Jennifer Hinkle
Houston
Summary
Over two decades of experience in marketing and digital strategy for professional sports teams and their partners. Strategic marketing executive with a proven track record of developing and executing integrated marketing campaigns that enhance brand identity and achieve business objectives. Skilled in leading cross-functional teams to create impactful marketing programs that drive business growth and revenue.
Overview
21
21
years of professional experience
Work History
Vice President, Marketing
Houston Dynamo FC & Houston Dash
Houston
05.2024 - Current
- Lead the development and execution of integrated marketing strategies, driving brand awareness, fan engagement, and revenue growth across Houston Dynamo FC, Houston Dash, and Dynamo 2..
- Direct multi-channel growth marketing initiatives, including paid media, digital content, merchandise, and licensing programs, achieving measurable increases in audience acquisition and retention.
- Oversee the creative direction for all brand campaigns and initiatives, ensuring consistency of voice and visual identity across digital, social, broadcast, in-stadium, and community platforms.
- Partner with Business Intelligence and league counterparts to leverage consumer insights and analytics, informing data-driven marketing decisions and enhancing customer lifetime value.
- Supervised a team of 10 across marketing disciplines, fostering a collaborative, high-performance culture, and leading career development initiatives for direct reports.
- Manage multi-million-dollar department budgets, optimizing spend across paid, owned, and earned media to maximize ROI.
- Collaborate cross-functionally with ticketing, partnerships, production, and community engagement teams to ensure cohesive brand storytelling and fan experience alignment.
Director, Paid Media
MP&F Strategic Communications
Nashville
01.2022 - 04.2024
- Developed advertising strategies and optimized media buys across fully integrated, omni-channel campaigns while spearheading growth and development of agency's paid media and advertising services.
Consultant
NextUp Partners
Nashville
01.2021 - 04.2024
- Provided custom marketing solutions to innovative sports-focused companies, integrating end-to-end strategies that accelerate growth for brands, properties, and entrepreneurs
Senior Director, Marketing and Digital Strategy
Tennessee Titans
Nashville
01.2019 - 01.2021
- Oversaw all aspects of consumer marketing activations, content strategy, brand management and advertising, inclusive of all digital, mobile, email, CRM, and analytics platforms.
- Led a cross-functional, integrated marketing team of 12 specialists to implement cutting-edge marketing plans, cultivating audience growth and revenue streams.
- Notable Accomplishments: Worked collaboratively to drive revenue, including ticket sales campaigns, sponsorship development, and monetization strategies for Titans' owned media platforms, growing digital revenue by more than 500%.
- Revitalized the Titans brand through grassroots marketing activations, strategic partnerships with schools and businesses, and influencer collaborations, to effectively regain market share and build relevance.
- Shaped the team's marketing efforts with an emphasis on lead generation and data collection, effectively improving the customer journey while building the foundation for a centralized business intelligence team.
- Developed the team's marketing strategy, including year-round programming, digital storytelling, lead generation and ticket sales campaigns, encouraging collaboration while creating more efficient workflows.
- Spearheaded immersive AR-enhanced mural installation in downtown Nashville, recognized as a 2021 finalist by Experience Design & Technology Awards for Best Use of Virtual Reality or Augmented Reality.
Vice President, Digital Marketing
Washington Redskins
Ashburn
01.2016 - 01.2019
- Conceptualized hard-hitting experiential marketing and media campaigns and created digital monetization opportunities for sales and sponsorship activation.
- Provided strategy and oversight of all team digital platforms including websites, social media, mobile app, data collection, email marketing and emerging technologies.
- Notable Accomplishments: Significantly grew digital-specific revenue from $3.8M to $5.5M per annum while simultaneously decreasing yearly expenses by 10%.
- Led digital marketing strategy and activation planning in forging multi-million dollar partnerships with brands including Anheuser-Busch, Bank of America, Coca-Cola, Papa John's, PepsiCo, NBC Sports Washington, Ticketmaster and Inova Health System, resulting in over $60M in annual revenue.
