I turn complexity into clarity and agency.
Building brand voice, owned media, and audience systems across Reuters, The Wall Street Journal, The Daily Show, ON_Discourse, and Pluralsight. I create work people choose to spend time with — and the systems that let teams produce more of it without turning everything into generic content.
What I build.
Not a content calendar. An editorial system with a point of view, a recognizable voice, and an audience it knows how to earn.
Brand voice that scales
A strong voice should not depend on one person rewriting everything. I define the principles, examples, standards, and feedback loops that help teams write with a consistent point of view without sanding off every human edge.
Owned media worth choosing
Newsletters, podcasts, communities, video, interactive work, and new formats built around an idea people actually care about. I start with the editorial proposition and audience need, then choose the format — not the other way around.
Distribution built into the idea
Publishing is not distribution. I think about search, social, newsletters, platform-native formats, segmentation, and reuse while the work is being conceived — so a strong idea can travel instead of disappearing after launch.
Editorial systems for speed
Clear briefs, quality bars, contributor guidance, lightweight review, analytics, and AI workflows that let a fast-moving organization increase quality without creating a bureaucracy around every sentence.
Building an owned-media brand where none existed.
Pluralsight had deep expertise in AI, cloud, cybersecurity, and technology skills, but no independent editorial platform for turning that expertise into a recurring relationship with senior technology leaders.
I built the editorial media function from zero: hired the team, launched three newsletters and a podcast, established the editorial voice and standards, created the operating model, and built the audience and distribution infrastructure underneath it.
We deliberately led with what was happening in the industry rather than what Pluralsight wanted to sell. The work was designed to be useful even if the reader never bought anything from us. That independence was what made the brand more credible.
The portfolio grew past 10,000 subscribers in under a year, with open rates of 50–63% and click rates up to 6%. The work became useful beyond the audience itself, with sales, customer success, marketing, and enablement using it in customer conversations.
How I think about the work.
The best company-created content starts with something true about people, not something the company wants to announce.
“One of the most forward-thinking, strategic, and visionary leaders in digital media — and he’s still fully capable of executing operations.”
Ebony Reed · Chief Strategy Officer, senior to Anthony at The Wall Street Journal
More references →Different formats. Same instinct.
I’m interested in the moment capability turns into agency — when someone realizes they can understand something, build something, change direction, or do something they previously thought was out of reach.
Pluralsight
Helping people understand fast-changing technologies and gain more control over their careers. Built three newsletters and a podcast around AI, cloud, and cybersecurity.
ON_Discourse
Built a membership community, expert network, and two podcasts around expertise, reinvention, identity, and the exchange of ideas.
The Daily Show
Used humor, video, interactive products, games, and experiments to make intimidating institutions feel more understandable. Emmy, Cannes Lions Grand Prix, and Clio-winning work.
The Wall Street Journal
Used editorial strategy, audience data, newsletters, and search to help readers make sense of complexity and expand the Journal’s relationship with new audiences.
Reuters
Built social-first distribution across a global newsroom, growing the audience 400% across 30 accounts while developing new ways to explain breaking news in real time.
Circa
Led a mobile news startup that rethought how complex stories could be broken into understandable, reusable pieces; the model was cited in the New York Times Innovation Report.
AI for scale. Human judgment for taste.
I use AI to expand research, prototype ideas, automate repetitive editorial checks, classify and structure information, and build working products. I do not use it as a substitute for voice or judgment. The easier AI makes average content to produce, the more valuable taste becomes.
Hands-on AI workflows
I build with Claude Code, Codex, Lovable, APIs, and custom workflows rather than treating AI as a writing button.
Automate the mechanical work
Research synthesis, first-pass brand checks, content classification, structured extraction, QA, and repetitive editorial tasks are good places for machines to help.
Keep judgment human
Originality, taste, emotional truth, context, editing judgment, and knowing what deserves to exist still require a person with a point of view.
The work is ultimately about people.
I’m drawn to work where people feel like actual human beings rather than abstractions — people wrestling with identity, ambition, capability, and possibility. Across very different companies and formats, I keep coming back to the same moment: when capability becomes agency, and someone realizes they have more power over what happens next than they thought they did.
Building a brand people
choose to spend time with?
I build the voice, owned-media strategy, audience systems, and editorial infrastructure that make it possible.