Alyssa is Audience Managing Editor at Barron's. She oversees efforts to develop its audience, earn more attention and loyalty from subscribers, and grow the impact of its journalism.
Previously, she was engagement strategist at the Financial Times, where she led multidisciplinary teams in creating and implementing strategies to grow audiences, create new products and transform culture. She was appointed to the Audience Engagement team, becoming one of the first commercial team members to join the FT's editorial department in its almost 130 year history.
Before joining the newsroom, Alyssa was a founding member of Team Communities, an innovation team created within the FT's marketing department with the explicit goal of helping the FT adapt to the changing media landscape. Her work included moving the FT from a registration to trial paywall model. It was in this role that Alyssa transferred from London to New York.
Alyssa began her career at the FT in the communications department, where she gained valuable insight into how the different parts of a media company work together. Simultaneously, Alyssa founded her own consultancy, where she worked with both startups and established companies on their digital (UX, marketing, content, and SEO) strategies.
Before joining the media industry Alyssa worked at Demos, a social policy think tank, to launch their financial services research arm and to lobby government and businesses about financial regulation. Alyssa has a M.Sc. in Management from London Business School and a B.A. with distinction in Psychology and Economics from McGill University.