Sarah Herman
Marina Del Rey,CA
Summary
Dedicated sports media and business professional with over 15 years experience in the sports industry professional with a history of meeting company goals utilizing consistent and organized practices. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organizational brand.
Overview
12
12
years of professional experience
Work History
Senior Manager, Club Business Development
National Football League
04.2017 - Current
- Consult with the 32 clubs and their executive leadership in delivering direct local value & best-in-class fan experiences via data-driven insights.
- Focus on advancing the club business by growing local revenue across ticketing, premium, sponsorship, and digital; highlight local business optimization opportunities by evaluating club performance against potential, innovation, and tentpole events (inclusive of International Games).
- Lead Club Business Development strategy and day to day execution for clubs with Global Markets Program rights across 21 international territories; co-lead support of best practices sharing, policy creation, driving awareness of club activities in market, and managing club expectations throughout the application process.
- Support liaison programs across participating clubs in the Super Bowl and the International Series Games to ensure all business needs are met; drive fan engagement around League tentpole events (Draft, Pro Bowl, Super Bowl, and International Games) and elevate new platforms.
- Consult on digital solutions and help develop strategies across media to increase traffic and engagement on owned & operated digital properties.
- Represent the needs of the clubs within all stages of the NFL's product development process and collaborate on product implementation.
- Oversee vendor relationships and digital revenue portfolio with monetization partner programs, helping drive incremental digital revenue for clubs through social platforms, video syndication, photo sales, and subscription products; assist in driving online revenue through optimized advertising/sponsorship, ticketing, subscription products, and merchandise campaigns.
- Supported partnership opportunities with Verizon 5G, Nickelodeon's SlimeTime show, iHeart Media's podcasts, and NFTs.
- Managed the roll-out of clubs onto a new Content Management System (CMS) platform through every phase (discovery, training, and launch), while working closely with internal and external stakeholders for a timely and successful relaunch in 2018.
Product Marketing Manager
National Football League
05.2016 - 04.2017
- Drove user acquisition and retention efforts for NFL digital products via paid and owned media channels, including: TV, radio, display advertising, social media, cobrands with league partners, and email marketing.
- Collaborated with NFL.com editorial, NFL Network and social media teams on integrated, content-driven campaigns; led creative asset development, approvals, and distribution across internal and external media channels.
- Led cobranding and marketing efforts with our Connected TV partners: Apple, Roku, Xbox (Microsoft), and PlayStation (Sony).
- Analyzed data to drive decision-making with emphasis on ROI, CPA, conversion rates, and engagement metrics.
- Managed Verizon/NFL Mobile relationship from the digital media marketing side; presented product KPIs weekly and a full post-season performance recap.
Site Producer / Account Manager
Yahoo Sports! / Rivals.com
05.2013 - 05.2016
- Managed and supported 57 team site publishers to help drive traffic, engagement and subscription growth network-wide; provided marketing and promotional support through email marketing and the implementation of network-wide promotions.
- Tracked subscriber growth, subscriber churn, and content optimization for Rivals. com, with outputs that included a weekly KPI report, site-specific dashboards for publishers; used data and analytics to help drive both editorial/marketing decisions and subscription initiatives, identified consumer target groups as a way to package and upsell subscribers quantified customer segments, and ways to grow the average revenue per user.
- Supported publishers through a series of new product enhancements, releases, and launches for Rivals.com, including new message boards in April 2015 and a new site redesign in January 2016.
- Co-managed Rivals Camp Series presented by Under Armour a ten-week series of free regional camps, QB challenges, speed and skill challenges, combines, and a national five-star challenge that allow high school athletes to showcase their abilities.
Strategist and Marketing Coordinator
Leverage Agency
02.2012 - 03.2013
- Developed and customized multi-platform proposals for potential sponsors with key marketing objectives and solutions.
- Produced integrated multi-platform corporate partnerships, developed customized sponsorship packages, and brand marketing strategies and activation for Leverage’s vast portfolio of clients.
- Worked with Leverage Chairman and Managing Director, Leonard Armato.
Education
Bachelor of Science - Business Administration
University of Southern California
Los Angeles, CAMasters - Communication Management
University of Southern California
Los Angeles, CAMasters - Sports Industry Management
Georgetown University
Washington, DCCertificate - Fundamentals of Global Sports Management
New York University
New York, NYAdditional Information
One of five employees in the NFL's LA office selected to help design career development programs for students in the office's surrounding neighborhood for long term impact in the community. Sports Content Lab launched Fall 2021.
Timeline
Senior Manager, Club Business Development
National Football League
04.2017 - Current
Product Marketing Manager
National Football League
05.2016 - 04.2017
Site Producer / Account Manager
Yahoo Sports! / Rivals.com
05.2013 - 05.2016
Strategist and Marketing Coordinator
Leverage Agency
02.2012 - 03.2013
Bachelor of Science - Business Administration
University of Southern California
Masters - Communication Management
University of Southern California
Masters - Sports Industry Management
Georgetown University
Certificate - Fundamentals of Global Sports Management
New York University
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