---
title: "Community Spotlight: Tom Johnson, Head of Digital, MLL"
description: We're introducing you to the diverse minds behind your favorite companies and campaigns in sports. This week, meet Tom Johnson, CDO, Major League Lacrosse.
image: https://www.hashtagsports.com/hubfs/Imported_Blog_Media/Tom-Johnson.jpg
---

[Community Spotlight](https://www.hashtagsports.com/read/tag/community-spotlight)

# Meet Tom Johnson, Our Community Member of the Week

##### Community Spotlight: Tom Johnson, Head of Digital, MLL

![Featured Image](https://www.hashtagsports.com/hubfs/Imported_Blog_Media/Tom-Johnson.jpg)

By [![Picture of Team Hashtag](https://www.hashtagsports.com/hs-fs/hubfs/brand/ht.png?width=30&name=ht.png) Team Hashtag](https://www.hashtagsports.com/read/author/hashtag-sports)  •  1 min read

 April 29, 2019

![](https://www.hashtagsports.com/hs-fs/hubfs/Imported_Blog_Media/innovate-divider-Sep-02-2021-04-39-52-24-PM.png?width=800&height=50&name=innovate-divider-Sep-02-2021-04-39-52-24-PM.png)

**Name:** Tom Johnson

**Job:** Chief Digital Officer

**Company:** Major League Lacrosse

**LinkedIn:** [Tom Johnson](https://www.linkedin.com/in/thomas-johnson-9a314182/)

---

**In 140 characters or less, tell us who you are and how you got to where you are today.**

Tom Johnson, Head of Digital for MLL. I didn’t want to be a lawyer, I liked sports and I spent way too much time on the computer growing up.

**What’s one trend in media or marketing that you’re buying or selling?**

I’m buying dynamic segmentation and personalization. We are continuing to look for new and different ways to engage lacrosse fans.

**How do you define engagement?**

Engagement is getting people to move down the funnel.

**What’s the project or campaign that you’re proudest of? Why?**

Our recent MLL Draft generated record-breaking web traffic, search impressions and social reach around the weekend of festivities. Page views were up 913% compared to the previous year’s draft. Search traffic was up 618% and social traffic was up 24,000%.

**What are you working on right now? Any exciting future plans that you’re able to share?**

The MLL season starts in less than two months, so we’re getting ready creating social media and online assets for the league, teams and especially the players.

**As a connected fan, what’s the most engaging piece of sports content that you have recently consumed?**

As a sports fan, I have really enjoyed following [Twitter](https://engage.hashtagsports.com/2018/11/05/tj-adeshola-twitter-sports/) Hitter from MLB. It’s a live stream of every one of a player’s at-bats.

**What’s been the biggest high and low of working in sports?**

In my career, the highs have included meeting my childhood heroes like Deion Sanders or Joe Montana. The low is having to bring my computer with me all the time – just ask my wife.

**What’s one element of the sports industry that you’d like to see change?**

I’d like to see sports content creators paid more, especially creators who work in digital publishing.

![](https://www.hashtagsports.com/hs-fs/hubfs/Imported_Blog_Media/innovate-divider-Sep-02-2021-04-39-52-24-PM.png?width=800&height=50&name=innovate-divider-Sep-02-2021-04-39-52-24-PM.png)

[ Meet Melissa Marchionna, Our Community Member of the Week

Melissa Marchionna shares how MLS is innovating, not putting a hold on creativity, and her personal journey to MLS.

Read More

](https://engage.hashtagsports.com/2018/11/05/community-spotlight-melissa-marchionna-mls/) <https://engage.hashtagsports.com/2018/11/05/community-spotlight-melissa-marchionna-mls/>

Get to know more members of the Hashtag Sports community [here](https://engage.hashtagsports.com/featured/community-spotlights/).

**Hear more from leaders and creators across the sports industry this June at [Hashtag Sports](https://hashtagsports.com/), an annual conference designed for media and marketing professionals.**

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