Senior Marketing Executive focused on brand strategy, marketing operations, and creative development for entertainment, live sports, and technology.
As a creative producer and campaign manager:
Jack Ryan S1, Jack Ryan S2, Lord of the Rings, Wheel of Time, The Grand Tour S2, Sneaky Pete, Thursday Night Football, AVP, All or Nothing and more.
As a brand strategy and creative lead:
LuLaRich, Making The Cut, The Premier Lacrosse League, The Lacrosse Network, The Boston Cannons, The Maryland Whipsnakes, The Denver Outlaws, The Philadelphia Waterdogs, The Carolina Chaos, The New York Atlas, The California Redwoods, The Utah Archers.
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Most recently as VP of Content for the PLL:
Developed and managed brand, creative, and content strategy for the Premier Lacrosse League, all eight regional teams, and The Lacrosse Network, including creation of goals, approach, positioning, brand management, creative direction, and overall communication and engagement strategy across all customer touch points with a total social media audience of 5M followers.
Led a team of 20+ creatives and strategists, with management of five direct reports, overseeing six business units: social media, original content, public relations, brand management, influencer marketing, and design. Reported directly to league president, Paul Rabil.
Restructured the entire content organization and overhauled creative production and programming processes in 2022, resulting in increased YoY social media engagements by 148% (from 37.7M in 2021 to 93.8M in 2023), social media views by 679% (from 116M in 2021 to 904M in 2023), and content publishing volume by 34% (26k in 2021 to 35k in 2023). The PLL is currently on pace to exceed 1B video views for the first time in 2024.
Developed new positioning and content strategy for YouTube for the league and The Lacrosse Network (TLN), resulting in a ~1900% increase in engagement and views YoY. Rebalanced content publishing volume to include more consistent vertical video through YouTube shorts.
Managed the development of new brands and logo systems for eight PLL teams as the league shifted from a tour model to a traditional home city model, including the creative marketing strategy for the eight new local markets. The campaign resulted in increased team social engagement (+27% YoY), social viewership (+190% YoY), and audience growth (+114k followers) through the 2024 season.
And Personally…
Long before I drove across the country to work in the depths of the mailroom of ICM, I had a passion for storytelling, both written and visual. Outside of work, I voraciously consume historical fiction, FromSoft and Bethesda games, landscape photography, and a variety of beach activities in Manhattan Beach, California.