Hi! I'm Lyla.
I am a Brooklyn-based digital strategist focused on how progressive organizations can leverage innovative digital tools and authentic storytelling to engage and move audiences to take action.
I have run integrated, impactful digital communication programs with organizations across the political, advocacy, and media ecosystem. I am currently working at The New York Times to develop and execute campaigns that support digital subscription growth and audience engagement across News, Cooking, and Games products.
I am most passionate about helping organizations identify stories that matter, distilling complex messaging into clear, engaging copy and visuals, and building partnerships rooted in empathy and trust.
Raised in the San Francisco Bay Area, I love to spend time exploring the outdoors, petting every dog I can find, baking my way through New York Times Cooking, and embarking on every art project imaginable.
creative work / email me / linkedin
Work
The New York Times
As a Senior Marketing Manager at The New York Times, I oversee cross-channel marketing initiatives that support digital subscription growth and audience engagement across The New York Times’ web/mobile products, including News, Cooking, and Games. Central to my work is cross-functional project leadership that spans across creative, audience, analytics, and product teams to build strong processes and produce high-performing, innovative work.
Democratic Congressional Campaign Committee
While at the DCCC, I led digital media programs for 12 competitive Congressional races. I managed six advertising and production agencies, executing 32 unique flights of creative that illustrated a stark contrast between candidates on issues that affect working families, while mobilizing new and low propensity voters, prioritizing multilingual creative development in Spanish, Korean, Mandarin, and Cantonese.
Elizabeth Warren for President
As a Senior Media Strategist, I led media planning and execution for the campaign’s $13 million persuasion program, including targeting strategy, daily campaign optimization, management of junior planners, and creative ideation across digital, print, and radio. I managed vendor partnerships and directed our constituency outreach program, partnering with over 50 print publications and 100 radio stations to reach Black, Latinx, AAPI, and Native American communities.
Precision Strategies
As a Principal on Precision’s digital advertising team, I focused on the design, management, and execution of data-informed paid media strategies for a wide variety of the firm’s high profile clients. I have worked to increase voter turnout in swing districts across the country, to launch new advocacy organizations from the ground up, to drive large-scale grassroots action to protect health care access, and to amplify the corporate responsibility initiatives of Fortune 500 companies, among other projects.
Education
Tufts University
Bachelor of Arts Degree: International Relations
Sigma Iota Rho International Relations Honor Society
Summa Cum Laude
Trainings
IDEO Cultivating Creative Collaboration
Managing to Change the World
Google AdCamp + Google Analytics Academy
Volunteer Projects
U.S. Digital Response
USDR puts experienced, pro bono technologists to work with governments responding to the COVID-19 crisis to help deliver critical services to the people who need them. Most recently, I developed training materials and a tactical guide for a group of 5 Public Information Officers in rural counties of Colorado, focused on how to effectively deploy public health messaging online.
CardsForMom.org Fundraiser
for Reproductive Justice
In 2017, I founded an annual fundraiser which brings together a coalition of women and femme artists to design Mother’s Day cards, printed and sold to benefit Planned Parenthood and independent reproductive health organizations. The project has raised over $12,500 to date.
Planned Parenthood Developing Leaders Program
I participated in year-long leadership and advocacy training program at the DC affiliate of Planned Parenthood, learning from expert faculty and health care providers about sexual health policy and activism. I was served on the leadership team responsible for planning Cherry Blossoms for Choice – a gala supporting the organization attended by over 200 donors, driving 45 new partnerships, and raising $23,000. As Communications Chair, I designed and executed the event's website, promotional materials, and event collateral.