AXIOS
Segmentation & Core Audience Strategy
🆕 First-ever enterprise segmentation + audience architecture for Axios
⬆️ Unified audience definitions adopted by entire organization
🧭 Clear targeting frameworks driving editorial, growth and revenue planning
Built Axios’ first audience segmentation model – giving leadership and cross-functional teams a unified, research-backed view of who we serve and why they engage. The model blends behavioral data, qualitative insights and market signals to guide day-to-day and long-term planning.
AXIOS
34-City Local Insights Engine
⬆️ 4,500+ respondents per quarter across all 34 cities
🧑💻 Insights used by 50+ editors, journalists, marketers and client partnership reps each quarter to refine coverage, habit strategy and audience growth
🧪 Recurring survey system tracking trust, habit, value and differentiation
Created a scalable insights system that gives Axios a real-time read on reader satisfaction, trust, value and differentiation. The engine powers city-level strategy, marketing decisions, newsroom planning and revenue narratives.
AXIOS
Local Market Typing Framework
📊 200+ internal + external signals synthesized across 34 markets
🔎 Clear categorization into 5 strategic market types, used in revenue + editorial planning
🏙️ Adopted by leadership teams to clarify where & how Axios can win
Designed Axios’ first end-to-end market framework — revealing where local teams have a competitive edge, where the field is crowded and how to tailor strategy market by market. It’s now a core strategic tool across the organization.
THE WASHINGTON POST
Style Section Relaunch
⬆️ Pageviews up 13%
🆕 120K newsletter subscribers
⬆️ Newsletter open rate 43% above average
Served as the unofficial "Vibes Assessor-In-Chief" – setting audience-centered strategy to guide Style editorial leadership to engage younger readers and breathe new life into a 50-year-old legacy Washington Post section.
THE WASHINGTON POST
Digital Communities x News Spaces
🆕 Product principles as a direct translation of research insights
⬆️ Cross-collaborative initiatives
🧑🧒🧒 Atypical use of focus group as research method
Created innovative product principles for The Washington Post's community-centered features. I led a task force that considered metrics, analyzed the market, and conducted focus groups with 70+ online community members.
THE WASHINGTON POST
Audience Innovation Lab
⬆️ Nearly 50% of participants said they better understood data to inform editorial strategy by the end of the Lab
⬆️ Increase in The Post’s understanding & prioritizing younger audiences
Taught UX to some of the world’s most innovative journalists – coaching them through a crash course of user research, synthesis, and subsequent iteration as part of an effort to to increase engagement via new content approaches at The Washington Post.
NPR
“Wait, Wait … Don’t Tell Me!” Alexa Quiz
⬆️ Alexa audience up 25% quarter-over-quarter
🆒 Webby award winner & one of Amazon’s top skills
Led research, prototyping and early product strategy for a novel idea on an emerging platform – all while collaborating with public radio’s funniest writers.