My Areas Of Focus

I like making big things happen — that’s the most succinct way to describe my career goals. I really love aligning people around ambitious creative visions and bringing that to life in many different ways: seeing a piece of creative work spread like wildfire across the internet, signing a new brand partnership deal, creating a standout interactive experience for fans, or winning an award for great campaign efforts. Regardless of the goal set, I want to win, and I believe it’s important to celebrate the victories. My skillset and body of work are both centered around the following areas:

Operational Leadership | Content Strategy | Audience Development | Strategic Partnerships | Brand Marketing | Paid Social

Currently, I serve as Senior Vice President, Marketing & Content for the Indiana Pacers and Indiana Fever. The goal is to provide amazing experiences for our fans, whether they are coming to games in person, watching our broadcasts, or following along in so many digital ways — across social, team websites, team apps, e-mail marketing, SMS, and more. Working with two incredibly powerful brands in the heart of basketball country, I am fortunate to have the opportunity to build new generations of fans for the long haul.

I previously worked on the User Growth team at TikTok, focusing on media channel partnerships. In short, my mission was simple: proactively explore and source potential partnership opportunities across technology, media, and brand partners to help make TikTok better. The idea was to think creatively about how to expand the audience, create better user experiences, generate revenue, and identify chances to innovate and evolve the product.

In previous roles at FOX Sports — I served as both Director of Content Operations & Sales Integration and Director of Sports Social in my time there — I focused on leading a large team which owned the cross-platform digital presence of FOX Sports global live events (FIFA World Cup, Super Bowl, World Series, Daytona 500, etc.) and studio shows from end to end, across 19 different sports verticals. I joined the company to institute and lead a transformational visual content strategy shift for digital with a strong video-first focus.

Our goals:

  • Tell Amazing Stories — we are sports fans at heart, and we aimed to create truly engaging content that evokes emotion from our audience. Access, Authenticity, Perspective, and Passion were our storytelling pillars.

  • Set Ourselves Apart — There is a lot of noise out there on the internet, and many brands telling sports stories. We needed to define a unique FOX Sports voice and take advantage of our own company’s talent and identity to cut through the noise.

  • Innovate — Digital and social media move so fast. The amount of vital platforms continues to grow, those platforms change constantly, the technology used to capture and creative content gets more advanced daily…we aimed to be on the cutting edge at all times, encouraging experimentation and risk-taking to ensure we were always pushing forward.

  • Generate Revenue — We’re all in business to make money. We used our content to drive revenue via four main ways: direct-sold advertising within content, branded content partnerships, strategic partnerships and content licensing deals, and programmatic.

  • Be Good Partners — Relationships are everything, and we wanted to treat everyone well who we worked with. That included platform and technology partners, brand sponsors, sports leagues, teams, and athletes, as well as countless internal groups. Being a positive, proactive, and helpful partner and teammate is invaluable.

 
A look at the FOX Sports Digital live operation during the 2018 FIFA World Cup

A look at the FOX Sports Digital live operation during the 2018 FIFA World Cup

 

Of course, we measured everything we possibly could — I believe strongly in data and using it to evaluate strategy. The three main criteria we used to measure success were:

  • Ratings — Essentially usage KPIs — Engagement, Total Viewership, Time Spent Viewing, Downloads, Subscriber Growth, etc.

  • Revenue — Did we make money? Whether via a branded content deal, content licensing, programmatic revenue, etc.

  • Relevance — Did we creative something innovative? Did we earn any press? Did we align with company priorities? Did notable figures interact or comment, such as influencers or celebrities? The third criterion was admittedly fairly subjective, yet still very important.

Also key to my past roles was building relationships with senior executives and cross-functional stakeholders to change how digital content was viewed, created, and valued. I liaisoned with all internal departments -- Public Relations, Marketing, Linear Broadcast, Brand Partnerships, Sales, Technical Product, and more – to identify inefficiencies and implement collaborative solutions across departments. I also focused heavily on sourcing strategic business development opportunities, working with partner platforms (Facebook/Instagram, Twitter, Google/YouTube, Spotify, TikTok, Snap) and partner leagues (NFL, MLB, FIFA, WWE, NCAA, NASCAR, etc.) to improve revenue models, content sharing, and create innovative, PR-worthy executions.

Who knows what the future holds? Perhaps we will work together at TikTok or elsewhere — here’s what I look for in roles and why you should hire me, if interested.

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