Lisa Gries is Creative Content Director at Lifestyle Asia Bangkok and Prestige Thailand. As a content director, Lisa will share how to keep up with changing audience behaviour and trends on media consumption.
Can you tell us about your career journey at BurdaLuxury?
"I moved to Bangkok from Germany and started at BurdaLuxury as a writer for Lifestyle Asia, primarily covering luxury watch content. I then started writing across categories, before sub-editing stories for a while and then becoming Lifestyle Asia’s Managing Editor in 2019. Now I work as the Creative Content Director for both Lifestyle Asia and Prestige Online."
As a content director, how do you keep up with changing audience behaviour and trends on media consumption?
"It’s a combination of things, really. We use a data-driven approach to track trends and movements, and past metrics to make forecasts/predictions to shape our digital strategy. I’m also lucky to work with a pretty trend-savvy team that keeps all eyes and ears open for anything hot and happening. We share ideas and observations even across regions with our friends in the other Burda offices. We try to adapt and respond fast, and there are times when we practically converse solely in hashtags."
What’s your most-used productivity hack?
Definitely power napping.
What sort of duties do you have at work?
I lead the editorial performance teams for both Lifestyle Asia and Prestige Online, so for most of my day, I set up camp on Google Analytics and WordPress. I identify traffic-driving opportunities, and then translate these into interesting content and campaign ideas, balancing global trends with hyperlocal interests. Occasionally, I also star in our very own original IGTV series, The LSA Good Life Guide. This was an experiment based on social media metrics that really became a hit for us. It’s all hands-on deck here!
What’s the best book you’ve read recently?
I believe everybody needs to read ‘Outliers’ by Malcolm Gladwell at least once in their lives. I just reread it on a recent rock-climbing trip to Krabi and it opened my eyes to new ways of thinking. Did you know that you can become an expert at something if you spend 10,000 hours doing it? Did you know that those who speak Cantonese are inclined to be better at maths because of the way the language is structured? There are so many curious finds in this book that also serve as great dinner table conversation. It’s always handy to have a few curiosities up your sleeve for dinner table conversation.
What’s a passion of yours you’ve yet to act on?
I’ve always been interested in the field of education, because it has made such a big difference to my life and driven me places beyond my dreams. I think education is one of the greatest assets there is, and I wish it were accessible to more people. I’ve always wondered how the creative and tech industries can bring education to more people, but also make it more relevant and engaging to the environment around us as it evolves. On a smaller scale and a little closer to home, I think the learning opportunities even in the workplace are really instrumental to growth, knowledge, and thereby overall satisfaction in life, too.