Lance Williams

I've led digital content and audience growth at Instinct Science's Clinician's Brief, directing website strategy, SEO, newsletters, social, multimedia, analytics, and digital experience for veterinary clinicians. I led the migration of 7,000+ peer-reviewed articles to Contentful, helping drive 95% growth in audience loyalty and engagement within 12 months.

I own audience and distribution strategy across a daily newsletter reaching about 70,000 subscribers and eight specialized monthly newsletters. I lead a 5–7 person team, manage a roughly $500K operating budget, and use analytics, testing, search, and AI-enabled workflows to improve engagement, growth, and revenue.

Previously, I built Waller Lansden Dortch & Davis's first enterprise content and thought-leadership strategy, connecting attorney expertise with web, SEO, PR, social, email, podcasts, video, and lead generation. At Gannett and The Tennessean, I helped establish audience-development practices, led statewide digital operations, and grew online business readership 794% in approximately 18 months.

My career began in business journalism and newsroom leadership at American City Business Journals, where I led editorial teams in Austin and Nashville and created audience products that scaled nationally. I bring editorial judgment, audience intelligence, technology, and business strategy together to build stronger digital operations.