Newsletters & Social | Nickolaus Hines

Newsletters & social

I've built newsletters from scratch and led them through growth, and I run social for one of the largest travel audiences online.

Newsletter

Led Matador's newsletter team through multiple transitions, building a daily email product to grow our owned audience as we moved away from relying on social traffic to the site
With our newsletter editor, grew the engaged subscriber base to more than 300,000 readers through new formats, custom newsletters, and themed sends
Created and executed a plan to monetize the newsletter as a standalone product and to integrate email sales into broader campaigns

Substack

Created the concept and help edit this Substack on the behind-the-scenes of a life in travel: insider, but not industry, stories from people who made a career out of it

Newsletter

Created the newsletter from scratch as a standalone weekly engagement point for the Edible Denver community, including the concept, design, layout, and content types
Take each issue from concept to writing to publish every Thursday, covering local food culture on the Front Range
Write everything in the newsletter, from interviews and mini stories to email specials, the events calendar, and traffic drivers to the website, and handle the photo editing
Migrated the newsletter from Mailchimp to Beehiiv
Track analytics and success metrics

Instagram & TikTok

Took over leadership of Matador Network's eight primary Instagram and TikTok accounts, with a combined following of more than 16 million
Manage a team of four
Created a new story-first social strategy built on short-form video and carousels
Grew consistent engagement across accounts through recurring formats and series