, Cross-Division Alignment, Performance Reporting, Editorial Planning, Digital Platform Advocacy
ACCOMPLISHMENTS
- Produced and distributed an internal stakeholder newsletter across National Geographic divisions
- Shared upcoming projects, platform developments, and performance highlights
- Targeted cross-division leaders, including Nat Geo WILD broadcast executives
- Elevated digital video initiatives and franchise extensions
- Reinforced alignment between Kids content and broader brand strategy
💡
CHALLENGE
Nat Geo Kids was producing high-quality digital video content, but visibility among executive stakeholders was limited. The team needed a consistent way to showcase results, signal growth opportunities, and remain top of mind across divisions
📣
RESULTS
Strengthened cross-division awareness of Nat Geo Kids’ digital and streaming impact. The newsletter positioned the team as a strategic partner, helping elevate Kids platforms and franchises as scalable brand-extension opportunities.
⭐
MY ROLE
Owned the strategy and execution—shaping executive-level messaging, curating performance insights, and framing projects within broader brand priorities to ensure Nat Geo Kids remained visible, valued, and strategically integrated.
STRATEGY
I treated the newsletter as an internal marketing tool—designed not just to inform, but to position. Each edition highlighted upcoming projects, platform innovations, and measurable results, framing the Nat Geo Kids team as a growth engine within the broader National Geographic ecosystem.
Content was intentionally curated for executive audiences: concise, visually clear, and tied to brand impact. I connected digital video initiatives to larger franchise and streaming opportunities, reinforcing how Kids platforms could extend the reach of Nat Geo storytelling. By consistently aligning updates with enterprise-level priorities, the newsletter kept our work visible, relevant, and strategically valuable.
TARGET AUDIENCE
Internal stakeholders, including executives
Tirzah Weiskotten 