INMA 30 Under 30: Sarah Cavender of Cox First Media

By Paula Felps

INMA

Nashville, Tennessee, United States

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In October 2022, INMA awarded 30 young professionals around the world with its third “30 Under 30” award as part of its Young Professionals Initiative. This is the 19th in a series of 30 features about the impressive rising media stars who are shaping our industry.

As social product manager, Sarah Cavender is focused on subscription acquisition, social media strategies to engage new subscribers, and developing creative digital content ideas.
As social product manager, Sarah Cavender is focused on subscription acquisition, social media strategies to engage new subscribers, and developing creative digital content ideas.

Sarah has packed a lot of experience into her six years in the news business, which began while she was still in college at Wright State University in Ohio. As news writer and editor-in-chief, she led student coverage of breaking news such as a mass shooting in Dayton’s entertainment district and the deadly 2019 Memorial Day tornadoes.

Her leadership in the newsroom earned her numerous awards and also helped her land an internship at Cox Media, which led to a full-time role as a digital audience specialist. Today, as social product manager, she is focused on subscription acquisition, social media strategies to engage new subscribers, and developing creative digital content ideas. 

Sarah’s use of research and data to inform her strategy has driven consistent results and helped her determine which types of content best resonate with the audience. Her experiments have yielded a 5.5% YOY growth on Dayton.com’s Instagram account and a 5% jump on the Dayton Daily News Web site.

Her expertise and innovative thinking have also led her to become the newsroom’s social media training leader, and Sarah excels at teaching reporters how to connect with readers on social media and best practices for different social media platforms.

About Paula Felps

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