XFL (XFL Properties, LLC)
Responsible for the creation of the end-to-end brand strategy and implementation for the XFL including the establishment of league’s active purpose, value proposition, and brand pillars leading to leaguewide rebrand. Led multiple, multi-agency collaborative projects to redesign the league and team brands. Managed and owned the build out and execution of marketing strategies for business-critical moments throughout launch including league identity reveal, head coaches and city announcements, team brand reveal, uniform unveil, player draft, schedule release, training camp, opening weekend, theme nights, playoffs, and championship. Implemented processes across the entire marketing org with strategic, integrated approach to core business to ensure we established our brands and delivered on core KPIs. Ensured alignment with internal and external stakeholders to establish 360-degree brand experience across broadcast, affiliates, content, partnership, consumer product group, technology, vendors, and ownership portfolio companies.
Role(s):
Vice President, Marketing & Brand, XFL (2022-2023)
Marketing, XFL (2020-2022)
New York Guardians | XFL (Alpha Entertainment, LLC)
Led marketing, community relations, brand strategy including transformation from XFL New York to New York Guardians and brand launch, XFL Draft, QB media tour, ball unveil, and uniform reveal. Headed creation of marketing infrastructure for Guardians fan journey and communications, including CRM processes, database growth initiatives, email automation, lead generation, and gameday communication. Led cross-department collaboration to create fully immersive fan-first branded platforms and gameday experience. Supervised game presentation and collaborated with MetLife Stadium stakeholders to activate the most gameday fan experiences and created the best in class guest experience. Delivered comprehensive research, strategy, and implementation of an innovative league-wide ticket marketing strategy to improve ROI on digital marketing efforts. Served in a dual role leading performance marketing for XFL and 8 local teams to drive tickets sales through digital marketing, television, radio, and mobile advertising.
Role(s):
Senior Director, Marketing, New York Guardians (2019-2020)
Senior Director, Digital Marketing, XFL (2019-2020)