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 delivery, 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:

Contact Me and Resume

Content Marketing

I led a team of two Digital Media Managers in producing 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.

A screenshot of an article on Here is Oregon with the title "Lead the way with this environmental nonprofit." The screenshot is shown in an open laptop.

Three screenshots of an Instagram collaboration post between Here is Oregon and SolveOregon. There are three slides, the first is an image with white man on a beach next to a dog. The man is holding a bag for beach cleanups and next to a sign that says SOLVE. The second screenshot has a headline and quote form the article. The third slide has an image of people picking up trash by a river with another quote from the 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.

Light blue text on a cobalt blue background. The left column says "We want to do better." The right column has three sections titled "Problem 1: Advertising monopolies" "Problem 2: Funding fatigue" and "Problem 3: Broken models"

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.

A screenshot of an article on Here is Oregon. The headline reads "Explore love stories at Powell's" by Powell's City of Books. The image shows the interior of a bookstore.

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.

A screenshot of articles on Variable West. The first article has an image in a room cast in a blue light with a circle on the wall and peeling dry wall. The title for the associated article is "Manifest Destiny and rewriting the history of powerful men: Out of Site at the Autry Museum of the American West in Los Angeles." The second article has an image of a white man with his head and bust covered in bees as he holds his hands over his eyes. The article title is "Waves of meaning: Turning the Page at Pier 24 Photography in San Francisco"

I act as a freelance editor for essay series, manuscripts, retail copy, long-form, and short-form content. I’ve worked with clients ranging from Bloomingdale’s and the University of Oregon to galleries and individual writers.

Read a series of critical essays I edited for the University of Oregon’s Center for Art Research here.

A screenshot of a website with the tittle CURRENTS in a blurry font. Below is an installation of sculptures in a gallery.

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.

An Instagram post slide with an installation image of a gallery exhibition. There are conchas with pink frosting made out of clay over a Mexican table runner. Text says "Honoring ancestors with food and clay: Q&A with Adelina Ruvalcaba." The second slide shows another view of the exhibition with a quote from the article.

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.

Variable West's homepage. The hero image shows Indian men sitting on a giant rock (as big as a small building) with a large crack from top to bottom. Text over the image reads "Storytelling and the Photobook: Vasantha Yogananthan Interviewed"

A screenshot of the Writing page on Variable West that shows three article images, titles, and excerpts.

A screenshot of the Variable West writing page that shows the left menu with different types of writing. reviews, interviews, Love Letters, Pairings, Dispatches, The Why, and Sponsored Content. The right column of the page has two articles with a featured image, title, and excerpt.

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 screenshot of Variable West's white paper. Text at the top reads "Advertising was a top revenue source, but today, things are very different." An orange box has a bold "80%" and to the right it says "The amount advertising revenue for newspapers fell between 2005 and 2021"

A graphic that has "60%" in an orange square. On the left of the square it reads "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.

A video still of the crowd at the E-prix at Portland International Raceway. A caption says "That's Portland. That's Oregon."

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:

Three screenshots shown in iPhones. Each is a still from a different video. The first has a close up of hands filling a reusable container. Text reads "5 ways to reduce waste in the near year." The second is a close up of hands adding egg shells to a compost bin. Text in a yellow frame reads "Start composting to reduce food waste and enrich your soil. Check with your city waste management to learn more about your composting options." The third shows a person carrying a tote bag getting into a Here is Oregon branded Subaru. Text in a yellow frame says "Use reusable tote bags to cut down on pastic waste"

Publishing

I served as Publishing Manager and Associate Managing Editor at DelMonico Books/Prestel, an award-winning publisher of art, photography, design, and culture books.

I collaborated on editorial operations across 40 illustrated publications, implementing a project management workflow that improved cross-team collaboration and production efficiency. My role also involved managing global communications with publishing partners, freelance writers, and stakeholders across the US, Europe, and Asia, as well as developing standardized design and photography assets for sales and marketing to reinforce brand consistency.

Trenton Doyle Hancock's book "Mind of the Mound" photographed on a white background. The cover has a black and white drawing of a Black man with a white beard wearing glasses. A semi-circle at the top of his head says Mind of the Mound in black text with a red shadow on a yellow background.

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.

The cover design of the 2024 Waterfront Blues Festival advertisement. Two women, one Black and one white, smile and sing on the cover in black and white. The out of focus background has a blue overlay. Text at the top reads "Pure Magic: Ruthie Foster's love fest," "4 days, 4 stages, 36 years of making independent music festival history," and "Plus! 8 incredible artists debuting at Waterfront Blues Fest"

A centerfold from the Waterfront Blues Festival special section. At the center, a Black woman with long hair and a bright floral top smiles joyously. Around her, text conforms to her figure. The title reads "Pure magic: Ruthie Foster's love fest on stage"

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.

A newspaper with an image of two people riding bicycles along a gravel road in a field with giant windmills in the distance. Text reads: "Spring 2023 Adventure List," "Let's go HERE," "Produced by Oregonian Media Group," "Great friends and great adventures: Meet the people behind the regions most inclusive cycling community: BikePocPNW, " and Plus 13 unforgettable ways to explore the Pacific Northwest"

An interior of the Spring 2023 Adventure List produced by Oregonian Media Group. On the right page, there's an ad for Central Oregon with a photo of two people standing on the edge of a mountain at sunset with mountains in the distance. On the right, a feature article titled "Building community through bikes: Meet the founders of the Pacific Northwest's most inclusive cycling group." An image above the title shows a group of cyclists in a park. A person in the foreground is facing away from the camera and is wearing a tan t-shirt that says "NO JUSTICE NO PEACE" in a wavy black font.

Writing Samples

A screenshot of an article on BOMB Magazine. Text reads "SUMMER 2020 ISSUE" "EDITOR'S CHOICE" "Bram Büscher and Robert Fletcher's The Conservation Revolution" "By Amelia Rina" "June 16, 2020." On the right, there is a photograph of the book cover.

[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.

A screenshot of an article on BOMB Magazine. Text reads "INTERVIEW" "Pace Taylor by Amelia Rina" "Paintings that offer new ways to communicate" "JANUARY 2, 2023." On the right is a pastel drawing by Pace Taylor that shows a person rendered in swaths of red, orange, and pink, in front of a lime green and forest green background.

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

A screenshot of The Brooklyn Rail showing an article by Amelia Rina titled "Seeds, Sharing, Manifestos: On Agnes Denes's Wheatfield—A Confrontation and 'Manifesto.'" Below is an image of a white woman walking in a golden field of wheat with downtown New York City in the background.

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.