RESUME

Experience

MAJOR LEAGUE SOCCER | Senior Director, Social Media

May 2016 - Present

  • Direct a social media team of five full-time editors who focus one nterprise social strategy, content creation, live event executions, media partnerships, media training and social listening/data analysis.

  • Implemented a data-driven strategy that led to an increase of 1 billion social impressions and a 35% increase in post engagement YoY (2019 vs. 2018).

  • Launched partnerships with both Facebook (2017) and Twitter (2018) for live-streaming regular season games on the platforms, Facebook drawing nearly 9 million views in inaugural season.

  • Developed four shows for Facebook Watch Page, including a 40-episode live show ExtraTime Live driven by Continental Tire, among the first shows to premiere on the product.

  • Honors: Fast Company’s Most Innovative Companies: 2nd in Social Media Sector (2019); Sports Business Journal “Best in Sports Social Media” (2018 - Winner, 2017 - Finalist); Shorty Awards “Best in Instagram Stories” (2017 - Winner and Audience Honor)

NEW YORK JETS | Senior Manager, Digital Programming

August 2014-May 2016 

  • Implementing a multi-stage social media strategy. Among immediate successes: Facebook clicks to website quadrupled & post impressions 

    double within two weeks; achieved 40,000+ “like” growth in one week.

  • Created digital inventory system to fulfill cross-departmental business objectives while keeping in line with NFL-recommended best practices.

  • Distribute comprehensive digital weekly report to 15 executives and 

    producers. Compile data from Omniture/Adobe Social, Chartbeat and Facebook/Twitter analytics.

  • Assist in hiring, training and daily management of full-time and seasonal employees.

 
PITTSBURGH PENGUINS | Manager of New Media

August 2011-August 2014

  • Directed strategy for 10+ Penguins social media channels, coordinating with team of 10+ social media producers.

  • Negotiated contracts and managed key vendor relationships for digital platforms: social media (Buddy Media, Shoutlet), mobile (YinzCam, LoyalTree, Songwhale), and web (Omniture, Google Analytics).

  • Managed PensPoints fan rewards program, the first fully mobile fan 

    loyalty program in professional sports with over 90,000 registered users.

  • Created opportunities for corporate partner integration with PensPoints.

  • Accounted for nearly $3 million in attributed revenue. Platform received top honor for sponsorship innovation at the 2014 SEAT Conference.

  • Tracked 4 million PensPoints activities of 24,500 unique fans at Penguins home games during 2013-14 season. Created profiles offering 360 degree view of fan for eventual inclusion in CRM.

  • Organized and executed mobile marketing efforts to database of 240,000 subscribers, including FedEx Pens Predictor game (40,000+ players per game).

  • Developed digital promotional concepts for sponsors and broadcast 

    partners; oversaw lifecycle of projects from implementation to recap.

  • Coordinated fan engagement opportunities around key NHL events, 

    including the 2014 Stadium Series, 2012 Draft, and Stanley Cup Playoffs.

 
SEATTLE MARINERS | Social Media Coordinator (Seasonal)

March 2011-August 2011

  • Grew/maintained Mariners Facebook and Twitter pages. Fostered a sense of community among fans of the team. From April 2011 through August 2011, Mariners Facebook page grew by 80,000 “likes” (25% growth).

  • Developed interactive fan/player video content for Mariners.com and the MLB YouTube channel.

  • Marketed various events during each homestand, including giveaways, marquee series and social media promotions/tweetups. Assisted in the planning and execution of special events.

  • Acted as a liaison between MLB Advanced Media and Mariners to ensure that all MLBAM requirements are met, while advocating for the interests of the team and its stakeholders.

  • Submitted weekly reports to Vice President/Director of Marketing documenting social media growth, interactions and revenues.

 

TACOMA RAINIERS | Publications/Social Media Coordinator

February 2010-March 2011

  • Chief writer and editor of 48-page program entitled The Dirt, updated daily for all 72 home games. Responsibilities included: layout, content, statistics and graphics.

  • Immediately following each game, wrote 500-word game story that was published in the next day’s edition of The Dirt. Updated home/away rosters daily and maintained all player statistics.

  • Created template for 2011 edition of The Dirt, including a redesigned masthead, interactive use of QR codes (scannable for video highlights, updated rosters, bonus content) and extended player features.

  • Touched 1.2 million Tweeters through #CliffLeeFacts campaign creating buzz to sellout Cliff Lee’s appearance in Tacoma. #CliffLeeFacts caught the eye of MLB fans and became a trending topic through his appearance in the World Series.

 
ONIT MARKETING | Senior Account Executive

May 2009-April 2010

  • Strategized and implemented digital publicity and marketing plans through Facebook, Twitter and YouTube as account lead for Merrell, SHOP.com, Chrome, Ola Loa, myEARTH360.

  • Represented brands and engaged consumer fan base in grassroots marketing efforts at events nationwide; captured content for social media sites. Content from Rothbury Music Festival generated 100,000+ YouTube hits.

  • Administered blog strategies through outreach, blog linking and posting. Built database with hundreds of bloggers. Results included: Just Cause Magazine, Modern Hiker, RockGrrl.com, Ecoki and Health Miracles.

Skills

PHOTOSHOP

INDESIGN

ILLUSTRATOR

DREAMWEAVER

FINAL CUT PRO

Languages

HTML

CSS

Education
University of Massachusetts-Amherst                                                                      

Master of Science, Sport Management | February 2009

  • Graduate Assistant: New York Islanders (Communications)

  • Winner of “The Octagon Bowl” – pitching activation plan for Amstel Light, including mobile app

  • Piloted professional team website study with the Sports Business Journal

 

Boston College

Bachelor of Arts, Psychology | May 2007

  • Internships: Boston Bruins (Media Relations), TRACS, Inc. (Marketing), Springfield Falcons (Sales)

 
University of Pennsylvania                                                                                               

Successfully completed 12-unit Massive Open Online Course in Gamification through Coursera (April 2014)

 

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© 2020 Melissa Marchionna