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Work Background
Self-employedMarketing Consultant
Apr. 2025United States
NOCAP SportsBrand Solutions Leader (Contract)
Jan. 2025 - Apr. 2025NOCAP is the leading tech-enabled athlete marketing agency, helping develop custom, innovative, results-oriented solutions for brands to tap into the influence of athletes, specializing in NIL. Tasked with strategizing, activating and ensuring ROI on investments made within the college sports space for some of the biggest brands in the world. #NIL
OpendorseSenior Director of Campaigns & Marketplace Success
Jan. 2022 - Nov. 2024Remote (Seattle)In this role, I led a division focused on team leadership, revenue generation, process development and optimization, and cross-department collaboration across the entire marketplace business. Driven by my passion for coaching and talent development, I grew the team from two to nearly ten employees, creating a strong culture and high retention. I developed and tracked key performance indicators (KPIs) and implemented bonus criteria to ensure alignment with business goals. Within the managed campaigns team, I supported the execution of brand campaigns with athletes, creating an execution playbook, overseeing campaign recaps, streamlining processes, managing paid amplification, and maintaining client relationships. I also identified and developed new revenue-generating opportunities, such as paid media offerings, new service solutions, and a partnership model for agencies. Additionally, I led the growth strategy for our self-serve marketplace, enhancing its positioning, educational resources, and operational success, with a focus on scalability. I implemented data-driven, targeted strategies for various audience segments, tracked results, and supported efforts to drive sales and renewals. In collaboration with marketing, I helped refine B2B lead-generation efforts and improve our overall positioning. Throughout all initiatives, I emphasized process optimization, cross-functional communication, and resource leveraging to maximize efficiency and scale.
Pico · Get PersonalCustomer Success & Activation Strategy Contractor
Jul. 2020 - Dec. 2020WorldwidePico is a channel-agnostic marketing SaaS platform that helps transform anonymous digital fans into identifiable ones. - Manage sports team clients as they leverage Pico to build robust data profiles of their digital fans, including but not limited to ongoing marketing tactics across multiple channels.
- Train clients on platform features and capabilities - Track individual customer accounts, develop personas and match programs and tactics accordingly
- Monitor, measure, and map customer engagement and activity
- Help iterate on strategy and process for client onboarding and success
- Provide exceptional customer service using proactive communication
- Maintain great technical knowledge of the Pico platform and guide customers through relevant features and functionalities for their specific needs
- Collaborate with the Support and Product teams to ensure customer satisfaction
Seattle SeahawksDirector of Marketing
Jan. 2018 - May. 2020Seattle, WashingtonIn my role, I helped lead a team tasked with using a mix of creativity, strategic planning, and fan insights to construct outbound programs & campaigns that deepen fan affinity, lead to conversion and drive revenue for the Seahawks and our partners. Points of success:
- In collaboration with numerous internal groups, I led the development of a new campaign intake and management process that aimed to create efficiency across the broader team, and allow the group to act strategically with a stronger focus on defining goals and KPIs.
- Worked seamlessly with partners in design, production, insights and digital to develop and execute strategic marketing campaigns.
- On numerous occasions, I successfully worked to synthesize complex problems and create strategic, omni-channel marketing solutions.
- Steered Seahawks paid media strategy, testing hypotheses and analyzing data that led to a better understanding of consumer purchase patterns, helped begin to develop attribution models, and helped devise lead generation strategies for future sales initiatives.
- Supported key internal stakeholders on all revenue-generating initiatives through the creation of full-funnel, omnichannel campaigns, messaging assistance, and promotional support.
- Developed creative activations for Corporate Partners that resulted in authentic connections between partner brands and fans, while simultaneously supporting Seahawks business objectives.
- Identified opportunities to connect with fans in unique ways through new channels and content, and drive increased national/international brand awareness and brand regard.
- Recapped and analyzed campaigns, sharing conclusions, and providing actionable insights to internal stakeholders that helped shape future plans and drive improved ROI.
