Greenville, South Carolina, United States
My work and personal joy lives at the intersection of storytelling and measurable results: growing audiences, building sponsorship revenue, and producing award-winning campaigns. Whether it’s shaping a platform, directing a brand narrative, or connecting with fans on a deeper level, I bring the vision and execution needed to create content that resonates and lasts. I am a flexible servant leader who uses curiosity and self-starting abilities which are relentlessly focused on getting 1% better each day. I’ve used collaboration and vision casting abilities to build and guide high-performing teams that deliver at scale and the best is yet to come.
• Oversee content revenue arm for Clemson Ventures separated into three verticals of Original Focused Content, Custom Focused Content and NIL Content. • Widened distribution of original content offerings through partnerships with ESPN, ACC Network, Amazon and FAST Channels • Selected as one of ten members to the 6th Clemson University CUGrow Cohort focused on honing leadership skillset while serving others and the surrounding community.
• Oversaw entire athletics creative solutions department - video, art direction, social/digital • Oversight and development of $400k annual budget • Oversight of Clemson Football social channels - leading to over 300M+ impressions, 15.3M+ interactions, a 5.09% engagement rate and generating social value of $17M in 2 seasons • Oversight of Clemson+ OTT Platform - generating over 100+ original content hours in under a year - focused on creating new IP through docuseries, podcasts, features and more • Team was nominated for 33 awards in 2-year span through Regional Emmys, SVG and Hashtag Sports Awards • Spearheaded first ever 52 week OTA agreement with Gray Media (FOX) which generated 1500+ new ad inventory spots for sponsorship team creating a $3.9M ceiling of new revenue • Grew OTT audience retention from 2-minute average to 30-minute average • Developed robust relationship with SONY which provided $70k+ of seeding equipment for students • Developed first of it's kind recruiting content development strategy for individual programs
• Oversaw and developed overall social strategy for entire athletics department including individual teams and platforms with emphasis on data driven decision Most interactions generated by an FBS athletics department on main account socials in 2021 with over 7.1M interactions • Over 65M+ interactions across all sports social platforms while maintaining top 5 growth rate across all programs • Handled over $5M in sponsorship activations through 2021 year with national and local businesses while reporting monetary value per post to enhance the percentages of renewal contracts for 2022. • Took over paid social advertising in November 2021 • Spent a 10k budget to generate over 1.1M in ticket sales via Facebook and Instagram campaigns • $104.24 ROAS and eclipsed over 1.05M impressions through 9 separate campaigns • Oversaw creative direction and social strategy for online merchandise sales in partnership with CLC and Fanatics • Generated over 2.2M in individual sport merchandise sales – 34.8% increase YOY • Generated over 2.7M in official team shop (non-sport specific) merchandise sales – 44.7% increase YOY • NACMA Marketing Team of the Year (2021 + 2022) • Received Gold for Single Game Campaign and Virtual Student Promotion • Received Silver for Static Promotional Ad • Received Bronze for Multi-Platform Branding Campaign, Sponsorship Activation and Attendance Promotion • Men's Basketball Creative Director • Oversaw entirely of social strategy and content development of Chris Beard hire to Texas - Gained well over 100k interactions in total across platforms for MBB account • 3rd highest percentage increase in terms of interactions year over year with a 1.3M+ increase • On committee of 10 members leading to development and overall design of Moody Center Court + unveiling • Led all NIL efforts with specialization on player branding and social media influence • Was personally named the 2021-22 Opendorse NIL Champion of the Year
• Developed digital strategy for Athletics Department and each individual teams with emphasis on engagement • Managed 40 social media accounts over 5 platforms – Twitter, Instagram, Facebook, TikTok, YouTube •3rd Highest percentage growth total within one year of all collegiate branded IG accounts (95% growth) • Increased collective following among all accounts by 353% • Storyboarded, crafted script and executed release timeline of “This is Rice Athletics” brand refresh video • Administer game presentation, special events, promotions, digital marketing and advertising implementation. • Responsible for increasing attendance, creative a positive and exciting game day atmosphere, increasing fan engagement and furthering the Rice Owls Brand • Chair for strategic plan (Vision for Victory) • Presented “Building Your Brand” presentation given to 300+ student athletes each year • To date, have generated more than 3.4M impressions for specific student-athlete brand campaigns • Created and Spearheaded a Women’s Sponsorship Initiative entitled EmpowHER Owls • First ever women’s annual fund created under Rice Athletics • Celebrated women’s athletics and generated funding for women's programs • Oversight FB marketing - gameday scripts, sponsorship, in-game activations and videoboard oversight • Oversight WBB marketing – gameday scripts, sponsorship, in-game activations and videoboard oversight • Guided ticket sales strategy and effort which led to new season ticket sales record – 34% increase • Increased overall revenue by 23.38% from year prior and 57.89% over 2 year report • Led ‘The WHO’ – Workplace Happiness Objective • Was given the responsibility of boosting all staff morale and led committee of 10+ people
• Responsible for @RiceAthletics social media and digital strategy which created unified look • Developed branding guideline for use on social media platforms • Managed 36 accounts across 14 sports with emphasis on engagement, growth and advertisement • Oversight of all marketing efforts for Women’s Basketball Program • Increased revenue by 27.9% from year prior with a 32% increase over 2 year repor • New attendance record + built student rewards program with IMG Learfield Partnership via From Now On • Secondary lead for football – assisted with music, video board and public address announcer for 2018 season • Managed a team of 15 interns and created first intern testimonial website – RiceOwls.com/Internship
• Responsible for all Olympic sport marketing plans and implementation • Led social media efforts with focus on engagement and growth (TW 16.72%, IG 32.37%, FB 10.08%, SC 505%) • Interim Director of Marketing during 2-month transition period • Developed first ever ‘Champ’s Corner’ informative newsletter for Kid’s Club members
Enhance marketing techniques to gain higher percentage of student involvement during on campus activities