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Case Studies

Data-Driven Performance

Four campaigns that prove the power of strategic audience engineering, real-time optimization, and data-centric thinking.

935K Installs

FIFA+ Platform Launch

Head of Audience Development

2021–2023 | $10M budget

Key Insight
FIFA needed to cut through an already cluttered sports app space to drive engagement and 1P data acquisition in the lead up to the 2022 and 2023 FIFA World Cups with a newly-launched app.
Challenge
Net new app presence with zero installs | No previous fan-centric digital ecosystem to leverage | Competing against established streaming giants | An expectation from senior management to be a top downloaded app
Result
935K installs | 2.7B impressions | #1 in Apple App and Google Play stores | 120M emails sent globally during FWC22 to drive app downloads | Push notifications tailored to 20 markets in 5 languages (English, Spanish, French, Portuguese, and German)
FIFA+ Video
5
Global Social Platform Partnerships Managed
28%
Percent CPA Reduction Over 4 Months
60M+
Visits from OneBox Highlights
250M
Impressions via TikTok World Cup Hub

Strategic Approach

  • Real-time audience segmentation across 12 digital channels
  • Dynamic creative testing with 150+ variations to identify messaging resonance
  • Conversion funnel optimization reducing CAC by 28%
  • Daily performance dashboard with automated alerts for underperforming segments
  • Multi-touch attribution model (7-day lookback) to optimize channel mix
  • Lookalike audience expansion from high-value installer cohorts

Data Stack

Looker Adobe Analytics Adobe Campaign

Channels & Platforms

YouTube Ads TikTok Programmatic DSP Google Ads Meta Push Notifications

Attribution & Analytics

Multi-touch Attribution Adobe Analytics
$1.71 CPA

Premier League US Audience Growth

Audience Growth Strategist

2024–Present

Key Insight
Reduced CPA from $4.20 to $1.71 by implementing real-time audience segmentation and dynamic creative optimization based on live match sentiment.
Challenge
$4.20 conversion CPA (inefficient) | Competing with college sports especially on weekends | Seasonal engagement volatility based off team performance
Result
$1.71 CPA | 680K TikTok followers | 1.3M Instagram followers (6 months)
1.3M
Instagram Followers
8
Teammates Managed
12
Tentpole Campaigns Created

Strategic Approach

  • Audience segmentation by engagement level and cohort (underserved fans, casual, core, NFL fans, female fans, youth fans, US Hispanic fans)
  • Dynamic templated creative generation for variable match scenarios

Channels & Platforms

Meta Business Suite TikTok Ads Google Ads
150% MoM Growth

College Fan Loyalty Programs

Chief Marketing Strategist

2025–Present

Key Insight
In the new age of NIL, university athletics departments vastly underutilize data to inform their national and international audience fan engagement strategy. By creating a new revenue stream via membership programs, we could unlock new dollars that could be re-invested into NIL generating opportunities.
Challenge
Fragmented data | Limited known fanbase outside of local area | A fanbase hungry for deeper connection with student-athletes
Result
150% MoM growth | 70% activation rate | 3.2x engagement lift
3.2x
Engagement Lift
95%
Customer Satisfaction Rate
85%
Participation Rate in Member Events

Strategic Approach

  • Behavioral psychology-driven gamification (point systems, achievement tiers, social recognition)
  • Real-time reward personalization based on individual fan preferences and history
  • Predictive churn modeling to intervene before fan disengagement
  • Community building through peer-to-peer leaderboards and exclusive experiences
  • Omnichannel activation (mobile app, email, in-app, SMS)
  • Monthly cohort analysis to optimize retention curves by fan segment

Data Stack

Proprietary Dashboards Custom Data Warehouse Custom Web Development Google Analytics

Channels & Platforms

Meta Ads Email & SMS (Dot Digital and Ticketmaster) AI-Fueled Custom Landing Pages (Lovable)
+32% App Downloads

ESPN International Campaigns

Manager International Digital Marketing

2011–2018 | Multi-region strategy

Key Insight
Scaled app adoption across 5 international markets by localizing messaging and implementing region-specific affiliate partnerships, driving 32% YoY download growth.
Challenge
Stagnant growth | Regional fragmentation | Language/cultural barriers | Local competition
Result
+32% app downloads YoY | +12% web traffic | 5-country expansion
ESPN Video
$725k
Avg Sponsored Content Activation Revenue Yearly
$0.02
Avg CPC for Traffic Campaigns
6
Global Marketing Team Budgets Aligned

Strategic Approach

  • Localized messaging strategy based on regional sports preferences and cultural nuances
  • Affiliate partnership development with local media publishers and sports blogs
  • Region-specific A/B testing of creative assets and landing page copy
  • Performance benchmarking across markets to identify best practices
  • Media mix optimization by country (paid search, display, social, affiliate)
  • Competitive intelligence to respond to local market dynamics in real-time

Data Stack

Google Analytics Adobe Analytics DataStudio

Channels & Platforms

Google Ads Facebook Ads Affiliate Networks Email Marketing

Attribution & Analytics

Last-Click Attribution Regional Performance Benchmarking