Experience

United States Football League (USFL)

• United States
• Spectator Sports
• 100 - 200 Employee

• Vice President, Marketing

  • Dec 2021 - Present



Nancy MacDonald Marketing, LLC

• Charlotte NC

• Founder

  • Jun 2021 - Present

  Develops and executes brand strategy, marketing plans and activation campaigns in sports and entertainment. Defines ideas from conception through execution of strategic-based campaigns to create custom opportunities for clients and brands. Available for freelance and contract work. • Client FOX Sports - Leading the 2021 College Football Big Noon Kickoff/Outkick.com campaign and tour • New sports streaming platform/website: developing brand positioning and strategic marketing plan to rebrand and launch in late Fall 2021 Show less



NextUp Partners

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Advisor

  • Feb 2021 - Present

  Utilizing my brand marketing, media and strategic partnerships skillsets to build a new type of sports business consultancy focused on pairing businesses with proven leaders from across the industry. Led by one of the most diverse and accomplished leadership teams in sports, NextUp Partners consists of veteran senior and mid-level professionals with decades of proven success across sports leagues, teams, brands and creative agencies and a multitude of C-suite level relationships. Solutions are customized to the needs of the client and include end-to-end strategy and execution as well as affordable, fractional executives to help companies secure the resources, expertise, and intellectual capital they need to grow quickly and efficiently. see less Show less



FOX Sports

• Broadcast Media Production and Distribution
• 700 & Above Employee

• Vice President, Brand Marketing

  • Feb 2013 - Jul 2020

  Directed strategic marketing and advertising for 3 high-profile brands with combined $9M marketing budgets and 27M in television viewership yearly for newly launched 24-hour sports network. Developed long-lead, multi-platform marketing plans, including creative messaging, social media strategy and content, PR, media strategy, promotions, and more, to generate audience engagement, drive viewership, and improve long-term brand awareness. · Led campaign teams of 20 to develop brand strategies and marketing plans to support programming launches and sustain efforts for off-air media, including traditional media and consumer promotions. · Defined ideas from conception through execution of strategic-based campaigns to create custom opportunities for brand. · Maximized ROI for marketing partnerships by collaborating across departments on multi-platform promotions, sponsorships, and value earned marketing opportunities. · Represented FOX Sports with relevant business relationships, organizations, and properties to strategically position FOX Sports in the minds of the network’s partners and rights holders. NASCAR: o Drove excitement and new viewers resulting in +38% increased viewership for 2020 Daytona 500, including 30% of viewers who had watched no prior races in 2019. o Standout: Influencer program generated 65.3M impressions across Twitch, social, and YouTube with audience 93% male and 50% within the core target demographic of M18-34. FIFA Women’s World Cup: o Led fully integrated marketing plan, leading to +24% on ratings and +11% on viewership (14 million TV viewers). College Football: o Spearheaded multi-platform marketing campaign resulting in most-watched season ever (+13% over prior year). FOX Sports 1 Opening Drive Tour (CFB Activation): o Led integrated marketing campaign generating 84M in audience and $240K in media value across online news, television, blogs, print, and Twitter influencers. Show less



SPEED Channel, Inc.

• United States
• Broadcast Media Production and Distribution
• 1 - 100 Employee

• Vice President Marketing & Promotions

  • Aug 2010 - Jan 2013

  Directed and collaborated with outside media agency to plan and manage multi-million-dollar integrated media campaigns to drive viewership and increase traffic to SPEED.com. Supported program launches and tent-pole events through paid media campaigns and non-traditional initiatives. · Provided strategic direction to outside creative and promotional agencies to develop best-in-class creative and tactics to reach target audience.· Aligned the voice of the brand on social media platforms by leading development of social media strategy, architecture, content approach, and measurement dashboard. · Collaborated with digital, creative services, production, and affiliate marketing to maximize internal resources and to create consistent brand messaging across all platforms. · Managed team of up to 15 staff responsible for all off-air marketing including experiential marketing, integrated sales and marketing, social media, series relationships, promotions, media plan execution, and affiliate marketing. Show less

• Director, Marketing & Promotions

  • Aug 2005 - Aug 2010

  Led development, design, and execution of marketing events, ad sales marketing, and advertiser/sponsor promotion and integration to brand SPEED Channel, increase ratings, support programming, launch new shows, and reach new demographics. · Grew integration deals to over 65% of ad sales revenue and to over 90 clients by identifying integration opportunities and developing innovative programs across multiple platforms.

• Marketing Manager

  • Sep 2002 - Jul 2005

  • Strategically developed and executed national integrated campaigns across multiple platforms to brand SPEED Channel, increase ratings, support programming, launch new shows, and reach new demographics.• Directed external agencies in development of national advertising campaigns for image, trade, and tune-in campaigns.• Partnered with VP of Marketing to develop brand strategy and define brand character for year-old network.



The Integer Group

• United States
• Advertising Services
• 400 - 500 Employee

• Account Executive

  • 1997 - 2002

  Planned and executed over 200 brand programs and integrated consumer marketing promotions for accounts such as Coors Brewing and Procter & Gamble. · Utilized variety of advertising mediums, including point-of-sale material, in-store marketing, merchandise, packaging, consumer sweepstakes, distributor incentives, national convention efforts, brand website, and media. Planned and executed over 200 brand programs and integrated consumer marketing promotions for accounts such as Coors Brewing and Procter & Gamble. · Utilized variety of advertising mediums, including point-of-sale material, in-store marketing, merchandise, packaging, consumer sweepstakes, distributor incentives, national convention efforts, brand website, and media.