Level Up

The launch of the new genevasthomas.com accompanies some seriously exciting news I've been waiting to share. I recently joined Condé Nast heading digital audience development and engagement for W magazine! 

W is by far one of the most prestigious media brands on the globe representing ultimate style, luxury and the very best of the creative world. This is a full circle moment for me, of sorts, as W was one of the very first fashion magazines I ever picked up. I had to be no more than 10 or 11, and I remember my Aunt having loads of W magazines stacked mile-high near her fireplace. As an only child, already steeped in the arts by my mother's insistence, ever in my own imaginative world, I found myself instantly drawn to how large the book was, and how luxe the pages felt on my little brown fingertips. It's been my go-to fashion book ever since and, I have to say, I've been at loads of dope global brands but this is by far, one of the most exciting career opportunities I've ever had. I'm beyond grateful and humbled to join W's massively talented digital team. 

So what the hell is audience development? As a journalist and editor in digital media, my career took a pivot towards strategy. I found this side of the business so exciting, I've never turned back. Digital audience development involves editorial and content strategy, marketing prowess and analytical skill to drive audience and loyalty at a digital brand. My role is concerned with amplifying our users who visit W's digital properties across Facebook, Instagram, SnapChat, video channels therein, newsletter, search and ultimately our website to in order to scale revenue and elevate our business. In layman's terms, I get to spend my days figuring out how to turn our party of 2.3M on Instagram to 6M+ (that's the goal *winks* and only one segment of the job, of course). 

W, all about "escaping the ordinary" is an over 40 year-old brand with an extraordinarily discriminating audience who demands smart, instinctive and bold content on fashion, the arts, culture and celebrity. I'm thrilled to roll up my sleeves with our squad to push this iconic brand to the next level. 

To find out more about breaking into to digital media, keep your browser locked here and sign up for #Breakers, a new movement for women leading the pack in digital. 

Geneva Thomas