Content strategy & website redesign

In 2016, JetBlue’s corporate blog was operating on an outdated template without a clear editorial strategy. I proposed taking ownership of the platform and led its transformation into Out of the Blue — a redesigned, strategically positioned content destination aligned with the brand.

Working with JetBlue’s in-house design team and an external digital partner, I guided the revamp from structure to storytelling. Beyond the visual redesign, I developed a cohesive content strategy grounded in search, audience interests, and cross-channel amplification. I built a scalable editorial model by identifying and managing both internal contributors and external content partners, assigning coverage across travel and lifestyle topics to support a daily publishing cadence. I also established editorial standards to ensure consistency of voice and quality.

To grow readership, I integrated social promotion and launched a dedicated email series, driving sustained traffic back to the platform and strengthening JetBlue’s owned media presence. The result was a modernized content hub with a clear strategic purpose and measurable audience growth.

My role: Project lead, content strategist, managing edito