Driving audience growth and advertising revenue through editorial strategy
and digital marketing
Industry
Publishing
Headquarters
Vancouver, Canada
Geo targeted
Western Canada
Institution Size
20 Staff Members
3,000 Print Copies/Quarter
Role
Co-Founder and
Editor-in-Chief
The Challenge
Breaking into the saturated media landscape with a brand-new publication required a sharp editorial vision, operational discipline, and a clear path to profitability. We needed to build a niche product that could find an audience quickly, maintain quality content at scale, and monetize in a sustainable way — all without the backing of a large media house.
The Approach
I co-founded S&S Media with a mission to bring culturally nuanced, community-first storytelling to underserved audiences. I led the development of the business plan, branding, editorial strategy, and initial fundraising. Once operational, I hired and managed a remote team of 12 writers and administrative staff across two time zones. My approach combined lean startup principles with an emphasis on editorial consistency and audience development. I also built key partnerships and distribution channels that positioned the quarterly magazine as a leader in its category.
Brazilian Vibe
The flagship publication of S&S Media was Brazilian Vibe — the first and only magazine in Western Canada focused on Brazilian culture, community, and lifestyle. Created for both Brazilian expats and culturally curious locals, the magazine featured bilingual content and a mix of journalism, interviews, and cultural commentary. It quickly became a vital cultural touchpoint in Vancouver and surrounding regions, providing a platform that had never existed in the area before.
The Results
💰 Profitable in Year One
Achieved a 17% margin — rare for a new print-based media business
🌎 Leading Voice for the Community
Positioned Brazilian Vibe as the top Brazilian-focused media outlet in Western Canada
📖 Loyal & Engaged Readership
Drove strong advertiser retention and consistent organic growth
🧑💼 Cross-Border Team Leadership
Managed operations across two countries while maintaining publishing quality and schedules
📈 Sustainable Growth Over 5 Years
Successfully launched, operated, and handed off the business with lasting readership and revenue
Thiago Silva 