Pragmatic sports marketing professional with solid experience in agency leadership roles. Adept at implementing partnership measurement plans, driving growth and improving operations. Skilled in return on investment modelling and creating 360 degree marketing measurement programs. Collaborative and dedicated to building and leading motivated teams.
Hi, I’m
MEGAN GRUBBS
Charlotte,NC
Summary
Overview
17
years of professional experience
Work History
rEvolution
VICE PRESIDENT, CONSULTING & RESEARCH
12.2011 - 12.2021
Job overview
- Used data from multiple sources (primary research, existing client data, etc.) to provide comprehensive analysis and advise clients on strategy, sponsorship selection, activation and portfolio management for various agency clients, such as Continental Tire, YouTube, Samsung and American Family Insurance
- Managed and executed over 250 primary research projects using rEvolutions' state of the art ROI model, media campaign assessments, digital listening projects, onsite research methods and partnership satisfaction measurement
- From design to budget to execution to actionable insights, every component and detail was owned
- Collaborated on developing a comprehensive agency owned database of sponsorship KPI's that provide context across various sponsorship factors such as tenure, investment, asset mix, activation spend, etc
- That resulted in a proprietary predictive model
- Developed new research methodologies and offerings (e.g., Partner Satisfaction Measurement) investing in new technology (e.g., Qualtrics) and education to optimize client offering and department output (e.g., bringing all components of onsite research in-house).
Bobcats Sports & Entertainment
SENIOR MANAGER, PARTNERSHIP MARKETING
04.2011 - 12.2011
Job overview
- Responsible for execution and integration of the organizations highest level corporate partnerships, including Coca-Cola, Wells Fargo, FOX, Presbyterian Hospital, 2K Sports, Lowe's Home Improvement and CPI Security Systems
- Managed trademark and promotional rights, arena signage, media (television, radio, online, print), special events, community relations programs, hospitality and cause marketing initiatives
- Developed customized programs for each partner such as designing experiential spaces, in-arena drive to retail promotions and data collection concourse tabling events, with a focus on delivering measurable return on investment
- Improved corporate sales presentations strategically articulating the benefits and opportunities of corporate partnerships with the Charlotte Bobcats
- Mined syndicated and custom research to demonstrate the relevancy of the Bobcats fan base to product categories using Microsoft CRM to gain insight into Season Ticket Holders or to database opt-in groups
- Managed measurement tools for complete portfolio of corporate sponsors and sales prospects using DART, Repucom, Scarborough Research.
NASCAR, Inc.
SENIOR ACCOUNT EXECUTIVE, BRAND MARKETING
04.2006 - 04.2011
Job overview
- Market research consultant managing evaluation and strategy for the NASCAR brand, internal stakeholders and external industry partners such as, teams, sponsors, tracks, agencies, media, licensees and PR
- Active part of the team that sold three series entitlements
- Tracked the evolving fan base and provides strategic analysis of category, brand and consumer data, identifying differences consumer behavior in each fan behavioral segment
- Leveraged custom and syndicated resources to identify sponsor engagement opportunities, optimization of NASCAR retail programs, licensed product sell-in, and cross-sell opportunities
- Identified trends within the major league competitive sports environment and assessed areas for opportunity and growth, understanding how NASCAR fans relate to other major league properties
- Effectively communicated with high-level executives, creating actionable sales decks and sponsorship presentations
- Utilized software analytic tools such as: Scarborough Research, Experian Simmons National Consumer Survey, Nielsen FANLinks, Spectra, N-Score
GMR Marketing
ACCOUNT EXECUTIVE, SPORTS PARTNERSHIPS, LOWE'S HOME IMPROVEMENT ACCOUNT
02.2005 - 04.2006
Job overview
- Managed day-to-day NCAA and peripheral college property sponsorship activation plans and budget, promotions, business-to-business programs, renewal/negotiation timelines and asset maximization
- Supervised NCAA themed national in-store campaign with full partner agency roster, vendor integration and media support, including sweepstakes, web promotion, POS/TAB, on site activation, media campaign, vendor buy-in, and an employee program
- Planned, budgeted and executed employee incentive programs and corporate events
- Evaluated property sponsorship requests, assigned monetary value to assets for contract negotiation and provided POV's representing fact-based rationale, allocating potential assets and identifying business uses for sponsorships based on Lowe's business objectives
- Developed, analyzed and maintained business partnership, sports and home improvement industry competitive analysis.
Education
Wheaton CollegeWheaton, IL
Bachelor of Arts from Business and Economics
05.2004
University Overview
Minor: Political Science
Skills
- Client Relationship Building
- Proposal Writing
- Return on Investment Modelling
- Data Analysis
- OKRs and KPIs
- Process Improvement
- Budget Administration
Timeline
VICE PRESIDENT, CONSULTING & RESEARCH
rEvolution
12.2011 - 12.2021
SENIOR MANAGER, PARTNERSHIP MARKETING
Bobcats Sports & Entertainment
04.2011 - 12.2011
SENIOR ACCOUNT EXECUTIVE, BRAND MARKETING
NASCAR, Inc.
04.2006 - 04.2011
ACCOUNT EXECUTIVE, SPORTS PARTNERSHIPS, LOWE'S HOME IMPROVEMENT ACCOUNT
GMR Marketing
02.2005 - 04.2006
Wheaton College
Bachelor of Arts from Business and Economics
Professional Overview
Professional Overview
A highly regarded sports marketing executive with an emphasis in managing sports and entertainment sponsorship research, Megan specializes in helping brand clients measure their ROI and maximize single property investments as well as optimize their entire portfolio. With the ability to scale research programs from local to global and armed with experience across agency, media, league and team franchises, Megan is a data driven consultant, and a trusted resource for leading sponsors such as Samsung, Shell, Continental Tire and Discover Financial Services. Major sports leagues have also realized the benefits of proactively conducting research for their sponsors, with Megan leading massive assessments for NASCAR, the College Football Playoff (ESPN), X-Games, March Madness and the NBA (Warner Brothers Discovery).