In-House for Red Bull
Role: Editor In Chief


As one of the biggest, boldest and brightest brands in the world, Red Bull asked me to build a new team to develop and execute a creative strategy that would turn the redbull.com website from a passive brand platform to an active editorial community that embeds The World Of Red Bull deeper into the digital media landscape.


I hired and managed a team of six core editors; implemented new content formats and tone of voice; commissioned rafts of freelance creatives across sports, music, lifestyle and games to produce reactive, daily text, photo and video content; managed partnerships with key platforms and influencers, and integrated the new editorial strategy into Red Bull's existing social media approach. 


Today Redbull.com is an online world that fosters and strengthens Red Bull's unique engagement with consumers through brand editorial. As the voice of young people chasing the edge, user engagement has increased through repeat visits and time spent on site; the broadened content offering has increased platform awareness across the web, has heightened regularity of viral content and most importantly has opened the gates to organic, authentic and loyalty-building traffic in excess of 1.4 million unique visitors a month.