UFC (Ultimate Fighting Championship) – Las Vegas, NV
Senior Director of Digital Media & Product | Apr 2024 – Present
Director of Digital Media & Product | Apr 2021 – Apr 2024
Senior Digital Product Manager | Apr 2021 – Apr 2023
Digital Product Manager | Oct 2018 – Apr 2021
- Drove global digital strategy reaching 318M+ fans across social, YouTube, and UFC.com, expanding engagement and monetization across key markets.
- Represented UFC Digital in rights and partnership negotiations, influencing multi-million-dollar media and distribution deals.
- Delivered the highest revenue year in UFC YouTube history by designing and executing growth strategies adapted to shifting digital trends.
- Boosted YouTube claimed revenue +48% YoY (2023 vs 2022) by overhauling rights-claiming policies with third-party vendors.
- Partnered with WWE counterparts to renegotiate software contracts, securing $400K in annual cost savings (2024).
- Created UFC’s first influencer/creator framework, managing a six-figure budget to drive demographic diversification.
- Directed UFC’s 30th anniversary digital roadmap, leading agile sprints and feature launches to deliver a global campaign across 200+ markets.
- Analyzed data and benchmarked competitors to redesign YouTube strategy, increasing viewership +60% YoY.
- Led UFC’s digital strategy during COVID-19, pivoting to direct-to-consumer content and streaming integrations that generated seven-figure revenue via UFC.com.
- Developed UFC.com’s technical roadmap, reducing page load times by 75% in the first year and growing organic traffic +28% in 12 months.
- Led and developed teams of 5–20 plus agency partners, scaling daily execution to serve UFC’s global fanbase.
Uber – Seattle, WA
Marketing Manager, Content & Campaigns (PNW) | Jun 2017 – Oct 2018
- Managed regulatory marketing strategy and budget, ensuring compliance and transparent communication during high-profile city regulations, while reporting directly to senior leadership and the VP of US/CAN Marketing.
- Directed CRM and social media strategy, creating and testing targeted campaigns across email, blog, in-app, and social channels that improved customer engagement and localized market penetration.
- Co-developed the Uber Community Impact Initiative storytelling series, amplifying nonprofit partner work and rider impact stories, which strengthened Uber’s brand reputation and community engagement.
Zappos.com (Amazon subsidiary)
– Las Vegas, NV
Head of Social Media | Jun 2015 – Jun 2017
- Led a team of 7 across creative, content, and ads management, executing social campaigns that delivered $1M–$1.5M in incremental annual revenue.
- Designed and launched a 24/7 social media customer care model, rolled out across Zappos support centers and later adopted by Amazon counterparts, setting a new standard for responsiveness.
- Reduced customer response times on social media from 4–7 hours down to 30 minutes, significantly improving satisfaction and brand loyalty.
- Collaborated with development teams to integrate social media into Zappos’ web and mobile products, enhancing engagement and creating new customer touchpoints.
Education
Bachelor of Arts, English — University of Nevada, Las Vegas
Technical Skills
Analytics: Google Analytics, Google Tag Manager, Optimizely
Content/Design: Drupal, Adobe Creative Cloud
Collaboration: JIRA, Confluence
Social Tools: Sprinklr, Spredfast, Yext, Emplifi, Meta Business Suite