WassermanSenior Manager, Brand Projects
Nov. 2016 - Jan. 2018Greater Los Angeles AreaIn my project-based role, I supported our brand clients with insight-driven strategies and solutions to help them meet their business objectives. This included crafting content and paid social media strategies, managing paid social campaigns, analyzing data to derive qualitative insight for reports, utilizing scorecard methodology to make informed recommendations for influencer marketing campaigns and a variety of other marketing and social media consultative duties. Success in this role required staying informed on industry trends, and I leveraged this knowledge not only for our clients but also to lead an agency-wide digital meetings each month.
Laundry ServiceAccount Manager - LA24/28 Olympic & Paralympic Bid
Oct. 2015 - Nov. 2016Greater Los Angeles AreaMy day-to-day work was strategic in nature, developing initiatives and providing creative, practical solutions to account issues. Working embedded with the LA 2024 Olympic & Paralympic bid team, my goals were to deepen the client relationship and help to achieve their goals in a demonstrable way. Specific responsibilities included:
- Devising and overseeing execution of influencer engagement strategies
- Approving content and ensuring that all parties stay true to the strategic vision and voice across channels
- Overseeing production and distribution of all content, including owned, earned and paid - Overseeing reporting for social channels and paid media Key Projects:
- Created and executed the campaign for the brand launch
WassermanDigital & Social Media Manager, Team Sports
Oct. 2014 - Oct. 2015Greater Los Angeles Area* Educated athlete clients on social media best practices, managed specific athlete profiles with an eye on growing engaged communities to create revenue generating opportunities. * Acted as project manager for athlete and campaign microsites, working with vendors and clients to complete time-sensitive projects efficiently and accurately. * Prospected new business, helping to bring on new social media business as well as facilitate team workshops. * Served as digital account manager for a variety of brand activations, including: - Shaw Communications’ “Road to the Grey Cup” campaign, featuring the creation of a dedicated microsite, Twitter & Instagram channels and more than 40 pieces of exclusive video content with Shaw-sponsored CFL players. I served as project manager for the microsite build and ongoing maintenance and was responsible for developing platform strategy, voice, engagement tactics and paid strategy for social. I also executed a Promoted Trend on Twitter generating 3.86M total impressions and resulting in 12x the normal daily follower growth and 4x the normal daily account mentions. The account also trended in two Canadian markets during the CFL Championship game. - Managed influencer activation and microsite for Scotts #KeepItReal campaign, which aimed to insert the brand into the Women’s World Cup conversation while raising awareness and advocating for real grass on athletic fields. Over the four months, the 11 influencers along with traditional and paid media helped generate more than 401 million media impressions and 10.5 million Tumblr impressions with over 8,500 people joining the movement. - Helped lead the team that executed Nationwide’s digital activation plan for the Nationwide Memorial Golf Tournament. Nationwide saw positive results all around with 13% increase in social mentions & 27% increase in impressions from 2014. The Nationwide corporate Facebook page also saw an 86% increase in average daily new likes.
Beck & ScoreSocial Media Consultant
Jul. 2013 - Oct. 2014Culver City, CABeck & Score is a members-only travel company offering tailor-made experiences and personal on-site concierge to the world's premier ticketed events. In my consulting role, I created a social media strategy for the brand and all staff aimed at identifying qualified leads and increasing brand awareness for this young company. Coinciding with the brand social media strategy, I also created and executed a content marketing plan aimed at building credibility, conveying expertise and shaping brand perception in the luxury & sports travel spaces. This consisted of writing & packaging blog content as well as creating, executing and analyzing a syndication plan, complemented by paid social and SEM campaigns. Additionally, I provided A-B testing and analysis on email marketing campaigns. As a result, traffic to the website steadily increased. In June 2014, I traveled with the team down to Brazil to the FIFA World Cup in an effort to create social content that told the story of the incredible travel experience they provided their members. We leveraged athlete and celebrity members and followers to continue to raise brand awareness while generating owned media content on Facebook, Twitter and Instagram that reinforced brand attributes and helped position Beck & Score as the premier sports travel company. In August 2014, I worked alongside the CTO to assist in rebuilding and relaunching the company website with a focus on optimizing the user experience and marketing upcoming events.
