Launch the biggest revolution in U.S sports history
Position
Senior Vice President, Marketing
Services
Branding & Visual Identity
Creative Direction
Communication & Collaboration
Positioning, Strategy & Analytics
Leadership, Team Management & Mentorship
As wagering becames legal across America, a unique partnership between Flutter and FOX was formed to capitalize on a projected $24 billion industry by 2025.
As employee #1, I led the app launch from conception to execution, overseeing brand creation, marketing strategy, and content development across all platforms. I also crafted user-centric UX and visually appealing UI designs for an exceptional customer experience.
Results
Wallet Share
Increased 33% ($345 per customer)
Reach
1.5 Million Downloads in first 6 months
50% awareness from 33% baseline
Improved Apple app store reviews to current rating of 5 out of 5
Awards
Cynopsis Sports Media Awards
Best Online Sports Betting Experience / Sports Beting Innovator of the Year
Overview
Forging the path to success
Building the product
We aimed to create user-friendly platforms reflecting FOX's esteemed brand. Prioritizing intuitive navigation and engaging interfaces. Refinements in usability and functionality merged technology with FOX's allure to captivate users and strengthen our market position.
Brand ideation & execution
We focused on crafting a brand uniquely tailored to capture FOX fans. Leveraging FOX's reach and trust among 100 million weekly viewers, we stayed true to FOX's values and aesthetics while adding our unique twist, leading to our catchphrase "BOOM" resonating across media platforms.
Content & campaigns
To reinforce the trust of the FOX brand, we recruited 8 celebrity brand ambassadors from the FOX stable, including Ken Jeung, Nicole Scherzinger, Terry Bradshaw, and Colin Cowherd. This provided our customers with integrity, familiarity, and expertise.
Crafting Identity
Positioning: Lean into FOX Sports talent and tap into the trust of 100 million weekly viewers
Talent & Influencers: The Cast
The vision comes to life
MARKETING
MARKETING
I executed effective marketing strategies through meticulous yearly planning, expert media buys, and precise campaign scheduling, all while carefully allocating budget resources. Leveraging both traditional and social channels, we ensured maximum impact and engagement. From comprehensive campaigns to seamless integration, our approach combined creativity with data-driven insights to drive results.
Media
Our content strategy spans diverse media channels including FOX network broadcasts, digital platforms, social media, and personalized regional experiences in legal betting areas across America. We deliver impactful results through dynamic engagement and strategic acquisitions, such as sponsorships of the 76ers and Denver Broncos, creating an immersive journey tailored to our audience's preferences.
Data & analytics
Living and breathing all things digital i leveraged my expertise in social marketing to deploy comprehensive Search, Content, and SEO strategies. With a focus on maximizing visibility and engagement, we worked tirelessly to unlock new avenues for growth and ensure Fox Bet's continued success in the dynamic world of online betting.
Monthly data snapshot
MEDIA SPEND
CUSTOMER INSIGHTS
MEDIA PLANNING
LIVE STREAMING & VIDEO
360 campaigns
media spend & organic social
18.2 M 156% WOW
15.2M 780% WOW
206.8 K 1094% WOW
Holidays
Recognizing the profitability of seasonal campaigns, we strategically developed two teasers, distributed via paid social channels, to boost audience awareness. Subsequently, we launched 13 tailored content pieces, each highlighting a unique offer from Christmas Eve to New Year's Day, ensuring ongoing audience engagement throughout the festive period.
The outcomes were remarkable, especially with Colin Cowherd reposting his video, leading to 80k hits on organic social media. Ultimately, the campaign resulted in 9,000 registrations.
Super Bowl
Harnessing the unmatched magnitude of the Super Bowl alongside the unparalleled impact of organic social, we recently welcomed NFL superstar Shannon Sharpe to the Fox Bet family, perfectly timed with the pinnacle event. Seamlessly blending the two, we generated heightened awareness, complemented by the rollout of 60 exclusive offers in the buildup to kickoff. RESULTS included 22M social views and 9.8K registrations.
Social BAU
Excelling in producing daily content across all platforms. I drove a team that ensured engaging, up-to-date content that captivated and informed our audience, creating maximum engagement and impact.