Background

VP of Sales, Marketing & Analytics with 15+ years of experience implementing omni-channel strategies that expand markets, engage consumers and drive revenue. Leverage customer and business insights, analyzing industry trends to increase brand awareness and loyalty, generating sustainable growth. Motivated to utilize marketing expertise within a new and challenging industry. VP of Sales, Marketing & Analytics | Senior Director of Marketing Email: [email protected] Utilize data and market trend analysis to design integrated campaigns that target customers, enhance brands, and exceed sales goals. Develop effective strategies that improve team performance and processes, reducing costs and promoting efficiency. Maintain a robust portfolio of existing corporate partnerships while establishing new business. Background in database management and analysis, social media, new technology innovation, CRM/SAS, digital marketing, and event/game presentation. CORE COMPETENCIES: • Sales & Marketing Strategy • Business / Data Analytics • Omni-Channel Marketing • Integrated Marketing Campaigns • Media & Event Planning / Presentation • Digital Marketing / SEO / Social Media • CRM / SAS / Google Suite • Demand Generation • Consumer Engagement • Corporate Partnerships • Budget Management • Team Leadership Please contact me at (703) 577-3760 with senior-level marketing opportunities.

Job experience

• February 2012 - present
  Vice President of Marketing, Analytics and Event Presentation
  FC Dallas/Toyota Stadium/National Soccer Hall of Fame/North Texas Soccer Club - Business Entities
  

  Dallas, TX, USA

  Lead, direct, and manage overall digital marketing, research, database/CRM management, traditional and non-traditional advertising, grassroots marketing, radio/TV broadcast/production, and event management activities for key clients.
  Devise and implement robust strategies to evangelize the FC Dallas, FC Dallas Youth/Academies, Toyota Stadium/Toyota Soccer Center, North Texas Soccer Club, and National Soccer Hall of Fame distinctive brand properties. Streamline and handle operations of cross-functional department along with 10 directly and additional 50+ event presentation staff. Implement best practices and procedures to manage all enterprise consumer and product research such as product pricing, consumer satisfaction/renewal aptitude, database modeling, corporate partner satisfaction, and advertising ROI. Guide and encourage team members creating presentations and research for current and potential partners, generating $12+M revenue for partner organization while also managing multimillion-dollar budgets across multiple business properties.
  Selected Contributions:
  • Devised and created new FC Dallas brand by conducting in-depth market research and analysis as well as defined mission statement along with customer targeting tools that generated 50,000+ new qualified/segmented leads.
  • Significantly increased number fans on Facebook from 23,000 to 372,000+, on Twitter from 7,500 to 151,000+, and on Instagram from 0 to 64,000+ by formulating and executing new social media cross-promotional growth plan.
  • Increased FC Dallas, Toyota Stadium, FC Dallas Youth, and National Soccer Hall of Fame awareness in the market and sales through planning and executing all digital branding, retargeting, SEO/SEM, optimization and sales messaging resulting in 5:1 ROI.
  • Supervised and expertly managed launch of franchise first ever eMLS and FIFA 19/Sony/EA/Major League Soccer and secured elite 2019 eMLS League Series Two Championships at Toyota Stadium/National Soccer Hall of Fame and a league record of over 63,000 peak Twitch stream concurrent viewers.
  • Contributed to development and implementation of all brand initiatives for new USL League One franchise North Texas Soccer Club and new National Soccer Hall of Fame respective product entity launches.
  • Supervised and managed our single game event ticket sales where team members sold average of 1,900+ tickets per event at average ticket price of $30, resulting in secured $1M in revenue for the organization in 2019
  • Steered efforts toward creation and development of franchise first FC Dallas magazine show on local CBS affiliate, first FC Dallas focused radio show on The Ticket, and first digital post-game show streamed on Facebook Live.
  

• July 2008 - February 2012
  Interactive, Database and Research Marketing Manager
  Orlando Magic LLC
  

  Orlando, FL, USA

  Planned and carried out all consumer research, focus group research, and overall analysis related to market.
  Architected organization’s first ever brand that created for the development of company’s fan insight, brand essence, and brand promise. Formulated social media multi-year cross-promotional growth plan that significantly increased number of followers, fans, and subscribers on social media platforms. Maintained company on competitive advantage by adopting innovative technological solutions and growth focused mediums for organization. Introduced lead scoring regression modeling system that facilitated sales members to concentrate on leads with the highest tendency to buy specific ticketing products.
  Selected Contributions:
  • Chaired interdepartmental strategic planning meetings to create marketing department plans for 2011/12 and 2012/13 as well as maintained check and balance on organizational research and creation of new primary team logo.
  • Developed and launched multi-tiered interactive consumer website, social media fan engagement applications, and Amway Center augmented reality mobile application.
  • Administered and controlled company’s e-marketing and branding efforts attaining 29,000+ new e-news subscribers and securing $1.9+M in overall channel revenue during 2010/11 season.
  • Executed research and marketing activities to generate leads and maximize profit as well as executed all direct mail marketing resulting in a 15 to 1 ROI ($475,000+ revenue) on 2011/12 partial and full season ticket sales campaigns.
  • Steered effort towards development of season ticket, partial plan, group, retail and single game buyer data appended demographic and psychographic information that aided in micro targeted segmentation across all marketing channels.
  

• March 2007 - July 2008
  Consumer Marketing, Database and Research Manager
  Washington Nationals Baseball Club
  

  Washington D.C., DC, USA

  Spearheaded creation and management of branding activities of Washington Nationals local and national marketing materials.
  Acted as an administrator for company-wide Microsoft CRM system and conducted training sessions for new and existing Sales/Service/Box Office staff on CRM. Demonstrated industry knowledge while creating “You Make The Call” promotion that enabled fans to select Home Run, 7th inning Stretch, and victory music covered by local DC/MD/VA print, online and TV media.
  Selected Contributions:
  • Restructured overall direct mail process that led to the production of four different control packages for individual market segments, increased over 50% response rate and $1.5+M in ticket sales revenue.
  • Significantly enhanced promotional targeting and overall fan satisfaction by managing all fans and market research.
  • Led Scarborough research for entire organization and adeptly created overall Nationals’ consumer demographic portfolio for Sponsorship Sales Division that generated more than $3.0+M in sponsorship revenue.
  • Designed and built online web presence growing nationals.com fan membership by over 30,000 members in one year.
  

• May 2004 - March 2007
  Senior Group Direct Mail Manager
  National Geographic Society
  

  Washington D.C., DC, USA

Education

• Indiana University Kelley School Of Business
  MBA
  

  2001 - 2003
• University of Michigan
  Bachelor of Arts
  

  1993 - 1997