The Brand: Yahoo Travel
The Brief: As part of a sweeping change in its brand direction, Yahoo was looking to reinvent its existing travel section from a tired booking site into a vibrant digital magazine. Recognizing Laura’s skills as a cross-platform editor and a respected travel expert, Yahoo brought her on as executive editor of the new site. In this pivotal role, Laura worked to reinvent and relaunch Yahoo Travel, overseeing a daily lineup of 15-20 stories, including original features, breaking news, video, and user-generated content. She also built a global network of 300+ writers and correspondents, appeared regularly on television, and collaborated with Yahoo’s marketing teams to create revenue-producing campaigns. Based on the success of Laura’s work as executive editor, she was soon promoted to editor-in-chief of Yahoo Travel, where she oversaw content strategy, managed a team of editors, and collaborated with departments across the company to drive digital audience growth and create new revenue opportunities.
The Results: Laura used her skills as a leader, content strategist, and change agent to transform Yahoo Travel into the world’s most-read travel magazine, growing readership to 14 million unique users monthly. During her tenure as editor-in-chief of Yahoo Travel, video streams on the site doubled. In 2016, the North American Travel Journalists Association awarded Yahoo Travel the gold medal for top online travel magazine, under Laura’s leadership.