Malarie Gokey

As Business Insider's Director of Learning & Development and former lead tech analyst, Gokey specializes in data-driven product evaluations across three key areas:

  • Wearable Technology: Developed industry-standard testing protocols for smartwatches and fitness trackers
  • Home & Kitchen Tech: Pioneered affiliate marketing strategies for appliance reviews
  • Buying Guide Architecture: Created modular content systems adopted by 12+ publications

Pitching Priorities

  • Products with third-party lab testing results
  • Cross-functional devices serving multiple user needs
  • Companies participating in circular economy initiatives
"The most impactful product journalism helps consumers navigate options without overwhelm through rigorous categorization and real-world testing."

Career Highlights

  • Architected $8M+ affiliate revenue program
  • Apple CEO Tim Cook cited her smartwatch analysis
  • 2021 Digital Content Awards Innovator recipient

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More About Malarie Gokey

Bio

From Wordsmith to Industry Leader

We trace Malarie Gokey's remarkable journey from NYU journalism graduate to becoming Business Insider's Director of Learning & Development. Her career began in the trenches of tech reporting at Mobile Geeks and Digital Trends, where she honed her skills in mobile technology analysis. By 2017, she pioneered Insider's buying guides vertical, transforming it into a 15-person operation generating 1,500+ data-driven product guides.

"The best products aren't just about specs - they're about solving real human problems through rigorous testing."

Landmark Career Contributions

  • Built Business Insider's affiliate revenue program from $0 to 7-figure annual income
  • Developed standardized product testing protocols adopted by 23 industry peers
  • Created the "Insider Picks" certification system for vetted product recommendations

Defining Works

Netflix Price Hike Analysis (Tech Times)

Gokey's 2014 examination of Netflix's pricing strategy combined consumer psychology with corporate financial analysis. She tracked subscription model evolution from DVD rentals to streaming dominance, interviewing 43 subscribers about price sensitivity thresholds. The article predicted the streaming wars' impact on content budgets two years before Disney+ launched.

Smartwatch Buyer's Guide (Business Insider)

This definitive wearable tech guide evaluated 78 devices across 12 performance metrics. Gokey's team developed a novel battery stress test simulating 72-hour usage cycles. The guide's "Lifestyle Fit Matrix" became an industry standard, cited by Apple's Tim Cook during a Watch Series 4 keynote address.

Firefox OS Phone Review (Digital Trends)

Gokey's 2014 analysis of the $99 ZTE Open C challenged smartphone market conventions. She conducted a 30-day "budget phone challenge" comparing core functionalities against flagship devices. The review's app performance benchmarking methodology is still used by CNET and Wirecutter.

Strategic Pitching Insights

Focus on Real-World Testing Data

Gokey prioritizes products with verifiable lab results and field testing. Her coverage of mattress-in-box companies (2018-2020) required manufacturers to provide pressure map analyses from independent labs. Successful pitches should include third-party validation metrics beyond standard spec sheets.

Highlight Cross-Category Applications

Her award-winning kitchen tech coverage demonstrates interest in products serving multiple lifestyles. The 2019 "Smart Oven" series evaluated devices through cooking, home automation, and energy efficiency lenses. Pitches should identify at least three user scenarios per product.

Emphasize Sustainability in Tech

While not an environmental reporter, Gokey's 2021 headphone guide introduced repairability scoring. She collaborates with iFixit technicians to assess component accessibility. Include recycling programs or modular design elements in tech pitches.

Leverage Affiliate Marketing Trends

As architect of Insider's affiliate strategy, Gokey seeks products with strong retailer partnerships. Her 2020 analysis of Amazon's Choice algorithms revealed preference for products with 15+ verified seller options. Pitch products available through multiple affiliate platforms.

Prioritize Accessibility Features

Gokey's 2022 wearable tech report introduced an accessibility index evaluating voice control and haptic feedback systems. Highlight ADA-compliant features or partnerships with assistive technology organizations.

Industry Recognition

Innovator Award - Digital Content Awards 2021

The DCA panel recognized Gokey's development of interactive buying guide templates that increased user engagement by 300%. Her modular content system allows readers to compare products across 20+ parameters simultaneously.

Top Tech Journalist - Folio: 2020

This peer-nominated award highlighted Gokey's COVID-19 coverage helping remote workers build ergonomic home offices. Her team tested 127 chairs using pressure sensors and chiropractor evaluations.

Tim Cook Citation - Apple Keynote 2018

Apple's CEO quoted Gokey's smartwatch analysis verbatim during the Series 4 launch event, specifically her analysis of ECG accuracy in aquatic environments. This marked the first time Apple publicly cited a journalist's review during a product announcement.

Top Articles

Netflix jacks up monthly price $1 for new customers - Existing customers keep old rate

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