Senior Marketing Executive specializing in go-to-market strategy and creative development for entertainment, live sports, and technology. A proven leader of global campaigns with award winning creative execution, I have managed marketing campaigns for over $150 million in media spend over 10+ years in the industry.
PREMIER LACROSSE LEAGUE (PLL), Los Angeles
VICE PRESIDENT, CONTENT & BRAND (MAY 2022 - OCTOBER 2024)
Developed and managed brand, creative, and content strategy for the 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+ strategists and creatives, 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.
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.
Acted as the creative point of contact for broadcast media partner ESPN, providing storytelling and creative content guidance, including original content leveraged during broadcast halftimes, programming suggestions for Sportscenter, along with hosting on-site ESPN media team members.
AMAZON PRIME VIDEO, Los Angeles
SENIOR BRAND MANAGER (FEBRUARY 2020 - MAY 2022)
Lead overall global strategy for consumer marketing for Prime Video brand-defining series, including creation of goals, approach, positioning, brand management, creative guidance, and overall communication and engagement strategy for over $100M in media spend.
Drove 360 campaign planning across social, digital, Amazon owned channels, TV, in-theater, print, out-of-home and PR. Led strategy and planning for the highest performing docuseries at Prime Video at the time, LuLaRich.
Worked collaboratively with various global teams and series stakeholders to ensure brand consistency and overall success to 200+ territories. Aligned closely with research teams to lead priority consumer insight studies, and instructed international teams on strategy and creative.
Drove the development of cross-discipline plans by working closely with and gathering inputs from all internal global stakeholders including, but not limited to, Amazon owned and operated, media, social, PR, partnerships and promotions, legal, research, production, business development and other relevant teams.
Oversaw long-lead creative development and provided creative direction and feedback to agency teams to ensure all was on brand and aligned with campaign and brand strategy.
Oversaw $10M+ in project budgets, working with the production team to track and forecast.
Presented to senior leadership regularly to update on key metrics and progress to goals; set mechanisms to operationalize timely global status updates for titles.
Cultivated positive relationships with appropriate agencies, companies, talent, executive producers, external studios and other relevant global stakeholders to forward our position.
SENIOR CAMPAIGN MANAGER (APRIL 2019 - FEBRUARY 2020)
A "Chief of Staff" for campaign efforts. Managed all operational aspects of a campaign including workflow, timelines, creative development and budget tracking.
Led the creation of the operational playbook for tentpole releases, beginning with Jack Ryan S1, which was the largest marketing campaign ever at Prime Video at the time ($70M) with a Super Bowl spot. Then led the marketing operations and creative production planning future tentpoles: Jack Ryan S2, Lord of the Rings: Rings of Power, Wheel of Time, and Thursday Night Football.
Crafted holistic and individual project workbacks that raise visibility of all of the critical needs and key stakeholder (internal and external) approvals required from campaign inception to completion.
Optimized the use of business resources through rate negotiations, strategic allocation of resources, financial reporting and team member assignments. Owned the business relationship with creative/360 agencies, as the outward facing liaison and producer.
Oversaw the execution of wide scope media campaigns through the creative allocation of media tactics and delivery of standard and custom creative in partnership with media and external partners.
CAMPAIGN MANAGER & CREATIVE PRODUCER (AUGUST 2017 - APRIL 2019)
Created schedules, determined resources, estimated time, tracked costs and project completion requirements for Prime Video marketing campaigns.
Ensured team established and maintained appropriate processes, procedures, forms and job tracking to keep creative deliverables on time and on budget.
Worked collaboratively and proactively with internal team and external creative agencies to assess project requirements and ensure efficient development and delivery of assets.
Managed and delivered creative assets to all internal and external partners.
ATTENTION SPAN MEDIA AGENCY, San Francisco
DIGITAL STRATEGIST (SEPTEMBER 2014 - AUGUST 2017)
Developed creative strategy and implementation to brand clients for social media campaigns using organic interactions, influencer marketing, paid media, and word of mouth.
Directed internal research and adoption of social media analytics tools for the agency.
Worked directly with C-Level executives to develop communication strategy and brand identity.
GOOD UNIVERSE, Los Angeles
EXECUTIVE ASSISTANT TO CO-FOUNDER (JUNE 2013 - JULY 2014)
Evaluated hundreds of scripts, books, and treatments for film and TV, hunting for viable projects for development and production.
Participated in weekly acquisition and creative/production meetings with all senior executives.
Aided in weekly TV and film creative meetings designed to generate new material for the studio.
Contributed to project development, and saw projects through production, post and release.
EDUCATION & ATHLETICS
Princeton University, New Jersey
MEN’S VARSITY LACROSSE TEAM (2007-2011)
2010 & 2011 - All Ivy League Selection
Major: History