Amelia Rina

I’m an editor, writer, and content strategist.

I’ve spent the last 10+ years making complex information feel human and worth caring about. I build mission-driven brands from the ground up, defining voice, owning platform operations, and growing audiences through paid and organic social, web, print, video, and newsletter. I lead campaign strategy from the brief through the channel mix, then get hands-on to make sure execution matches the idea. I’m equally at home in the data as in the copy.

I’ve partnered with international brands like Subaru, adidas, and Formula E, as well as local retail, travel, and events businesses.

In 2020, I founded Variable West, a nonprofit online magazine that highlights new and underrepresented voices in West Coast art, and trained four emerging editors of color. I’m committed to equity in both my editorial practice and the communities I serve.

By the numbers: 100%+ national engagement benchmarks exceeded · 52M+ audience reached · 4 editors of color mentored through career pipeline

What you’ll find below:

Content Marketing

I led a team of two Digital Media Managers in the production of all web, social, video, and print sponsor content for Oregonian Media Group’s two brands: The Oregonian/OregonLive.com and Here is Oregon. We provided traditional sponsor content as well as innovative content marketing solutions to nonprofit, B2B, and B2C clients. Our team regularly exceeded national engagement benchmarks by 100% or more, measured against an audience of 52M+. Our paid social media campaigns averaged 20k+ impressions and 200 clicks in a two-week boost.

Read the sample article.

Brand Strategy

Subaru: designing for speed without sacrificing impact

I designed a content format built to scale: a repeatable structure that let a six-part video series run on a fast production timeline without compromising Subaru’s brand goals. Read more in Brand Partnerships.

Watch an example featuring Kindness Farm in Portland, OR.

Three cell phone graphics with screenshots of a video highlighting green living tips and a local farm.

Variable West: building a brand that created community while connecting with funders

I developed a pitch deck and media kit for Variable West to support fundraising and advertising sales, building both around the brand’s core identity and mission.

View the pitch deck.

Brand Partnerships

I’ve led integrated marketing strategy for co-branded campaigns with national and international partners, including Subaru, adidas, Formula E, NASCAR, and IndyCar, balancing each partner’s brand goals with editorial integrity and production realities.

The Grand Prix at Portland International Raceway: I led a multi-format content campaign for the Grand Prix, spanning Formula E, NASCAR, and IndyCar, coordinating with race organizers and partner stakeholders across the US, Canada, and Europe. With approvals moving across time zones, I built in extra lead time at each stage to keep production on schedule. The campaign included a playful pre-race promo series starring Here is Oregon’s mascot, Doug the Beaver, promo videos built from footage provided by race organizers, and a longer-form feature combining Formula E race footage with interviews with race organizers. Watch the feature. Alongside the video series, I led weekly sponsor content articles and associated social posts for the full run-up to the event.

Subaru: When Subaru wanted a content series on easy tips for sustainable living, the brief came with a real constraint: it needed to be fast and lightweight to produce without slowing down our other production. I designed a repeatable short-form video format, a consistent structure, and tip-based hook that let our team sustain a six-part series without pulling resources from other priorities. Watch an example

Growing a partnership from a narrow brief: A sales brief for a regional agricultural client arrived with a narrow scope for a handful of display ads. I saw a bigger opportunity and rebuilt it into a multi-channel campaign with two short-form videos and two sponsor content articles, distributed across web, print, and social. I also redesigned the pitch deck itself, restructuring the layout to lead with the bigger creative idea rather than burying it in a list of ad placements. The client approved the expanded scope immediately and doubled their investment.

Three cell phones with screenshots of videos. The first says "FAST & FURRY" over a grayscale map. The second has a yellow stuff animal facing a sign that says Portland International Raceway. The third has a yellow stuff beaver sitting in grandstands with clips of car racing above and below.

Editing

In my role as Editor of Content Marketing at Oregonian Media Group, I edited all sponsor content for The Oregonian/OregonLive and Here is Oregon. This included developmental edits and copy edits. I worked with travel, retail, education, healthcare, and nonprofit clients, collaborating with subject matter experts to surface their most meaningful stories.

Read a sample of writing I edited here.

I regularly edit assignments written by freelance writers for Variable West. This includes commissioning texts, working on developmental and copy edits, and publishing on our custom WordPress site VariableWest.com, social media, and newsletter. I use SEO best practices to ensure people find our stories.

