Hannah Lincoln

Led end-to-end marketing strategies to drive readership growth, engagement, and lifecycle performance for key IP across the Wattpad ecosystem, partnering with cross-functional teams and external stakeholders to maximize content visibility and long-term value.

Demand Generation for Key Content

• Drove readership growth and engagement by ensuring the right audience was matched with the right stories at the right time, increasing overall time spent on platform and story completion rates.
• Designed and executed multichannel promotional strategies across in-platform surfaces, social media, influencer partnerships, and push/email notifications to maximize discoverability of key IP.
• Increased engagement and readership for priority stories by implementing reading challenges and targeted campaign activations that encouraged sustained consumption.
• Optimized audience targeting and content positioning to improve story performance across core titles and franchise IP.

Story Lifecycle Marketing (Launch to scale to adaptation)

• Supported the full lifecycle marketing strategy for the EN portfolio, from pre-launch positioning through sustained growth and eventual adaptation into other formats.
• Partnered with internal and external stakeholders to successfully launch and scale 300+ stories, ensuring strong positioning, audience targeting, and conversion strategies from day one.
• Managed and grew a portfolio of over 1,200 IPs, driving sustained visibility and readership through data-informed promotional strategies across lifecycle stages (launch, maturity, and franchise expansion).
• Supported high-profile adaptations, including The QB franchise with Tubi, helping extend IP reach beyond platform readership into broader entertainment ecosystems.
• Collaborated on Webtoon-to-Wattpad adaptation initiatives, ensuring seamless audience transition and engagement continuity across formats.

Ecosystem enablement

• Acted as the key connector between Marketing and Creators to bring stories to life, strengthen creator relationships, and align storytelling with audience and business objectives.
• Built and maintained strong relationships with creators to support content positioning, campaign readiness, and long-term IP growth.
• Translated creator vision into actionable marketing strategies, ensuring alignment between storytelling, audience insights, and promotional execution.
• Helped strengthen creator engagement and collaboration across campaigns, contributing to a more integrated creator ecosystem.

Tools & Platforms
Worked across a variety of tools to execute and optimize campaigns and performance tracking:

• Campaign & project management: Asana
• Data & performance tracking: Looker
• Workflow & content operations: Airtable
• Creative execution: Adobe Creative Suite
• Lifecycle marketing: triggered and automated push and in-app notifications based on user behavior and interests

• Executed marketing campaigns across multiple channels to drive readership growth, engagement, and lifecycle performance for key IP.
• Analyzed performance metrics, providing insights to optimize ongoing marketing initiatives and improve engagement.
• Led creative direction and development of marketing assets for a portfolio of 150+ IPs.
• Collaborated with cross-functional teams to establish successful execution of launches and campaigns.

• Built and maintained strong relationships with creators to support content positioning, campaign readiness, and long-term IP growth.
• Worked with legal team to finalize creator contracts for 100+ key IPs into the Creator Program.
• Utilized Ironclad, Salesforce, and Google Sheets to onboard selected creators.
• Streamlined operational workflows to enhance team efficiency and productivity.
• Coordinated cross-functional communication between stakeholders to ensure project alignment.

Led brand development, marketing strategy, customer experience, and product design from concept to sale.

Brand Development & Creative Direction

• Established and evolved a distinct brand identity that fostered customer loyalty and differentiated the business within a competitive marketplace.
• Developed and maintained cohesive visual branding across products, packaging, digital storefronts, and marketing materials.
• Designed creative assets aligned with brand positioning.
• Led creative direction for new product launches, seasonal collections, and promotional campaigns.

Marketing & Audience Growth

• Built brand awareness and customer engagement through strategic content creation, digital marketing, and community-focused outreach.
• Developed and executed social media strategies to increase visibility, strengthen audience relationships, and drive product discovery.
• Created marketing content across multiple channels, including social media, and promotional materials.
• Leveraged audience insights and marketplace trends to inform content, product development, and campaign planning.

Business Operations & Customer Experience

• Coordinated day-to-day business operations while delivering a high-quality customer experience that supported repeat business and long-term growth.
• Oversaw customer communications, order fulfillment, and issue resolution.
• Managed product listings, merchandising, and online storefront optimization to improve discoverability and conversion.

Tools & Platforms

• Graphic Design: Adobe Creative Suite, Procreate
• Social Media Management: Instagram, Facebook, Pinterest, TikTok
• Marketing & Content Creation: Email marketing, content planning, copywriting
• Business Operations: Customer service, order management, inventory tracking