Abbi McCollum

About Abbi McCollum

Experienced Vice President of Digital/Influencer Marketing Strategy and Social Media specializing in innovative social media strategies, digital content creation, and influencer collaboration. Proficient in optimizing and monetizing content, forging partnerships with key stakeholders, and managing large-scale campaigns. Extensive experience managing talent, overseeing productions and working with digital agencies. Proven success in driving audience engagement, demonstrated by impactful contributions to high-profile projects such as HGTV\'s Brady Bunch house makeover and Barbie Dreamhouse Challenge. Newest role includes overseeing organic social growth for Discovery+ social accounts to build audience engagement and awareness of the streaming platform.

Experience

1. Vice President, Digital Content Strategy, Hgtv, Food Network, Tlc, own, Discovery

   Warner Bros. Discovery

   Sep 2018 — Present · Knoxville, TN, US

   Strategic Leadership: Oversee digital content creation and distribution for HGTV.com, FoodNetwork.com, TLC.com, and Discovery.com, managing teams of in-house and freelance writers, editors, and content creators to drive audience engagement and build brand awareness. Streaming: Lead the organic social team for Discovery+ and work to drive awareness and engagement across social platforms to drive new subscribers to the streaming platform. Social Growth & Engagement: Launched HGTV’s Instagram and TikTok, leading to a 34M+ audience across platforms. Led OWN’s YouTube strategy, growing engagement and monetization for 5.9M followers. Revenue & Monetization: Increased HGTV’s YouTube revenue by 94% YoY (2023). Drove digital monetization strategies for sponsored content, paid social campaigns, and interactive ad sales. Influencer & Talent Relations: Built and executed influencer marketing strategies, growing younger audiences through partnerships, live events, and strategic content across Instagram, TikTok, YouTube, Facebook, Pinterest, X, and Threads. Content Production & SEO: Managed SEO-optimized editorial content for HGTV.com’s 11M monthly visitors. Led digital production shoots, overseeing budgets, production partners, and content rollout strategies. Partnered with sales and marketing teams to develop cross-channel marketing strategies to prioritize marketing spend, delivering measurable revenue growth. Monitored competitive landscapes, leveraging market research to inform product innovation and category management. Managed annual budgets, optimizing spend allocation to maximize impact and brand visibility.

Education

• The University of Georgia

  Bachelor of Arts, Journalism

Skills

• Sem
• Photography
• Editing
• Social Media
• Video
• Web Analytics
• New Media
• Content Management
• Online Marketing
• Html
• Digital Marketing
• Marketing Communications
• Facebook
• Dreamweaver
• Photoshop
• Editorial
• Marketing
• Newsletters
• Social Media Marketing
• SEO
• Wordpress
• Press Releases
• Digital Media
• Production
• Search Engine Optimization (SEO)
• Online Advertising