EXPERIENCE

​

Associate Brand Marketing Manager                                                                                                                  Jan 2023 - Present

BSN Sports - Farmers Branch, TX (HQ)

​

• ​Drive engagement and MQL revenue growth in key sports: Basketball, Volleyball, Baseball and Softball including Track & Field, Cross Country, and Wrestling.

• Provide end-to-end campaign oversight, and lead the creation of powerful and motivating content to elevate our connection with athletic directors, coaches, and athletes. 

• Collaborate with merchandising and sales teams to identify products and brands needed for go-to-market plan development, including BSN Victory, Nike, Under Armour, New Balance, Puma, and more.

• Leverage consumer insights, trends, market and business data to create actionable consumer-driven marketing plans and communications.

• Own all workstreams across multiple cross-functional teams needed to bring marketing campaigns to market, which include customer segmentation and position, initiative prioritization, digital, design, finance, legal, and merchandising teams.

• Develop customer-facing messaging for each sports campaign to be consistent, relevant to the customer, and ownable to BSN SPORTS. 

• Develop clear and insightful communication briefs and lead design team through creative development and execution.

• Analyze performance of campaigns, sales promotions, and exclusive offerings for each sport and audience segment to optimize future campaigns.

• Develop brand positioning plans to drive and compile leads for sports marketplace trade shows and execute on site.

​

Marketing Operations Specialist                                                                                                              June 2021 - Oct 2022

LEARFIELD - Plano, TX (HQ)​

​

• Cleansed data, and used Google Analytics to update metrics for campaigns, including dashboards for the Insights and Marketing Partnership Solutions teams.

• Increased adoption of LEARFIELD's proprietary marketing and sales presentation platform, Pennant, among partner college/university sports properties by 31% from FY21 to FY22.

• Ideated and project managed 20+ new feature buildouts for Pennant that improved user experience, creative tools, and functionalities for sales teams to enhance prospective client proposal and recap decks, POPs, and activation plans.

• Created training materials to educate marketing and sales teams on new functionalities and best practices.

• Owned Pennant onboarding process for new sports property employees.

• Transitioned sports property master decks into Pennant from PowerPoint, enhanced storytelling, and improved data-visualization to increase overall impact.

• Created template slides and helped project manage master deck design refresh for partner schools.

• Performed QA testing for Pennant feature releases and updates.

• Managed and contributed to the content calendar for LEARFIELD's internal sales enablement resource website, SportsCenter, for all partner college/university sports properties to reference for industry trends, updates, successful sales concepts, new products, and case studies. 

• Provided operational support for Pennant and SportsCenter, including automation support for Smartsheet and the internal marketing request hub that services all 180+ of LEARFIELD's sports properties. 

• HIGHLIGHT - Created a 23-page Fiscal Year 21-22 Industry Analysis Report containing visual comparison of year-over year top LEARFIELD revenue-driving categories, COVID impacts, industry leading sponsorship/partnership categories, collegiate vs. pro comparison, and researched information to determine notable companies and industries to watch/target over the next year. 

​

Intensive Digital Marketing Program Trainee                                                                                                 Feb 2021 - May 2021

Thinkful - Online

​

• Created SMART goals and identified KPI's to create effective client campaigns

• Developed buyer personas and empathy maps for a target customer group formulated through research, key insights, and critical thinking.

• Designed creative briefs outlining important considerations to be used to align the teams involved when completing project deliverables. 

• Drafted informational blog posts that educate on best practices in digital marketing.

• Created emails consistent with the brand voice, tone, and style of the client to effectively connect and foster relationships with subscribers.

• Generated social media content with original copy, engaging visuals, and call-to-actions to increase customer engagement and market product offerings. 

• Organically increased the visibility of business web pages through optimizing keyword usage, backlinks, content, and metadata with consideration to site speed. Also identified strategies useful with Google Ads to drive more traffic to the site. 

• Created dashboards for data and collected the results to make actionable takeaways to be used for improvements and related metrics. 

​

Sports Marketing Consultant                                                                                                                     Mar 2018 - Feb 2021
Freelance​

​

​Collaborated with small sports businesses and agents to:

• ​Build and enhance athlete information and statistical databases for prospecting.

• Create effective messaging and communication strategies for athlete prospecting.

• Curate communications and marketing collateral to support initiatives.

• Produce style guides to create consistency in branding, storytelling, and to support rebranding efforts.

• Enhance CRM databases through ongoing data cleansing to ensure entries are free of duplicates, contact and lead record information is current and accurate, and additional key data is strengthened. 

​

Program Director | Business Development                                                                                              Oct 2016 - July 2017
Larry Hughes Basketball Academy - St. Louis, MO

​

• ​Drove revenue through direct membership, event participation, and team participation sales.

• Maintained positive membership conversion ratio through improved program participation.

• Utilized CRM tools to manage and analyze interactions with nearly 300 members and prospective members.

• Generated and interacted with pipeline leads via phone call, text, email, social media, and in-person meetings. 

• Created marketing materials and communications broadcasts to increase enrollments, program/event participation, and effectively communicate the company's rebranding from D1 STL to LHBA.

• Researched, negotiated, and secured contracts of athletic facilities for Academy program and events use.

• Built relationships with local businesses to allow for increased exposure. 

• Actively identified and solved program problem areas to ensure member satisfaction.

• Oversaw operations of Academy programming and events.

​

D2C E-Commerce Sales & Customer Service Specialist                                                                          Jan 2014 - Oct 2016
Rawlings Sporting Goods, Inc. - St. Louis, MO (HQ)

​

• Increased sales yearly by 38% through fostering direct purchasing.

• Helped lead the department in becoming the highest revenue-generating channel for Rawlings in 2015.

• Substantially exceeded metric target for LiveHelpNow chat communication and customer satisfaction survey results each year. (Won department LiveHelpNow chat competition in 2015 and 2016)

• Surpassed metric target and led department in inbound calls taken in 2015 and 2016.

• Developed solutions to customer issues and transferred product knowledge to support buying decisions.

• Reviewed each e-commerce website for Rawlings, Worth, and Miken sports brands for accuracy in content, and utilized operating system to add, edit, and maintain product data.

• Consistently increased product knowledge across 3 brands we sold and their competitors.

​

Sports Marketing Intern                                                                                                                                        Nov 2012 - May 2013
Rawlings Sporting Goods, Inc. - St. Louis, MO (HQ)

​

• ​Conducted competitive analysis of products used in competition nationally for all high school and college level associations, leagues, and conferences to determine brand position for future contract bids.

• Created visual presentation of findings for annual company sales conference to assist account executives with prospecting and sales efforts. 

• Reviewed and extracted information from current contracts with collegiate schools, coaches, and associations to assist with budget forecasting.

• Created a social media information database of contracted collegiate teams and coaches. 

• Provided sales and promotional materials, including product distributions, to event reps, and brand ambassadors. 

​

​

EDUCATION​​

​

HubSpot Certifications - Online (2022)                         |          B.S., Business Administration & Management (2013)

     - Inbound Marketing & Optimization                                                        Fontbonne University - St. Louis, MO

     - Email Marketing

     - Digital Advertising

​

Front Office Sports Certification - Online (2022)                    ​​

     - Athlete Marketing Essentials                                                                 ​​​​​

​

Front Office Sports Certification - Online (2021)

     - Sports Marketing Essentials                                                                     

​

Thinkful - Online (2021)

     - Intensive Digital Marketing Program

​

Smartsheet - Online (2021)

     - Product Power User

​

​

​​​​