RPA's behavioral strategist synthesized research from numerous sources into a four-part series exploring Hispanic Gen Z. The opportunity was to transform those insights into an editorial platform that would resonate with marketing leaders across multiple channels.

Strategy

Build an editorial platform that translated behavioral insights into actionable guidance for marketing leaders. Organize the series through a dedicated content hub with staggered releases, then amplify it across ERG perspectives, LinkedIn, email, social, short-form video, and paid media to maximize reach and engagement.

Execution

Directed the editorial rollout, messaging, and cross-functional alignment across creative, strategy, experience strategy, web, paid media, social, and senior leadership. Balanced leadership concerns about how the research might be perceived with the need to present credible, thought-provoking insights that strengthened the series. Led content development across long-form articles, social, video, and newsletter placements, partnering with the ERG to ensure the work reflected authentic perspectives.

Results

• 1,500+ page views

• ~30% longer session duration than site average

• Coverage from MediaPost

My Role

Communications lead responsible for editorial strategy, executive alignment, cross-functional orchestration, and translating complex research into actionable communications.