As we wrap up the year, I want to reflect on some lessons learned and preview a few changes coming to SDxCentral in 2019.
When 2018 started, we took a hard look at what was valued by our audience and realized we had overextended ourselves in some areas and underinvested in others.
As part of this process, we learned a lot about the market and ourselves. We surveyed our audience and the message was clear — SDxCentral is most valued for its independent, credible, and authentic industry news and educational content. We also learned that our user experience, product offerings, software platform, and internal processes were complicated and confusing. As a result, we developed a plan to refocus the company and streamline our operations. We have been heads down executing this plan ever since.
This refocus involves a number of changes, including exiting the industry research business, removing contributed content, and streamlining our event partnerships. These changes allow us to invest resources in news and educational content. We’ve also started simplifying the on-site user experience, beginning with making it easier for readers to find related content — more on this is coming in the near future. In addition, we consolidated our operations at two locations: Denver, Colorado, U.S. and Pune, India.
Change always has a human element. In some cases, people have career or life goals that take them away from the company. In other cases, people are invigorated by the renewed focus and ready to step up. Like all organizations, we experienced both (we’ve previously announced the former) and today, I’m excited to talk about the latter and announce our organizational structure and leadership team.
Our organizational structure aligns with our overall content strategy across the company, while separating content development responsibilities to preserve the independence of our newsroom. As such, we’ve split the editor-in-chief role in two:
- The Executive Editor leads the editorial team to generate independent articles and analysis on the news and events that shape our industry
- The Content Director uses our data and analytics to guide our overall content direction and produces educational and sponsored content
Linda Hardesty has been promoted to Executive Editor, overseeing news coverage and setting editorial strategy. Linda started with SDxCentral as a Senior Editor and has managed the SDxCentral newsroom for three years as Managing Editor. She’s been a trade journalist since the mid-1990s, alternately writing about telecommunications and energy. Prior to SDxCentral, she was editor of Energy Manager Today. Previously, she wrote for Cable World magazine and Communications Technology, covering cable and broadband networks.
Katherine Tibedo has been promoted to Content Director and will lead content product management, creating a strategy that runs across educational and sponsored content. In addition to overseeing educational content production, she will manage user experience design across the site to create a more cohesive experience. Prior to SDxCentral, Katherine worked as a product marketing manager supporting the NFV and SDN product lines for a major technology vendor. She started at SDxCentral as our Corporate Marketing Manager.
Filling out the rest of the leadership team are:
- Vice President of Operations Kyle Welch whose responsibilities include sales and client fulfillment
- Product and Operations Director Erin Dunne who manages software development
- Site and SEO Manager Natalie Boyd who is responsible for Web Operations, SEO, and QA
Happy Holidays and may 2019 be filled with peace and prosperity for you and your loved ones.