Houston Roughnecks Social Content

Project Overview

As an XFL Content Director one of my responsibilities was sharing the excitement of a brand new football team across social media. Working with senior leadership at the league I developed the brand’s content strategy, established the voice, and built out a content team to execute on those strategies. As a startup football league, the XFL’s values of “fan-first” “ultra-access” challenged me to rethink and refine my content creation process from the research through the production and distribution stages.

The Details

  • Developed brand voice and content launch strategy (based on trends and relevant data)
  • Hired content team, including designers, video producers, writers, designers, and photographers.
  • Developed content production workflow establishing collaboration between graphic designers, copywriters, video producers, social media editors, and data analysts.
  • Bonus: Staged a viral dance off during the season 🕺
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We miss football...

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