Bitly: Building for AI-Driven Discovery

The Problem

Discovery is changing. Search is becoming AI-driven. Social is where content lives. And visibility is no longer about ranking—it’s about being cited, surfaced, and trusted. At Bitly, I’m leading the shift from traditional content and SEO to a brand and content system built for this new reality.

What I’m Building

Influence as a trust layer:

  • Building influencer and UGC programs as part of the brand system

  • Treating trust as something that’s distributed, not declared

Social as a creation channel:

  • Designing content specifically for each platform

  • Moving away from repurposing toward native storytelling

A content engine powered by original data:

  • Turning proprietary platform data and research into flagship content

  • Creating assets designed to be referenced, cited, and reused

A distribution strategy optimized for AI:

  • Expanding beyond SEO into GEO (Generative Engine Optimization)

  • Investing in Reddit, YouTube, and other sources that shape LLM outputs

  • Shifting from ranking to being surfaced

Authority through digital PR:

  • Using earned media to build credibility and citation signals

  • Connecting PR directly to data-driven content

Teamwork: Repositioning Around a Defined Audience

The Problem

Teamwork was positioned broadly as project management software. But in a crowded market, “for everyone” meant not clearly for anyone. At Teamwork, I led a full repositioning—focusing the brand on a specific audience: teams who deliver client work, including agencies, services, and consultancies.

What I Built

Audience-first programming:

  • Launched Bandwidth, a virtual event centered on agency pain points

  • Expanded into podcasting and video to deepen engagement

One unified brand and comms org:

  • Brought PR, content, social, events, and creative under one function

  • Aligned all outputs to a single narrative and audience

A clear ICP-led brand narrative:

  • Defined target audience: client services teams

  • Built messaging, themes, and platform positioning around their needs

  • Rolled out across website, content, and product marketing

Brand as a go-to-market system:

  • Activated the new narrative across PR, social, and thought leadership

  • Shifted external perception toward a clearly defined audience

  • Turned brand into a driver of differentiation, not just awareness

Wistia: Expanding Content Beyond the Blog

The Problem

Content was strong—but narrow. It was largely blog-driven, while audience behavior was already shifting toward social, video, and live formats. At Wistia, I pushed content beyond traditional formats into a multi-channel, audience-first system.

What I Built

Integrated content and creative:

  • Brought content and creative closer together as video became central

  • Expanded scope to oversee both functions

Live programming:

  • Created live video series such as office hours with internal experts

  • Opened up new, real-time ways to engage the audience

Video-first social content:

  • Moved from repurposing to creating content specifically for social

  • Early traction with high-performing, viral videos

  • Changed how the team thought about social: a creation channel, not distribution

Flagship content IP:

  • Launched the State of Video report

  • Introduced original data as a core content pillar

  • Established a repeatable asset the company continued investing in