Ysolt Usigan

At VICE.com, I lead commerce content with a focus on building a credible, high-performing shopping vertical that balances editorial integrity with affiliate revenue. I continue to implement and optimize an editorial framework that prioritizes expert-led, trust-driven content across key categories like tech, cannabis, sex & wellness, and lifestyle. I have been focusing on moving away from high-volume, low-authority content. Instead, I’m leading my team to craft hand-tested reviews, brand-centric curated roundups, and timely shopping-adjacent news. This work is grounded in strong E-E-A-T principles, clear voice guidelines, and a commitment to creating content that genuinely serves readers while also delivering measurable business impact.

Alongside the editorial strategy, I’ve been working on a broader operational and structural shift—transitioning from a largely freelance model to a team of specialized staff writers. These subject matter experts align and shape the external positioning of our commerce efforts. All of this lays the foundation for VICE’s newly branded shopping vertical, via VICE, strengthens audience trust, attracts brand partnerships, and drives sustainable growth. The result is a more cohesive, scalable content operation that elevates both the quality of our journalism and the strength of our commercial strategy.

In tandem with my role at VICE.com, I also support commerce initiatives at ComicBook.com and American Songwriter.

At RetailMeNot, I led a high-performing editorial operation that at one point had 12 full-time staffers, a creative strategist, and dozens of freelance writers, producing daily commerce content designed to help super-savers make smarter purchasing decisions. I set the content strategy and creative direction, plus optimized coverage for maximum reach and conversion, blending SEO, trend-driven storytelling, and real consumer utility across categories like retail, beauty, home, fashion, tech, travel, and services. I also directed our coverage of major tentpole events—including Prime Day and Cyber Week—building scalable editorial plans, real-time content workflows, and cross-functional alignment to ensure we captured peak audience demand and delivered strong traffic and revenue results during the most competitive shopping moments of the year.

In parallel, I launched and scaled RetailMeNot’s branded content studio from the ground up—defining our offerings, hiring and managing a dedicated team, and creating a program that seamlessly integrated advertiser goals with editorial quality. I developed repeatable formats, sales enablement materials, and execution workflows that allowed us to deliver high-impact campaigns at scale, while maintaining trust with our audience and partners. That program grew rapidly under my leadership, generating over $10M in annual revenue and establishing RetailMeNot as a leader in performance-driven branded content.

Some of the opportunities I rolled out include:

• Save the Dates: What To Buy This Month, an interactive calendar with sponsored slots (pictured above)
• Seasonal Checklists, an interactive branded shopping list
• The Edit, an interactive experience that spotlights the season’s biggest trends
• Organic editorial longform content that went on to win journalism awards
• Custom campaigns for Walmart, CVS, Shutterfly, adidas, Best Buy, and more—some of which also went on to win marketing awards

Awards my team and I have won include:

• MarCom Platinum Award, Best in Branded Content (“Invincible” campaign for CVS)
• Audio Visual Arts Gold Award, Best Organic Blog Post (“Buy Now Pay Later” longform article)
• Commission Junction Award, CJI Excellence for High Commendation (“Best Mother’s Day Gifts” shoppable video for Shutterfly)
• U.S. Partnership Award, Silver (“Best Mother’s Day Gifts” shoppable video for Shutterfly)

In tandem during my time as the head of content of Ziff Davis Shopping/RetailMeNot, I also led small editorial teams that supported Offers.com, BlackFriday.com, and CreditCardsExplained.com.

At AskMen, I led editorial as both a content strategist and change agent, optimizing the team for greater efficiency while maintaining strong commercial performance, including driving approximately $4M in affiliate revenue. I restructured workflows and refined our content approach across core verticals—sex and dating, grooming and style, fitness and health, and general shopping and lifestyle. I worked closely with my team of editors to ensure each section delivered high-impact, conversion-focused content. We also fostered stronger relationships with affiliate partners, and integrated them thoughtfully into our editorial strategy. The result was an agile, performance-driven team that balanced service journalism with measurable wins.

In addition to my commerce-related work, I launched Amplify in 2020, an editorial initiative at AskMen dedicated to spotlighting Black Americans, and elevating their voices and experiences. The series resonated strongly with our readers and reinforced our commitment to more inclusive, culturally relevant storytelling. The collection of content demonstrated that we could drive both meaningful engagement while expanding the scope of our coverage.

In tandem during my time as the executive editor of AskMen.com, I also led a small editorial team on Geek.com and launched BestGifts.com at Ziff Davis.

I joined American Media Inc. to build and scale its branded content capabilities. During my time there, I launched AMI Studios as the company’s dedicated content marketing arm. From the ground up, I developed the goals, structure, and editorial approach for producing high-quality branded articles and video across flagship titles including Us Weekly, OK! Magazine, and Star. I worked cross-functionally with sales, marketing, editorial, and video teams to pitch and produce campaigns that aligned with advertiser goals while maintaining each brand’s distinct voice and audience trust. The result was a scalable, revenue-driving program that positioned AMI as a competitive player in the branded content space. Together, we unlocked new opportunities for integrated storytelling across platforms featuring high-profile celebrities and voices in entertainment.

At The Weather Channel, I served as Senior Director of Branded Content, leading a team responsible for developing and executing custom, multi-platform campaigns for Weather.com and The Weather Channel app. In close partnership with Sales and Marketing, I played a key role in shaping both pre-sale and post-sale strategy—ideating, pitching, and delivering programs that aligned with client goals while staying true to the brand’s service-driven mission.

During this time, we also formalized and branded our branded content studio (Icebreaker Studios), creating a more cohesive identity and go-to-market strategy for our offerings. Our work spanned a wide range of categories, like travel content that inspired audiences to book adventures, plus utility-driven storytelling that helped users prepare for severe weather, manage seasonal allergies, and find home inspiration. We partnered with a diverse set of clients, including auto brands like Toyota, RAM, and Chevy, insurance companies such as State Farm, and brands like Goose Island, Home Depot, and GSK.

A core part of my role was collaborating with Sales to translate client objectives into compelling, multi-format editorial concepts—from longform articles and short-form galleries to video and real-time severe weather integrations. I ensured each campaign felt native to the platform while delivering KPIs and balancing creativity with performance. By aligning storytelling with both audience needs and advertiser goals, I helped build a scalable, branded content engine that strengthened The Weather Channel’s position as a trusted resource for consumers and a strategic partner for brands.

Awards my team and I have won include:

• Internet Advertising Competition Award, Best in Branded Content (“Journey of the Hop” longform article with video for Goose Island)
• Webby Honoree, Best Branded Editorial Experience (“Hell in High Water” video series for RAM)
• North American Digital Media Award, Best Digital Advertising Campaign (“IBM Research: 5 in 5” social video series for IBM)

At All You Magazine, a national shopping and savings publication from Time Inc. distributed through Walmart, I led digital content and strategy, creating online extensions that amplified the brand’s print coverage and expanded its reach. I spearheaded initiatives like the nationwide “America’s Smartest Shopper” contest, which drove audience participation and engagement, and partnered with early savings and shopping bloggers (well before the rise of modern influencers).

My team’s work surfaced the best deals, coupons, and money-saving tips for our audience. During my time there, I developed and launched digital franchises that strengthened reader loyalty and built a strong sense of community, while also growing the brand’s overall digital footprint. I also led the redesign and relaunch of All You’s website, improving user engagement and recirculation, while implementing a more efficient editorial workflow that enabled the team to scale content production more effectively.