Bill McCullough - Chief Content Officer, Wonderland Media Group

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XFLChief Content Officer

Dec. 2022 - Dec. 2023Los Angeles, California, United States · HybridAs Chief Content Officer, I oversaw all content strategy, development, production, creative and marketing across League, team and partner channels. I led internal and external teams to create compelling content franchises and campaigns that engaged fans, grew the XFL audience and maximized ROI. This past season my team produced hundreds of hours of original content that have garnered more than 1 billion organic impressions across all platforms. We have also seen a significant increase in engagement on every platform week over week with more than 200M total video views and double digit growth across all platforms. The content marketing campaigns and livestreams that my team and I developed and executed resulted in increased engagement and revenue for both tickets and consumer products. I also developed and Executive Produced the Peter Berg docu-series Player 54: Chasing the XFL Dream.

FaZe ClanExecutive Vice President of Content

Dec. 2020 - Oct. 2022Hollywood, California, United StatesAt Faze Clan I provided the vision and strategy around building intellectual property and original content franchises. To that end, I developed and Executive Produced the first tentpole property called Faze1, Faze Clan's global talent search. Starting in January 2022 with an open registration, my team sorted through tens of thousand of applicant submissions to arrive at the top 20. We then moved those finalists into the brand new, state-of-the-art Faze Warehouse in Hollywood to begin a 15-day, 24 hour/day livestream reality competition show to determine the winner. Thiswas the first livestream reality based competition show of its kind and also the longest in terms of duration. The winner received $1M in crypto, a $250k brand deal with Ghost and a brand new Nissan GTR. Faze1 generated over 750M impressions across all platforms and more than 39M minutes watched. My team and I developed a multi-platform slate of original programming that includes Youtube series, documentaries, scripted series, feature films and podcasts. I also led the design and construction of the Faze Warehouse which includes a live studio, control room, edit facilities, streaming rooms and a podcast studio.

National Football League (NFL)Vice President/Head of Content Development

Aug. 2019 - Jan. 2021Greater Los Angeles AreaIn this role I was responsible for creating and executing a unified content strategy for NFL O&O’s, developing and maintaining a creative pipeline with external content creators and distributors, and working with clubs to help evolve creative and production capabilities. I developed and Executive Produced the historic and critically acclaimed documentary A Lifetime of Sundays, which was the story of the four matriarchs of the NFL, and also spearheaded the partnership with Discovery Networks to produce a 2 hour special on the construction of SoFi Stadium called NFL Super Stadiums. Additionally, I led the creative vision and design team to develop look and feel of the new, state of the art NFL West Coast Headquarters at SoFi Stadium.

National Football League (NFL)Vice President/Creative Director

Oct. 2017 - Jun. 2019Greater Los Angeles AreaAs Vice President of Creative I led the creative vision for all marketing and advertising, on-air promotions, graphics, digital/social promotions and brand strategy for the NFL Media group. I developed original content that supported marketing initiatives and brand strategies, drove record ratings and hit marketing KPIs for the NFL Media group and its properties including Thursday Night Football, NFL Network, NFL Digital and NFL Films. I also partnered with Dude Perfect to create a Super Bowl Trick Shot video that resulted in over 27M+ impressions in just 5 days and served as content marketing for Super Bowl LIII. I was able to increase sentiment and intent to view for Thursday Night Football, NFL Media's largest franchise, by developing an original content series called TMF Presents. The weekly series won a promax Gold award for promotion. Ratings were also up YOY and we saw one of the highest rated Thursday Night games in history.

GoFundMeHead of Content GoFundMe Studios

Aug. 2017 - Oct. 2017Los Angeles, CaliforniaFor GoFundMe I developed a content marketing strategy that provided brand lift while at the same time targeted growth opportunities for new GFM campaigns. We developed and produced mini-documentaries based on actual GFM campaigns. These assets were distributed across GFM and influencer channels maximizing reach. I was also responsible for hiring and managing an internal production team that would be cost effective and maximize output.

