Bitly: Building for AI-Driven Discovery

The Problem

Discovery is changing, search is becoming AI-driven, and social is where real conversations take shape. Today visibility goes beyond ranking. Instead it’s about being cited, surfaced, and trusted everywhere your audience exists. At Bitly, I’m leading the shift from a traditional content and SEO strategy to a brand-drive content ecosystem 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 where it counts

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 into New Formats

The Problem

Our content engine was strong, but as a video hosting company, our focus was—surprisingly—far too narrow. We primarily created written content at a high-volume, but audience behavior was already shifting toward social video and live formats. At Wistia, I pushed our content beyond the blog into an audience-first strategy.

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