Cynthia Hurley

Yahoo Sports and Fantasy Football were competing in a highly competitive digital landscape against major players like ESPN, with the need to increase user acquisition and engagement at scale, differentiate fantasy sports offerings in a rapidly growing market, and monetize a large but fragmented sports audience.

I planned and executed multi-million-dollar digital acquisition campaigns and optimized conversion funnels for fantasy game sign-ups. I positioned them as a leading, accessible platform for mass audiences, and developed integrated campaigns across editorial, product, and media. I also managed partnerships with the NFL and MLB Players Associations, professional teams, and athletes. In addition, I launched high-performing fantasy campaigns that drove exceptional conversion rates, including one that exceeded platform capacity.

I helped Yahoo Sports become number one, surpassing ESPN. I drove 10+ million editorial and 6+ million fantasy users annually, with 30 million game purchases. I delivered breakthrough campaigns, including a fantasy launch with record demand.

Qualcomm needed to increase brand awareness and favorability globally, translate complex technologies (5G, AI, mobile connectivity) into consumer-relevant narratives, and stand out in a crowded, highly technical market. Additionally, there was no established sports partnership marketing function and the company needed scalable ways to connect with younger, tech-savvy audiences, including gamers.

I built and led a global strategic partnerships and sports marketing function from the ground up, securing and managing high-profile partnerships with Formula 1, MLB, America’s Cup, and Formula E. I negotiated major deals, including a $40 million Formula 1 partnership. I integrated marketing campaigns, delivered 360-degree campaigns combining and drove gaming and esports Innovation. I co-created a $1 million esports tournament at CES and leveraged gaming to showcase
mobile performance and connectivity technologies.

I boosted brand awareness by 61% and generated 1+ billion annual impressions. I’ve also facilitated 400% equity growth in Formula E partnership, generated $10 million in earned media, and positioned Qualcomm as sports-tech leader.

Early-stage and growth companies across sports, tech, and consumer sectors lacked clear brand positioning, cohesive messaging, and structured marketing strategies. Partnership and sponsorship opportunities were underutilized, while investor expectations were often misaligned with marketing execution and growth plans.

I delivered end-to-end consulting across multiple clients, developing brand strategy, messaging frameworks, and visual identity. I built integrated marketing plans across paid, social, and content channels. I also identified and negotiated strategic partnerships and sponsorships, and designed activation programs. I advised VC investors by auditing marketing strategies and providing actionable recommendations.

I enabled companies to sharpen positioning, improve marketing performance, and unlock growth through partnerships. I strengthened alignment between marketing and business goals and increased investor confidence with scalable, repeatable frameworks.