Major League Soccer
New York, NY
February 2018 – Present
Director, Sponsored & Custom Content
Direct ideation, execution and delivery of more than 25 annual sponsored digital content series, develop and execute sponsored content integrations, optimize media for social, video and editorial platforms, and lead content strategy for league-wide big events and initiatives.
- Collaborate directly with major partners (adidas, AT&T, Wells Fargo, Heineken, Audi) to align on content executions and activations
- Spearheaded cross-functional, multichannel content strategy for launch of 4 new MLS properties
- Led video team to 36% production growth over 3 years
- Drove YOY revenue growth by doubling sponsored content output and increasing clients served by 42%.
- Manage workflows for content-driven sponsor initiatives (All-Star, Playoffs, Kick Childhood Cancer, Community Heroes)
- Partnered with adidas to jointly build Creators Network of freelance video, photo, and design companies and individuals in 9 key markets and Canada.
- Wrote and enforced MLS Partner Protection Guidelines to protect against category conflicts in League content.
February 2017 – January 2018
Senior Manager, Custom Content
Developed and oversaw execution of all league digital content sponsorship integrations for video, social and editorial content and tentpole events.
- Created annual content strategy, production calendar, and manage $1Millon fulfillment budgets
- Coordinated cross-departmental collaboration to ensure correct brand messaging in content
- Developed departmental best practices workflow to ensure quality execution and delivery
- Hired and led creative teams of staff, talent, and freelance video, photo and design partners
July 2015- January 2017
Manager, Custom Content
Managed custom video content creation tied to league sponsorships from conception to completion.
- Directed production of video features and highlight-based storytelling for O&O digital channels.
- Developed and executed sponsor integrations for live and post-produced video content.
- Conceptualized and pitched content programs and series to prospective and renewing corporate sponsors.
BYU Athletics Dept.
Provo, UT
August 2013 – July 2015
Manager, Video Services
Produced live in-arena video and ribbon board presentations for six sports in four venues and directed production of promotional content for 21 teams, marketing initiatives and athletic events
- Led integration and content creation strategy for three new video boards in three venues.
- Developed and coordinated sponsorship elements in live and post-produced formats.
- Managed creation of all video, graphic and sponsored elements for LED displays in four arenas.
- Stakeholder for launch of West Coast Conference digital network “The W.tv.” and collaborated with conference office and member institutions to create conference-wide video sharing workflow.
May 2008 – July 2013
Coordinator, Video Services
Captured and edited video content for highlight and feature production and produced live video board presentations for football and men’s and women’s basketball.
- Built BYU Athletics video department from ground up to staff of 5 over five-year period
- Stakeholder for launch and regular programming of “the Mtn.” network, the first TV network dedicated to a college athletic conference
- Guided strategy and creative direction for all athletics department video productions.
- Produced and directed more than 200 live streams of baseball, softball, volleyball and soccer
Quick Facts
- Proficient in Spanish
- Winner, Silver Telly Award 2020 – Campaign: Social Responsibility for Branded Content.
- Experience in studio, field and control room video production processes and techniques and Adobe Creative Suite.
- Featured Speaker – MLS League Meetings – “Sponsored Content Best Practices.”
- Major League Soccer Digital Content Senior Leadership Team
- Sports Business Journal League of the Year – 2016 & 2020 (Major League Soccer)