Select Works
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Etsy | YouTube & Social Video Strategy
Partnering with Etsy's creative team to strengthen its YouTube and social video strategy, bringing an audience-first approach to editorial development, programming, and content performance.
YouTube content and programming strategy
Audience insights and performance analysis
Editorial development and creative direction
Content optimization and experimentation
Headspace | Audience Development & Content Strategy
Brought on to develop a data-informed content strategy, reporting to the Chief Content Officer. Built and led Headspace's inaugural Audience Development and Programming department, recruiting and managing a team of 10.
Content performance reporting and analysis
Programming and audience growth strategy
A/B testing and hypothesis-driven innovation
Content operations and team leadership
Bronze Honor in YouTube Presence
Great Big Story | Audience Engagement & Content Strategy
Joined CNN's newly launched media company to establish its research function. Expanded the role into a hybrid research and creative leadership position, heading Audience Engagement and Content Strategy and helping shape programming across platforms.
Audience research and editorial strategy
Cross-platform content development and optimization
Data-informed creative experimentation
Let's Collaborate
Looking for a strategic partner to sharpen your content vision, unlock audience growth, or take your YouTube channel to the next level?
Reach out to learn more about my work and how we might collaborate.
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Headspace - Tasked with developing a data-informed content strategy for the meditation app, reporting to the Chief Content Officer. Built and led the company’s inaugural audience development and programming department. Recruited and trained a team of 10.
Content reporting and analysis
Programming strategy
A/B testing, Hypothesis Driven Innovation
Content Operations
Great Big Story - Joined the newly launched media company to build its research function. Evolved scope of responsibilities into a hybrid research/creator role as head of the Audience Engagement and Content Strategy team:
Winner, Shorty Awards for Best YouTube Presence for Great Big Story
Winner, Shorty Award for Best Instagram Presence for Great Big Story
Paramount Plus - Advised the Chief Programming Officer on Paramount’s global streaming content investment and programming strategy
Library Optimization
Cohort Analysis
Scheduling Analysis
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Headspace - Integrated dScout, a remote qualitative research platform, to pilot test content in the development stages. Pioneered the selection process of the first multi-lingual teacher to the service.
Moonshot Project - dSCout case study interview
Yoga Program Launch
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Leveraged expertise in audience research to inform the development process. Worked with award-winning producers and directors to pitch and refine concepts. Select works below:
Soundwave, Great Big Story, Co-creator (WINNER, Silver Telly Award)
AAPI Share a Meal, Headspace, Development
Saving Chinatown, Great Big Story, Development
Origins Genesis Series, Great Big Story, Development, translation
James Hong, Great Big Story, Development
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$6.99 Per Pound Podcast, Co-Host
Twitch, Lionshare
Museum of Chinese America
Asian Cinevision, AAIF Film Festival
Industrious, Building Better Habits Workshop
VOX MEDIA
Google (Asians@Summit)
Phillip Lim
Jet.com
Slant’d
Warner Media Social Summit
International Radio and Television Society