FIFA+ Platform Launch
FIFA+ is a direct-to-consumer streaming platform featuring live and on-demand global football — including the entire World Cup archive — in six languages. I led end-to-end marketing strategy for launch, overseeing a team of 12 across paid media, email, push, SEO, PR, and social.
Impact
- Managed $10M marketing budget across all paid and partnership channels
- 2.7B impressions, 935K app installs, and 2.6M total site visits during the 2022 FIFA World Cup
- 100K first-party data records captured through World Cup Fantasy gaming campaign
- Delivered 120M emails to over 15M users in five languages throughout the World Cup
- Secured "Best of Football" and "App of the Day" in Google Play and Apple App Store
- Negotiated zero-cost VIK agreements with TikTok, Meta and YouTube for native games, AR filters and premium placements
Premier League US Audience Growth
I lead a team of content strategists, designers, and growth marketers with a shared goal: grow awareness and deepen fandom of the Premier League among US audiences. I own the senior stakeholder relationship and lead the thinking on how advanced analytics can build deeper fan connectivity.
Impact
- Grew PLinUSA to 680K TikTok followers, 1.3M on Instagram, and 327K on X — in under 2 years
- Led 6-month Summer Series ticket sales campaign — outperformed paid lead gen targets by 5% at $1.71 CPA on Meta
- Consistently delivering +10–13% MoM follower growth; select months achieving +24–30% engagement lifts
College Fan Loyalty Programs
Two Circles identified an opportunity to help college athletics departments generate new revenue through NIL-sponsored fan loyalty programs. I led business development, commercial planning, and full go-to-market strategy for three programs built on the premise that data can deepen the connection between fans and student athletes.
Impact
- 150% average MoM member growth in the first 3 months across programs
- Over 70% of members activated unique perks within the first 90 days
- Built full omni-channel infrastructure: lifecycle email & SMS, paid media, SEO, content, merchandise ops, and on-the-ground activations
- Led senior stakeholder sessions with Athletics Directors, CROs, and SVPs of NIL Operations
ESPN International Campaigns
Over seven years at ESPN I built pan-regional marketing campaigns across LatAm, Australia, EMEA, Singapore, and India — for the UEFA Champions League, NBA Finals, US Open, and the ESPN Play app launch globally. I owned end-to-end strategy, creative, paid media, and on-the-ground activations across 10+ markets.
Impact
- Exceeded UEFA Champions League traffic targets YoY — +10% in 2016, +12% in 2017
- +32% app downloads in 2016, +18% in 2017 across UK, India, Australia, Brazil and SSLA
- Hit 2018 "Pronóstico Rusia" LatAm fantasy football KPIs across 5 markets — 3 weeks early
- India Cricinfo App Install: $0.25 CPI and 13.78% CVR via dynamic creative optimization