Social media has democratized industries like fashion and beauty by creating a plethora of opportunities for brands of all sizes to develop intimate relationships with modern consumers in the digital age. Today’s PLANOLEADER is leading the charge at one of these forward-thinking companies — Enter Drew Elovitz, the Global Director of Content Strategy at Who What Wear. Since its inception, the socially-savvy publisher has leveraged platforms like Instagram to facilitate real-time community-building through innovative social and influencer marketing. With a consistent focus on style, culture, and celebrity content, Drew is tasked with building a cohesive strategy across channels so that it is mindful of Who What Wear’s dynamic audience and the constant demand for trend related stories. Between the Who What Wear’s social and web presence, namesake apparel line for Target, and other digital properties within the company, we were curious to learn more about how Drew plans and manages initiatives for the global business. Discover more from Drew who shares her career background, what it’s like to work in New York City, and her tips for those looking to create impactful content strategies.
Please introduce yourself!
Hi, I’m Drew Elovitz. By day I am the Director of Content Strategy at Who What Wear, and by night I am an avid consumer of all things pop culture, from Game of Thrones to the Hidden Brain podcast, and yes, even print magazines. You can find me on Instagram sharing clandestine photos of neighborhood dogs and on Twitter sharing my favorite articles from around the web.
Before Who What Wear what were you up to professionally, what role did digital play in your job description, and what have been some notable moments throughout your career so far?
I graduated during the most recent recession, so I moved to NYC to pursue graduate studies and used that time to intern non-stop. An internship I found via Tumblr eventually lead to my first job at a boutique social media agency working on the Mattel account, both in content creation and analytics. From there, I moved onto Teen Vogue where I became their first ever Social Media Director, then moved over Entertainment Weekly where I led social video. Some of my fondest memories are of attending the Teen Vogue Young Hollywood Party and working on the first Instagram portrait studios, the rush of covering the red carpet during awards season, and being a featured expert in the Teen Vogue x Parsons curriculum for the Fashion Industry Essentials online course. That still seems wild to me!
Tell us more about your current position at Who What Wear. How do you divide your time across the company’s portfolio of brands? Do you have any tips or learnings you can share for other companies in the space who have multiple services or brands under their umbrella?
Whether you’re working across several brands, or get to focus on just one or two, the most important thing is to know how and why an individual site or product is different, not only from others in the same company but also within its competitive set. I have been fortunate enough to work with several founders, including Who What Wear’s Katherine Power and Hillary Kerr, which has been critical for learning the brand DNA for all properties and becoming a champion of the company and its collective vision.
Walk us through your current to-do list. What would you say is one element of your position as Director of Content Strategy that goes unnoticed or that you would like to have the opportunity to talk more about?
As with most digital media jobs, no two days are the same. That said, the best and worst part of working on content strategy is that I am responsible for communicating a lot of high-level information to different stakeholders, while also operating in the weeds with our editors and channel leads. I straddle our Audience Development and Editorial teams, which allows me to use equal parts of my left and right brain for every task. From monitoring analytics dashboards to weekly reporting, content ideation, and tentpole events coverage plans, it’s no wonder I have 15+ tabs open at any given moment. One thing I am very proud of is getting all of my colleagues to be a lot more comfortable talking about quantifiable successes as it relates to our creative content creation. Everyone who works in digital media should be able to understand metrics and what that means for both individual and company success. Arm yourself with data and become your own advocate! That also ties into people management — it’s really important to me that I help cultivate a healthy culture of work/life balance, especially in this time of tumult for the media industry. At the end of the day, I’m just happy to be a member of a hardworking team.
Is there a specific campaign or project that you’ve worked on at Who What Wear that you’re most proud of and that you think is a reflection of modern media and the company’s digital prowess?
I joined Who What Wear knowing that my biggest challenge would be to demystify data across our editorial org. Over the past few years, we’ve instituted core KPIs and individual editor goals, which includes affiliate revenue. Whereas most publishers have just entered the affiliate game, Who What Wear has been shoppable since 2006, and remains an integral component to all content creation. This also gives the team a way to evaluate performance beyond page views and unique visits, which feels increasingly important in this era of digital media.
It appears that the majority of your career has taken place in NYC, which is one of the epicenters for digital and marketing. However, what tactics have you learned to build and maintain relationships with relevant contacts, team members, and collaborators who are based outside of the city? Why is this important
You definitely don’t have to live in NYC to have a media career — there are lots of remote opportunities, particularly for freelance writers, editors, and content creators — but having contacts in the business certainly helps. I am still friendly with colleagues from my first job and continue to reach out to my network when I’m looking to hire or for their recommendations. With that in mind, it’s important to stay in touch, genuinely — reach out to people with an interesting article or anecdote, just to let them know they’re on your mind — don’t just reach out when you need a favor. It’s sometimes as simple as sliding into their DMs and saying, “great job!” and seeing where the conversation leads.
What are your top best practices or tips for those looking to create integrated content strategies that are mindful of the modern content consumer?
- Define Your Goal: I always approach any new challenge with a question: what is the ultimate goal? This can be an overarching vision, a tangible number, or a quantifiable return on investment. If there isn’t a clear, measurable goal, ask what problem needs to be solved, and work backward.
- Trust Your Gut: If you’re not quite comfortable crunching data (or not in a data-facing role), don’t discount the value of your gut instinct. Often you will feel or sense something before the data tells you it’s true editors often have this uncanny ability.
- Know Your Audience: Diversity and inclusion are not optional. Your content won’t perform if you have tunnel vision about who is creating and consuming your content. Word choice and image selection are critical not only to a brand’s DNA but also to cultivate an authentic community, no matter how niche the product.