SVP, Head of Marketing and Distribution - Tyson Holistic Apr 19’ - Present
Develop, execute, and report on omni-channel content marketing and distribution strategies for the following brands: Mike Tyson, Hotboxin’ with Mike Tyson (Mike Tyson’s Podcast), Tyson Ranch (Mike Tyson’s DTC Health and Wellness Company), CopperGel
(CBD Consumer packaged good).
Plan, execute and measure 360° marketing campaigns for above brands resulting in tremendous annual 2019 growth::
1.4 Billion Impressions (>100% Growth YoY)
+2.8 Million new followers (+11% Growth YoY)
55 Million Engagements (+74% Growth YoY)
4.7% Engagement Rate Per Impression (+10% Growth YoY)
Develop, implement, and report on monetization strategies for Mike Tyson’s show, Hotboxin’, generating 6 new revenue streams, resulting in $500k annual revenue, becoming profitable in the first 6 months.
Lead contract negotiation and ongoing campaign management for over $2M worth of content sponsorships across 10 social channels
Manage 5 person team to ensure development and delivery of quality content for distribution across all brands. Hold quarterly performance reviews for team to provide feedback and aid in ongoing career development.
Celebrity Partner Manager - YouTube Jun 17’ - Apr 19’
Developed go-to-market, content and promotional growth strategies athletes, musicians, and public figures on YouTube. Including Sommer Ray, Juju-Smith Schuster, Mike Tyson, all 32 NFL teams and 200+ other celebrities.
Created and fostered strategic partnerships with key stakeholders in the entertainment industry (Talent, MCN’s, Agencies, Managers, etc)
Program Manager - Ads + Influencers. Worked cross functionally with Head of Industry of Fashion and Online Retail Sales to develop and execute program aimed at bringing brands and influencers together to enhance education around brand sponsorships, media buying, and platform best practices. Resulting in over 15 new brand deals between major buyers such as REVOLVE, and Fabletics, and budding influencers like Becca Tilley, and Cassie Randolph.
Project Manager - Audio First Workshop - Developed business case for $50,000 two day workshop for 25 Musicians and Producers; including grammy award winning producers D. Smith, and iLLmind!. In order to enhance platform education, gather emerging market sector feedback, and leverage insights to improve overall product - resulting in a 100% platform adoption rate for attending partners.
Program Manager - YouTube Artist Marketplace - Managed and executed all tasks related to partner management, program design, and operational excellence. The Artist Marketplace is a new project designed to pair top YouTube creators with breaking musical artists, in order to generate collaborative promotional content, and shared revenue.
Digital Strategy Lead - Google, Global Marketing Solutions Mar 17’ - Jun 17’
Managed $1.375M in-quarter revenue across 9 deals driving 225% quarter over quarter managed revenue growth.
Account Strategist - Google, Global Marketing Solutions Jan 16’ - Mar 17’
Drove customer success and incremental revenue in managing $4.5 Million portfolio of 250+ clients. Assisted in creative planning and execution of all Adwords campaigns.
Product expert in YouTube paid and programmatic advertising.
Led educational effort to increase business org knowledge of YouTube best practices and sales techniques resulting in 144% target attainment organization wide for video related pitches
Digital Strategist - Alliance Creative Group Feb 15’ - Jan 16’
Subject Matter Expert for all social media marketing efforts and deployment platforms. Responsible for developing, executing, and monitoring social media strategies for clients across wide array of industries. Assisted in the creative direction and creation of all paid and organic digital marketing campaigns and deliverables.
eCommerce Digital Assistant - Perrigo May 14’- Feb 15’
Developed business case for $10,000 social media ad campaign, managed campaign’s content creation, execution, and monitoring resulting in an 18% lift in social channel engagement rate.
Created digital and printed assets for Amazon paid marketing efforts resulting in a 10% lift in sales, and for a top 5 global brand partner program resulting in a 2.8% conversion rate
Maintained process compliance and succession planning through the creation of work instructions surrounding digital asset creation, social media coordination, and event planning.
Digital Marketing Coordinator - Creative Dining Services Feb 13’ - May 14’
Managed all social channels for Creative Dining Services - Hope College