Paul Martella

About Paul Martella

Award-winning content creator who produces dynamic digital experiences and collaborates cross-functionally to grow audiences; leads teams in fast-paced, high-pressure environments by applying organizational and project management skills; reacts nimbly to trends to formulate effective engagement strategies; analyzes data to identify content consumption patterns; develops and drives product roadmaps; iterates on product design to optimize user experienceKey Competencies: News JudgementData AnalysisBreaking News CoverageWriting Copy Under DeadlineApp Content StrategyProduct DevelopmentAudience Retention & GrowthCoaching & Developing WritersHeadline WritingCopy EditingSearch Engine OptimizationContent Production & QAEditorial OperationsSocial Media StrategyCross-Functional & Agency PartnersExperimentation & TestingNewsletter Content CurationData-Driven Decision Making Marketing Campaign Strategy

Experience

1. Principal Technical Product Manager Managing Editor

   AT&T

   Jan 2020 — Present · Los Angeles, CA, US

   Recruited to lead editorial team and product development of Currently.com, EnVivo Spanish-language portal and News For You newsletter with responsibilities to drive engagement, increase revenue, optimize user experience and elevate brands • Develop, implement and evaluate content curation strategies on Currently.com with the aim to inform, inspire and delight 48 million monthly unique visitors• Identify breaking, trending and viral stories for amplification• Employ AI tools to narrow research in development of tech, finance, sports and entertainment content• Prioritize and track progress of annual portal and newsletter product roadmaps• Operationalize new modes of content distribution: notifications, breaking news bar, social media• Design content curation experiment in homepage module that resulted in a 214% increase in CTR compared with programmatic content• Create and drive annual editorial and promotional calendars• Build business cases and secure annual budget for stock image supplier (Getty) and editor resources• Lead creative refresh of daily newsletter that included wordmark development, A/B story count testing and launch of mobile-responsive format, resulting in a 7% increase in click-to-open rate• Manage partner relationship with Yahoo editorial and product teams to ensure brand safety, site performance, publishing tools stability and timely engagement reporting• Oversee design, copy development, API component build and launch of newsletter sign-up experience that expanded user acquisition model to opt-in subscribers

Education

• University of Cambridge

  Teaching Certificate, English as a Foreign Language to Adults

• University of California, Riverside

  Bachelor of Science, Business Administration

Skills

• Final Cut Pro
• Broadcast Journalism
• Breaking News
• Video Editing
• Copy Editing
• Video
• News Writing
• Content Strategy
• Blogging
• Web Analytics
• Radio
• New Media
• Voice Over
• Interviews
• Video Production
• Press Releases
• Digital Media
• Content Management
• Storytelling
• Media Production
• Web Content
• Television
• Producing
• Wordpress
• Creative Writing
• Publicity
• Social Networking
• Multimedia
• Social Media
• Editing
• Sound
• Photoshop
• Public Relations
• Media Relations
• Facebook
• Public Speaking
• Broadcast
• Avid
• Copywriting
• Journalism