Experience

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  American Flag Football League (AFFL)

  • Austin, TX

  • Senior Vice President, Marketing & Community Relations

    • Sep 2023 - Present
    • Austin, TX

    • Served as a key member of the AFFL Executive Team contributing to the strategic direction of and key priorities for the league. • Provided leadership and guidance across all elements of marketing, advertising, and community relations strategies in order to drive profitable growth, build brand equity, and grow fanbases. Analyzed performance metrics and adjusted strategies for optimization.• Oversaw the league’s brand strategy. Created a unique brand for each of the four teams with its own brand identity and visual identity. • Created strategical and tactical marketing plans for the league that tied to regional business goals and objectives in each team’s market. Secured senior executive alignment, specifically the objectives, priorities, and support required to successfully execute.• Developed and managed the marketing and community relations budgets for the league and teams.• Established an overarching community engagement plan which included national and local programs and events. Fostered relationships with key community and government leaders.• Communicated plans, updates, and project statuses to stakeholders.• Led, inspired, and motivated a diverse team of marketing professionals as well as recruited, hired, and on-boarded new team members.

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  Austin Gamblers

  • Austin, TX

  • Senior Vice President, Marketing

    • Apr 2022 - Nov 2023
    • Austin, TX

    The Austin Gamblers are one of eight national teams in the PBR’s elite bull riding league launched in June of 2022. As the head of the marketing organization, I partner with the CEO to drive startup and growth across ticketing, partnerships, media, and retail. My strategic oversight encompasses marketing, brand, communications, community, content, social, creative & production, and events. I lead development of integrated marketing strategies that connect the Gamblers with the Austin community and beyond, building lifelong relationships with generations of fans. In this effort, I oversee development through execution of events including the three-day home event, Fan Fest, championship activities, and community marketing initiatives.

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  XFL - Houston Roughnecks

  • Houston, TX

  • Head of Marketing & Community Relations

    • Jun 2019 - Apr 2020
    • Houston, TX

    As an executive team member overseeing marketing and community, I played a key role in driving regional startup of the XFL organization. Following a strong introduction, the XFL ceased operations entirely for several years due to the event and entertainment industry challenges of 2020.The marketing framework and growth strategies implemented by my team in 2019-2020 included ground-up brand and community development, which provided critical support to the 2023 relaunch of the organization. Leveraging my background driving sports marketing and promotion, I developed and led marketing, community relations, youth football, and Street Team grassroots initiatives that ignited brand awareness and market entry. Together with my team, I engaged target audiences through 147 community and grassroots initiatives and led multiple high-profile events including the brand launch, uniform reveal, first XFL draft, inaugural season party, XFL Training Camp, and fan celebrations.I partnered with the leadership team to align strategies with the national XFL brand while setting the vision and direction of the organization. As a Roughnecks representative and spokesperson, I actively led engagement with communities and partners. This involved intensive analysis of market and consumer insights. In my time with the Roughnecks, we built a large, engaged following across social media channels and became the first and only XFL club with radio broadcasts in English and Spanish.

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  RMH Marketing & Media

  • Houston, TX

  • Chief Operating Officer

    • Jun 2018 - Oct 2018
    • Houston, TX

    Leading a team of marketing professionals, project vendors, and contractors, I built the operational framework and processes that enabled business development, scalability, and growth for a boutique firm offering full circle branding. Part of this process involved integrating the IT platform, leveraging cloud technology to increase efficiency while enabling remote work. In less than a year, these efforts more than doubled the client list and delivered significant gains in revenue.

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  Houston Astros

  • Houston, TX

  • Vice President of Marketing

    • 2006 - 2011
    • Houston, TX

    I planned, budgeted, and oversaw daily operations of marketing, promotions, ballpark entertainment, market development, and ticket sales, overseeing a staff of 30. I created and managed seasonal marketing campaigns and media buys, providing strategic direction for promotions and game day events budgets to maximize ticket revenue. To enable market penetration, brand recognition, and reputation management, I devised and executed innovative marketing strategies utilizing leading-edge communication and digital media platforms. I also developed and implemented an innovative, company-wide branding initiative encompassing all aspects of brand marketing, including brand identification, vision, positioning, and messaging.Other key components of the role included supervisions of all market research and analysis/modeling activities to support practice marketing plans, development of sponsor activation/partnership marketing programs, and creation of fan base expansion strategies.During my time with the Astros, I oversaw a massive Minute Maid Park re-branding project including ballpark/parking signage, suites, restaurant, premium seating area, and video board renovation. To support expansion initiatives, I spearheaded branding for the new Latin American Home of Houston Astros in the Dominican Republic as well as the MLB/Houston Astros Urban Youth Academy in Houston.I established club cause marketing initiatives, including the award-winning "Astros Play Green®" and "Pink in the Park" campaigns. I also created and executed historic franchise events, including Biggio’s jersey retirement and 3,000th hit celebration, Bagwell’s jersey retirement, and the Astros 45th anniversary. Senior Director, Marketing (2006-2008)I oversaw two key departments and all related staff: marketing/promotions and ballpark entertainment, providing strategy, direction, and leadership to achieve goals, expand the fan base, and increase ticket sales.

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  Los Angeles Angels

  • Anaheim, CA

  • Manager, Marketing & Promotions

    • 2000 - 2006
    • Anaheim, CA

    I developed the annual marketing programs, advertisements, special events, and theme nights to increase ticket sales and grow the Angels brand. I also planned, negotiated, and monitored all media contracts, including non-traditional media, to enhance exposure and expand our fan base.Senior Marketing Representative (2002-2005)I created, planned, and executed sales/marketing strategies and objectives, implementing successful brand-positioning strategies. I developed incremental growth markets for multiple demographics and coordinated/produced the post-season marketing plan and special events for the 2002 World Series® and 2004 Division Series.Marketing Associate, Anaheim Angels & Mighty Ducks of Anaheim (2000-2002)I was a key team member in the initiative to rebrand the Angels image, including logos, uniforms, color schemes, and related signage, marketing, and branding materials.

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  Elite Racing, Inc.

  • San Diego, CA

  • Sports Marketing & Event Manager

    • 1998 - 2000
    • San Diego, CA

    I oversaw event strategy/planning, managed corporate sponsorship sales/marketing, and executed all advertising including TV commercials, radio spots, and print ads. My successes included direction of four renowned racing events and expos in one year: the San Diego’s Qualcomm Cross Country (3rd largest in U.S.) and the Lady Foot Locker 5K series.