Operational Leverage & Data for the Media Industry

We see systems through chaos, permanently reducing operational effort.

How We Work

We solve real problems. That means no ongoing "executive" retainers. You don't need that, you need problems solved by someone who understands your business. We prefer project-based work cycles with full accountability and measurable outcomes.

Seeing Systems Through Chaos

A detailed, fixed-price assessment of your business covering 42 areas—from audience management to digital products to editorial processes. We deliver a prioritized effort/impact matrix so you know exactly where to focus first.

Building Lasting Solutions

Guided by the effort/impact matrix, we tackle one solution at a time—working shoulder-to-shoulder with your team. Every solution is designed to be self-sustaining, with no ongoing dependencies.

Leaving the Dock

When the work is done, you won't need us anymore. Your systems run on their own, generating revenue without oversight. But should you ever need a tune-up, we're always here.

Learn More About Our Process

Selected Work

Real projects. Measurable outcomes. Systems that keep working long after we're done.

Automating Affiliate Linking

AI-powered pipeline replacing manual affiliate link curation across dozens of editorial sites with automated entity extraction, product matching, and dynamic widget delivery.

Read Case Study → 02

Deep Content Metadata Extraction

AI-driven metadata enrichment across a multi-brand portfolio, powering CDP personalization, audience discovery, and a vector-based related content engine.

Read Case Study → 03

AI-Generated Content for Market Testing

Automated content system that lets publishers test new markets with credible, editor-approved content—without the traditional editorial investment.

Read Case Study → 04

Personalized Subscription Offers

Vector similarity search matching anonymous visitors' reading behavior to tailored subscription offers, lifting email conversion by over 20%.

Read Case Study → 05

Omeda Platform Migration

Full-scale migration of email, CDP, and subscription systems to Omeda's unified platform—on time, on budget, with zero operational disruption.

Read Case Study → 06

Centralized UTM Tracking System

Proprietary, permission-based system standardizing UTM tracking codes across global teams, synced to BigQuery for reliable attribution reporting.

Read Case Study → 07

About Paperbak Labs

I help teams replace effort with structure. That means designing and building systems that remove recurring work, reduce coordination, and make effectiveness measurable without constant oversight.

I don’t offer ongoing support or embedded roles. My work is finite, outcome-bound, and focused on installing capabilities that continue working long after the engagement ends.

More about Joel Hughes

Most know me professionally as an experienced B2B media tech exec & entrepreneur.

A self-described builder, I apply business analysis, software, and AI tools to support publishers and marketers.

Companies I've worked for or with include:

Scranton Gillette Communications, Farm Journal, SGC Horizon, CFE Media Group, Endeavor Media, Omeda, Credspark, EnsembleIQ, Lebhar-Friedman, Edgell Communications, Northstar Travel Group, Arkaea Media, Watt Global Media, Allured Media, Equine Network, Active Interest Media, Vance Publishing, Cloudbakers, Reilly Communications, Rogers Media

I am a Folio: Top 100 recipient and recognized authority on audience, data, and digital strategy.