In 140 characters or less, tell us who you are and how you got to where you are today.
Life-long sports fan, fascinated by the X’s and O’s of the business. Thankfully, my passions opened doors. But, focusing on empowering others kept them open.
What’s one trend in media or marketing that you’re buying or selling?
Community empowerment: the concept of placing the creative direction of a brand’s marketing platform directly into the hands of its consumers. You see this through market leaders, like American Eagle (#AExME Campaign), in supporting self-expression and sharing / amplifying their customers’ stories.
How do you define engagement?
Complete and total deliverance against all phases of the consumer journey cycle. Every partnership our team touches needs to demonstrate clear effectiveness in increasing relevance, driving consumer intent and building loyalty. Our team does a great job of building a measurement plan while defining customized Brand KPIs at the upfront of every project that we touch.
What’s the project or campaign that you’re proudest of? Why?
We are continuing to work with our client, Samsung, to help in promoting a new and exclusive in-game Outfit and Emote for the world’s most popular Battle Royale game, Fortnite.
Part of this campaign involved a special March ‘Launch’ event, where guests were invited to play on Samsung mobile devices for a chance to compete on a never-before-played Fortnite Creative Island with the world’s most popular gamer, Tyler ‘Ninja’ Blevins and K-Pop band sensation, iKON (including Jung Chanwoo, who served as the inspiration for the new in-game Outfit).
The event completely sold-out (1K+) and reached over 221K via online views. We far exceeded our KPIs in garnering awareness of gameplay on Samsung mobile device, as well as surpassing average PI/lift from previous entertainment events.
What are you working on right now? Any exciting future plans that you’re able to share?
I’ve been tasked by several of our clients in evaluating a potential relationship with the new LA Stadium and Entertainment District, which is set to open in Summer of 2020. Given the size and scale of the project, it’s certainly been an interesting exercise!
As a connected fan, what’s the best piece of sports content that you have recently consumed?
Having worked with The Players’ Tribune on previous campaigns, I think they do a great job of creating top-line, culturally relevant content that truly speaks to the end-fan in a raw, uncut and engaging manner. They offer a perspective few others can and that’s what makes them such an attractive platform for brand partnership.
What’s been the biggest high and low of working in sports?
Being at the forefront of working with some of the biggest brands, teams, and personalities in the business. Sometimes I have to remind myself not to take it for granted!
We’ve all experienced the lows. You can continue to reflect on them or learn from them. I’m choosing to learn from them.
What’s one element of the sports industry that you’d like to see change?
The debate around compensation for student-athletes remains a hot button topic. This is especially evident as the men’s basketball corruption scandal is top-of-mind for fans of blue blood college basketball programs.
There are many different opinions and it’s a complex issue, but it’s clear that the conversation needs to be seriously revisited since it has far-reaching implications for collegiate athletes and their respective athletic programs.
Get to know more members of the Hashtag Sports community here.
Hear more from leaders and creators across the sports industry this June at Hashtag Sports, an annual conference designed for media and marketing professionals.