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Work Background
Track Star League (TSL)Executive Vice President Media Strategy
Nov. 2024🔹 Lead the creation and implementation of integrated media strategies across multiple channels to achieve business goals and enhance brand visibility. 🔹 Design and execute comprehensive media plans that align with business goals, target audience insights, and industry trends. 🔹 Conduct research to identify audience preferences, media consumption habits, and emerging industry trends to optimize campaign performance. 🔹 Oversee media budget decisions across digital, social, TV, print, and other channels to ensure cost effective and high-impact placements. 🔹 Work with marketing, creative, and content teams to ensure messaging consistency and brand alignment across media platforms. 🔹 Track key performance metrics (KPIs), analyze campaign effectiveness, and adapting strategies to changing market dynamics based on data-driven insights. 🔹 Build and maintain key relationships with media vendors, agencies, and external partners to ensure optimal media placement and cost-effective strategies.
FreelanceCreative Director, Nike Presents Katie Moon Pole Vault Classic
Mar. 2024 - Jun. 2024Olmsted Falls, OhioThe Nike presents the Katie Moon Pole Vault Classic is an elite track and field competition featuring the Olympic gold medalist and two-time world champion returning home to her high school track for the first time against a field of elite competitors ahead of the 2024 Olympics. 🔹 Acted as the primary liaison between meet management, event host, title sponsor, athletes, and media 🔹 Negotiated livestream broadcast contract 🔹 Hired meet officials, scoring management, competition area surveyor, DJ 🔹 Handled media credentialing 🔹 Coordinated media availabilities pre-meet 🔹 Organized and conducted press conference 🔹 Led and participated in project meetings, gathered requirements, tracked project progress
FloSportsVice President Editorial-MileSplit
Mar. 2016 - Feb. 2024Austin, Texas, United States🔹 Built a content strategy that grew the subscription base from 26K to 73K, driving pageviews from 293M to 750M (a 156% increase in traffic), and resulting in a $7M increase in annual revenue. 🔹 Oversaw 38 direct reports and managed 800+ content contractors, problem solving workflows for a 35% faster project turnaround time. 🔹 Managed a $3M+ budget with 99% accuracy monthly for five consecutive years; strategically allocated resources across 32 websites, increasing content production efficiency by 20% while reducing costs by 15%. 🔹 Led content team in executing social media strategy that saw a 247% increase in engagement across all channels (Facebook, Twitter, Instagram, YouTube). 🔹 Expanded content across a network of 32 websites, achieving a 30% increase in web traffic and a 25% improvement in user engagement. 🔹 Tailored SaaS products to prospective and existing customers by leveraging sales insights to inform the product/engineering teams’ development efforts, boosting product adoption rates by 40%. 🔹 Aligned content initiatives with the cyclicality of sports market trends, resulting in a 50% increase in network-wide revenue growth. 🔹 Eliminated $1M of expenses from the operating budget while delivering record subscription and traffic growth. 🔹 Chaired the FloSports Management Guild, a culture committee dedicated to leadership training for aspiring managers, leading to the promotion of 20% of members. 🔹 Developed the first departmental professional development plan for 15 employees. 🔹 Chaired the FloImpact Culture Committee for philanthropy events.
FloSportsDirector of Content
Jul. 2014 - Mar. 2016Austin, Texas, United States🔹 Directed content strategy across 15 FloSports websites, maintaining accountability for written and video content to boost audience engagement and expand brand reach. 🔹 Optimized content and social media strategies that increased subscription revenue by 230%, aligning editorial initiatives with audience preferences and market trends. 🔹 Produced premium documentary series on prominent athletes and personalities in track & field and softball, enhancing the platform's reputation for original content; won second place at the International Sports Press Association (AIPS) Sports Media Awards in 2023. 🔹 Introduced editorial policies and tone guidelines, standardized content production to ensure consistency and improved user experience across all websites.
FreelanceContent Writer & Producer
Jan. 2012 - Jan. 2014Newark, New Jersey, United States🔹 Led the creation of diverse content across world news, politics, and sports, delivering hundreds of high-quality pieces that met client needs and boosted audience engagement. 🔹 Cultivated relationships with key stakeholders and subject matter experts, enabling authentic storytelling and comprehensive coverage that elevated brand visibility and engagement. 🔹 Crafted the editorial strategy and served as lead writer for USC's book on its Olympic legacy, University of Southern California – An Olympic Heritage 1904-2012, showcasing the university's historic contributions to the Olympic movement.
NBC OlympicsSenior Web Producer
Jan. 2007 - Jan. 2014Stamford, Connecticut, United States🔹 Developed the content and social media strategy for Track & Field and Alpine Skiing sections of NBCOlympics.com, earning two Sports Emmy Awards for Outstanding New Approaches in Sports Event Coverage (2008, 2014). 🔹 Managed homepage content during the Olympics, solving problems at a fast pace to achieve over 125M page views while optimizing user experience across both platforms. 🔹 Produced viral athlete features and profiles, resulting in a 98% increase in site traffic in under 1 year. 🔹 Hosted and produced Olympic prediction shows with four-time Olympic medalist Ato Boldon, garnering over 100K video views and building a dedicated sports community. 🔹 Named to the 50 Must-Follow Twitter accounts for the 2012 London Olympics by Sports Illustrated.
Universal Sports NetworkAssistant Managing Editor/Senior Producer
Jan. 2007 - Jan. 2012Bethesda, Maryland, United States🔹 Became the first digital journalist honored with the Jesse Abramson Award for Excellence in Track and Field Journalism by the Track Writers Association of America. 🔹 Promoted in 2010 to assistant managing editor, directing the content team and crafting the content strategy for the Vancouver Winter Olympics, problem solving in real-time during the Olympics, and managing 20 freelance staff and $1.25m budget. 🔹 Produced and moderated “The Cool Down,” an interactive, social-media driven web show starring 4-time Olympic medalist Ato Boldon.
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