Maxwell
D. Barna
4629 Baltimore Avenue Philadelphia, PA 19143
732.213.7397
Maxwell.Barna@gmail.com www.maxwelldbarna.com
Summary A former investigative journalist turned editorial director and growth marketer, I bring 15+ years of experience helping brands and publishers shape perceptions and connect meaningfully with real live people. Passionate about the intersections of content and consumer behavior, I specialize in creating winning omni-channel content strategies that drive engagement, as well as building and leading teams to create compelling narratives that inspire action.
Skills
Data-Driven Decision Making
Trend Forecasting & Keyword Strategy
Audience Segmentation
Brand Storytelling SEO & Content Optimization
Cross-Functional Collaboration
Omni-Channel Strategy
Content Lifecycle Management Organic Growth Marketing
Creative & Art Direction Performance Marketing Analytics
Budget Allocation & Hiring
Google Analytics | SEMRush | Ahrefs | Clearscope | Frase | Moz | Monday | Asana | Contentful | Looker | Figma | Airtable | BuzzSumo | Hootsuite | Grammarly | Canva | ChatGPT | Jasper AI | SurfeSEO | Jira |
Experience Self / Content Innovation Strategist
JANUARY 2014 - PRESENT, PHILADELPHIA, PA
Create and implement comprehensive content strategies for global brands and publishers in healthcare, lifestyle, travel, automotive, moto, technology, and luxury spaces
● Created branded content strategies that helped global brands like Leica, BF Goodrich, Toyota, Harley-Davidson, Remy Martin, and Jameson Irish Whiskey expand their reach beyond traditional owned media and branded platforms
● Wrote high-performing SEO-driven articles and blogs for B2C/B2B brands and publishers like GQ, Men's Journal, WebMD and Henry Meds, with dozens ranking in top Google search results for highly competitive keywords.
● Built and led a 10-person freelance content team to launch a "Food & Drink" vertical for Cool Material, increasing website traffic by 150% within the first six months
● Developed cross-platform editorial and marketing strategies for publishers like Cool Material and High Snobiety.
● Crafted high-impact campaign assets for iconic automotive and lifestyle brands like Volvo, Danner Boots, and Sailor Jerry, resulting in double-digit ROI results for targeted campaigns.
● Build and nurture long-term relationships with clients, delivering solutions that meet business objectives and enhance brand visibility
Notable Collaborations:
Publishers: VICE, NPR, GQ, Maxim, Thrillist, Playboy, Men's Journal, High Snobiety, Cool Material, HypeBeast, Cool Hunting, Gear Patrol, Easyriders Magazine, Wrench Magazine, and others.
Brands: Henry Meds, Web MD, Leica Camera, Lexus, Volvo, Toyota, Remy Martin, Powers Irish
Education
Whiskey, Jameson Irish Whiskey, Slane Irish Whiskey, Milagro Tequila, Jose Cuervo Tequila, Buffalo Trace, Sailor Jerry Spiced Rum, Danner Boots, Harley-Davidson, Eagle Rider, BFGoodrich, Buck Knives, Booking com, and others
Choppers Magazine / Managing Editor
JULY 2021 - PRESENT, LOS ANGELES, CA
Managing Editor for Choppers Magazine, the iconic print publication celebrating the culture and craftsmanship of custom motorcycles Global distribution, 35,000-50,000 Readers per issue, 100k+ followers across Instagram, TikTok, and Facebook.
● Lead content strategy with Editor In Chief, driving a 27% subscription increase and launching a digital subscription model to diversify revenue.
● Oversee editorial calendar, manage freelance talent, and produce high-impact interviews and features.
● Standardized editorial guidelines across print and digital platforms, increasing publishing output from quarterly to bimonthly (20% increase)
● Collaborate on issue conceptualization and pagination to ensure cohesive storytelling
Leafwell, Inc. / Head of Content
JULY 2024 - OCTOBER 2024, MIAMI, FL
Head of Content for Leafwell, a brand on a mission to revolutionize access to cannabis and empower everyone’s wellness journey
● Developed and executed a comprehensive content strategy across digital branded and non-branded channels, ensuring alignment with Leafwell’s brand vision and regulatory standards.
● Led cross-functional program enhancements with Partnerships, Digital Marketing, Leadership, and Product teams to align content strategies with business objectives.
● Drove audience engagement and organic growth through blog content creation and management, while monitoring and optimizing content strategy performance to achieve key KPIs
Hims & Hers Health, Inc. / Sr. Mgr., Marketing and Organic Growth Content
AUGUST 2017 - JULY 2024, SAN FRANCISCO, CA
Spearheaded the launch of Hims and Hers brands with high-impact, full-funnel content, driving strategy that transformed a scrappy health-tech startup into a publicly traded industry leader
● Managed hiring and budgeting, overseeing a $800K+ annual budget and building a team of freelance and full-time blog writers, editors, and medical reviewers
● Developed and executed end-to-end content strategies across branded and non-branded platforms, collaborating with Growth Marketing, SEO, Product, and other internal teams
● Defined and maintained brand voice, tone, and style guidelines, creating editorial and medical review standards to ensure accuracy and alignment with company goals.
● Increased traffic by 60% YoY and boosted blog conversion rates by 10%+ cumulatively by leading content creation and optimization efforts, driving a 60% YoY traffic increase .
● Scaled content production to 160+ posts per month, growing the branded content library to over 3,000 blogs optimized for competitive telehealth SEO
Rutgers
University /
BA, Journalism
and Media Studies
SEPTEMBER 2010 - MAY 2012, NEW BRUNSWICK, NJ
Summa Cum Laude, 3.98 GPA
Middlesex County College / AA, Liberal Arts English
SEPTEMBER 2008 - MAY 2010, EDISON, NJ
Summa Cum Laude, 3.975 GPA