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CNN's NFT project launch and strategy
Summer 2021
In a consulting role to senior CNN leadership, I helped shape the vision and strategy of CNN's NFT offering, The Vault by CNN. With creativity, journalism expertise and technical knowledge, I led the project's launch to market in a tight, but highly efficient, turnaround time in July-August 2021.
vault-site-tour.movProduct development + Launch/operations
Connected dots between business goals, brand content, technical delivery and audience.
Advised executive leadership on and figured out core product offering, end-to-end customer experience, priorities and roadmap
Led cross-functional team to manage initial NFT drops, implemented efficient workflows and tracked milestones and key deliverables.
Collaborated across teams and disciplines, and simplified/clarified complex concepts for those unfamiliar with NFTs and other technology
Organized and then organized some more, juggled multiple priorities, workflows and people, and put out fires -- all while maintaining a strong business sense and commitment to journalistic excellence and high standards.
Communication
Communicated both with the internal CNN NFT team and the vendors in quick-turn situations as well as establishing regular cadence check-ins
Strategized, prepared and coordinated larger CNN-wide communication about the project, homepage and off-platform promotion, legal and business concerns
Content
Strategized around content selection for NFTs that spoke to both CNN's brand and the NFT community, all while continuing to uphold journalistic integrity
Created style guide for the project for content creators to use moving forward
Led team on steps for growing product adoption and defining product differentiation in the market place
Audience
Outlined goals and strategies to learn about new and existing audiences for NFTs from established brands, on their owned & operated platforms
Explored and recommended a plan to create new-to-brand communities off platform, in such places as Discord
Analyzed analytics to discover insights and trends about initial visitors and buyers to CNN's offerings, and outlined big questions to tackle throughout the project
Resources
Operationalized workflow/process to select, vet, deliver assets and promote each drop. Documented all steps and teams in easily digestible formats that remain flexible to learning and change.
Outlined a staffing plan, recommending head count and duties/oversight needed for ongoing operations plus growth plan
Promotion on the CNN.com homepage
Email newsletter
Google Sites
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