I'm Jelena Woehr. I build digital communities (currently for Flipagram, acquired 2017 by ByteDance); write about gender, startups, young people, technology, justice, and culture; and sometimes ride horses really, really far. I also organize events for the Los Angeles women in tech community, as a City Organizer for Tech Ladies. In my unplugged time, I practice left-handed calligraphy, bullet journaling, and pointillism. I reside in West Los Angeles with a one-eyed Siamese cat and a little yellow dog.
There are some more details about my career path thus far in my recent profile on FemBytes. You can find words by me on Medium (where I'm a member of the Medium Partner Program), CMX Hub, Business Insider, Community.is, and in the print edition of Equus Magazine. My dog and I recently appeared in an episode of the popular YouTube series "Breaking Beige," which you can view here. You can also hear me talk about communities on #CMGRHangout, or listen to my BlogWorld track keynote. I was ahead of the game on "fake news," discussing how to spot a faked photo with the National Association of Black Journalists in 2014, and if you wanna take things back to 2011, I delivered a keynote at the inaugural Barkworld expo.
I grew up in Golden, Colorado, the "Gateway to the Rockies." I joined my first startup at 19, attended the 2008 DNC as a credentialed blogger, and wrote a blog that's now archived in the Library of Congress. I completed my Bachelor's Degree in Organizational Leadership from Colorado State University, while working full-time for Yahoo and running a ghostwriting business specializing in CEOs' blogs. I volunteered over 1,500 hours as a crime scene Victim Advocate in Jefferson County Colorado, dealing with cases including domestic violence, sexual assault, child abuse, and homicide.
Upon relocating to Los Angeles, I served as Director of Community for GOOD Worldwide (publisher of the National Magazine Award winning GOOD Magazine). In December of 2014 I joined Flipagram, the first company since Google to have both Michael Moritz and John Doerr as outside board members, again as Director of Community. In February of 2017, Flipagram was acquired by Bytedance (Toutiao), the Chinese media giant widely considered to be one of the three companies in "China's second wave of tech giants." Recently, I planned & executed Flipagram's VidCon tradeshow presence, including more than 20 performances by Flipagram creators.
DIRECTOR OF COMMUNITY
Flipagram (Acquired 2017 by bytedance)
DEC. 2014 - PRESENT
Serve global community of tens of millions of short video creators. Build, train, and lead team managing influencer relations, support, moderation, focus groups, editorial strategy, legal process, user privacy and more. Plan and execute offline user activation programs, including 2017 VidCon activation featuring more than 20 creator performances and six-figure budget. Conceive and execute member acquisition, engagement, and retention activities, including global push notification programs in ten languages to tens of millions of users. Managed paid acquisition campaigns, including Play Store ads, App Store ads, and Facebook ads. Achieved the lowest cost-per-install AdWords has ever seen for US Android downloads. Manage editorial featuring within the app community. Created entirely new use case for the app to showcase a new feature launch, resulting in more than 5000 creations with branded hashtag & more than 200,000 organic impressions on Instagram. Implemented new moderation program following acquisition that enabled team to hit technical integration goals ahead of deadlines.
Director of Community
GOOD Worldwide, Inc.
FEB. 2014 - DEC. 2014
Led the team responsible for growth and engagement of users on GOOD’s community platform, as well as support, moderation, and events for the community product. Created community development vision for strategic pivot away from Web platform to app development. Created strategy and led beta program for app that gained financial support from the Gates Foundation and California Endowment.
Yahoo Contributor Network (formerly associated content, acquired 2010)
JUN. 2009 - JAN. 2014
Helped grow massive user-generated content platform. Following acquisition by Yahoo in 2010, took on the challenge of integrating an established community into a new parent company during Associated Content’s relaunch as Yahoo Contributor Network. Represented organization at conferences, including two keynotes. Editor of Pets vertical within YCN. Developed Yahoo Contributor Academy, an interactive curriculum for freelance writers. Managed platform's presence on Facebook, Twitter, and more. Completed "Managing Through Change" manager training in Sunnyvale headquarters & public speaking coaching from CEO Marissa Mayer's preferred coaching firm.
SENior social marketer
DEC. 2007 - JUN. 2009
Promoted the world’s first social network designed for the disability community, across social media platforms and through influencer outreach. Wrote blog chosen for inclusion in the Library of Congress. Occasionally crashed the entire platform with massive social referral traffic. (Promoted from Social Marketer Dec. 2008.)
City organizer, los angeles
FEB. 2017 - PRESENT
Plan and execute monthly events for Los Angeles women in tech community, in collaboration with national Tech Ladies organization. Share knowledge and connect with City Organizers on three continents. Promote organization's message of empowerment for women in the technology industry by creating local networking and learning opportunities.
volunteer victim advocate
APR. 2012 - FEB. 2014
On-call overnight and on weekends for eight local Police Departments. Arrived at crime scene within 30 minutes upon receiving page from officers on-scene. Provided immediate trauma support for victims and witnesses of crime. Disseminated information about victim's compensation programs. Assist victims in ensuring their immediate safety. Received extensive training including the same trauma support method taught in the US Diplomatic Service. Supported victims in cases of domestic violence, rape, homicide, unattended death and more.
Outside of work, my passion is endurance riding. Endurance is an equestrian sport in which horse and rider teams compete to complete distances of between 25 and 100 miles safely, within prescribed time limits and with the approval of veterinarians stationed throughout the course. (Distances less than 50 miles are judged differently and considered "Limited Distance" rides.) Think of this as the ultramarathon of the horse world; unlike flat track racing, endurance riding takes place at a lower relative speed and on varied, often mountainous terrain. Endurance is a sport that prizes radical self-sufficiency, with most riders carrying all they need to care for themselves and their mounts throughout a competition on their bodies and saddles. My long-term goal is to complete the 100 mile Tevis Cup, known as "the world's toughest horse race." You can view my current ride record at any time by looking up my name on AERC.org. Unlike many sports, endurance riding makes a point of publishing all results and horse/rider records, in order to ensure a culture of transparency. Also unlike most extreme sports, endurance riding is female-dominated, with many champions who are also grandmothers! Don't let that factoid give you any false notions about the difficulty level, though; endurance riders have been shown to use as much energy as marathoners and endurance cyclists!