Carolyn Kylstra
About
Carolyn Kylstra is from New York, New York, United States. Carolyn works in the following industries: "Internet". Carolyn is currently Head of Special Projects and Digital Platforms, Editorial at Google. In Carolyn's previous role as a Editor-in-Chief at SELF Magazine, Carolyn worked in until Apr 2021. Prior to joining SELF Magazine, Carolyn was a Executive Digital Director at SELF Magazine and held the position of Executive Digital Director. Prior to that, Carolyn was a Health Editor at BuzzFeed from Oct 2014 to Aug 2015. Carolyn started working as Site Director at Women's Health in Sep 2012. From Feb 2011 to Sep 2012, Carolyn was Senior Editor at Cosmopolitan. Prior to that, Carolyn was a Associate Editor at Men’s Health from Mar 2010 to Feb 2011. Carolyn started working as Assistant Editor at Men’s Health in Jun 2009.
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Carolyn Kylstra's current jobs
Carolyn Kylstra's past jobs
As Editor-in-Chief, I led Condé Nast's 42-year-old health and wellness media brand. I managed the editorial direction, audience development, and content strategy across digital, video, social, mobile, print, audio, experiential, branded content, and emerging platforms. I also functioned as a brand general manager, overseeing the brand's business development, including strategic partnerships, digital product development, and e-commerce and affiliate revenue strategy. Finally, I worked cross-functionally with my partners in advertising sales, marketing, licensing, and creative brand studios to monetize the brand through all possible channels. In 2017, I led the transformation of the historically print-rooted brand into a thriving digitally led organization, resulting in SELF's highest traffic, engagement, and video views in brand history, and reaching profitability ahead of schedule. In my first year as Editor-in-Chief, I launched SELF as the first health publication on Snapchat Discover, where the brand quickly amassed a large, dedicated following of over 9 million visitors per month. During my time as EIC, SELF was nominated for ninE National Magazine Awards, with a win in 2018 for social media. Also during that time, SELF won an Adweek Hot List recognition for Hottest in Wellness/Fitness, an Ad Age A-List award, two MM&M Awards for Best Consumer Health Brand, and a Webby People’s Voice Award for best health website. I was honored as Digital Editor of the Year by the Folio: Digital Awards, 2018 Changemaker by Digiday, and a 2020 Elite Digital Crusader by PM360.
As the Executive Digital Director at SELF, I oversaw digital strategy for the brand, managing a team of 20+ people and working cross-functionally with key stakeholders across various brand and corporate departments, including product, design, ad sales, consumer marketing, creative studios, analytics/audience development, and video. After one year, organic traffic grew 131%, offsite video views grew 210%, original content production increased 132%, and we broke our own site traffic records on four separate occasions. We also redesigned and re-platformed the website.
Launched and edited BuzzFeed Health, a vertical within BuzzFeed Life. Hired and managed a team of 5.
Between September 2012 and October 2014, monthly site traffic tripled; monthly video views increased 190%; and the social media audience grew 220%. During this time, I managed the digital team of 13, and handled the department budget. I was responsible for all editorial for Women's Health digital, including website content, social, video, and newsletters. And I collaborated regularly with ad sales and marketing teams on new product development for monetization.
Pitched, wrote, and edited lifestyle, wellness, entertainment, and relationships-themed content for the brand, working across a variety of media including the magazine, books, website, social media, and video.