Joshua Sampson
Verified Expert in Marketing
Marketing Expert
Charlotte, NC, United States
Toptal member since December 13, 2023
Joshua is a seasoned digital and content marketing professional with over a decade of experience in successfully building and expanding digital audiences for premier global brands and sports events. Joshua has worked with multiple clients across the wellness, CPG, sports, food and dining, app, startup, and tech industries, including DAZN and Bayern Munich, specializing in content marketing, social media growth, digital strategy, audience development, and partnership management.
Project Highlights
Expertise
- Content Creation
- Content Marketing
- Growth Marketing
- Influencer Marketing
- Paid Media
- Social Media
- Social Media Strategy
- TikTok Marketing
Work Experience
Marketing Paid Social Media Manager
KiwiCo, Inc
- Audited and optimized a seven-figure annual paid media budget efficiently, leveraging key metrics like ROAS and CPR to maximize efficiency, reduce waste, and drive stronger returns.
- Led the creative strategy for paid ads—concepting, briefing, and launching high-performing campaigns to drive sales across diverse products and subscriptions.
- Designed and executed a structured A/B testing strategy to refine Meta ad campaign structures, optimizing audience targeting for peak performance and efficiency.
President and Founder
Sampson Digital
- Executed marketing and strategy campaigns for over 15 clients across four continents, helping businesses in industries such as wellness, tech, food, sport, and startups achieve their digital marketing objectives and expand their presence.
- Helped a small business grow its audience and revenue by executing email marketing, organic social media, in-person advertising, and paid campaigns, positioning it as a market leader with a larger client base and record revenue growth.
- Helped clients generate seven figures in revenue in just one year by executing a variety of strategic marketing campaigns, driving significant growth across multiple channels and boosting overall business performance.
Growth Marketing Expert
O.K.A.O INC
- Spearheaded the brand launch by developing its identity—creating the logo, defining social media strategy, crafting a distinct tone of voice, and building key partnerships.
- Strategically stretched a modest budget to maximize creator and influencer partnerships, fueling social media growth, building brand awareness, and driving early beta users—all while ensuring high-impact marketing efficiency with limited resources.
- Co-developed the brand vision, shaping a compelling investor pitch deck that effectively communicated the company’s potential. Helped secure investor interest, aligning the brand’s growth strategy with market opportunities and long-term scalability.
Nonprofit Growth Marketing Consultant
Self-employed
- Helped nonprofit organizations gain a profound understanding of their audiences in both physical and multimedia digital realms.
- Used management platforms like Sprout Social. Conducted and analyzed comprehensive surveys with SurveyMonkey to extract actionable insights, enabling organizations to optimize digital communication strategies tailored to audience preferences.
- Offered strategic direction to nonprofit organizations, facilitating the definition of key objectives for location renovations based on member feedback and organizational goals and providing guidance for crisis communication and management.
- Established a continuous improvement process. Implemented a structured feedback mechanism, empowering organizations to consistently gather input, make data-driven decisions, and drive meaningful transformations.
- Advised on financial efficiency and crowdfunding initiatives. Offered expert advice on diversifying revenue streams and optimizing financial practices, ensuring maximum utilization of funds to advance the organization's mission.
Digital and Content Marketing Lead Consultant
Two Circles
- Executed and managed digital partnerships for FIFA with Google, TikTok, Twitter, Meta, and Snap, resulting in record-breaking digital activations. Orchestrated the largest search hub in TikTok's history, amassing over one billion impressions.
- Led the successful launch of FIFA's inaugural TikTok account as part of entertainment marketing efforts, collaborating closely with TikTok to rapidly grow and accumulate over 14 million followers.
- Co-managed a 6-figure paid media budget across 100+ countries, generating traffic to FIFA+ during the FIFA World Cup Qatar 2022.
- Formulated and executed a data-driven international audience growth strategy with digital communication in 8+ languages, emphasizing increased social audiences, engagement rates, and conversions to FIFA+.
- Strategized and executed multimedia content marketing initiatives for FIFA+, driving engagement across CRM, paid media, and organic social channels.
- Assisted the National Football League (NFL) team in securing international marketing rights and developed an international content marketing strategy for a premier golf tournament, enhancing global visibility.
- Acquired multiple new clients by playing a pivotal role in lead nurturing, account management, and business development for the company's content and social media consultancy in North America.
- Served as the well-being lead for the company in North America, conducting sessions on diverse mental health topics to destigmatize mental health within and outside the workplace.
Senior Social Media Manager
DAZN
- Led the development and management of DAZN's global social media optimization strategy, propelling its following to over 4.7 million while generating 7-figure annual ad revenue and significantly increasing app downloads and subscriptions.
- Contributed to live TV broadcast production and utilized platforms like Periscope, collaborating closely with talent and influencers to maximize event reach across social media channels and digital partners, all vital in elevating an online presence.
- Managed a global team of 11 professionals across the US and Europe, showcasing leadership prowess in organizing shift schedules and content calendars, fostering continuous content ideation, and handling crisis communication.
