💡 CHALLENGE
PBS KIDS needed a scalable content strategy for parents that extended learning beyond the screen while supporting show launches, educational goals, and the evolving needs of parents and caregivers across multiple digital platforms.

⭐️ MY ROLE
Led cross-platform content strategy and execution across editorial, video, social, email, and curriculum resources, managing workflows, budgets, and cross-functional teams to deliver integrated, research-informed campaigns, including a Spanish-language translation workflow.

📣 RESULTS
Produced 75+ content pieces annually and grew monthly website traffic from 500K to 600K–750K views. Drove a 40% increase in organic social engagement through coordinated cross-functional campaigns that strengthened audience connection with PBS KIDS content.

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

⭐️ 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.

📣 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.

💡 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.

⭐️ 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.

📣 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.

💡 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.

⭐️ 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.

📣 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.

💡 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.

⭐️ 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.

📣 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.

💡 CHALLENGE
Reimagine the Ready To Learn initiative by transforming the PBS KIDS for Parents YouTube channel into a strategic engagement engine for parents, caregivers, and educators. This required clearer content marketing direction, stronger optimization practices, and a consistent production workflow to drive sustainable subscriber growth and deeper engagement.

⭐️ MY ROLE
Led YouTube strategy, optimization, and workflow management. Partnered with an external vendor to develop a channel strategy playbook and shape audience-first content concepts. Guided stakeholder alignment on branding and design updates, and oversaw metadata standards, publishing strategy, and asset planning to establish a consistent, sustainable upload cadence.

📣 RESULTS
Drove 2.9K new subscribers, 255K views, and 2.3K watch hours in six months—including 58.5K views from newly launched Shorts—while managing a $200K budget and aligning video with broader marketing initiatives. Growth accelerated across key metrics before the initiative concluded due to federal funding cuts.

💡 CHALLENGE
During the COVID-19 pandemic, educators and caregivers urgently needed trusted, high-quality learning support. We sought to leverage the PBS KIDS for Parents YouTube channel to deliver live programming that met immediate needs while increasing discoverability and strengthening brand awareness.

⭐️ MY ROLE
Co-produced live webinars in partnership with a producer—developing concepts, coordinating partners, speakers, and advisors, leading promotion and metadata optimization, and repackaging recordings into clips and playlists to extend reach, lifespan, and discoverability.

📣 RESULTS
Co-produced four live webinars with PBS LearningMedia, generating 161K+ views and driving 200% growth in channel views, watch time, and subscribers. Extended impact by repackaging live sessions into optimized clips and curated playlists, increasing long-term discoverability and sustained engagement.

💡 CHALLENGE
Produce a video series in English and Spanish supporting Ready To Learn–funded PBS KIDS shows to increase discoverability, deepen awareness, and reinforce appreciation for the learning goals embedded within each series.

⭐️ MY ROLE
Led the project end to end—shaping the concept, selecting a production partner through a formal RFP process, hiring a writer to develop the activities, and guiding script reviews and revisions. Oversaw production from the brand side, ensured alignment with series priorities and were optimized content for discoverability and platform growth.

📣 RESULTS
Produced 28 videos on a $200K budget, contributing to major channel growth—including #CampYouTube 2021 placement that increased channel views from 11K to 157K in 10 days and drove a single video from 850 to 86K views.

💡 CHALLENGE
Caregivers needed clear, trustworthy, and practical resources that connected PBS KIDS programming to real-life learning moments across literacy, science, math, and social-emotional development—while supporting high-volume content demands across priority series launches.

⭐️ MY ROLE
Led editorial development across articles, listicles, and activities, managing 35+ contributors and building structured workflows to translate research and audience insights into accessible, SEO-aligned learning resources. Expanded priority show content into scalable written assets.

📣 RESULTS
Strengthened discoverability and engagement across PBS KIDS for Parents by delivering consistent, high-quality content that supported series launches and marketing priorities. Improved content efficiency through reusable formats and streamlined editorial systems, expanding the reach and impact of PBS KIDS learning resources across platforms.

💡 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.

⭐️ 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.

📣 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.

💡 CHALLENGE
Improve the PBS KIDS for Parents digital content library to increase discoverability and awareness on the web, ensuring consistent brand voice and tone. At the same time, discoverability, inclusive representation, and Spanish-language access required intentional strategy and scalable systems.

⭐️ MY ROLE
Led editorial planning and production for digital content aligned with PBS KIDS show priorities and learning goals. Developed new content, audited existing assets, and published content on the PBS KIDS for Parents website, including metadata and taxonomy management. Built and managed a distributed creator network, production workflow, and Spanish-language translation pipeline.

📣 RESULTS
Grew average monthly traffic from 500K to 600K–750K views. Scaled annual production to 75+ multi-platform assets and increased on-brand monthly output by 50%. Refreshed 110+ assets to strengthen brand, show, and curriculum alignment. Expanded writer diversity from 28% to 42%. Launched a Spanish-language translation operation that produced 250+ translations in two years.

💡 CHALLENGE
PBS KIDS needed a more integrated social media strategy that aligned with editorial and marketing priorities while staying responsive to real-time audience trends and driving stronger organic engagement across platforms.

⭐️ MY ROLE
Led cross-functional social content development across editorial, video, and design teams, creating trend-informed concepts, scripts, and creative briefs aligned to campaign priorities and delivering platform-native content across YouTube, Instagram, Facebook, and Shorts, including the Lyla in the Loop Webby Award–winning campaign.

📣 RESULTS
Increased organic engagement by 40% across platforms through consistent, high-performing social content and scalable creative workflows that improved speed, testing, and cross-team collaboration.