Mai J. Dinh

Sept 2022 - present. I volunteer as co-editor of the Friday Folder, an e-newsletter that is sent to 600+ parents and guardians subscribers. I correspond with PTC presidents and board members, school administrators and community contacts to ensure we provide up-to-date and helpful information to the West school community.

Nov 2013 - March 2014. Before the release of Janet Mock's memoir Redefining Realness, I worked with Mock and social media strategist Chris Tuttle to create a marketing campaign that was distributed on the author's Twitter, Facebook, Instagram, Tumblr, Google+ and official website JanetMock.com. I acted as Art Director critiquing all work submitted by volunteer graphic designers and also created graphics such as events calendar, review quotations and homepage headers. Mock's fans shared the images on their own social feeds boosting the visibility of the book and trans issues. Redefining Realness debuted on the New York Times Best Seller list at #19.

Launched April 2013. For the annual Most Beautiful issue, I produced shareable and unique content for PEOPLE. I coordinated the magazine photo department, digital video department, digital and print editorial staffs, digital design team and tablet production team. The cinemagraphs were shared on Tumblr, posted on across platforms on desktop/tablet, mobile and in the magazine tablet edition. Walking Dead's Danai Gurira, Fast and Furious 6's Elsa Pataky, Grammy winner Sheryl Crow

Updated March 2013. Original launch in March 2012. As part of PEOPLE's Most Beautiful franchise, the brand offered readers a chance to be featured in the magazine and on PEOPLE.com's Real Beauty photo wall. For the 2013 update, I added better email feedback loops to entrants, updated UX for upload process and added new animations on the photo wall. We surpassed the number of entries and votes from the original version, which produced more than 4MM "hearts", 214K votes, 17K submissions and 13K social interactions (Facebook, Twitter, Google+).

Launched March 2013. In an effort to grow Pinterest followers and Most Beautiful awareness with new audiences, PEOPLE partnered with Minted in a Most Beautiful Quotes design challenge. Minted designers created artwork that was judged by potter/artist Jonathan Adler and others. Winning artwork was sold on Minted, displayed on PEOPLE and PEOPLE's board on Pinterest generating 61.9K followers.

Launched Jan. 2013. The PEOPLE product, design and development teams built a real-time, second screen experience optimized for desktop, tablet and mobile. We were able to increase engagement, inbound social traffic and reduce bounce rate during the live event and day-after. Over the four shows, I learned from user behavior and altered templates and UX to improve over the course of season. We generated millions in revenue and featured diverse editorial coverage including live tweets, streaming video, real-time polls, photos and ballots.

Launched Nov. 2012. PEOPLE's desktop homepage reaches millions of users each day. I preserved the most trafficked elements on the page (StarTracks and Latest News) for loyal users but revamped feature touts to highlight frequency of updates. I increased engagement with in-page actions for readers such as direct social sharing and polls. I also dedicated an area to reader-curated and celeb-created content to emphasize our community.

Launched Nov. 2012. The Reader React page is the equivalent of a site-wide mood ring. It's an easy way to browse and vote on the stories with emotional resonance on PEOPLE.com right now. It is promoted on the homepage, the news main page and articles.

Launched July 2012. Millions of readers enter PEOPLE through article pages via social, search and partner sites. I gave these "light users" easy interaction points to share or vote, and provided recirculation modules that facilitate easy movement throughout the site. I also enhanced photo experience by adding enlarge and in-article photo galleries.

Launched April 2012. I created a home for year-round red carpet coverage. Readers can see a 360 degree view of a dress or hairstyle, vote for their favorite looks and stay up-to-date on the latest trends.

Launched February 2012. I enhanced PEOPLE.com's co-viewing experience by integrating Facebook login. Players were able to compare their scores with their friends and see who was playing too. The game was touch-optimized for iPad and Android tablets in both orientations. It featured warm-up questions, a countdown clock before the show and Facebook friend leaderboard after every round.

Launched November 2011. Sexiest Man Alive is one of PEOPLE's tent pole franchises, and I was part of a cross-department team that created the "Sexy is the NEW Funny" campaign. We posted exclusive videos from TV's funniest guys including Emmy-award winner Ty Burrell of Modern Family and Community star Joel McHale. A fan re-posted McHale's video on YouTube, which generated more than 500K views.

Launched October 2011. PEOPLE.com redesigned its juicy, action-packed celebrity sightings section, Caught in the Act. I wanted the new section to highlight PEOPLE’s first-class, insider reporting and feature easy ways for readers to socially share content on Facebook and foursquare. Readers can view latest sightings by most recently published or look at sightings by their favorite celebrity, hot spot, city or activity.

Launched September 2011. I managed the vendor that built both an easy upload process for readers and intuitive approval CMS for editors. "Make Me a Star" gave PEOPLE fans a way to create their own novelty magazine cover by either uploading a photo or pulling it in from Facebook. Readers generated thousands of covers, views and votes in the social-enabled site special. It was updated in May 2012 for Most Beautiful.

Launched February 2011. Named Best Online Game in Best of the Web. We built PEOPLE.com's first-ever, tablet-optimized, companion screen experience to coincide with the annual Academy Awards broadcast. The "Red Carpet Trivia LIVE" game allowed viewers to test their Hollywood knowledge during the telecast with real-time trivia questions from PEOPLE's Oscar experts.

Launched April 2011. The Royal Wedding package generated 165 million PVs the day of the wedding, breaking the existing record by 30 million PVs. I oversaw the creative and tech teams that built the "A to Z Guide" and Google Map of London. We offered interesting facts about the wedding of the century in a visual and interactive way.

Launched May 2011. I led the data migration and redesign of PeoplePets.com into a Pets vertical on PEOPLE.com. The goal of the project was to increase traffic and page views, an in June 2011, the new Pets channel experienced a 357% increase in unique visitors and a 211% increase in pageviews.

Launched July 2008. I was responsible for the creative and logistical efforts to add a casual games channel to PEOPLE.com. I selected an outside vendor to build a custom CMS and five Flash-based games. The section increased time spent on the site and offered new video ad inventory. Celebrity Concentration and Love Links have since been converted into mobile-ready games that can be played on smartphones.

Launched April 2007. I managed off-shore resources in India, wrote a taxonomy to organize the hundreds of covers and thousands of articles by topic and celebrity, and hired a team of 8 freelancers to tag and input content into our CMS. For our 35th Anniversary, I created a section highlighting our biggest stories with a UGC-element powered by ThisMoment. "This Week in PEOPLE History" appears in the magazine tablet app and is the most popular feature in the edition.

Launched February 2007. I hired a team of 25 writers and photos editors, and in six months we launched 100 celebrity database profiles on PEOPLE.com. The content-rich, SEO-friendly pages appeared on the first page of Google search result. Over the years, we updated the profiles to include video, Twitter updates, a Top 25 Celeb Hot List, and a "Who's Next?" reader's choice poll that secured Toyota as a first-time advertiser in a multi-million dollar campaign.