Lance Williams

Experience

• 

  Centre Daily Times

  Jan 1997 - Jan 1997

  Reporter

  Reported on local government and municipalities in Central Pennsylvania region.

• 

  St. Louis Post-Dispatch

  Jan 1997 - Jan 1999

  Reporter

  Developed story ideas related to criminal justices issues in St. Louis city and St. Louis County.

• 

  Lexington Herald-Leader

  Jan 1999 - Jan 2002

  Reporter

  Directed reporting coverage for two of newspaper's regional bureaus. Responsible for developing stories ideas, and developing connections with community leaders and other figures through Eastern Kentucky.

• 

  Cincinnati Business Courier

  Jan 2002 - Jan 2004

  Reporter/Editor

  Developed content for weekly special report section, along with several annual special sections. Launched CBC's Structures quarterly publication. Served as paper's technology and manufacturing reporter.

• 

  Austin Business Journal

  Jun 2004 - May 2008

  Spearheaded redesign of newspaper and developed a reader-focused culture to create the fastest-growing period in newspaper's history. Won ACBJ's highest honor — the Eagle award — for work as paper's managing editor.

  • Editor

    May 2006 - May 2008

  • Managing Editor

    Jun 2004 - May 2006
• 

  Nashville Business Journal

  May 2008 - Nov 2012

  Editor

  Recruited and trained a team of award-winning journalists to develop compelling content for a weekly print publication and a Web site designed around breaking business news. Named one of the country’s best business weeklies in 2010 and 2012.

• 

  The Tennessean

  Nov 2012 - Nov 2015

  Supports business strategy by continuously interpreting digital analytics, using a variety of tools, including comScore, Omniture, Chartbeat, Spredfast, SimpleReach and Google Analytics. Coaches content creators on coverage plans, based on analytics research. Revamped business content and spearheaded a complete restructuring of the print experience. Created a digital-first culture, and launched multiple products and features that boosted reader engagement. Grew business traffic 687 percent in less than 18 months.

  • Audience Analyst

    Oct 2014 - Nov 2015

  • Business Editor

    Nov 2012 - Oct 2014
• 

  Gannett | USA TODAY NETWORK

  Nov 2015 - Nov 2017

  Led a team of digital content experts focused on leading digital innovation and growth for one of nation’s largest media companies, focus on data analysis, content strategy and audience growth. Led digital news operations for Gannett across all properties in Tennessee. In 2016, The Tennessean in Nashville had the largest digital audience growth and video growth among all local properties across Gannett. The Tennessean also garnered the No. 1 market share in digital audience among local news organizations, according to ComScore.

  • Manager, Content Strategy

    May 2017 - Nov 2017

  • Consumer Experience Director, Tennessee

    Nov 2015 - May 2017
• 

  Waller Lansden Dortch and Davis LLP

  Jan 2018 - Mar 2022

  Content Strategist

  Developed content strategy for a corporate law firm with a focus on healthcare and financial services. Created and executed content strategy plan aligned with key marketing objectives. Directed social media marketing plans and developed strategy for improving SEO strategy and execution.

• 

  Instinct Science

  Mar 2022 - now

  Director, Digital Content & Audience Growth