- Applied a strategic approach to data analysis, utilizing Hootsuite and CrowdTangle tools to interpret performance metrics, industry trends, and audience insights. Regularly implemented insights to enhance engagement, content quality, and traffic.
- Worked with the sales team on digital advertising dynamics. Provided expert consultation on available ad inventory, brand integrations, brand licensing, and screenwriting, contributing to successful advertising strategies across all platforms.
Social Media and Fan Engagement
FC Bayern Munich
- Handled asset management, overseeing the club's dedicated USA digital channels, including SMS marketing, social media, website, app, and CRM, supporting the team's North American marketing and commercial strategy.
- Assisted in managing and cultivating a record network of 200+ supporter groups across the United States and Canada through outbound marketing, digital communication, and events, building a benchmark for European club marketing in the Americas.
- Helped with digital product and marketing campaign development and launches, including the team's summer pre-season tour, GIPHY page, and fan events.
Social Media Coordinator
SB Nation
- Crafted and refined the social media strategy for bavarianfootballworks.com/ and SportsBlogs Nation's FC Bayern Munich site, focusing on platforms like Facebook and Twitter.
- Played a pivotal role in supporting audience development and web strategy, successfully fostering a vibrant community of 15,000 across the web, app, and social.
- Achieved a growth rate of over 200% in the community during my tenure, showcasing a strategic approach to digital engagement and audience expansion.
Digital and Social Media Intern
New York Red Bulls
- Played a crucial role in producing behind-the-scenes content during matchdays, collaborating closely with New York Red Bull digital, public relations (PR), and commercial teams.
- Assisted in executing the club's editorial strategy, primarily focusing on website management, matchday content production, and community management.
- Utilized mobile journalism techniques as an intern to extensively cover behind-the-scenes activities, capturing exclusive footage and conducting interviews to contribute depth to sports coverage.
- Contributed to creating engaging and authentic content, participating in its strategic distribution across all the New York Review of Books (NYRB) social channels and web platforms.
- Listened to the client's goals and what they want to see differently, then took that information and did content audits on everything they've posted, created, or drafted.
Freelance Reporter and Beat Writer
Double G Sports
- Elevated sports coverage as New York City Football Club beat writer and freelance reporter. Contributed to sports, including Major League Soccer (MLS), the National Hockey League (NHL), and the National Collegiate Athletic Association (NCAAM).
- Cultivated and leveraged strong relationships with team insiders, securing exclusive insights that enhanced the depth and uniqueness of coverage.
- Played a pivotal role in the growth of doublegsports.com by delivering engaging content and in-depth sports analysis, attracting a broader audience.
- Specialized in crafting compelling narratives, honing the skill of translating complex sports events into captivating stories that resonated with readers.
Managing Editor
FanSided
- Led the editorial team as managing editor for FanSided's Borussia Dortmund news site, bvbbuzz.com, overseeing the strategic direction and content quality.
- Achieved growth and expanded the social media channels of BVB Buzz on Twitter and Facebook by over 800% in five months. Established the largest Borussia Dortmund media Twitter account in the US and fostered a thriving North American fan community.
- Managed a network of seven freelance writers, orchestrating the production of over 50 monthly articles covering diverse topics such as player ratings, matchday live blogs, and compelling op-eds.
- Applied affinity marketing and podcast marketing by launching a weekly podcast series dedicated to Borussia Dortmund in collaboration with the site.
Project History
Creating TikTok's Largest Search Hub of All Time
https://www.sportsbusinessjournal.com/Daily/Issues/2023/01/18/Technology/fifa-world-cup-qatar-digital-social-engagement.aspxSpearheaded the launch and execution of the largest search hub in TikTok's history, with over one billion impressions amassed during the 2022 FIFA World Cup Qatar.
The TikTok search hub, branded as the FIFA+ World Cup Search Hub, achieved historic success by accumulating over one billion impressions. This groundbreaking activation emerged as the largest search hub of all time, uniquely curating World Cup content from players, teams, and broadcasters into a centralized space for TikTok users worldwide.
This achievement doubled our TikTok following to 12 million fans and drove significant traffic to FIFA+, FIFA's D2C service. The success of this activation is a testament to strategic collaboration, meticulous planning, and creative excellence.
The Launch of FIFA+—FIFA's 1st Direct-to-consumer (D2C) Global Streaming Service
https://www.plus.fifa.com/en/?gl=usOrchestrated the content marketing strategy for the launch of FIFA's 1st D2C streaming service, FIFA+, overseeing implementation in over eight languages across various digital marketing channels, including social media, paid media, and CRM.
Crafting the Influencer Marketing Strategy for KSI vs. Logan Paul 2
https://www.youtube.com/watch?v=yJSF-IJPNnQ&ab_channel=DAZNBoxingStrategized and executed a standout influencer marketing plan for the DAZN-broadcasted KSI vs. Logan Paul 2 fight. I collaborated with key influencers, crafting premium behind-the-scenes content and amplifying audience engagement for the event.
