Created The Playboy Scout – the brand’s first mobile content product. Identified content pillars and modified Playboy editorial voice for mobile distribution. Worked with VP Digital and the mobile division director to develop the product and launch it. The launch was successful enough to merit doubling the volume/frequency of original content, and pushing to an online page as well.
Created content for The Playboy Scout for three years – including sourcing photos and other assets.
For three years, Lena Katz served as staff travel correspondent for JustLuxe.com and additionally oversaw strategic content partnerships for the company. Secured ongoing content syndication partnerships with ABCNews.com, HuffingtonPost, The Daily Meal and Yahoo—amplifying content reach by up to 2000% (depending whether articles hit home page on partner sites).
Additionally, generated sponsor leads and collaborative partnerships with brands in travel, food and lifestyle verticals. Reworked Instagram feed and doubled followers/engagement in a 3-month stint of managing the channel.
Hired as a travel expert for Celebrations, Lena Katz ended up as a recurring expert for 1800FLOWERS wedding show I Do Over. Secured wedding packages (fee-based tradeout) and set up content partnerships (Web and email-based) between 1800FLOWERS/Celebrations, WEtv and brand partners such as the Bahamas.
Brand positioning, strategic partnerships and commercial business development are the three priorities for Variable Content’s consulting work with London-based art platform Artfinder. This exciting startup is a leading online marketplace for original art, looking to establish a US base in Miami.
In initial phase, introduced the brand to notable art community figures in the city, to hospitality and restaurant brands, national retailers and beverage partners.
Created a full-season program of ancillary content for the full WEtv slate interactive. Wrote and produced features, galleries and social content for My Fair Wedding, Downsized, I Do Over, Amsale Girls, Big Easy Brides, Braxton Family Values and I Do Over
Lena Katz has contributed to more than 20 national consumer publications including USA Today, Entrepreneur, South China Morning Post, Forbes, NBC News, Yahoo Travel, Monocle and Robb Report. She had a dating column in the LA Times, was a featured regular contributor to Brides Magazine and edited two LA books for Zagat. She contributes to travel trade publications for Northstar Media and travAlliancemedia.
Launched new AOL destinations product in 12 markets, was a key contributor to AOL Los Angeles (dining, shopping, entertainment verticals) and edited “City’s Best” annual feature in LA. (Contributing Editor)
As the founding editor of LAX Magazine, the official custom magazine for Los Angeles World Airports, created the mission statement and editorial guidelines for the magazine, as well as the site architecture and vertical content mandates. Created the template for event guide, dining section and front-of-book. Secured and wrote celebrity profiles. Oversaw freelance writers and photographers locally nad nationally. Worked directly with leadership and board at LAWA to ensure content standards and brand messaging compliance.
Worked with Orbitz internal marketing and content staff to launch the Orbitz travel blog. Wrote four regional sections of the blog for 2 ½ years – worked with a network of 500+ hotel communications teams, DMOs, airlines, trade professionals, tour operators and PR agencies to source industry news, trends, holiday specials, property opening and renovation news, and destination information.
Also launched Trip.com sister site, working with 50 destinations locally and 50 globally to create original content for 100 destination guides. Was a frequent contributor to sister publication Away.com, including oversight of multiple Best Of rankings, including Best All-Inclusives and Best Overall Resorts.
Worked with section editor and managing editor of ABCNews.com for three years as an ongoing content partner – delivering weekly slideshows and features for the Travel section and crossover lifestyle verticals. Much of this content but not all was originally housed on JustLuxe. During different points in the relationship, this content was also distributed onto GMA.com and Yahoo.