Profile Image Karl Smith

Karl Smith

Putting the right story in front of the right audience at the right time in the right place.

An experienced executive who crafts a vision, then creates and develops teams to support strategies that combine content (in all its forms) and revenue to achieve business objectives.

Click here to download a PDF version of my resume

Building brands and surpassing business goals through building and developing teams that create and distribute content to drive dramatic results.

Recent experience

Virtua Health

Director of Content Marketing
2019 – Current

Virtua Health is the largest healthcare provider in South Jersey.

My role: Develop and execute content plan to support marketing campaigns, elevate and expand brand awareness, and support organizational objectives.

Highlights include:
  • Development, implementation, and promotion of the “Here for Good” podcast featuring CEO Dennis Pullin.
  • Content process in support of launching Virtua’s first CRM platform and campaigns.
  • Expansion of video production as part of overall content operation.


Produce Marketing Association

Senior Vice President
Member Value
2013 – 2018

PMA represents nearly 3,000 organizations worldwide and is the largest global trade association representing the entire supply chain for the fresh produce and floral industries.

My role: Developed strategic plan and executed annual operating plans which included responsibilities for marketing, public relations, digital content, social media, events, education and research & development.

Highlights include:
  • Implementation of content process and website best practices resulting in 400% increase in content consumption.
  • Development of content-based revenue streams, projected to generate $250,000 by 2020.
  • More than 300% increases in social media audience and engagement across Twitter, Facebook, LinkedIn and Instagram. Implementation of conversion strategy resulting in first social media sale.
  • Implementation of email automation allowing for deep market segmentation. Key email metrics far exceeded industry standards, including open rates (approximately 30%) and click-through rates (approximately 20%).
  • Increase in earned media placements and media partners, including implementation of blogger influencer plan that increase social media engagement at signature event to more than 60 million impressions in 2017.

Independence Media

Editorial Director
2012 – 2013

Region’s Business was a start-up media company that produced a weekly news magazine and 24/7 website, launched initially in Philadelphia.

My role:
  • Responsible for developing product, infrastructure and logistics, as well as recruiting, hiring and managing editorial staff and freelancers and directing all editorial and social media content.


Regional Editor
2010 – 2012 is a network of local-focused U.S. websites that grew to more than 1,000.

My role: Directed all multimedia editorial content and managed a diverse full- and part-time staff for 10 hyper-local Web sites throughout Bucks and Montgomery counties.

Highlights include:
  • Web sites were among company’s top 10% leaders in traffic and engagement.

Calkins Media

Interactive Media Director,
General Manager
2001 – 2010 was a regional news and information portal driving Calkins Media’s digital strategy in the Philadelphia suburbs.

My role: Developed all interactive media strategies and supporting operational tactics. Responsible for all aspects of the day- to-day operations of the interactive division. Partnered with cross-functional, cross-property teams to achieve corporate strategic goals for audience, market and revenue growth.

  • Developed and implemented SEO strategies, forged content partnerships and engineered the groundbreaking use of social media to expand unique monthly visitor base from 100,000 to 800,000 and generate increase in number of monthly page views, from 1M to 14M.
  • Led geographically diverse interactive, sales and sales support teams as well as IT, design, content and marketing teams to engineer dramatic turnaround in profitability from a loss of $500K to annual profit of $4-6M boosting annual revenues to $16M.

Bucks County
Courier Times

Managing Editor
1998 – 2001

The Courier Times is an award-winning daily newspaper serving Lower Bucks County.

My role: Direct evening newsroom operations, including managing copy desk personnel, ensuring on-time production. Write and edit stories and headlines, design, paginate and proof pages. Serve as secondary editorial page editor, researching and writing editorials.

  • Led transition to full pagination, including structural and visual product redesign.
  • Improved deadline efficiency from less than 80% to more than 95%.
Digital and revenue development consultancies
  • Mindset Digital: For this early-stage start-up on the brink of a large growth phase, manage current projects and create systems and protocols for upcoming projects as well as developing staff expansion plan.
  • Youth Orchestra of Bucks County: Generated revenue through program advertising sales, sponsorships, fund raising and grants. Highlights include 25% increase in program advertisers, 40% increase in program revenue, 25% increase in sponsorship revenue, 20% increase in fundraising revenue. This non-profit consists of 11 musical ensembles and serves 300 students.
Additional newspaper leadership positions
  • The Asbury Park (NJ) Press
  • The Mercury (Pottstown, Pa.)
  • The York (Pa.) Daily Record
  • The Lexington (Ky.) Herald-Leader
  • The Medina County Gazette
Additional newspaper leadership positions
  • The Asbury Park (NJ) Press
  • The Mercury (Pottstown, Pa.)
  • The York (Pa.) Daily Record
  • The Lexington (Ky.) Herald-Leader
  • The Medina County Gazette
Editorial Consultancies
  • The Times News (Lehighton, Pa.)
  • Pencor Publications (Palmerton, Pa.)
  • The York (Pa.) Daily Record
  • Pennsylvania Newspaper Association
  • Bucks County Courier Times
Guest lecturer, instructor, featured speaker
  • Penn State University
  • Rutgers University
  • Monmouth University (adjunct instructor, 12 years)
  • Holy Family University
  • United States Air Force
  • Pennsylvania Newspaper Association
  • New Jersey Press Association
  • Pennsylvania Associated Press Managing Editors
  • Dale Carnegie Leadership Training
%d bloggers like this: