Audience
Audience systems · Owned channels · Trust before conversion
I build audience systems that create trust before the sales conversation.
Audience work is not just growth for growth’s sake. The best audience systems create a durable relationship between a company and the people it needs to reach: customers, prospects, practitioners, executives, creators, members, and communities. My work has focused on building owned channels, editorial products, segmentation systems, and programming that audiences return to because it is useful, credible, and distinct.
Pluralsight · Technical decision-makers
Built a high-trust B2B audience from zero
At Pluralsight, I built a B2B content program for CIOs, CTOs, CISOs, and L&D leaders across AI, cybersecurity, cloud computing, and workforce transformation. The portfolio included three newsletters and a podcast, reaching 10,000+ subscribers in under a year against a goal of 5,000. Newsletter open rates remained above 65%, with click rates consistently above 6%.
Trust loop · Independent industry intelligence
Positioned the work as intelligence, not content marketing
The Pluralsight program worked because it was positioned as independent industry intelligence rather than traditional content marketing. That created permission to reach senior technical and business audiences with analysis they could use, while giving sales, marketing, customer success, and enablement teams credible market narratives to support acquisition, retention, and customer education.
ON_Discourse · Membership and enterprise audience
Turned expert ideas into community, leads, and product value
At ON_Discourse, I helped launch a private membership community for business leaders. I led audience and lead-generation programs, launched an expert network, helped develop an enterprise product for Fortune 50 companies, and oversaw podcasts and editorial programming designed to turn expert ideas into useful products and community experiences.
Reuters · Distributed audience growth
Scaled audience across platforms without losing trust
At Reuters, I ran digital and social audience work that grew social audiences 400% across 30 accounts while managing a global news API. The job was not simply distribution; it was building trusted audience touchpoints around a global news organization and translating newsroom authority into emerging digital channels.
WSJ and The Daily Show · Engagement systems
Built audience habits across news, comedy, and subscriptions
At The Wall Street Journal, I helped shape data-informed audience initiatives that contributed to digital subscription growth reaching 3.7 million subscribers. At The Daily Show, I helped build digital experiences, platform-native formats, and audience activations that extended the show’s voice beyond television and won an Emmy, a Cannes Lions Grand Prix, and two Clio Awards.
Operating model
The pattern: audience as business asset
My audience work starts with a simple premise: attention only matters if it becomes trust, and trust only becomes valuable if the organization has systems to learn from it, serve it, and act on it. That means combining editorial judgment, product thinking, data, segmentation, and clear business goals.