David Malkin

Content & audience strategist · New York

Good content does not distribute itself. I build what happens next.

Since 2023 I have run day-to-day editorial distribution for Big Think’s flagship partnership with Stand Together. I package stories for each platform, manage publishing and partner handoffs, and analyze what happened after they went live across NFL, NBA, film, music, and owned editorial work.

Explore selected work → Résumé ↗

Jonathan Allen with a family featured in a My Cause My Cleats campaign film
Published campaign film My Cause My Cleats · packaging, publishing, and distribution
14.1M organic views across 63 campaign placements

Freethink and partner creative teams produced the films. I handled the packaging, publishing plan, partner coordination, and analysis shown here.

The finding · NFL My Cause My Cleats 2025

The creative did not explain the reach. Distribution did.

I ran the master publishing plan for thirteen NFL player stories, then analyzed the campaign to determine what had actually produced its 14.1 million organic views.

4 stories the NFL posted 2 posted by a team only, 7 by neither. Same template, same quality bar. never posted by the league or a team 98.1% of organic views team-only: 1.8% The seven stories the league and teams never posted drew 884 views combined, or 126 each. Source: campaign organic performance export, recomputed row-level.
The stories the NFL posted reached a different scale from everything else. That finding changed how the next cycle was planned.

See the finding →

Reader-stake framing

2.7%

click rate

1.3% twelve-week average

Supporting work · Editorial packaging · Newsletters

Reframing one mentorship story more than doubled its click rate

I reframed a foster-care mentorship story around the reader’s stake in the relationship. The issue reached a 2.7% click rate against a 1.3% twelve-week average.

Published Demario Davis Walter Payton Man of the Year carousel
Published carousel · campaign operations

Flagship · Super Bowl LX · 2026

The control system behind a six-day Super Bowl week

41 pieces of content, 130 placements, five video releases inside one 48-hour window. I pressure-tested the plan, tracked partner activation live, and analyzed the week post by post. Collaborator fit and timing beat tag count.

Published mixed-media carousel about music and technological change
Published mixed-media carousel

Supporting work · Format strategy · AI × music

Designing around audience skepticism

For an AI and music campaign, I planned three ways through the story and a kinetic-text fallback in case the music rights fell through. The audience’s suspicion of AI shaped the format from the start. View the live carousel ↗

Flagship · Systems design · 2024–2026

Building social into the editorial process

I co-designed a two-day workflow that decided the social format before the copy was written, then wrote the standards the team used to run it.

See all work →

What I do

01

Make the package usable

A finished film or article still needs a headline, platform copy, links, tags, and a format that another account can publish without fixing first.

02

Keep the handoffs visible

I track what is approved, what is live, who has accepted a collaboration, and where a useful follow-up is still possible.

03

Read what happened

After publication, I look past the total and ask which choice actually changed the result, then carry that answer into the next plan.

History degree, editorial roots, three years running distribution for a national content partnership across NFL, NBA, music, and film campaigns. Based in New York. More about me →

Looking at audience development, editorial distribution, integrated campaigns, content strategy, and owned communications roles. Get in touch →