- Relaunched team's website and app with mobile-first focus and enhanced features, including loyalty program, mobile ticketing, and push messaging, creating new sponsorship revenue opportunities.
- Worked in collaboration with George Washington University's MSBA program to develop a practicum for data mining, collection, and predictive modeling, enabling advanced marketing initiatives.
- Launched the cutting-edge Bud Light Social Lounge at FedExField, featuring interactive gaming and fan-sponsor engagement opportunities, winning the Bud Light NFL Team Award for Best Innovation in 2015.
Senior Director, Digital Media Strategy
Washington Redskins
Ashburn
01.2014 - 01.2016
- Directed a multi-disciplinary team to deploy digital marketing and strategic partnership efforts, emphasizing fan engagement through seamless experiences across all platforms, including digital, email, radio, and broadcast.
Director, Digital and Social Media
Washington Redskins
Ashburn
01.2009 - 01.2014
- Spearheaded content strategy and oversight for all team digital marketing channels and emerging technologies.
Manager, Online Services
Washington Redskins
Ashburn
01.2007 - 01.2009
- Managed company's ecommerce platforms, building email, online, and affiliate retail campaigns to drive revenue.
Coordinator, New Media
Baltimore Ravens
Owings Mills
01.2004 - 01.2007
- Maintained company's websites, winning the 2006 NFL Internet Network Award for Best Design.
Education
Bachelor of Science - Graphic Communications
Clemson University
Clemson, SCSkills
- Digital Marketing
- Content Strategy
- Paid Media Planning
- Integrated Marketing
- Brand Strategy
- Lead Generation
- Strategic Partnerships
- Activations & Events
- Marketing Analytics
Websites
Phone
cell, 864.367.5656
Community Leadership
- Volunteer, Tennessee Titans Women's Association, 01/01/19, 12/31/21
- Volunteer, Saint Thomas International Regatta Race Committee, 01/01/21, current
- Member, NFL Club Digital Advisory Board, 01/01/17, 12/31/19
- Member, George Washington University School of Business MSBA Advisory Board, 01/01/17, 12/31/19
- Member, TrackMaven Customer Advisory Board, 01/01/14, 12/31/16
- Volunteer, Washington Redskins Charitable Foundation, 01/01/07, 12/31/19
Featured Thought Leadership
- Brand Wise Lipstick Economy Podcast: Marketing to Women, the Power Spenders, 2021
- 8th Wall 8Talks Webinar: How AR is Bringing Back the Fan Experience, 2021
- Peer 150 Marketing National Summit: The Future of Sports and Entertainment, 2018
- SXSW Interactive: Pro Gridiron on the Web, 2008
- Using Data to Create Viral Moments, 2018
- ASPIRE Womens Summit: Careers in Technology Panelist, 2017
- SEAT Conference: Unlocking the Power of Calendar Marketing, 2015
- Content & Data Analysis Strategies, 2016
- SINC Conference: Integrated Team Marketing, Washington Case Study, 2012
- Social Media and Sports, 2014
- SPARK Conference: Real-Time Marketing vs. Strategic Marketing, 2014
Timeline
Vice President, Marketing
Houston Dynamo FC & Houston Dash
05.2024 - Current
Director, Paid Media
MP&F Strategic Communications
01.2022 - 04.2024
Consultant
NextUp Partners
01.2021 - 04.2024
Senior Director, Marketing and Digital Strategy
Tennessee Titans
01.2019 - 01.2021
Vice President, Digital Marketing
Washington Redskins
01.2016 - 01.2019
Senior Director, Digital Media Strategy
Washington Redskins
01.2014 - 01.2016
Director, Digital and Social Media
Washington Redskins
01.2009 - 01.2014
Manager, Online Services
Washington Redskins
01.2007 - 01.2009
Coordinator, New Media
Baltimore Ravens
01.2004 - 01.2007
Bachelor of Science - Graphic Communications
Clemson University
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