At KICKTV, I orchestrated the #Henrying responsive social content campaign around Thierry Henry’s goal celebration that turned into a social media sensation featured across sports media, including in The New York Times. By identifying a viral opportunity and seeding staff created content on brand and personal accounts, we inspired a legion of creators on Twitter, Facebook, and YouTube to interact with our brand and produce the biggest global social media meme in league history.

At KICKTV, a global soccer YouTube channel, as the lead producer/director, I drove a channel content strategy focused on authentic talent, relatable digital production and relevant trending topics.

Results: The channel earned more than 1 million subscribers in less than two years, earned a second round of funding via Google’s Original Channels initiative and was acquired by UK Football brand Cop90.

At MLS, I revamped our social video strategy to target key fan segments and optimize content for all social platforms.

Results: Increased Facebook views by nearly 1 million views per day and increased YouTube subscribers by more than 125% YoY.

At Men In Blazers, I relaunched the brand YouTube channel and started the Tik Tok account.

Results: On Tik Tok, drove 79+ million video views and 95K+ followers in the first 10 months and grew YouTube channel subscribers 390% YoY.

Skillfully optimizing meta-data, thumbnails, and titles is a crucial to way to boost organic reach on social. Through creative titling, a carefully selected release time, and thumb-stopping imagery, this MLS Cup Playoffs feature video set a new high for organic reach surpassing 4 million views on YouTube.

Identifying trends that fit your brand is key to leveraging the power of social media algorithms. For KICKTV, a global soccer YouTube Channel, as trickshot videos were just starting to trend, I identified a trickshot artist to create a new trickshot series that earned nearly 1 million views per episode becoming the most viewed series on the channel.