CW33 is the CW Network affiliate in Dallas/Fort Worth, owned by Nexstar Broadcasting. In 2016 I was hired to lead and revitalize the station’s digital department and footprint. During the following years, I directed the digital efforts for both the newsroom and creative services. As the department head for all digital operations, I led the overall content, social, and digital marketing strategy for the station and managed all paid social media campaigns.

I’ve been involved in station rebranding and the launch of several shows, most recently Morning After with Ron Corning and Jenny Anchondo.

Google Analytics – Click to enlarge

During my first year at CW33 my team and I were able to make significant progress in growing our digital footprint. Our challenge was growing an audience for news content at a station that is not a legacy television news brand. Within roughly a year, we were able to grow our users from approximately 1.8 million in 2015 to 3.6 million in 2016, an increase of 91%.

Additionally, pageviews increased from 3.3 million in 2015 to 5.3 million in 2016, an increase of 59%.

Most recently, we focused on increasing our pages per session and average time on page. In 2020, the average time on page grew by 136% and pages per session grew by 10% over the previous year.

Click to enlarge

As the DCM, I oversaw the editorial, video, and content strategy across all CW33 digital platforms, social media channels, and mobile apps. I managed a team of digital producers that created content daily and ensured content from the newsroom adhered to established best practices and matched our station brand and voice. This included both editorial copy and video assets.

Outside of content, I also handled all digital media and site functionality.

My experience programming and producing the website evolved over the years, depending on the focus of the station. This ranged from local, national and breaking news to brand-building and community engagement.

At CW33 I had the opportunity to oversee the live streams of some of our largest broadcasts and events. This involved both the technical setup and the marketing and in-stream community engagement.

Some of the notable streams I oversaw were the Dallas Holiday Parade, The Dallas St. Patrick’s Day Parade, The Dallas Pride Parade, and select 2020-2021 high school football games which garnered over 80,000 viewers. I also managed and promoted daily steams of our local programming, most recently Morning After.