National Lacrosse League

Project Description

Lead the National Lacrosse League’s digital initiatives as the League rebranded in its 30th year.  Collaborated with internal and third-party constituents to launch the League’s new website, first over-the-top platform and partnership activations including Twitter Game of the Week. Led organizational changes to rollout new digital platforms for member club teams leading to increased market engagement and ticket sales.


Crafted new digital strategy to increase awareness of the League, grow audiences and in turn generate new revenue.  Created League’s creative direction and oversaw digital marketing, social media and content development as well as developing league initiatives from conception to execution for partners. Additionally, advised eleven-member club teams on digital strategy, technical product development, marketing and communications.

01.  Product Dev. & Project Mgmt.

Led product development and project management to evolve the League’s digital assets and execute of five-year strategic plan with a digital first focus. Oversaw project timelines and aligned financial and business goals to meet deadlines and created products that engaged new and legacy consumers.

02.  Strategy

Devised and implemented new strategic digital plan for the League and nine-member club teams to increase audience and awareness as well as drive sales on digital assets.  This included but was not limited to digital ad spend, advertising/marketing campaigns, social media tactics, content development and product development.

03.  Branding & Creative Direction

Collaborated with CMO to understand the goals and desired image of the new NLL.  Developed the creative direction of the league to attract new audiences, visually communicate the brand and execute all print and digital collateral.