Antonia Santoro
Brooklyn,NY
Overview
13
13
years of professional experience
Work History
Director of Membership and Audience Funding
TYT Network
04.2023 - Current
- Drive strategy, planning, and execution of company's membership and audience funding business.
- Lead product marketing and growth strategies to acquire and retain subscribers across all platforms.
- Establish and implement strategies to encourage community-building, audience loyalty, and advocacy.
- Determine target audiences utilizing data and analytics, and work with Marketing team to leverage appropriate distribution channels and marketing tools by platform.
- Collaborate with Product team to identify opportunities for membership and donation growth and ensure ongoing optimization of membership offerings. Increased donation revenue by 82% this past quarter by adding one-time contribution options to Membership Join page.
- Manage budget and forecasting for audience support, and work closely with organizational leadership to develop and drive KPIs that align with company's goals and vision.
Senior Audience Development Manager
Future
08.2021 - 03.2023
- Built SEO content strategies across company's portfolio of TV and Music brands.
- Developed comprehensive plans for ideating, creating, and promoting content across Social, Email, and Google Discover.
- Collaborated with editorial teams to optimize content development workflows and manage editorial calendars.
- Performed keyword research and gap analysis to identify holes in existing content and guide coverage opportunities.
- Executed content audits to ensure SEO best practices.
- Conducted SEO training for editorial staff.
Digital Audience Development Consultant
Self-employed
08.2019 - 08.2021
- Created multi-channel digital strategies for new brands, including The Watercooler HQ.
- Audited client websites to provide SEO recommendations and help increase site visibility.
- Provided support executing paid growth campaigns across social, search, and display advertising.
- Generated reports detailing findings and recommendations.
Director, Audience Development
The New York Post
01.2019 - 08.2019
- Developed and maintained content marketing partnerships to drive traffic and onsite revenue.
- Leveraged analytics insights to pitch new content opportunities to editorial leads.
- Created brand's first strategy for mobile app install promotion across social, search, email, and mobile ad networks.
- Led vetting and implementation of mobile tracking platforms within apps.
Digital Growth Lead, Entertainment
Meredith Corporation
03.2018 - 01.2019
- Set digital growth strategy for Entertainment Weekly, People, and People en Espanol.
- Spearheaded special projects to promote brand tentpole events and launches, including People's Sexiest Man Alive and EW's coverage of Game of Thrones.
- Managed digital growth and promotion strategy for People's Cover Up podcast.
- Synthesized data from SEO and analytics teams to deliver actionable insights to editorial leads.
- Collaborated with product teams to develop new site functionality that increased reader retention by over 30%.
Manager, Audience Development
The New York Times
07.2016 - 03.2018
- Developed content marketing initiatives to drive user habituation and subscriber retention.
- Built audience segmentations and managed social media campaigns to increase web traffic and move readers down funnel to digital subscription.
- Managed $1M monthly mobile app marketing budget.
- Oversaw app install campaigns across social, search, display, and owned channels.
- Created mobile app retention strategy from onboarding to in-app content promotion, subsequently driving up to 60% more digital subscriptions than through web readership.
Digital Audience Development Associate
A+E Networks
07.2011 - 06.2016
- Managed paid media, search, display, and social campaigns with external agencies.
- Produced and edited copy for social, SEM, paid media, and email campaigns.
- Developed and executed cross-channel acquisition and retention initiatives for A+E's apps, including SVOD services Lifetime Movie Club and History Vault.
- Wrote and deployed push notifications; created strategy based on evaluation and testing, increasing push notification engagement and subsequent in-app video views by over 150%.
Education
Bachelor of Arts - Literature and Media Studies
New York University, Gallatin School of Individualized Study
New York, NY05.2010
Skills
- Content Management Tools
- SEO Tools
- Web Analytics
- Google Ads
- Meta Ads Manager
- SEO Training
- New Employee Training
- Writing
Timeline
Director of Membership and Audience Funding
TYT Network
04.2023 - Current
Senior Audience Development Manager
Future
08.2021 - 03.2023
Digital Audience Development Consultant
Self-employed
08.2019 - 08.2021
Director, Audience Development
The New York Post
01.2019 - 08.2019
Digital Growth Lead, Entertainment
Meredith Corporation
03.2018 - 01.2019
Manager, Audience Development
The New York Times
07.2016 - 03.2018
Digital Audience Development Associate
A+E Networks
07.2011 - 06.2016
Bachelor of Arts - Literature and Media Studies
New York University, Gallatin School of Individualized Study
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