A Case Study

MTV Entertainment: Creative Direction & Content Strategy for Paramount+ Migration

In 2024, Paramount brands — including Comedy Central, MTV, and Paramount Network — began a strategic overhaul of their video-on-demand initiatives, aiming to create a unified platform experience. My role focused on aligning brand storytelling, content structure, and promotional modules to drive user engagement and increase Paramount+ subscriptions.

Working cross-functionally across UX, product, programming and creative teams, I helped shape consistent, modular content systems and guided messaging to align with streaming growth goals.

Key Contributions:

• Oversaw creative strategy across 6+ brand sites during web migration

• Directed placement and tone of cross-promotional modules (e.g., “Watch on Paramount+” CTAs)

• Helped unify brand voice and visual consistency across all editorial surfaces

• Supported integration of conversion-oriented UX elements in collaboration with product and marketing

My work here contributed to the broader platform strategy that coincided with a ~16% YoY increase in Paramount+ subscriptions (as reported in Q1 2025)