Scaling a disruptor in subscription live entertainment.
As Head of Marketing at YouTube TV I led a 90 day sprint with cross functional leaders to define a new brand platform.
“Watch Like a Fan” connected the promise of premium features to the emotion of live sports fandom, helping to drive 2x subscribers, 3x revenue growth, and rapid market share gains in paid live TV.
The new YTV positioning was launched via marquee sponsorships of MLB, NBA, and NFL post-season - marketing investments that produced significant incremental ROI, measured via baseline analysis.
New product features and “easter egg” moments further supported the brand’s fan-focused position, such as the themed scrub bar during Shark Week on Discovery Channel, a favorite among live TV viewers.
As a new sub-brand of YouTube, it was important for YTV to invite community participation with the brand.
During our sponsorship of the NBA Finals we launched a real-time “Fan Awards” program to celebrate the most devoted fans showing up on social, driving massive buzz.
