JOHANNA ROJAS
Brooklyn,USA
Summary
Strategic, bilingual media and partnerships executive with 15+ years of experience driving brand growth, developing global partnerships, and leading innovative sponsorship activations across the sports, entertainment, and cultural marketing landscape. Proven ability to lead integrated campaigns across social, digital, linear, and experiential platforms. Expert in managing global football (soccer) properties, building cross-functional client relationships, negotiating media and sponsorship rights, and delivering creative brand solutions with measurable ROI. Seeking a senior leadership role where strategic vision, cultural fluency, and executional excellence converge.
Overview
16
16
years of professional experience
Work History
Director, Media Operations
Major League Soccer & Soccer United Marketing (SUM)
New York, USA
06.2015 - Current
- Led strategic development and execution of partnership activations and sponsorship integration for top-tier soccer properties including Leagues Cup, FMF, Liga MX, and Concacaf events
- Oversaw end-to-end planning and delivery of high-profile brand initiatives—integrating marketing, media, and experiential components with internal and external stakeholders
- Managed global relationships with broadcasters, rights holders, brands, and agencies, aligning commercial objectives with cultural moments in sport
- Directed implementation of innovative virtual advertising and broadcast sponsorship elements; drove measurable brand visibility across domestic and international broadcasts
- Collaborated cross-functionally with content, legal, digital, and partnership teams to deliver creative solutions and exceed client KPIs
- Provided thought leadership in partnership strategy, production innovation, and rights exploitation; mentored cross-functional teams in achieving operational excellence
- Acted as main point of contact for cultural marketing activations tied to major tentpole events, including Media Marketing Tours and Media Days, ensuring full client integration
- Directed budgeting and financial oversight of multi-million dollar media operations projects, ensuring fiscal discipline and ROI delivery
- Supported sales, marketing, and legal teams by developing rights documentation, templates, and rate cards to guide negotiations and new business pitches
- Enhanced the company’s reputation for ‘white glove’ service by consistently exceeding expectations in brand execution, stakeholder communication, and creative problem-solving
Project Lead, Broadcast Operations
Copa América Centenario
New York, USA
01.2016 - 06.2016
- Directed production operations and stakeholder communications for all 32 tournament matches
- Led staffing, training, and implementation of broadcast and media rights across multiple international networks
Senior Manager, Broadcast Operations
Major League Soccer & Soccer United Marketing (SUM)
New York, USA
01.2014 - 06.2015
Manager, Broadcast Operations
Major League Soccer & Soccer United Marketing (SUM)
New York, USA
01.2011 - 01.2014
Senior Coordinator, Broadcast Operations
Major League Soccer & Soccer United Marketing (SUM)
New York, USA
05.2009 - 01.2011
Education
Bachelor of Liberal Arts - Broadcast Journalism
Long Island University
Brooklyn, NY01.2009
Skills
- Strategic Partnership Development & Activation
- Integrated Campaign Leadership (Digital/Social/Experiential)
- Global Football (Soccer) Marketing & Sponsorship
- Brand Initiatives & Cultural Marketing
- Virtual Advertising & Broadcast Integration
- Stakeholder Engagement & Talent Negotiations
- ROI-Driven Strategy & KPI Measurement
- Cross-Functional Team Leadership
- Contract Negotiation & Rights Management
Languages
English
Native/ Bilingual
Spanish
Native/ Bilingual
French
Limited
References
References available upon request.
Timeline
Project Lead, Broadcast Operations
Copa América Centenario
01.2016 - 06.2016
Director, Media Operations
Major League Soccer & Soccer United Marketing (SUM)
06.2015 - Current
Senior Manager, Broadcast Operations
Major League Soccer & Soccer United Marketing (SUM)
01.2014 - 06.2015
Manager, Broadcast Operations
Major League Soccer & Soccer United Marketing (SUM)
01.2011 - 01.2014
Senior Coordinator, Broadcast Operations
Major League Soccer & Soccer United Marketing (SUM)
05.2009 - 01.2011
Bachelor of Liberal Arts - Broadcast Journalism
Long Island University
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