Let’s build something extraordinary together.
I help passionate creatives, journalists and media executives bring their big ideas to life.
You bring the vision. I bring the containers to hone it, plan and prioritize — and ensure that it makes sense for your business.
Lately, I’ve:
Helped a public media company dream up a new way to connect their city and their journalism
Lead a world-renowned festival through a content strategy transformation
Coached a large YouTube channel through launching a newsletter that’s just as delightful as their videos
Trained 60+ creator journalists to launch independent creator-model ventures, via Going Solo.
Taught a workshop to help local newsrooms adapt the growth and revenue tricks of successful creators.
Wrapped up a Sulzberger Fellowship at Columbia University
Email me to chat about how I might be able to help your big idea become a reality: blair@idamedia.co
Expertise
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The most successful content and product strategies put your audience first. That is the key to sustainability and resilience, in a world changing algorithms.
I craft data-driven strategies to help you reach the right people, build content and products that they love and move them to action.
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I craft bespoke programs, digital fundraising strategies and campaigns that lean into what makes you unique and aligns with your audience values.
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You have to know where you're going, in order to prioritize and make decisions today. I facilitate workshops, do data deep dives and market research, and surface strategies to help organizations set clear goals goals and plans to hit them.
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Few things are harder than leading teams through the constant change of the digital world. You don't have to do it alone. I help leaders and managers become empathetic leaders who can transform their workplace culture, motivate their teams and lead through turbulent times.
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Consulting
If you need help righting the ship on your content, product or consumer revenue strategy, this is your best option. We can work together to iron out deliverables, or do a monthly retainer where we set priorities at the start of each month.
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Fractional executive
Need senior-level help but don’t quite have the budget or workload to justify a full-time hire? This is for you.
With this option, I embed deeply in your team for four to six months, setting strategic direction, making decisions, executing work and coaching your team.
In my experience, 20 hours per week has the same impact as a full-time hire, without the cost.
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Advisory
Just want to pick my brain? This is for you. I offer strategic advice on leading innovation and change, audience development, content strategy, brand positioning and the world of creator journalism.
About
I’m a multi-hyphenate systems thinker, problem solver and innovator, who spent more than 15 years leading audience, innovation and strategic pivots in fast-growing newsrooms like Vox, The Marshall Project and ProPublica.
Most recently, I was the Executive Director of Strategy and Development at Vox, where I oversaw strategic planning, grants, consumer revenue, and led a brand refresh.
I’ve spoken on much of the above at places like the ONA Conference, F8, news:rewired, and the IRE conference, and taught workshops and classes on writing, reporting and audience engagement at Columbia, NYU, USC and the City University of New York. Journalism.co.uk recently put me on a list of 100 consultants who can help your newsroom. I have a bachelor’s in creative nonfiction from Brown, a masters in Digital Journalism and Innovation from NYU, and was a 2025 Sulzberger Fellow at Columbia.
I split my time between Salt Lake City and San Juan Island, with my creative partner and our dog, Ida.
This business is named after my great aunt. That’s her in the old photo. She was an intellectual trailblazer, endlessly curious and bold. I always try to infuse a little of her in my work.
