Editorial and Publishing, Sr. Strategist - Job Description

Question 1

Talk abut a time you worked to push the boundaries of strategy, design and technology to innovate?

Answer 1

Women’s Post Purchase Journey

Situation: Gaining female identifying members in the millions during big brand campaigns, losing them in the millions soon after. Also had data that said purchasers who identify as female are retained at the highest percent in nike run club and nike training club, exponentially than across any other channel.
Task: Tasked with creating a nike training club and nike run club app strategy to support the launch of tights
Action: worked to create a post-purchase journey plan - from email, app and IRL retail - that would send a post purchase note catered to the type of tight purchased to encourage engagement and/or acquisition onto activity app channels.
Results: Job eliminated before I got to learn results - AND first time bringing retail and digital together in this way for a post-purchase journey!

Question 2

Explain the most complicated project you’ve worked on.

Answer 2

LA 13.1
Situation: LA team wanted to create a connected online to off-line training journey for LA 13.1
Task: I had the expertise on how to do this given doing this work for multiple races before as well as now leading digital channels including apps. Long list of information that needed to be share weekly in an intentional way;
Action: Taught process, best practices, etc; Onboarded a team essentially; Worked as a consultant with own team, was brought in for checks and balances. Eventually made it so they could fly on their own. Global team had to come in for checks and balances.
Result: Member resonate content, highest engagement we’ve seen for any race and $1M+ in purchases with this cohort.

Question 3

Describe a complex problem that you turned into an unlock for a brand?

Answer 3

App Content Strategy:
Situation: no app programming strategy or overall strategic approach for how content flowed through nike app, nike run club and nike training club. Teams spent most time disagreeing on how to move forward with campaigns/projects.
Task: Create a strategy for each App rooted in data-informed insights.
Action: [Think of it as a TV] Weekly Programing, [Personalization] 365 strategy as well as best practices to align across both plus ad-hoc marketing campaigns!
Result: +4% average increase in engagement across both platforms! Less back and forth with teams, more alignment;

Question 4

Talk about a time you had difficulty communicating to a teammate and how you found common ground.

Answer 4

Weekend Workload example;
Situation: Upset about workload, had just told him he didn’t need to do the work over the weekend;
Task: help diffuse situation
Action: made sure he understood I had his back, talk to partners who asked for work
Result: all was well, approached after the weekend to ask how they were feeling in the moment;

Question 5

Talk about when you led the narrative approach to editorial in a compelling and impactful way.

Answer 5

• Personalization - Picked for You
  Situation: 1] opportunity to personalize the experience given we were able to leverage member signals + even entire cohorts to craft audience segmentation strategies. 2] needed an intentional way to level up product due to the insight that members didn’t want product pushed at them;
  Task: craft a strategy in partnership with the business team, along with data + user experience team to create a content franchise that would increase engagement of the shop and/or purchases;
  Action: crafted content franchise ‘picked for you’ which was a weekly programming series rooted in key member signals x products and amplified by trending concepts proven by data and/or social trends;
  example: tagged track surface or shoes meant for speed on the app, serve up latest gear for speed, support with a Speed Run.
  example: tagged trail surface, served up latest trail gear couple with trail editorial;
  example: did yoga workouts, served up yoga gear followed by latest yoga program;
  Result: high engagement - also got some feedback that members preferred the marketing of the product was elevating benefits of product you can’t see [similar to Lulu] rather than use case for product;

Question 6

Talk about when you led a content strategy in a compelling and impactful way.

Answer 6

• BeTrue Challenge - Cross-Channel
  Situation: learned from internal pride network that the LGBTQIA+ community did not see themselves represented in “Play Inside” // “You Can’t Stop Us” campaigns.
  Task: Represent the community, honor them;
  Action: Partnered with the Internal Pride Network to craft a meaningful narrative + activation. No parades, encourage everyone to have their own/honor the community - 3.1 miles for first pride parade after stonewall riots in NY. 50 years from the day!
  Result: Highest engaged challenge; LGBTQIA+ community in and outside of nike felt seen and heard; a catalyst for engaging and retaining members [and having leadership on board] through Purpose driven content !

Question 7

Talk about when you led a channel strategy in a compelling and impactful way. Holistically and for a marketing campaign.

Answer 7

• Nike Run Club + Nike Training Club
  Situation: Physical Product content in feeds, inboxes and on push notifications for running and training humans. not platform right.
  Task: shift to a platform right strategy using qualitative and qualitative data-informed insights to increase engagement and retention - from app visits to workouts.
  Action: Mix of weekly programming and 365 trigger-based programming to create a mix of holistic and personalized content. Right content to right person, place at right right time in right way.
  Result: 4+% increase in average engagement of KPIs.
• Vaporfly NEXT% NRC Launch
  Situation: Looking to craft a new way to launch the latest iteration of Vaporflys. Most units ever to be sold for a launch. Still sitting on pairs of the previous version.
  Task: Create a Nike Run Club, Member exclusive Launch.
  Action: worked across all channels - Brand Comms/PR, .com, nike app and nike run club to pre-heat and launch; Utilized notify me feature to gauge interest;
  Result: Sold out in less than 5 minutes. Acquisition of a record amount of members; Created a retention journey for those who purchased and also those who didn’t - served up a chance to reserve a spot for next launch to ensure everyone felt served in some way.

