Key Projects
The projects below highlight my experience leading cross-functional, research-driven initiatives that translate complex audience insights into measurable business impact.
Community Resource Reinvestment
San Diego Union-Tribune
Led a cross-functional initiative with executives from editorial, marketing, circulation, and advertising to realign the San Diego Union-Tribune’s community investment strategy around priority consumer segments and organizational values.
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I designed and implemented the program over a six-month strategy and build phase, followed by two years of execution, overseeing the reallocation of a $2M annual budget across 150+ community partnerships. I developed six target consumer segments based on news consumption behavior, geography, and audience value, which were adopted company-wide to guide community messaging and subscriber acquisition efforts.
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The framework and results were shared at quarterly all-hands meetings, driving organization-wide alignment and adoption. The initiative delivered a 10% increase in subscriber acquisition and a 3% reduction in churn among key consumer groups.
Driving Digital Growth Through Sales Enablement
Los Angeles Times, San Diego Union-Tribune
Designed, built, and led a comprehensive 10-week sales training and enablement program, owning the initiative from concept through implementation and execution. Trained a 50-person sales team using weekly expert-led sessions reinforced by structured knowledge checks to ensure adoption and performance. The program drove a 20% year-over-year increase in digital sales, while stabilizing and retaining traditional accounts, supporting both growth and revenue continuity.
Building the Future of Research
Los Angeles Times
Created and implemented a two-year Research Internship program designed to address critical organizational research needs while providing college students with meaningful, project-based professional experience.
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The program prioritized end-to-end ownership of a real business problem rather than routine day-to-day tasks. I mentored and oversaw three interns through research design, execution, and presentation, with an emphasis on education, rigor, and confidence-building.
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The resulting work influenced organizational thinking around subscriber retention, outreach to Spanish-speaking communities in Los Angeles, and improvements to game content, demonstrating the program’s value both as a talent pipeline and as a driver of actionable insight.
Continual Customer Feedback
Los Angeles Times
Modernized subscriber research infrastructure by migrating from manual, batch-based surveys to an automated, always-on feedback system.
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I designed and implemented a scalable research pipeline that reduced operational effort, accelerated insight generation, and produced a 10,000-response longitudinal dataset. The system directly informed product and pricing strategy and enabled teams to track evolving subscriber needs over time.
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The database was adopted by marketing, product, and subscriber teams to improve understanding of audience expectations, identify internal process improvements, and more effectively position the company’s portfolio of products to current and prospective subscribers.