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Rebekah SchilperoortCAREER PORTFOLIO
Society of Professional Journalists award-winning, results-driven producer, editor and writer with more than 10 years’ professional online management experience and strong cross-team
collaboration skills creating best-in-class web experiences. Leader with proven track record growing audience reach for one of the largest media networks in the world.
SUMMARY
I have written & managed content around a wide variety of topics geared toward a diverse audience:
THE WORK• Set daily direction of website news & feature coverage• Content planning for weekly print paper• Research, report, write, edit multi-media content on wide
range of topics for SEO & AP Style• Train & manage editorial staff• Social media management
HIGHLIGHTS• Launched daily websites, ushering in a new, modern era for
100-year old community weeklies• In-depth coverage of Seattle Public Schools’ closures• In-depth coverage of major housing, land-use, demographic
shifts in West Seattle and Ballard neighborhoods
Ballard’s thriving nights
ROBINSON NEWSPAPERS – Online Content Manager, Reporter
THE WORK• Led editorial strategy and programming for consumer-facing
food & lifestyle sites• Manage content partnerships with top lifestyle media brands
including Condé Nast, Hearst and TIME Inc • Responsible for meeting business KPIs and reporting results• Collaborate with engineering teams to launch new site tools
and features• Created original blogs and produced video series on lifestyle
topics• Instrumental in growing Bing market share by 30% on high-
profile Search Programming team• Created/managed team of freelance writers, budget
HIGHLIGHTS• Created “Most Popular” module to surface trending topics
and drive engagement• Created original video series: Sex By The Numbers (highest
performing video series for Lifestyle)• Wrote banner story on the 2012 re-election of Barack
Obama • Consistent and significant MoM /YoY audience and
engagement growth in key metrics (including social) through strategic original and curated content
• Created and integrated editorial strategy to drive social engagement and key metric growth
• Media lead for national “Dream Wedding” partnership with The Knot
MSN LIFESTYLE, FOOD & DRINK, BING – Managing Editor, Producer
LIFESTYLE CONTENT EXAMPLES: Blog and gallery originals demonstrate excellent editorial instincts, social reach and finely-tuned audience relevance.
SPECIAL PROJECTS• Primary media partner for The Knot’s
national “Dream Wedding” contest (2012 & 2013)
• Developed story ideas with partner (articles, gallery, video)
• Led programming efforts and coordinated promotion of timely content, including live video
• Managed cross-promotion between MSN verticals
INFOGRAPHICS• Researched hot-
button & trending topics for infographic experiences
• Worked cross-team to produce, promote
SEX BY THE NUMBERS (original video series): Conceptualized series, daily/weekly management of on-air talent, content selection, promotion. Highest performing video series for MSN Lifestyle.
BING SEARCH PROGRAMMING
• Live-wrote compelling headlines for “Trending Now” front page module and search-as-content articles, galleries
• Drove millions of page views, search queries/month through timely content creation around shareable current events, pop culture, evergreen topics
• Reacted to sudden and frequent shifts in strategy
• Met monthly search-share goals through innovative strategies
• Led programming efforts and freelance team
Researched, wrote &
produced weekly news
quizHourly
updates reflecting
what’s “hot” online
One of many original
programming ideas that
drove millions in search and
PVs
THE WORK• Manage content strategy and user-facing design
innovations for multiple websites, supporting K-12 education & medical advances
• Write and distribute engaging features for social, web, newsletters (MailChimp)
• Manage & develop strategy for social networks (Facebook, Twitter, YouTube, Instagram)
• Analyze web traffic (Google Analytics)
HIGHLIGHTS• Worked with engineering on user-friendly site
redesign• Created/implemented social media strategy
(#MilkenAward)• Developed #MyTeacherRocks social campaign to
reach/engage younger audience
MILKEN FAMILY FOUNDATION – Web Strategist
SOCIAL MEDIA: Manage posts, drive click-through, engagement and overall strategy via high UI/shareable content for MSN Lifestyle, MSN Food & Drink, Milken Family Foundation.
Tool shows how users are interacting with content in real time, allowing for adjustments to placements, images and headlines
'Slow Cooker' slides are #1 and
#2 best-performing stories
on the page
Currently 264k users on the page
Top Food & Drink stories
retaining users
CHARTBEAT HEAT MAP ANALYTICS
Track data hourly, daily and over time
Identify user behavior patterns
Segmentationo Headline title reporto Referral traffico Content partnerso Content type o Video stream starts/completes
May June July320,000,000
330,000,000
340,000,000
350,000,000
360,000,000
370,000,000
380,000,000
Food & Drink Page View TrendADOBE ANALYTICS
April May June July 28
29
30
31
32
33
34
35Food & Drink Engagement Trend
(PVs/UU)
University of Washington Pioneer News Group Excellence in Journalism Awards — Best Feature Writing
RECOGNITIONS Best Site, Specialized Subject – The Heart Beat
Best Newcomer Dating & Relationships Blog – The Heart Beat
Best in Class 2012 – MSN Lifestyle
“driven significant new traffic to our site”
“trust her to lead and develop a business”
“hardworking, collaborative, and
talented”
FEEDBACK