Building FOX Bet From The Ground Up
SENIOR VICE PRESIDENT, MARKETING
As an early member of the FOX Bet team, I built the brand from launch — leading marketing, creative, content and customer experience across product, campaign and platform.
The Remit
Brand Strategy
Creative Direction
Campaign Development
Product + UX
Content + Social
Customer Experience
Team Leadership
From Brand To Product
FOX Bet wasn’t just a marketing launch. The challenge was to build a new sports betting brand and experience — connecting brand, product, content and customer experience under one creative vision.
Building the audience: Lean into FOX Sports talent and tap into the trust of 100 million weekly viewers
Building The Experience
Built To Perform
From FOX broadcasts to digital, social and major sports partnerships, FOX Bet was built to meet fans wherever they watched, followed and experienced sport — with creative designed to drive engagement, acquisition and growth.
Building Around The Moment
18.2 M 156% WOW
15.2M 780% WOW
206.8 K 1094% WOW
Holidays
Turning the holiday calendar into a sustained content campaign — with paid and organic creative delivering fresh offers and reasons to engage throughout the season.
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
Bringing Shannon Sharpe into the FOX Bet brand around the biggest event in American sports — combining talent, content and social to generate 22M views and 9.8K registrations.
Always On
A constant stream of timely, culturally relevant content built around the games, stories and conversations sports fans were already talking about.
