NYT CookingThe New York Times Cooking app is a cross-platform subscription service offering curated recipes, meal-planning tools, and expert cooking tips for home cooks and food enthusiasts.
As art director of the team New Products & Ventures, I led the creative cross-functional efforts to catalyze the brand marketing strategy and advance the stand-alone subscription product’s brand story. Partering with brand, product and editorial we established user-centered insights rooted in user needs, behaviors and demographics, to inform and drive all aspects of the work. I was responsible for developing and managing the in-house marketing system, directing photo shoots, collaborating with internal and external agency partners to produce brand campaign creative, and team up with product to and launch the first paywall.