Hi, my name is Natalie Moore.
As an audience journalist, I strive to tell meaningful stories through digital products and produce work that deepens relationships with readers.
About Natalie (she/her/hers)
I am the digital strategy and engagement manager at Texas Highways. In this position, I supervise newsletter projects and investigate new platforms for storytelling at the magazine. Previously, I oversaw the publication’s online coverage and social media strategy.
With prior positions at Texas Monthly and Community Impact Newspaper, I boast over a decade of experience in audience roles. I graduated from the University of Mississippi's School of Journalism and New Media and am an alumna of Poynter’s Leadership Academy for Women in Media.
Relevant Experience
2023-NOW
Digital Strategy & Engagement Manager
Texas Highways Magazine
2019-2023
Product & Engagement Manager
Texas Highways Magazine
Implemented a digital production process and editorial calendar that increased story output. Managed social media accounts with 100k followers and wrote all post copy. Built and launched new newsletter products, including email mini-courses with a 63% open rate and 17% click rate. Repurposed print ancillary products into online resources, and grew the website's audience to over 2 million unique users annually, with a 30% year-over-year increase.
2018-2019
Engagement Editor
Community Impact Newspaper
Managed corporate social media across multiple platforms, oversaw strategy for 63+ market-specific accounts, and implemented a comment moderation policy. Executed audience development campaigns, led the newsletter deployment process, and conducted digital skills training. Achieved a 93% increase in pageviews and a 91.3% rise in unique website visitors.
2016-2018
Audience DevelopMent Acquisition Coordinator
Texas Monthly Magazine
Assisted Texas Monthly and Emmis Publishing titles, including Atlanta, Cincinnati, Indianapolis Monthly, Los Angeles, and Orange Coast magazines, in increasing traffic to digital properties through inbound marketing programs. Prepared analytics reports, managed campaigns to grow the audience, and researched new platforms and targeting capabilities to inform strategic recommendations.
Education, Awards & Involvement
University of Mississippi
School of Journalism & New Media
Oxford, Mississippi
Bachelor of Arts in Journalism
Organizations
Online News Association
News Product Alliance
Texas Ledes
International Regional Magazine Association, 2024
This award honors a portfolio website for its exceptional editorial standards, engaging content, and effective use of digital media. It showcases best practices in navigation, design, and interactivity, and integrates seamlessly with print publications when applicable.
City & Regional Magazine Association, 2022
This award that recognizes excellence in web content, appearance, service to readers, ease of use and it's extension of the brand. Texas Highways was nominated alongside 5280, Baltimore Magazine, Portland Monthly, and Texas Monthly.
Poynter Institute, May 2023 Cohort
This program is aimed at women and nonbinary in management roles to help further diversify the industry. Around 30 participants are selected for each cohort to learn to manage teams more effectively, hone and communicate their strategic vision and steer their organizations toward success.
FOLIO's Eddie and Ozzie Awards, 2020
An award that recognizes a city or regional publication which demonstrated excellence in an email product. An email miniseries about Texas wildflowers, Petal Pusher, produced by Texas Highways during the COVID-19 pandemic was the winner. Natalie spearheaded this project.
My Work
My Favorite Texas Trip: A Very Texan Proposal on the State’s Highest Peak
Texas Highways staffer Natalie Moore tries to complete the strenuous hike up to Guadalupe Peak to witness her best friend’s proposal.
Netflix’s ‘Cheer’ Returns to the Mat for Season 2
The next installment of the hit docuseries shows the consequences of fame for Navarro College and introduces us to another Texas junior college cheer juggernaut—Trinity Valley Community College.
Petal Pusher
An email mini-course about texas wildflowers
Texans love wildflower season, and this 7-week email mini-course repurposed a Texas Highways special issue publication in an easy-to-digest format. From Lady Bird Johnson to the best wildflower drives, each email aimed to educate readers on everything they needed to know about the colorful blooms that blanket the state each spring and summer.
50 True Texas Adventures
the ultimate Texas Bucket list in your inbox over 12 weeks
For the magazine’s 50th anniversary, the staff compiled a list of experiences that define what it means to be a Texan. The list was published as “50 True Texas Adventures.” This feature was later repurposed as an email mini-series, with additional context on some items and added adventures to provide readers with more value.
A Guide to Camping in Texas
Texas Highways provides a range of supplementary products alongside the magazine. Among them is the Texas Public Campground Guide, a publication designed by the team to promote travel across the state. This resource, initially exclusive to print, held significant value for Texas Highways' audience. Under my direction, the digital team transformed the guide into an interactive map, enriching the resource with a blend of fresh content and archive stories.
In 2022, the quaint town of Fredericksburg, TX commemorated its 175th anniversary. In honor of this milestone and our admiration for this Texan gem, my team worked to establish a dedicated landing page to delve into the rich history, vibrant culture, and unique attractions of this German-influenced enclave through a blend of stories both old and new.
Social Media Examples
A selection of posts that performed well on the Texas Highways social media accounts.
This is a condensed version of an Instagram Story that repurposed a sidebar of a September 2023 feature in Texas Highways magazine. The content provided the perfect interactive audience engagement opportunity. We did a countdown of the five essential albums of the subgenre with music overlayed on each slide. The quiz itself tested readers' knowledge of the copy.
Thanks for taking a look at my work! I'm always open to freelance opportunities and would love to connect.
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