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DIRECTV / AT&T
Multichannel video programming distributor
nYC

ASSOCIATE DIRECTOR, DIGITAL MARKETING STRATEGY & PRODUCTION, ENTERTAINMENT
​DIGITAL MEDIA GROUP
(NOVEMBER 2014 - DECEMBER 2018)

Led digital marketing strategy and execution to engage customers across AT&T video platforms with programming and content marketing to drive digital transactions, incremental revenue, and retention.

  • Led team of 17 digital strategists, content marketers, and web and email producers to develop and execute digital strategy across AT&T web properties, TV Everywhere apps, set-top box, email, push and in-app notifications, and paid media, reaching 20M+ million subscribers annually
  • Optimized network and studio partner campaigns to increase upgrades, streaming, tune-in, and pay-per-view purchases—including HBO, Showtime, STARZ, Fox Networks, NBCU, Discovery, Viacom, AMC, and A24—contributing to driving over $275 million in monthly revenue
  • Delivered ongoing campaigns to increase digital adoption, contributing in 2017 to adding 1.44M streamers (+16% YoY), driving 700M+ streams (+145% YoY), and delivering 69% average monthly repeat streams (beating 67% goal)
  • Introduced branded content/custom digital solutions initiative with AT&T AdWorks, delivering 10+ pre-sales pitches, as well as producing 35+ paid Tune-In campaigns annually, contributing to revenue over $23M 
  • Initiated content marketing and social media practice, producing 50+ original content and editorial campaigns earning 600+ earned press placements across premium publishers in support of NFL SUNDAY TICKET, DIRECTV CINEMA Exclusive films, and network and premium series, as well as re-envisioning DIRECTV entertainment blog and launching AT&T’s first-ever editorial content hub in support of AT&T/Warner Bros Justice League partnership campaign

Selected Projects | WRITING >

Justice League: "All In with AT&T" Theatrical Partnership Campaign
Theatrical release partnership campaign, providing digital home base in support of retail and event activations (NYCC), TV/Wireless/Internet sales, VOD & PPV catalog promotion, and original content marketing.  
(Strategic digital marketing oversight)
Visit editorial site | Visit DC Entertainment on DIRECTV
Taylor Swift Now AT&T Exclusive Programming Launch 
Multi-platform exclusive network launch across AT&T, DIRECTV, DIRECTV NOW, and U-verse brand platforms, including dedicated microsite and programming deployment and maintenance.
(Strategic and platform launch oversight)
Stream to Fight Hunger Goodwill Streaming Campaign
Annual partnership with Feeding America charity to drive DIRECTV customer streaming, donating 1 meal for each customer who streamed during campaign. Cross-channel promotion including paid and organic social, influencer marketing, customer email, directv.com and att.net touchpoints, in-app and push notifications, SMS, and AT&T employee communications. Contributed to driving over 5M unique streamers and over 5M meals donated to Feeding America. 
(Concept, digital marketing strategy)
"White Lies: Where's the Line?" infographic earned editorial
Data-driven infographic production and earned media placement to promote DIRECTV CINEMA's exclusive pay-per-view movie window for The Program. Earned 157 placements, including Huffington Post, Bustle, Elite Daily, Your Tango, Today Show mention and credit, and organic syndication across local TV and radio sites, 10,727 earned social shares.
(strategy, production oversight)
Produced in partnership with Fractl, Feb. 2016.
"Town Without a Team: The rise and fall of professional football in Los Angeles"
Commissioned/Sponsored Video Editorial, latimes.com (Tribune Content Solutions)
(strategy, production oversight)
Part of native custom content campaign created for latimes.com. View full campaign 
Live Video Chat with Eli Manning
Presented by NFL SUNDAY TICKET & CBSSports.com, Tuesday, Sept. 8, 2015
(strategy, production oversight, promotion)
Live Event Produced & Livestreamed by CBSSports.com, hosted by Jamie Erdahl
"Game Day Snacks" infographic earned editorial
Data-driven infographic production and earned media placement to promote DIRECTV's NFL SUNDAY TICKET. Earned 125+ placements in 48 hours (140 campaign total), including premium sites Huffington Post, USA Today, San Jose Mercury News, and Chicago Tribune.
(strategy, production oversight)
Produced in partnership with Fractl, Dec. 2015
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