Mariela Rosario

Lead narrative strategy and editorial direction across a 60+ person, 20-state local news network. • Oversee audience growth, subscriber conversion, and revenue development — translating organizational vision into content systems that move people to act. • Manage multi-stakeholder communication across editorial, operations, and external partnerships, including state expansion launches and cross-network alignment. • Facilitate team culture and leadership communication through organizational transitions. • Build and manage partnerships with civic, advocacy, and philanthropic organizations to expand impact, relevance, and revenue. • Guide narrative strategy in high-stakes political and social contexts, ensuring messaging is credible, inclusive, and grounded in community experience. • Drive innovation in digital storytelling, audience research, and distribution to improve reach and effectiveness.

I developed & executed comprehensive communications campaigns for clients while serving as a creative thought leader on the executive team of this trailblazing social impact agency. • Developed and implemented brand, content, and campaign strategy across our organization. • Created and facilitated storytelling and comms training programs and consultation with a wide range of community and philanthropic partners. • Use data-driven strategy to move target audiences to action, identify trends, and make informed marketing & creative decisions. • Oversee brand development and communities for internal channels and client campaigns, keeping DEI & representation in mind. • Manage the communications team, building a robust framework for measurement that ensures our collective success. • Work closely with cross-functional teams in creative design, project management, and leadership. • Foster strategic partnerships, developing and maintaining strong connections with brands, organizations, community leaders, and talent.

As the founding EIC, I developed the brand, content & social strategy that built a top digital platform for Latina millennials in the U.S. I also ... • Grew our Instagram community to over 200k+ followers in six months by booking & hosting LIVE interviews with influencers, Politicians, celebrities, and authors. • Represented the brand as a thought leader in the space at national conferences and on panels for partners like SONY, Warner Brothers, UNIDOS US, The Wrap, and We All Grow, among others. • Planned and executed IRL events focused on audience engagement. • Developed & led all strategic content initiatives to drive growth. • Recruited, hired, trained and mentored all staff. • Defined the voice and style of the site. • Created all editorial processes, including development of the editorial calendar & content tracker to maximize efficiency. • Planned & implemented all editorial policies. • Worked with brands like Target, National Geographic & ULTA to ideate and create branded campaigns, including an acclaimed series on femicides in Latin America.

-Led award-winning editorial team to millions of UVs a month, building the most trafficked lifestyle website for moms in the U.S. -Managed branded content efforts with high profile clients such as Pepsi, Target and a very successful campaign with Kellogg's Frosted Flakes. -Developed a platform aimed at millennial Latinxs from inception, including the development of editorial voice, running focus groups and recruiting influencers, bloggers and writers through launch -I produced and edited our most high-profile features, including a series on Extraordinary Beauty featuring models who were plus-sized, transgendered and/or differently abled that got picked up by Popsugar and a series on Muslim women that got picked up by Huffington Post.

I wrote and managed daily content for the award-winning website for Latina magazine on tight deadlines. Managed online information streams and social media outreach, including launching very successful Facebook & Twitter handles. Ideated editorial that increased daily traffic to the site and managed editorial and social calendar. Edited and managed a team of associate editors, freelance writers, interns, and photo editors. Produced and wrote scripts and voice-overs for original videos. Received two promotions over four years from online producer to managing editor.