Editorial Strategy & Change

Editorial change
is hard. I help
you make it work.

Whether you’re rethinking your strategy, growing your team, or trying to get everyone aligned, I help you move from “we should” to “we already do.”

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Chelsea Stark

Journalism survives by building real relationships with communities. Not as a strategy, but as a purpose. I’ve spent my career at organizations that believed this — including Polygon, whose audience doesn’t just consume the work, they champion it. I’ve seen what makes that relationship possible: loyal audiences who show up and sustain the work. That’s what I want to help you build. I’ve also spent that career making smart tradeoffs, and I know how much is possible with a focused, resourceful team.

What I can do for you

Change Management

Turn strategy into action — and make it stick.

  • Align your team around what’s changing and why
  • Translate strategy into clear, workable processes
  • Support rollout so changes don’t stall or fade

Example

At Polygon, I led multiple rounds of significant change over several years. I integrated a commerce vertical into the editorial operation, then later directed the editorial side of a full product relaunch: CMS migration, new page types, front page redesign, and team training. Through all of it, I was managing a team of 15 while often responsible for shaping messaging and direction for a staff of 30+. The harder work was always the same: helping people understand their situation, adjust their workflows, and keep producing at a high level while the ground shifted. The changes stuck because we treated process adoption as part of the work, not an afterthought.

Audience Strategy

Understand what your audience values and build for it.

  • Identify what’s driving engagement (and what isn’t)
  • Surface missed opportunities for growth or revenue
  • Connect audience behavior to clear strategic decisions

Example

At Polygon, one of the central tensions was balancing high search traffic with a loyal, direct audience — two very different readers with different needs. I partnered with analytics leadership to build a KPI framework that held both, rather than optimizing for one at the expense of the other. That meant rethinking secondary metrics like time spent, not just pageviews. The result: a content strategy that scaled Guides to 20 million monthly readers without abandoning the passionate core audience that made Polygon worth reading.

Editorial Strategy

Focus your time and resources where they matter most.

  • Clarify priorities across teams and content types
  • Identify what to scale, change, or stop
  • Build a plan your team can realistically execute

Example

Polygon’s guides section had a loyal, passionate readership, but our editorial process wasn’t accounting for how most of them actually arrived: through search. I had to first make the case that our existing approach wasn’t sustainable, which meant proving it with data: we were investing significant writer time in games without validated search demand, and our article structures didn’t always reflect how readers actually navigated the content. Once the case was made, the work was building a new approach that brought in SEO research and training without flattening what made our guides worth reading. The readers who typed “Zelda shrine locations polygon” into Google were looking for the same thing as our direct audience — they had different entry points, but the same underlying need: clear, trustworthy answers from people who actually knew the game. We just had to make it easier for them to find us.

Growing Your Team

Hire intentionally — and set new people up to succeed.

  • Define the role clearly before you start looking
  • Design an interview process that uncovers the right fit
  • Build onboarding that won’t throw new hires in the deep end

Example

At Polygon, I overhauled hiring and onboarding from the ground up: managing job listings, interview processes, and recruiter coordination while coaching hiring managers to make better decisions. I also built onboarding structures that helped new hires understand not just their role, but how the team worked and what success looked like. For a growing editorial operation, getting hiring right isn’t just an HR function — it shapes your culture, your capacity, and your ability to execute on everything else.

Leadership Coaching

Make better decisions in complex, high-pressure roles.

  • Work through challenges with structure and clarity
  • Strengthen communication and decision-making
  • Navigate growth, change, and team dynamics

Example

I’ve managed managers, coached editors through their first direct reports, and taught graduate journalism students navigating what modern newsroom careers actually look like. I know the transition from contributor to person-who-runs-the-thing well — it’s a different set of skills, and most people are thrown into it without much support. If you’re good at the work and figuring out the leadership part, that’s exactly where I can help.

You might be a good fit if…

  • You’re ready to grow your small-but-mighty team, but anxious about making the right hire
  • You want to be a better manager — someone who gives real feedback and delegates with confidence
  • You need to make a change, but you’re not sure how to bring your team along
  • You want to build an audience strategy that works with the team and resources you actually have
Let’s talk →

I spent nearly a decade at Polygon leading editorial strategy and operations.

  • Scaled a major content vertical to ~20M monthly readers
  • Led a product and editorial relaunch, including new formats and workflows
  • Built systems for planning, measurement, and team alignment
  • Managed a 15-person cross-functional team across editorial, analytics, and operations

I’ve worked at the intersection of editorial, product, and analytics — translating between teams and helping organizations make better decisions. I learned to make every resource count — and to build strategies that work without assuming you have everything you need.

How can I help you?

hello@chelseastark.com →
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