About Arolfo

  • Industry AdvertisingBranded EntertainmentDigitalEducationMediaMusicNon-ProfitTelevisionJournalism
  • Sector Business. AffairsDevelopmentOriginal Content
  • Preferred Job Title Executive ProducerHead of Original ProgrammingHead of VideoVice President

Summary

Grammy and GLAAD-nominated, and Emmy, Webby, and Telly-winning creative leader with a 17-year career in digital and broadcast – specifically content development, physical production, digital learning experiences and business affairs. Proven record of building and mentoring exceptional, inclusive teams that deliver diverse, original programming and marketing content that grow massive audiences. 

 

Highlights: 

  • Quadrupled total subscribers for PBS’s original YouTube network to 28+million (as of December 2020)
  • Develop and execute learning experiences and digital transformation efforts for PBS 
  • Lead production teams to produce 15 original series while at PBS including the Webby-winning “PBS Two Cents” and diverse programming like “Say It Loud” and GLAAD Nominated “Prideland” 
  • Produced the Webby winning Verizon Wireless series “Share America” while at AOL in 2012 
  • Produced massive live TV events such as “2009 CMT Music Awards” 
  • Nominated for Grammy for producing music video of the year “Typical” by Mutemath in 2008
  • Produced music videos and nonfiction content with artists like Taylor Swift, Reba, Lady A, and more

Experience

  • 2015 - 2021
    PBS Headquarters

    Head of PBS Digital Studios

    Head of PBS Digital Studios Lead and mentor a team of 30 people (internal and external) to develop, produce, and market original digital content that serves audiences across multiple platforms. Manage a $3.5 to $6.2 million dollar annual departmental budget. - Serve as Executive Producer for 3 streaming series, 3 live series, 20 YouTube channels, 7 Facebook Watch Pages, 2 Oculus VR/360 apps, 8 limited-run series resulting in a 330% increase in audience growth since 2015 (currently at 35+million YouTube subscribers and Facebook fans) - Use cutting-edge marketing and engagement strategies to build younger audiences for PBS (as of Dec. 2020, 87% of audiences on YouTube alone are 18 to 45 years old) Work closely with 6 department leads in PBS Legal, as well as Standards and Practices, to ensure all content is compliant with PBS editorial guidelines and FCC regulations - Manage revenue through sponsorship, monetization, & licensing (responsible for 23% YoY increase in revenue) Negotiate successfully over 100 agreements and budgets with vendors, showrunners/producers, production companies, and influencers/talent resulting in a 20% decrease in annual production expenses - Collaborate with department leaders to align curricula, distribution, and measurement strategies to deliver scalable in-person and virtual learning experiences, known as “Digital Voltage,” to over 100 PBS Member Stations resulting in a 25% YoY increase in digital content production throughout the PBS system

  • 2013 - 2015
    My Country Nation (YouTube Multi-channel Network)

    Executive in Charge of Production / Executive Producer

    Executive in Charge of Production / Executive Producer Led creative development and physical production of 15 original YouTube channels that involved some of Country Music’s biggest stars such as Brad Paisley, Thomas Rhett, Florida Georgia Line, and Zac Brown. Assembled, managed, and provided clear vision to an exceptional team of 30 production, marketing, and post-production personnel that produced between 20 and 25 short-form digital episodes on a monthly basis - Managed marketing operations to ensure timely and efficient delivery of promotional assets across social media platforms, increasing social assets and deliverables by 10% week over week - Developed 4 learning and measurement frameworks for clients such as Walmart and Coke that optimized performance and engagement of digital content created by my team

  • 2011 - 2013
    AOL

    Sr. Director, Digital Programming and Branded Entertainment

    Supervised development and physical production of over 100 original programming and branded content videos for clients such as IBM, L’Oréal Paris, Unilever, Nexxus, United Airlines, and Verizon Wireless. Supervised and mentored a team of 30 production personnel, which included directors, producers, writers, designers, and scalable production crews across the country to produce between 20 and 30 original digital videos per month Developed and produced 15 original YouTube series for CafeMom Studios, and created digital learning handbooks that allowed CafeMom’s staff to create ancillary marketing content Managed all studio operations, which included 3 rotating sound stages and all in-house and field equipment Worked closely with account executives, sales, and publishers at AOL.com, HuffPost, and Stylehaul to deliver an editorial planning process and publishing cadence for 15 branded entertainment campaigns

  • 2007 - 2011
    Taillight TV

    Head of Production, Non-fiction Programming

    Developed and produced non-fiction programming, including 3 reality TV programs, 3 live award shows, 53 huge music videos, and over 20+ national commercials. Supervised several large production teams that consisted of between 15 and 200 studio and in-field production personnel Worked with artists like Taylor Swift, Reba, Little Big Town, Lady A, Carrie Underwood to produce music videos that garnered, 1 Grammy-nomination, 12 CMT Video Awards, 1 CMA Award, 1 ACM Award Partnered with clients such as MTV Networks, Scripps Networks, Sony Pictures, Universal Music Group, Capitol Records, and Big Machine Label Group to develop creative concepts, scripts, and overall branding for video and television programming Bid-out and successfully managed production budgets ranging from $15k and $4 million - negotiated with vendors, talent agents, studios and post-houses to come in under budget for 100% of all projects Negotiated rates and terms with labor unions such as IATSE, SAG, and AFTRA

Education