23XI Racing
Social Media Manager >>> Manager, Digital Marketing & Media
Top Performing Content
I managed all social channels (IG, FB, TW, LI & TikTok) – developing engaging, shareable content to generate engagement and fan interaction. Through establishing a comprehensive content strategy across team and driver channels, the below is some of our best performing social content, particularly focused on driving value for team sponsors & partners.
Instagram Reels
I've led cultivating brand value through creating our brand voice and tone across all digital platforms to ensure authenticity and strong brand affinity with our audience. One of our best performing tactics has been Instagram Reels, helping to drive follower growth, positive sentiment and increased amplification.
Swipe Right >>>
Digital
Post-Race Recap Newsletter
To continuously deliver value and craft a positive story for our partners, I created a post-race recap newsletter highlighting media, pr and social/digital campaigns to showcase the impact of a positive weekend on the track. This is delivered to partners and key stakeholders digitally the week after the race.
Email Newsletter
I launched a monthly email newsletter inclusive of team news/stories, important driver highlights, relevant partner media, upcoming races and more. This helps to keep our fans updated on the happenings of the team and engaged with what we're doing off the track. I also lead one-off email blasts around major team news, announcements, merch promotions and partner activations/campaigns.
NFTs
I've led the implementation of forward-thinking, innovative digital content strategies to positively impact business results communicated via our partners’ objectives. We launched two NFT campaigns with partners' DoorDash and Root Insurance, which drove positive sentiment, lead generation and new customer acquisition.
DoorDash Bubba Wallace Hero Card NFT
Root Insurance Paint Scheme Unveil NFT
New Website Development
Concept & Ideation
Beyond managing the team website – updating imagery, blog posts, team news, new pages, ad hoc requests, etc.– I led the project for revamping the current site into its 2.0 state. Working directly with a vendor, I communicate the design and creative strategy with Ux and user experience in mind. I also managed the SPEED (Scholarship, Professional Education & Executive Development) Institute website re-design project (2021 to 2022).
SPEED Institute Website Revamp
2021 vs. 2022
2021
2022
Partner Campaigns & Activations
In this role I had the opportunity to work with the below partners and sponsors,
being some of the most well-respected, world-renowned blue chip brands. Doing so has strengthened my relationship-building capabilities, strategic insights and direct experience pioneering large-scale social & digital campaigns, activations and video projects.
McDonald's Streetwear Merch Launch
McDonald's launched a streetwear merch launch collection sold exclusively on our fanatics store. Working directly with McDonald's agencies of record, we developed a full go-to market media strategy that included social, web, email and PR, ultimately with the goal of building awareness and driving sales.
Charlotte Hornets Crossover Night
NASCAR and the NBA collided with an inaugural crossover event with our team and the Charlotte Hornets. I helped craft the promotion strategy to gain awareness and build hype around the night, which included a promo video with Bubba Wallace + Hornet's mascot Hugo, a jersey swap with Kurt Busch and Ish Smith, promo codes for our merch in the Hornets' fan shop on the night of the game, in-game social content and a post-game recap video.
23XI Racing merch in Hornet's Fanatics Fan Shop in Spectrum arena
Email Promotion
Blog Post
Video
Led concept, ideation and creative direction for the below video projects.