Matt Wilhalme

Summary

Media professional with more than 15 years of experience in content strategy, multimedia development and campaign development. Experienced in developing fan-centric programming, leading cross functional teams and using analytics to inform marketing strategies with measurable results.

Experience

U.S. Media Solutions & Content Specialist — SmartNews

San Francisco, California — 10/2023 – Present

• Collaborated with product and engineering to test and launch new features, including vertical video, and communicate implementation needs across teams.
• Analyzed click-through rates and audience behavior to inform targeted audience engagement campaigns and support daily and monthly active user goals.
• Managed and coached content editors while documenting workflows, sharing knowledge and improving day-to-day editorial operations.
• Served as app editor, making decisions about what leads SmartNews, what gets pushed to audience segments and what gets sent wide.

Editor II, Multiplatform — Los Angeles Times

Los Angeles, California — 1/2020 - 8/2023

• As a homepage editor, coordinated high-impact digital coverage from sections across the newsroom during major news events.
• Ran targeted digital distribution campaigns through push notifications, email alerts and Apple News placement.
• Built new homepage story presentation styles to improve content discovery and increase reader engagement.
• Monitored real-time analytics and audience behavior to identify information needs and refine coverage strategy.

Digital Planner / Assistant Sports Editor — Arizona Republic

Phoenix, Arizona — 6/2018 - 12/2019

• Led sports digital audience strategy and cross-platform promotional initiatives to build fan engagement, expand reach and support subscriber growth.
• Helped supervise more than 10 writers, columnists and producers, providing editorial guidance from assignment through production across web, print, and social platforms.
• Co-created the Emmy- and APSE award-winning docuseries Beyond the Gridiron: The Mountain, centered on an underserved high school football team, and led digital promotion across platforms.
• Developed and hosted a weekly live high school football highlight show, coordinating production and editorial teams to deliver recurring fan-focused programming.
• Produced analytics reports and publishing plans based on reader behavior, testing, and long-term performance goals.

Web Producer — Los Angeles Times

Los Angeles, California — 10/2012 - 6/2018

• Developed innovative live coverage formats within internal CMS tools, including an NFL Red Zone-style live blog experience for the 2017 season.
• Executed a fan engagement campaign around Kobe Bryant's final NBA season, bringing together fan-submitted stories, photos and an interactive Q&A to drive audience participation.
• Produced live blogs for basketball, football, baseball, soccer and the Olympic Games as well as other news events from 2012-2018.
• Managed social media publishing and real-time sports coverage across major sporting events, supporting fan engagement and audience growth.
• Delivered analytics reporting and audience insights to support publishing strategy, timing and SEO decisions.

Editor — NFL Media

Culver City, California — 3/2012 - 9/2012

• Managed digital editorial operations, including assigning stories, editing content, and shaping homepage presentation.
• Coordinated with NFL Network television partners to support cross-platform sports coverage and consistent messaging across broadcast and digital channels.

Media Relations — Chicago Sky

Chicago, Illinois — 5/2010 - 9/2010

• Supported WNBA game-day operations, including broadcast timeout coordination, live statistics and postgame media interviews.
• Produced content for the team's game-day publication and assisted with media relations.