Los Angeles GalaxyManager, Digital & Social Media
Feb. 2010 - Jul. 2013Carson, CASOCIAL MEDIA MANAGEMENT
I built the Galaxy's social media platforms at an early stage, taking the team from 10,000 followers to more than 140,000 on Twitter and growing Facebook fans from 20,000 to a league-leading 640,000 at the time I left in July 2013. Their fast rise was noted by Sports Business Daily: "The Galaxy are the class of MLS in a study of nearly three years of social media data, leading the way in Twitter followers, Facebook likes and Instagram followers -- as well as in total additions over the last three years." Specifically,
* Managed strategy, implementation & optimization of Galaxy social media platforms aiming to enhance brand presence while maximizing engagement & driving revenue via original content, creative campaigns & innovative partnership activations * Developed relationships with athletes to educate on benefits of social media & best practices
* Worked with partnership activation team to create innovative activations, including Galaxy/Herbalife/adidas "Design the 3rd Kit" Contest, Shasta Flavorstyle soccer trick Facebook app & Chevy #LetsDoThis
* Created integrated & engaging multi-channel activation plans around major team initiatives & events including reveal of 2011 3rd kit & re-signing of David Beckham (see Twitter case study)
* Developed relationships with influential fan bloggers, soccer media & team digital leads to run cross-promotions, create unique content & drive traffic to LAGalaxy.com & social media channels
* Drove ticketing, merchandise & sponsorship revenue through social media CONTENT MANAGEMENT
* Worked with PR department & broadcast talent to manage & plan editorial content including content franchises, gameday strategy, photo & video content DIGITAL MARKETING & STRATEGY
* Managed all aspects of LAGalaxy.com, showing consistent growth in all metrics year over year
* Handled placement of online & paid social ad buys
* Tracked web & social media metrics, disseminating monthly analysis reports to organization leaders
Los Angeles GalaxyDigital Content Manager
Feb. 2010 - Sep. 2012Carson, CA* Acted as Editor-in-Chief for LAGalaxy.com
* Managed website transition MLBAM property to drupal-based website managed in-house
* Responsible for logistics of scheduling, staffing, resource management and editorial prioritization * Published, edited and syndicated content to all Galaxy social media channels aiming to grow follower base and increase traffic to LA Galaxy website
* Created & implemented LA Galaxy social media strategy & voice on Facebook, Twitter, YouTube, LinkedIn & Flickr
* Managed, tracked & optimized Facebook ad campaigns
* Assisted in development of LA Galaxy pub program
* Worked with Database team on data capture, CRM and email marketing initiatives, writing copy and creating graphics for weekly enewsletter
* Acted as in-house designer, creating web graphics, headers and ads in Adobe Photoshop
Chicago Fire SoccerMarketing Coordinator
Jun. 2007 - Feb. 2010- Developed strategy and managed day-to-day execution for all social media initiatives, increasing follower numbers on Twitter to over 3,000 and over 7,500 on Facebook in first year
- Independently managed Chicago Fire website, working cross-functinoally with all departments to ensure quality & accuracy of content
- Worked with Communications team to create integrated digital media plan - Developed Viewing Party & Official Pub program aimed at increasing broadcast ratings, data capture and sales revenue
- Added value to Street Team through educated hiring decisions & training programs, secured presenting sponsorship and trade deals
- Created promotional partnerships in the community to increase Chicago Fire brand presence, data capture and ticket sales
- Worked with partnership activation group to ensure quality fulfillment of sponsor assets online, in the community and on gamedays
- Increased Kids Club membership from 2500-nearly 20,000 in 2-year period, added additional presenting sponsor
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