U.S. Soccer
Collection of experiences related to Growth Marketing and Growth Product while leading growth and marketing at the United States Soccer Federation.
Growth Marketing
Owned U.S. Soccer's full-funnel growth marketing strategy for ticketing and retail across Men's and Women's National Team campaigns.
Managed $700k+ in annual media spend, generating $4.3M+ in attributable revenue at 6.0x ROAS.
Activated the full channel mix: paid social, search, YouTube, display, email, CTV, linear TV, radio, and OOH.
Built campaign narratives for matches, app installs, loyalty growth, and retail.
Led lifecycle journey design from acquisition through re-engagement.
Growth Product
Built the revenue strategy for U.S. Soccer Insiders, including P&L and long-range growth projections.
Developed the loyalty LTV model used to evaluate profitability and prioritize growth bets.
Worked cross-functionally with product, engineering, data science, and brand/content teams to bring initiatives to market.
Translated content and campaign performance insights into roadmap and tactic improvements.
Analytics
Built Tableau dashboards to track funnel health, channel performance, and growth impact.
Implemented attribution frameworks and source tracking (including Branch links) to improve marketing measurement.
Led fan segmentation work that identified new growth audiences and informed persona-based campaigns.
Ran customer insights programs, including brand tracking and a recurring fan feedback panel (U.S. Soccer Voices).
Used content performance analysis to continuously optimize messaging and channel strategy.