Jellysmack
As Director of Programming at Jellysmack, I managed a global slate of 100+ creator shows, overseeing the daily production and distribution of 19 original videos across 11 countries. My portfolio spanned genres from True Crime and Sports to Food, Fashion, and Beauty, featuring top digital creators like MrBeast, Brad Mondo, and Reaction Time. Below are key highlights from my tenure at the world’s leading creator agency.
Optimizing Existing Shows
A major overhaul was due for existing shows. By implementing new initiatives such as reimagining custom tile images, innovative in-episode graphics, “next week” teases, a new focus on YouTube Shorts, and a push for full creative control, we saw shows catapult from the middle of the pack to the top 10% of Jellysmack’s deep portfolio.
Mr. Beast
27% increase in monthly views
Hellthy Junkfood
43% increase in unique viewers per episode
Kendall Rae
44% increase in subscribers per episode
Mr. Ballen
370% increase in daily unique viewers
Creator Spotlight: Mr. Beast
Programming the world’s #1 creator was a dream come true, but wasn’t without challenges. While Mr. Beast released one episode a month, my team was responsible for publishing eight episodes a month! Through analytics, we found new ways to frame episodes, leading to a surge in Mr. Beast’s monthly viewership by 27%.
Facebook Reframe: “Tossing Mentos Into A Massive Coke” and “I Had To Shave My Head Thanks to Gordon Ramsay”
Original Video: “I Built Willy Wonka’s Chocolate Factory
Creator Originals
At Jellysmack, I spearheaded a first-of-its-kind original content incubator—shifting the strategy from partnering with existing creators to developing proprietary IP in-house.
Following a six-month development cycle, we launched two original franchises in 2023: Rap Lore and Drip or Drab.
Rap Lore rapidly scaled into one of Jellysmack’s top 10 most profitable original shows, while Drip or Drab established a fast-growing subscriber base across platforms.
Creator Spotlight: Hopescope
We pitched and expanded Hopescope across vertical video platforms, with her pilot generating over one million unique viewers and propelling her into Jellysmack’s top five most profitable creators within her first month.
To build on this momentum, my team developed a strategy around the high-performing "react, test, and review" format—identifying complementary fashion creators and adapting the model across our broader creator slate. The strategy yielded two new successful fashion shows and laid the foundation for Jellysmack’s proprietary fashion brand.
Fashion darlings Annalise Wood, Naomi Jon, and Mia Maples were sourced and launched with similar success.
Sports Programming
How do you break into an oversaturated sports market dominated by ESPN and WaveTV? Re-frame your programming. By shifting focus to pop culture and human stories surrounding sports, we were able to not only successfully launch multiple new shows but also increase our unique viewers by over 200%.
“House of Bounce” #2 Online Basketball Community
“Oh My Goal” 60 Million Total Followers
“Buzzer Beater” 70% Users Under 24
Creator Spotlight: Francis Ngannou
Ultimate Fighting Championship's Heavyweight Champion Francis Ngannou, the "Baddest Man on the Planet'' and hardest recorded puncher in the world, became the first partner to join Jellysmack's new Marquee Program. In the program, we helped the legendary Cameroonian mixed martial arts fighter to create, edit, and distribute original video content across his YouTube, Facebook, Snapchat, and more.
Francis has tremendous untapped potential, and while he was a household name for UFC fans, we wanted to showcase his infectious personality to a new audience. By framing Francis as a “real-life superhero,” we were able to increase his subscribers by over 120% and unique viewers by 180% in the first month.
TikTok to Snapchat
In mid-2022, I helped lead a new initiative to turn TikTok creators into long-form Snapchat shows.
In April 2022 Jellysmack had zero TikTok creators on Snapchat. By the end of 2022, that number reached over 20.
From left to right: Junya, Wasil Daoud, SpiccyCam, itsmenickysmithy.
