Head of Video at INTO magazine promoted to Head of Content at Grindr
Grindr is the world's largest social networking app for gay, bi, trans, and queer people.
Hired and developed a team of video producers and content creators. I set strategy to launch and grow a video vertical.
Launched YouTube channel and grew it to over 200k subscribers in first six months
Built systems and processes to uniformly ideate, pitch, produce and publish videos and established metrics for benchmarks and successes
Strategically altered our audience from 19% female to over 47% female in the span of one month and back from 54% female to 55% male in 2 months through extensive A/B testing and content adjustments
Developed and managed 3-4 micro-budget productions weekly - including 2 award-winning digital series
Increased user retention by 13 mins daily by partnering with Product team to develop in-app video tab feature
Kindr Grindr Campaign
In an attempt to make the Grindr app a more inclusive a positive place of connection, we launched the Kindr campaign. Kindr was a content marketing campaign that featuring social media assets, video content and a microsite. The objective of the campaign was to promote Grindr’s new Community Guidelines, centered around protecting users from discrimination and harassment within the app.
Be Your Own Cupid
The creative team launched a 360 growth campaign by activating new users on our social platforms. Through content creation and publishing we effectively spiked growth in various ways:
2.2M recipients, 920k activations = 41.8% conversion
Open rate for the push was 13%, bringing in 320k users and contributing to an unusually high USA DAU
10k new US Android users on day of promotion
Collective view count YouTube nearly 1MIL, Instagram 100k impressions
