MIKE ADAMS
Brookhaven,GA
Summary
Experienced professional offering 7 years of high level consumer and B2B brand marketing experience within sports, licensing, and entertainment. Worked with some of the biggest brands in sports and some of the top and most influential athletes in the world. Strategic planner that possesses exceptional work ethic and desire to go above and beyond to exceed company expectations. Successful in fast-paced, team-oriented environments geared towards achieving key objectives and goals that help drive revenue.
Overview
10
10
years of professional experience
Work History
Manager, Marketing
NFL Players Association
Washington, District of Columbia
06.2022 - Current
- Lead content development and strategy for Players, Inc. LinkedIn account that has resulted in a 30% increase of followers each quarter and content with an average 3.5% engagement rate.
- Manage and update annual Players Inc. Content calendar that includes NFLPA news/events, partnership announcements, player stories, product highlights, and brand campaigns.
- Capture and track data analytics for NFLPA Players, Inc. LinkedIn content and strategic campaigns that amplify players, partners, and programs.
- Generate ideas for integrated marketing campaigns across multiple channels that drive awareness and support of NFLPA events, inbound for new business, and target overall annual revenue goal.
- Contribute to the development of branding, communications to players, and media + content strategy for portfolio of owned events and programs such as Pitch Day, NFLPA Classic, Rookie Premiere, NFLPA House (Super Bowl), Player Passport (International)
- Successfully launched new International focused campaign (landing page, social content, PR/media) in 2023 that resulted in an 8% engagement rate, 3,323 views (click throughs), and 91% traffic visits to site from player focused content
- Implemented strategic or substantial changes to Pitch Day event campaign page which led to 1,744 sessions, 37.25% engagement rate (including click-throughs), and a 2.4 conversion rate from application traffic
- Oversee department coordinator, intern, copywriter, PR consultant, and manage relationships with external agency contacts.
- Develop creative briefs and creative requests related directly to content, campaigns, player lists, events, and brand activations.
- Manage player Brand Ambassador activations (opportunities, budget, deliverables): Program designed to further engage players through marketing initiatives, content capture, events/activations, and thought leadership to build awareness and promote the NFLPA brand and business to key stakeholders.
- Worked with Player Services team to activate players as NFLPA Brand Ambassadors at Super Bowl, Pitch Day, Rookie Premiere, and Licensing Expo.
- Support the Business Development team by creating assets (internal and external) that drive inbound data and business objectives
- Lead industry events strategy that demonstrates strong ROI (2:1+) through reach and thought leadership to target qualified prospects and helps better position the NFLA brand in the marketplace
- Spearheaded a case study project that led to the launching of 2 comprehensive reports since January 2024.
- Manage and track marketing budgets (video, photography, production, activations, etc.)
- Serve as brand asset manager overseeing library of brand materials, including decks, website, partner resources, sizzle videos, logos, event creative, style guides, player assets, etc.
- Assist with the development of the annual strategic marketing plan.
Coordinator, Brand Marketing
Collegiate Licensing Company
Atlanta, Georgia
05.2016 - 05.2022
- Led department project management process through Monday.com by inputting project tasks, establishing responsibilities and deadlines, obtaining resources, and tracking budgets for over 20 partners.
- Annually facilitated and managed communication of national marketing programs to key partner accounts.
- Oversaw and managed local marketing budgets for top revenue-generating schools.
- Fully planned and coordinated two power 5 marketing activations/events for product launches that resulted in $125,000 of increased sales
- Developed over 15 statements of work per fiscal year that generated revenue for the internal creative department.
- Prepared marketing packages and collateral that included email, print, digital, and social assets for over 30 Power 5 schools.
- Crafted and prepared detailed content calendars that included well-written descriptions and copy for national and local marketing campaigns/programs.
- Implemented a creative review process for assets needed in marketing campaigns and programs that helped increase and build the client's brand awareness with target consumers.
- Worked as a liaison between the internal production manager and 7 creative team members to manage the completion of projects on time and under budget.
- Cultivated and nurtured relationships with key external vendors to better serve clients and provide solutions to improve marketing campaign strategies.
- Generated program performance recaps that detailed marketing campaign successes against the goals of the client.
Marketing Trainee
Atlanta Braves Baseball Organization
Atlanta, Georgia
01.2015 - 03.2016
- Supervisor for BAT (Braves Around Town) mobile marketing team, managing and training a 20 member staff/team for over 125+ local events that helped generate over 200,000 new sales leads
- Led communication with key former Braves players to coordinate and schedule special events at the ballpark that included the annual Alumni Weekend celebration (autograph signings, softball game, etc.) And Alumni Sundays during the season.
- Oversaw all event logistics, scheduled BAT events, and created post-event recaps that documented all event-related materials, success rate, and revenue generated for the marketing department.
- Conducted all grassroots marketing efforts for season post-game concerts by distributing marketing materials and content locally to promote and drive fan awareness.
- Collaborated with 4 other front office members to concept and execute a new ticket sales initiative, called Zubazpalooza (a 90s Night)
- Compiled and tracked team media messages for Fox Sports South game broadcasts.
- Researched latest trends and conducted market analysis to help ideate new promotional nights that would target untapped fans, consumers.
Education
Bachelor of Science - Business Administration
University of Alabama
Tuscaloosa, Alabama05.2014
Skills
- Creative Brief Writing
- Project Management
- Content Management
- Budget Tracking
- Copywriting
- Sports Marketing
- Partnership Marketing
- Strategic Planning
- Business Development
- Staff Management
event activations (Brand Ambassador)
- GMR Marketing (Johnsonville), SEC Championship, December 2021, Atlanta, GA
- Brand Allure (NBA), 2019 NBA All-Star Weekend, February 2019, Charlotte, NC
- Assist Marketing (AT&T), CFP National Championship, January 2018, Atlanta, GA
- Mosaic (Coca-Cola), Men's Final Four, April 2016, Houston, TX
- Octagon, (Home Depot), CIAA, February 2016, Charlotte, NC
- Grand Design, (Time Warner) FitNation Tour, January 2016, Atlanta, GA
- Ignition, (Coca-Cola), Celebration Bowl, December 2015, Atlanta, GA
- IMG Tickets, BB&T Atlanta Open, Tournament Ticket Agent, July 2014, Atlanta, GA
Organizations
- National Society of Black Sports Professionals, Atlanta Chapter
- Sponsorship Marketing Association
Timeline
Manager, Marketing
NFL Players Association
06.2022 - Current
Coordinator, Brand Marketing
Collegiate Licensing Company
05.2016 - 05.2022
Marketing Trainee
Atlanta Braves Baseball Organization
01.2015 - 03.2016
Bachelor of Science - Business Administration
University of Alabama
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