WRITER SPOTLIGHT SERIES - THE ATHLETIC.

Overview: Created a recurring social campaign to highlight the young, diverse talent at The Athletic, giving the storytellers an opportunity to have their story told.

Goals: By showcasing young talent on the main Twitter account, the series gave writers an opportunity to grow their brand, attract new followers, and bring more eyes (and ultimately, subscriptions) to their articles. The series also positioned The Athletic as a company who recruits emerging talent and gives them the space to hone in on their talents and grow.

Process: Wrote a detailed proposal with goals, action steps, key stakeholders, and timeline. Presented to the company’s executive leadership team for sign-off. Collaborated with company ERGs to create a process for nominations so there was transparency as to who was selected for the spotlight. Coordinated between each profiled writer to receive the necessary content and the design team to have assets made on a timely basis.