Question 8

Talk about a cohesive narrative approach, content strategy and channel strategy you led in a compelling and impactful way.

Answer 8

• N7 Audio Guided Run
  Situation: N7 [nike’s organization that elevates and works to lessen the health disparities Native American youth experience due to marginalization] historically has a small product assortment, and therefore didn’t show up on concept maps for brand support.
  Task: Work with N7 team to craft a plan to honor and provide representation for the community that required low budget and that leadership would get behind.
  Action: First ever NA led podcast; crafted script direction, photoshoot direction, styling; supported strategy and copy writing for supporting content across all digital channels
  Result: highest performing AGR;

Question 9

Talk about your experience partnering with a design and writing team to create and deliver content for new and existing content franchises, including communications and engagement plans.

Answer 9

• Sport Changes Everything
  Situation: Channel teams historically left out of the owned-platform content strategy and creation process for big brand campaigns;
  Task: Enroll cross channel and functional teams + leadership to allow channel teams into the process to work directly with creative team to tie strategy to narrative, key features and capabilities while keeping in mind individual channel best practices;
  Action: worked together;
  Result: +7% average increase in content engagement; become go to person from creative team to inform the creation of content for big name campaigns moving forward.

Question 10

Talk about your experience working with a multi-disciplinary project team from start to finish.

Answer 10

• Create one piece of content:
  Situation: brief from brand team;
  Task: create strategy for campaign and individual strategies and creative briefs for each activation;
  Action: approved by creative/execute;
  Result: editor = me, ensure on strategy and best practices;

Question 11

Talk about when you knew you had to pivot insights and ideas based on evolving circumstances and new information. How did you communicate that to a multi-disciplinary team?

Answer 11

• Picked for You -
  Situation: insight that physical product marketing must not be rooted in workout type, but unique benefit of product
  ex: could be shown through imagery - speed runs, speed tights, place to keep phone; - see in photo; benefit that had been asked for from members;
  Task: shift strategy in alignment with all teams
  Action: presented information in a clear way as long as recommended action for approval
  Result: alignment across teams, higher engagement with content;

Question 12

Talk about how you are a strong advocate for brands that execute across traditional, digital and emerging channels.

Answer 12

• Cannot beat IRL experience
• Nike
  Situation: merging digital and physical; consistent experience while being channel right; any channel; important. IRL experience most important with brand; Gen Z wants to try on; Connect!
  Task:
  Action:
  Result:

- Lulu 
Situation: 
Task: 
Action:
Result: 
Thousands of people in store each day; talking about membership with a real person, events with real person, and more; very effective - all tied to what greater brand was doing;

Question 13

Talk about how you utilize quantitative and qualitative research methods to generate meaningful and intuitive insights that drive creative concepts.

Answer 13

- weekly programming franchises and 365 programming franchises
Situation: 
Task: 
Action:
Result:

Question 14

Talk about another experience where you utilized quantitative and qualitative research methods to generate meaningful and intuitive insights that drive creative concepts.

Answer 14

- tips in stride
Situation: 
Task: 
Action:
Result:

Question 15

Talk about another experience where you utilized quantitative and qualitative research methods to generate meaningful and intuitive insights that drive creative concepts.

Answer 15

- workout of the week>>new audio-guided run
Situation: 
Task: 
Action:
Result: 
- holistic editorial in ntc>>arc
Situation: 
Task: 
Action:
Result:

Question 16

Talk about how you collaborate with teammates while also operating autonomously to provide value throughout the entire project cycle.

Answer 16

- clear roles and responsibilities, milestones; check-in regularly; share ideas; 
Situation: 
Task: 
Action:
Result:

Question 17

Talk about how you’ve created strategies with an emphasis on leveraging research and insights (audience, business, culture, industry) to inform brand positioning in editorial content narratives and channel strategies across multiple platforms.

Answer 17

- female-identifying post purchase journey
Situation: 
Task: 
Action:
Result:

Question 18

Talk about your strong understanding of brand architecture.

Answer 18

• company, categories, functions;
• product x brand strategy, channels, features, capabilities
  Situation:
  Task:
  Action:
  Result:

Question 19

Talk about how you’re able to organize brand priorities,.

Answer 19

- highest impact; also if time is of the essence - what can be done in the amount of time given that will have the highest impact? 
Situation: 
Task: 
Action:
Result:

Question 20

Talk about how you generate original concepts based on consumer and business needs, and write compelling narratives to communicate ideas.

Answer 20

- global utility and shield; 
Situation: 
Task: 
Action:
Result:

Question 21

Talk about your experience with all phases across the design process, from discovery and design, into development and execution.

Answer 21

- brief in creative with insight, objective, strategy, copy and imagery direction; editor; ensure everything is on strategy; 
Situation: 
Task: 
Action:
Result:

Question 22

Talk about your experience supporting workshops with mid-level clients leveraging strategic design-thinking frameworks.

Answer 22

• workshops with nike to analyze content x performance
• understand SEO
• workshops with brand partners to share strategy, key data driven findings - ask for input // reccos on how to move forward
  Situation:
  Task:
  Action:
  Result: