Driving sustainability for Black-owned local media through technology, business transformation
The Knight x LMA BloomLab, which began in 2022 as a three-year immersive training and coaching experience for 25 Black-owned local media outlets, has evolved to provide crucial “fractional executive” services for those publishers and more as they work to transform to a digital future.
With funding over six-plus years from the John S. and James L. Knight Foundation, BloomLab has provided stipends for technology transformation; negotiated discounts on commonly used technology applications; convenings for group learning and collaboration; expert consultation on technology, revenue development, fundraising, organizational strategy, and much more.
Starting in 2025, BloomLab launched three major shared services with pilot clients from the original BloomLab cohorts:
Shared Head of Funding, a fractional chief development officer service. Led by John Celestand with executive consultation from Judi Terzotis, this service works with publishers to identify philanthropic opportunities aligned with their missions and markets; strengthen and refine grant applications; develop small-dollar donor and fundraising campaigns; and build ongoing community listening strategies that resonate with funders.
Shared Head of Revenue, a fractional chief revenue officer service. Led by Robert Walker-Smith, this service includes training and mentoring local sales teams; developing customized plans to maximize revenue and growth; hands-on, direct sales execution, both virtually and in-market; data-driven insights to improve revenue outcomes; identifying and securing strategic partnerships to expand revenue opportunities; and executive-level troubleshooting for sales and revenue activities.
Shared Head of Technology, a fractional chief technology/information officer service. Led by Apryl Pilolli with project management from Pinay Jones, this service includes technology strategy and roadmap development; website and digital platform optimization; digital transformation and product development; provider selection and contract review; data analytics and audience insights; advertising, email and CRM technology; and cybersecurity and compliance strategy.
These services will expand to include clients from outside the BloomLab group in 2026 and beyond.
The Knight x LMA BloomLab team
Dedicated lab directors
Robert Walker-Smith
Director, Revenue Services
Robert Walker-Smith is an accomplished sales executive with a strong background in audio, digital and print solutions. He previously served as general sales manager for Beasley Media Group, where he managed sales teams to drive revenue growth across audio, digital, events and social in Central and Coastal Carolina; and digital sales manager for Urban One, where he was managed sales teams in Charlotte and Raleigh to drive double-digit digital revenue growth and new business acquisition. He also served with Thryv, Vivial and Haines Local Search.
Apryl Pilolli
Director, Technology Services
Apryl Pilolli is a neurodivergent technology, content and marketing expert who started at age 16 in the local media industry. Her career has included serving as the director of innovation at Social News Desk; numerous product roles in sales, content and marketing at Cox Media Group; and serving as an industry consultant, technology investor and on-air entertainment journalist. She has won numerous awards from The Associated Press and American Advertising Federation.
John Celestand
Director, Funding Services
John Celestand, former NBA champion, brings a wide range of experience including journalism, public broadcasting, program management, community engagement, business development and much more. He previously was the director of engagement at the Corporation for Public Broadcasting in Washington, D.C., where he oversaw community engagement initiatives. He led a cohort of 11 public media stations that participated in the American Graduate Initiative, whose long-term commitment is to help young people succeed in school, career, and life. He also managed 15 stations participating in CPB’s Coming Home Collaboration, which provided grant funding, resources, and training to rural public media television and radio stations.
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