About wbarretta8@yahoo.com

  • Industry Branded EntertainmentDigitalMarketingMediaTelevision
  • Sector Branded ContentBranded EntertainmentSocial ImpactSocial Media
  • Preferred Job Title Creative DirectorExecutive ProducerHead of Video
  • Companies Discovery, Upworthy, Entercom, CBS News

Summary

I’m an innovator at the intersection of strategy and storytelling responsible for driving over 2 billion video views for brands and publishers. As platforms constantly evolve, I’m always looking to do what’s next. For the people I work for, they have a right-hand leader who always finds the best ways to get to a yes. The people who work for me know that I’m a clear communicator who always gives the direction and the space needed to get the job done.

Currently, I’m head of sports video for RADIO.COM (the national umbrella brand for Entercom’s broadcast and digital networks), overseeing digital video development, content, and strategy for Entercom’s 35 sports markets and its national sports brand, RADIO.COM Sports. Despite the pandemic impacting team resources and pausing sports for an extended period, 2020 ad-supported O&O video views increased 42.4 million over 2019, a 91% jump.

Previously, I was Head of Video for GOOD | Upworthy, creating original and branded video to uplift people and encourage positive social change. Our content had to be powerful to reach large audiences.

At Discovery, I developed and produced special digital projects and produced a television series for the DIY Network. I was the media team lead and a digital innovator for a strategic communications group in the US government. I managed a public access station on Cape Cod. And I’ve been an adjunct college professor, teaching courses on video production and film history.

As platforms evolve, I’m continually innovating ways to give audiences the content they care about. At Discovery Digital, I developed a mixed media experience for Animal Planet called Whale Wars: Blood and Water. This interactive episode, the first of its kind for Discovery, was nominated for an Interactive Emmy and won two Webby Awards. In early 2016 I established the Upworthy brand video studio, which earned its way into the top .01% of most-watched Facebook branded Publishers and won 34 industry awards and honors including a Webby and being recognized as Digiday’s Best Video Publisher Partner for Brands. When I became head of video for Upworthy, Facebook announced a major algorithm change the same day. But I was able to pivot and grow views 47% and watch time 114% during my first 10 months. When our organization went through a massive resource reduction as the Facebook algorithm bottomed out, forces that shuttered other digital publishers, I grew video watch time an additional 8% and engagement 25%.