Red Bull Media House · Editor, Content Marketing Lead, Executive Producer
Took Red Bull's voice beyond action sports
Seven years inside Red Bull Media House, Sydney and LA, through its shift from print and broadcast into social, digital, and creator-led formats. The best content education on earth, and I got it from the inside.
I ran digital for The Red Bulletin, Red Bull's global lifestyle magazine. The play: use audience research to find the cross-genre themes that travel beyond the endemic action sports crowd, then build the editorial strategy around them. Readers arrived who had never watched anyone jump off anything.
Built the content playbooks for Instagram, Facebook, and YouTube, and a distributed story strategy that grew the female and Gen Z audiences the brand's traditional editorial was not reaching. Finished the run in creative development, building original concepts and IP that moved Red Bull's voice into gaming, music, and pop culture.
Results
- The Red Bulletin: 300K to 1.4M monthly active users
- +220% unique views in five months
- 10-120% engagement gains from platform playbooks
- 20-70% growth in shares, comments, and likes among new audiences in three months
Where I learned that voice is a system, not a vibe.