Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
Video: Washington Post CMO Miki King on how to organize marketing teams
Many publishers have marketing resources scattered across different parts of their organization. In the case of the Washington Post, a pivot to subscriptions meant a shake up for the company’s marketing resources. In this presentation from Digiday’s Hot Topic: Subscriptions and Commerce, which took place in New York City this past February, hear from Miki King, chief marketing officer at the Washington Post, on how she reorganized her teams to get everyone rowing in the same direction. The key hits:
- How the Washington Post centralized marketing efforts in one group to unify its approach
- Transitioning your team members from print to digital can be difficult, and requires a culture shift. But when you look at the skill sets that they share, you can find through lines that allow you to make that transition easier.
- As business continues to shift towards subscriptions for the Washington Post, so does its messaging. King says the publisher is no longer looking at top-of-the-funnel content, but rather digital content that will drive readers to subscribe, or to content that leads to a paywall.
More in Media
WTF is Markdown for AI agents?
AI systems prefer structured formats or APIs to ingest and surface content more efficiently. And “markdown” has quickly become the common language used by AI systems and agents.
From feeds to streets: How mega influencer Haley Baylee is diversifying beyond platform algorithms
Kalil is partnering with LinkNYC to take her social media content into the real world and the streets of NYC.
‘A brand trip’: How the creator economy showed up at this year’s Super Bowl
Super Bowl 2026 had more on-the-ground brand activations and creator participation than ever, showcasing how it’s become a massive IRL moment for the creator economy.