In 15+ years in the digital content space, Dan has produced, evaluated and led teams to create just about every form of content that can exist on digital channels, always with a focus on audience insights and the factors that drive success in the content landscape. In his current role as Senior Director of Digital Strategy for the Atlanta Falcons, Dan is part of an integrated brand strategy group overseeing video production, editorial and social media, including paid social.
Joining the Atlanta Falcons just over two years ago, Dan has worked with CMO Morgan Shaw Parker and the integrated brand team to help lead a transformation in the way the organization looks at digital and marketing, with a focus on understanding and connecting with people. At the heart of that is a focus on moving beyond demographic-level knowledge to interest-level insights into specific audiences. That transformation helped the Falcons vault from #26 in 2015 to #1 in MVP Index’s engagement score among NFL teams during the 2018 season. Integral to that is the evolution of insights-driven content production, an effort that has garnered 3 AVA awards, and has the Falcons currently positioned as finalists for 15 Emmys in 2019.
Prior to his arrival in Atlanta, Dan spent five years at Taylor Global, where he provided digital counsel for category-leading brands including Tide, Allstate, Capital One and Mercedes-Benz. During that time, he helped Tide become the top brand for digital engagement among NFL sponsors. He previously spent 11 years in the NFL working for the Chicago Bears and Jacksonville Jaguars.
Increasing the Value of Social Content
In recent years, sports media has seen a decline in viewership on television and other traditional viewing channels while OTT has moved into the forefront as teams and leagues search for new ways to distribute existing and new content directly to their audiences. As a result, social media has evolved from a "nice-to-have" to a "need-to-have" for all sponsorship deals, not to mention it offers a far more impactful way to generate value for brands outside of an event.
In this session you will hear how forward-thinking brands are working closely with their ambassadors to create original content for social and leveraging their reach to attract new audiences and forge deeper connections with existing customers.