Marketing leadership for media.
Media wins when audiences don't just consume—they participate, create, and evangelize. I help media outlets, publications, and creators build audiences that move markets by establishing a clear point of view, fostering communities around shared values, and creating worlds where audiences converge and scale.
Why media marketing is different
Point of View Over Content Alone
Community Over Audience
Movements Over Viewership Numbers
Three areas of focus.
Building Brand Identity and Clear Point of View
Media outlets that win are known for what they stand for. I help you develop and communicate a clear brand personality and perspective that audiences can rally around. This means articulating what your publication represents, which values you champion, and where you take a stance. Your audience knows exactly who you are and what you believe. A strong brand doesn't try to appeal to everyone—it attracts the people who share your worldview.
- Brand positioning and editorial point of view
- Personality-driven narrative and voice
- Stance-taking on issues that matter to your audience
- Influencer relations strategies and creator partnerships
- Brand consistency across all channels and touchpoints
Creating Engaged Communities Through User-Generated Content
The most engaged audiences aren't passive viewers—they're creators. I build strategies that turn your audience into content creators through hashtags, meme culture, fan rituals, and community codes of connection. This means designing spaces where audiences feel invited to contribute, creating moments that spark UGC, and celebrating the content your community makes. User-generated content becomes proof of community and fuel for viral growth.
- UGC strategy and community-driven content
- Hashtag culture and memetic content frameworks
- Fandom rituals and codes of connection
- Livestream strategy and real-time engagement
- Short-form vertical video strategy for viral reach
- Discord community building and direct engagement
- Newsletter and email community relationships
- Community participation mechanics and engagement loops
Scaling Audiences Across Platforms and Experiences
Modern media lives everywhere—live events, social platforms, companion viewing experiences, and convergence moments. I build strategies that create seamless experiences across channels while maintaining your core identity. This means designing for live moments that drive real-time engagement, creating companion viewing experiences that deepen connection, and orchestrating cross-platform campaigns that move audiences at scale. Your world expands where your audience lives.
- Multi-platform audience strategy and orchestration
- Live viewing and real-time engagement mechanics
- Companion viewing and synchronized experiences
- Cross-platform content adaptation and convergence
- Audience growth and retention systems at scale
- Direct-to-audience monetization strategies (Discord communities, newsletter subscriptions, memberships, ARR)
- Platform-independent audience relationships and loyalty programs
Where I've done this before.
Kensington Communications (History Television, TVO)
Built audience engagement strategies for digital-first media properties (mobile apps, websites, TV series), focusing on community building, UGC participation, and viral audience growth through authentic brand positioning.
Museum Secrets (History TV, BBC)
Scaled audiences across live, social, and digital channels by orchestrating coherent brand experiences that encourage participation, content creation, and community connection.
More detail in the case studies and about pages.
You might be a fit if…
- Your outlet needs a clearer point of view—you want audiences to know what you stand for, not just what you produce.
- You want to build engaged communities around your content, not just accumulate passive viewers or followers.
- You're looking to activate user-generated content and turn your audience into creators and evangelists for your brand.
- You need strategies that work across platforms—live events, social media, companion mobile app experiences—while maintaining a coherent brand identity.
- You want to create movements around shared values and build audiences that move markets, not just metrics.
Strategic Advisory
~10 hours/week — senior guidance, planning, and coaching for your existing marketing team.
Embedded Execution
Up to 20 hours/week, minimum three-month commitment — hands-on positioning, GTM, and campaign delivery.
Project-Based
4–12 week scoped engagements — a positioning sprint, launch plan, or marketing audit with a fixed deliverable.
Full details on the services page. New to the fractional model? Read the fractional CMO guide.
Other industries I work with
Working in Media?
If you want to build audiences that move markets through point of view, community, and cross-platform experiences—let's talk.