SiriusXM
SiriusXM was evolving from a satellite radio company into a multi-platform audio + video brand, competing for attention with streaming services and trying to attract a younger audience without alienating its core. The challenge: build a coherent social and content strategy that worked across hundreds of shows, talent, and verticals — and turn its app from an audio destination into a video-first platform. As Senior Manager of Social and Content Strategy, I led the social and content rollout for SiriusXM's app expansion, including the launch of its initial video programming slate. I worked closely with talent, programming, and creative teams to translate radio-first content into formats designed for social.
What I Built
A 100+ page social playbook with platform-specific strategies across the SiriusXM portfolio. Talent and host guidelines that gave dozens of personalities a consistent framework without flattening their voice. The launch strategy for the SiriusXM App's initial video programming slate — including windowing strategy across in-app and social. Recurring series formats designed to give viewers a reason to come back. Content optimization frameworks that lifted in-app video performance within three months.
Results
+195% increase in unique users viewing video in-app
+301% increase in total video views in-app
+613% increase in total minutes consumed in-app
Established scalable best practices and performance benchmarks used across the SiriusXM portfolio