Read a sample of writing I edited here.

Brand Identity

I created a simple, unique, and approachable brand identity for Variable West that echoed the name’s meaning. I established an accessibility-friendly color scheme and modern forms as the key elements.

I regularly audited the performance and engagement of Oregonian Media Group’s creative assets and spearheaded a redesign of events and narrative sponsor content posts for Here is Oregon and The Oregonian/OregonLive social media accounts using Canva.

A woman white white hair joyously spreading incandescent wings with a large iridescent nautilus shell behind her. Text read: Events. Celebrate a decade of light with the Portland Winter Light Festival. A black arrow is below the text.

Here is Oregon Instagram post featuring a woman and two children from Adelante Mujeres

Black text on a yellow background reads:
"The influence of Latine women is our communities is inestimable. For community to thrive, women must be empowered to fulfill their potential." —Andrea Chung-Celis, director of development at Adelante Mujeres

The TASTE for Equity gala celebrates culinary distinction while helping institutions that work toward an equitable and just future. This year's three beneficiaries—Adelante Mujeres, APANO and ELSO—are community-rooted collectives with unique programs and powerful missions to impact Oregonians.

TASTE for Equity beneficiaries are chosen each year through a community nomination process, followed by a section by its steering committee and board. Volunteers ensure nominees meet the criteria, prioritizing organizations that represent ethnic and LGBTQ+ communities with advocacy or service.

Web Design

I built and manage a custom WordPress site for Variable West that hosts dynamic editorial content and a free event listing feature.

Visit VariableWest.com.

Newsletter Strategy

I developed a newsletter strategy for Variable West that combines high-quality weekly content, community support, and organic growth with a minimal marketing budget. Our average open rate was 68%, and our click-through rate was 3.5%.

View the Cliff Notes newsletter archive.

White Papers

I created an online white paper for Variable West to educate general audiences about the state of digital advertising and how advertising revenue directly relates to the top content Variable West is asked to produce: exhibition reviews.

A graphic that reads 60% the amount that Google, Meta, and Amazon took of all digital ad dollars in 2022

A graphic that reads "We get this feedback a lot. What people forget is that regular advertising revenue lets us plan for the future and assign more writing. It's surprisingly simple: more ad sales = more exhibition review.

Video Production

I worked with Oregonian Media Group’s in-house videographer and freelance creatives to produce sponsor content videos for B2B, B2C, and nonprofit clients, including adidas, Subaru, and Formula E.

Watch a video feature produced for Formula E at Portland International Raceway.

We also produced videos for local businesses in retail and travel.

My team at Oregonian Media Group produced a series of 90-second reels in partnership with Subaru to give viewers fun and easy tips for a more sustainable lifestyle.

Watch the videos:

Print Design

I worked with the Oregonian Media Group sales team to design special print sections supporting diverse verticals, including travel, education, and healthcare. I used Adobe Photoshop, InDesign, and Illustrator to produce each section.

I co-designed the creative framework for a seasonal sponsor content travel section that is so successful, it has expanded to three issues per year. To hit both brand integrity and sales goals, the product weaves together editorial content and high-quality visuals with brand placement to create a guide that people actually want to read and advertisers want to be in.

Writing Samples

[The authors] firmly place modern conservation within the Capitalocene, asserting that our epoch’s most influential forces have been globalization and capitalism, and not the dominance of humans as proposed by the Anthropocene. The book then acts as both a theoretical and practical guide for anyone looking to reevaluate their relationship with capitalism—and the future of life on earth.

Read the review.

AR The second work of yours I encountered was Place, becoming Feeling. Feeling, becoming Place (2020), and I was absolutely floored by the color palette. From your posts on Instagram, I later learned that you’re Autistic and that color choice incorporates the idiosyncrasies of Autistic experience. Can you talk about how color affects you and your work?

PT Color is huge for me! Above all, color is foundational to how I think about and move through my work. I crave color combinations that make my eyes vibrate and, to bring it back to feeling again, invoke an immediate emotional response, even if that immediate response is a little misleading or contradictory to the themes of the work. I like that color has that kind of power.

Read the interview

The distillation of ideas necessary for an impactful manifesto feels far too reductive in a world whose complexities, contradictions, and crises have exploded into our lives as though someone dropped a match into a bag of fireworks. In this time of persistent uncertainty, all I want to or can think about is growing things and learning to be a better steward of the world around me.

Read the essay.