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.
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CHALLENGE
Following organizational restructuring and a reduction in team capacity, the PBS KIDS caregiver newsletter needed to maintain audience trust, performance, and consistency with a leaner team. I stepped in to stabilize execution, rebuild workflows, and ensure continuity during transition.
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MY ROLE
Led newsletter strategy during a period of reduced capacity, stabilizing workflows across vendors and cross-functional teams. Streamlined production processes, aligned content to the editorial calendar, and introduced efficient formats to maintain engagement while reducing operational complexity. Used performance data to guide prioritization.
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RESULTS
Maintained 40–50% open rates across two lists—well above industry benchmarks—during a period of reduced team capacity. The newsletter remained a consistent, high-performing engagement channel and informed broader content strategy.
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.
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.
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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
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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.
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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.
SCOPE
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.
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Tirzah Weiskotten 