Sr. Director, Brand Strategy  ·  FanDuel  ·  2015–Present

I built one of sports' most recognized brands.

Now I'm ready to build yours.

See the Work View Resume
10 Years
8 Managers
5 Job Titles
16 MIL Customers Acquired
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About

Ten years.
One company.
I've been busy.

When I joined FanDuel in 2015 as a copywriter, online sports betting was still illegal. The brand was figuring out what it wanted to be, and so was I.

In 2018, sports betting legalized state by state and the industry became a land grab. I built the acquisition campaigns that put FanDuel at the top of the category — and kept it there.

By 2021, winning on acquisition alone wasn't enough. FanDuel needed a brand. I moved from creative into strategy and spent five years building the platforms, frameworks, and cultural moments — including four consecutive Super Bowl campaigns — that turned FanDuel into a powerhouse sports brand.

Ten years at one company teaches you things five companies in two years never will. I know what it takes to build something that lasts. Now I'm ready to do it again.

"Ten years at one company and somehow still hireable."

Career at FanDuel
Copywriter 2015
Sr. Copywriter 2017
Assoc. Creative Director 2018
Strategic Pivot →
Director, Brand Strategy 2021
Sr. Director, Brand Strategy 2023
Selected Work

You've probably seen some of this.

Campaign 01

Kick of Destiny

Three consecutive Super Bowl campaigns. One franchise built from a miss that FanDuel paid out anyway.

Brand Franchise Super Bowl Live Event Earned Media

The Brief

How do you make add even more action to the most action-packed day in sports? You turn your Super Bowl spot into the first ever live, bettable commercial.

The Insight

Sports fans don't just watch the Super Bowl — they want to participate in it. Every other brand was buying attention. We needed to give customers something to root for that was entirely ours, completely untethered from which team won the game. A live, high-stakes moment that only FanDuel could own.

The Arc

What started as a one-off stunt became a brand franchise. Each year deepened customer participation, raised the creative stakes, and added cultural equity. Three Super Bowls - one big idea that just kept getting bigger.

The Work

Rob Gronkowski attempted a live field goal during the Super Bowl broadcast. If he made it, FanDuel customers shared a $10M jackpot. He missed — and we paid out anyway. The decision to honor the bet generated enormous earned media and cemented the brand's relationship with its customers in a way no ad could have.

The Outcome

Massive earned media pickup on the $10M payout decision. FanDuel trended nationally. Proved the brand would bet on its own customers — and mean it.

The Work

Evolved the stunt into a product experience. Instead of watching Gronk attempt a kick, customers placed their own bets on whether he'd make or miss — turning passive spectators into active participants with real money on the line. The campaign and the product became the same thing.

The Outcome

Deepened customer participation and proved the idea had legs as a product mechanic, not just a PR stunt. Established Kick of Destiny as a repeatable brand property.

The Work

Gronk out. Peyton and Eli Manning in — a head-to-head kicking competition between two of football's most beloved brothers. Customers picked their Manning. The sibling rivalry generated its own cultural narrative, and the franchise found its most shareable execution yet.

The Outcome

Three consecutive Super Bowls. One idea that got stronger every year. Kick of Destiny became FanDuel's signature annual moment — proof that a brand franchise can be built from a single creative bet.

Campaign 02

Play Your Game

A new brand platform for a market that had stopped listening to sports betting ads.

Brand Platform 2025 NFL Season

The Brief

By 2025, the sports betting market had become commoditized. Every competitor was offering the same odds boosts, the same sign-up promos, the same celebrity endorsers. Meanwhile, the category's rapid growth had declined. FanDuel needed a brand platform — not just a campaign — that would create genuine differentiation and long-term loyalty heading into the 2025 NFL season.

The Insight

In a category that become deeply impersonal, the brand's opportunity was to champion every bettor's individual style of play. So we set out to validate the idea that there's no wrong way to bet as long as it's your way.

The Work

I partered with the incredibly talented folks at Arts & Letters to develop and launch Play Your Game as FanDuel's new brand platform — a positioning that celebrated every bettor's unique relationship with the sport rather than prescribing one right way to play. The platform spanned brand advertising, product positioning, and customer communications across the full 2025 NFL season and beyond.

The Outcome

There's more

Ad Roulette.

Close to 100 TV spots made at FanDuel. Here's one — spin for another.

Pull the lever. See what comes up.

Let's build
something.

[email protected] ↗ LinkedIn ↗ Download Resume ↗