Sierra Shafer

About

I'm the Editorial Director of Lifestyle at Outside, where I lead content strategy for six iconic digital brands: SKI, Backpacker, Climbing, Yoga Journal, Triathlete, and Outside Run. I oversee a team of 25+ editors and contributors, guiding digital, video, and social storytelling that helps people live more connected, adventurous, and grounded lives outside. With over 10 years of experience in digital media, I specialize in reimagining legacy brands, scaling content operations, and growing engaged audiences. I led the rebrand of SKI in 2021, resulting in significant gains in web traffic, social reach, and digital engagement. My work supports membership growth, affiliate revenue, and sponsorships—bridging editorial excellence with business strategy. I collaborate closely with sales, product, and audience development teams to align content with performance goals. I’ve led teams through change with clarity and vision, and I’m passionate about building strong, creative editorial cultures rooted in curiosity, clarity, and integrity. As a public-facing leader, I represent Outside at industry events, media partnerships, and strategic conversations across various functions. I’m focused on building what’s next—growing audience and impact without losing the soul of storytelling—and championing a more inclusive, curious, and creatively fearless vision for outdoor media. When I’m not working, you can usually find me on skis, rollerblades, or a charcuterie-fueled hike with my dogs—sometimes all in the same weekend. I also love mountain biking, backyard hangouts, and saying yes if you’ve got a spot on your river trip.