GoProExecutive Producer

Sep. 2015 - Apr. 2017San Mateo,CAAs Executive Producer my role was to develop and execute original content strategies and programming for the Entertainment Division. I lead both internal and external creative teams to produce award winning original content series like Hala Madrid, NHL After Dark, Two Roads, A Draft Story, and Driven. This process included research, ideation, planning, production, distribution, promotion and evaluation. I also worked cross-functionally to develop 360 content marketing and distribution plans for tier 1 initiatives. Original content formats include series, features, documentaries, short form, VR and live events. In addition, I worked on a global level negotiating international content deals, developing strategical creative concepts, and nurturing relationships with premiere partners like Real Madrid FC, MotoGP, Red Bull, and Top Rank Boxing. I managed department staff, built production teams, developed production workflow, oversaw production budget, cultivated and motivated internal talent, and worked with internal and external partners to develop, execute and deliver projects on-time and on-budget. The 8-part documentary series I developed and produced Hala Madrid was sold to Facebook to help launch their Watch product and has garnered over 30M views to date.

HBOVice President Creative Development & Operations

Jun. 2010 - Sep. 2015New York, New YorkIn this role, I was responsible for the overall creative direction and brand management of HBO Sports and its franchises which included HBO Boxing, 24/7, The Fight Game, Real Sports with Bryant Gumbel, HBO PPV, HBO digital and documentaries. I also served as the Director for shows like State of Play, Fight Day Now!, Weigh-In Live, On the Record, 24/7: On Location, and Real Sports with Bryant Gumbel. As VP of Creative I led the redesign for the in-arena lighting and live show look as well as the original score and new graphics package for both World Championship Boxing and Boxing After Dark. I also directed and edited the series open. The creative direction for the largest PPV in history, Mayweather-Pacquiao was under my watch. I united a team from Showtime with my HBO team to produce an entirely new graphics package as well as write and produce an original score for the epic event. Real Sports with Bryant Gumbel was also rebranded under my creative direction. With a new theme arrangement, cutting edge set, and updated graphics, Real Sports won the 2014 Emmy for Outstanding Sports Anthology. I also directed the studio portion of the show. Four years in a row an HBO Sports documentary won the Emmy for Outstanding Documentary and I Creative Directed, shot and/or edited each one - Breaking the Huddle, Assault in the Ring, Lombardi, and Namath. I won my first Emmy for editing the critically acclaimed documentary Howard Cosell in 1999. I also oversaw original productions for HBO Sports Digital and partner platforms. I created an internal production unit that produced timely content on-site at live boxing matches and published to platforms within hours. This content helped drive viewers to the live event by providing compelling insight and access that fans find engaging.

Wonderland ProductionsCreative Director/Owner

Dec. 1998 - Jun. 2010New York, New YorkI left HBO to open my own production company, Wonderland Productions. Located in the heart of Soho, Wonderland was one of the first full service production companies in the NYC to deliver projects from concept to completion. My diverse skill set allowed me to work in different capacities on multiple projects simultaneously. Whether it was Executive Producing independent films, directing and editing documentaries and series or composing original scores for TV and Film projects, Wonderland established a reputation for producing premium content with commercial appeal. Wonderland attracted all types of projects from network series like Life in the D-League (ESPN), Sidelines (ESPN), Untold (SpikeTV), America Investigates (PBS), Insider Training (Discovery) to documentaries like Assault in the Ring (HBO, Emmy Winner), Behind the Curtain with John Leguizamo (HBO), Cutting Edge (HBO), Brown on Black (PBS), to branded content for McDonald’s, Pepsi, Land Rover and Jaguar. No Wonder Music was a division of Wonderland Productions where I, along with my partner John Wiggins, composed, performed and produced original music for television and film projects like 24/7 (HBO), Food Network, Street Games (Emmy Winner, SNY), HBO Boxing, Jeep World of Adventure (NBC), Eye of the Storm (FOX Sports) and Angels in America campaign (HBO). No Wonder Music also created a library of over 1,000 tracks for available for licensing.

HBOEditor

Apr. 1997 - Dec. 1999New York, New YorkI was the senior editor during my time at HBO, editing such high profile shows like The Chris Rock Show, Inside the NFL, Real Sports with Bryant Gumbel, Reverb, and the Emmy winning documentary Cosell. I also worked closely with the marketing team on campaigns for Six Feet Under, The Sopranos, Sex and the City, Carnivale, Def Poetry, Garth Brooks Live in Central Park, Seinfeld Live and the Bill Maher Show.

QVCDirector of Operations

Apr. 1996 - Apr. 1997West Chester, Pennsylvania

NewSport TVSenior Director Live Programming

Apr. 1993 - Apr. 1996Greater New York City Area · On-site