Driving audience growth for an iconic media brand during a time of expansion and evolution

For over 50 years, New York has been a cultural fixture —a go-to for thought-provoking writing on politics, entertainment, fashion, food, and more.

But it was also shifting: establishing new lifestyle verticals, building an e-commerce platform, and even experimenting with a premium membership program.

As Creative Strategy Manager, I was the copy and creative lead for Audience Development, the department dedicated to driving growth for all brand and business initiatives. My job was to drive the vision and craft the copy — from concept to CTA — for promotions in print, email, display, paid social, and more.