Education
Bachelor of Fine Arts Degree in Media
The King's College - New York, NY, USA
Skills
Core
Content Marketing, Social Media Strategy, Social Media Content, Social Media, Content Creation, Organic Social Media, TikTok Marketing, Content Strategy, Influencer Marketing, Social Media Posting, Social Media Management, Brand Marketing, Social Media Marketing (SMM), Digital Marketing, Digital Marketing Best Practices, Content, Email Marketing, Marketing Strategy, Marketing Analytics, Digital Marketing Strategy, Affiliate Marketing, Market Research & Analysis, Go-to-market Strategy, Conversion Rate Optimization (CRO), Content Marketing Strategy, B2C Marketing, Community Management, Marketing Communications (MarCom), Product Marketing, Public Relations (PR), Copywriting, TikTok Ads, Inbound Marketing, Writing & Editing, Paid Advertising, Lead Generation, Landing Pages, Ad Campaigns, Marketing Leadership, Performance Marketing, Campaign Strategy, Social Media Advertising, Brand Strategy, Branding, Account-based Marketing (ABM), Funnel Marketing, Funnel Optimization, Marketing Research & Analysis, Marketing Operations, Social Media Design, Mobile Marketing, AI Marketing, Marketing, X (formerly Twitter) Ads, Omnichannel Marketing, Instagram Marketing, Pay-per-Click (PPC), Facebook Marketing, A/B Testing, Email Campaigns, Search Engine Optimization (SEO), Email Marketing Automation, Cold Emailing, Entertainment Marketing, Google SEO, Search Engine Marketing (SEM), Google Paid Ads, Social Media Optimization, SMS Marketing, Facebook Ads, Marketing Automation, YouTube Ads, Growth Hacking, Google Ads, SEO Content, Brand Activation
Platforms & Tools
TikTok, X (formerly Twitter) Marketing, Monday.com, Adobe Suite, Adobe Premiere, Content Marketing Platforms, CRM Systems, Marketing Platforms, Mailchimp, YouTube Shorts, Content Management Systems (CMS), Google Analytics 4, Facebook Ads Manager, Zoho
Business Models
Business to Business (B2B), Software as a Service (SaaS), B2C, B2B, Business to Consumer (B2C), SaaS, SaaS Product Marketing
Technical
Web3, Direct Response Marketing
Other
Digital Strategy, Growth Marketing, Creative Briefs, Communication, Product Launch, Facebook, Instagram, X (formerly Twitter), YouTube, Content Management, Direct to Consumer (D2C), Growth Analysis, Multichannel Marketing, Growth Strategy, Team Leadership, Storytelling, Marketing Attribution, YouTube Marketing, Digital Media, Digital Publishing, Media, Customer Acquisition, Strategy, Cross-channel Marketing, Go-to-market Plans, Digital Marketing Strategy, Growth Strategy, Content Writing, Influencers, English, Team Management, Hootsuite, Account Management, International Marketing, Business Development, Client Presentations, Partnerships, Management, Production, Premiere Pro CC, Data Analysis, Event Planning, Video Editing, Reporting, Journalism, Paid Media, Projects, Snapchat, Growth Strategy Consultants, Creative Direction, Messaging, Visual Storytelling, Digital Agencies, Data Analytics, Data Reporting, Data Collection, eCommerce, Launch Strategy, Event Marketing, Market Research, Marketing Plans, Marketing Materials, Nonprofits, Awareness Campaigns, Consulting, Gambling, Gaming, Market Entry, Statistics, Surveys, Survey Development & Analysis, User Journeys, Analytics, Data, Apps, AI Social Media Content Creation, YouTube SEO, Editorial Direction, Editorial Process, News Media, Web Content, Content Distribution Strategy, B2B Marketing, Email Content, Meta Ads, Buyer Personas, Consumer Packaged Goods (CPG), Campaigns, Startups, Startup Consulting, Advertising, Go-to-market Strategy, Lead Generation, Conversion Rate Optimization (CRO), Keyword Analysis, Artificial Intelligence (AI), Content Update, Figma, Marketing Channel Strategy, Startup Marketing, Market Intelligence, Creativity, Product Ideation, Video Scripts, Advertising Copy, Marketing Management, Brand Building, Marketplaces, SWOT Analysis, Sprout Social, Sprinklr, Video Production, Customer Relationship Management (CRM), Hospitality, Event Management, Podcasting, Contract Negotiation, Books, Dashboards, Paid Search, WordPress, Website Redesign, Podcast Marketing, Screenwriting, Asset Management, Digital Asset Management, Lead Nurturing, Crisis Communication, Newsletters, Affinity Marketing, SurveyMonkey, Periscope, Campaign Development, Content Audits, Crowdfunding, Outbound Marketing, Niche Email Marketing, Brand Licensing, Content Localization, Digital Newsletters, Direct Response, Conjoint Analysis, Sales Funnel, Non-fungible Tokens (NFT), Digital Transformation, Sales Operations, Brochures, Financial Modeling, Forecasting, Google Display Network, Pinterest Ads, Web Trends, Google, Audience Development, Creative Strategy, Content Production, Conversion, Market Expansion, Data-driven Marketing, Brand Logos
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