Since joining Frame (frame.media) as managing editor in July 2023, I have spearheaded a comprehensive re-launch of the publication's cross-platform brand, growth strategy, and editorial mission. I have also led a cross-functional team of writers, editors, designers, and technical staff such as illustrators and composers to execute an optimized editorial calendar and publication workflow, website redesign, the re-launch of our weekly flagship newsletter, a growth- and engagement-oriented social media content strategy, a digital ad campaign, and a dynamic editorial portfolio featuring impactful news series and innovative multimedia storytelling from writers based in every continent minus Antarctica. Our deeply reported feature stories earned us a nomination at the Shorty Awards in the Fall of 2023 and at the Webby Awards in the Spring of 2024 — a testament to the hard work and dedication of the entire team.
Frame's Flagship Newsletter
At Frame, we leverage research and audience analytics to refine our editorial decisions, enhance reader engagement across our digital platforms, and optimize the experience for Gen-Z and young Millennial readers — especially for our new flagship newsletter: I write Frame’s weekly dispatch, The Detour, which offers over 27,000 readers a routine dose of important global news, mixed with a touch of the obscure and curious.
The Detour is organized into six sections (see above), which offer variety and narrative depth for readers.
Frame's Revamped Editorial Mission
I pulled from my experience at Foreign Policy magazine and the World Bank to shift Frame's ethos from a largely short-form, U.S.-based publication to a medium- and long-form publication focusing on nuanced, underreported feature stories from around the world. I expanded Frame's contributor pool and focused its ethos on commissioning reporters and experts who are local to the regions they are tasked to cover. In less than three months at Frame, I had broadened their contributor pool to nearly three times its original size and had secured an editorial calendar that published enough weekly stories for over six months in advance. By the time of our re-launch, we expanded Frame's original verticals into new territory: Our editorial calendar now includes three new verticals (Currents, Dispatches, and Modern Mind) and provides contextual and historical content packaged in the form of "Detours" that are original to Frame articles.
Frame's Social Media Re-brand
Included in Frame's relaunch was a thoughtful reconsideration of the publication's high-conversion off-platform venues. We re-designed and optimized all of our storytelling products and cultivated a stable of talented social media storytellers in order extended our editorial mission to TikTok, Instagram Reels, YouTube Shorts, and Snapchat.
Frame's Digital Ad Campaign
A favorite ritual that I've brought to Frame is "research storms," wherein the team gathers weekly to discuss and draw up action items around the latest research, surveys, and studies involving the media industry, news readership behavior, and audience growth & engagement. The result of one of these "storms" was a digital ad campaign we spearheaded in the lead-up to Frame's relaunch, which garnered an increase in lead generation. I designed these assets and spearheaded the ad campaign across Facebook and Instagram.