Joshua Sampson, Marketing Expert in Charlotte, NC, United States
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Joshua Sampson

Verified Expert  in Marketing

Marketing Expert

Location
Charlotte, NC, United States
Toptal Member Since
December 13, 2023

Joshua is a seasoned digital and content marketing professional with an extensive 9-year track record of successfully building and expanding digital audiences for premier global brands and sports events. Throughout his career, he has played pivotal roles at renowned organizations such as FIFA, where he orchestrated the largest search hub in TikTok's history, amassing over one billion impressions. Joshua has also worked for DAZN and Bayern Munich and is looking forward to his next adventure.

Project Highlights

Creating TikTok's Largest Search Hub of All Time
Spearheaded 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 Launch of FIFA+—FIFA's 1st Direct-to-consumer (D2C) Global Streaming Service
Orchestrated 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
Strategized 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.

Expertise

Work Experience

Nonprofit Growth Marketing Consultant

2023 - PRESENT
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. Offered expert advice on diversifying revenue streams and optimizing financial practices, ensuring maximum utilization of funds to advance the organization's mission effectively and sustainably.

Digital and Content Marketing Lead Consultant

2021 - 2023
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

2018 - 2021
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 keen understanding of digital advertising dynamics. Provided expert consultation on available ad inventory, brand integrations, and screenwriting, contributing to successful advertising strategies across all platforms.

Social Media and Fan Engagement

2018 - 2018
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 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

2017 - 2018
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

2017 - 2018
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.

Freelance Reporter and Beat Writer

2016 - 2017
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

2016 - 2016
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.

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.aspx

Spearheaded 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.

I spearheaded the relationship and activation with TikTok, securing internal approval and collaborating seamlessly with legal teams to execute the TikTok search hub. Leading the brand-building efforts, I worked closely with TikTok and FIFA's creative team to craft a brand that resonated with our global audience.

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=us

Orchestrated 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.

As the content marketing strategy leader for FIFA+, FIFA's inaugural D2C streaming service, I successfully orchestrated a cohesive approach across global content teams. Aligning diverse teams spanning the globe, I ensured a unified vision for the service. My responsibilities extended to crafting brand copy for the launch, meticulously organizing content calendars, and managing this comprehensive strategy across eight languages. This involved a strategic implementation across various digital fronts, including social media, paid media, influencer marketing, and customer relationship management (CRM). By fostering collaboration and overseeing the execution of this multifaceted strategy, I played a crucial role in the launch and promotion of FIFA+, contributing to its resonance across diverse audiences.

Crafting the Influencer Marketing Strategy for KSI vs. Logan Paul 2

https://www.youtube.com/watch?v=yJSF-IJPNnQ&ab_channel=DAZNBoxing

Strategized 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.

I executed a comprehensive influencer marketing plan for the highly anticipated KSI vs. Logan Paul 2 fight broadcasted by DAZN. I collaborated seamlessly with our public relations and marketing teams to identify and engage key influencers and YouTube community members. This involved meticulously crafting an outreach strategy and curating enticing gift boxes that served as promotional tools and incentivized users to download the app and subscribe to witness the blockbuster event. Working with the production team, I strategized on key questions to pose to the influencers ahead of the fight, maximizing social media content and audience engagement. On the night of the event, I captured compelling on-site content with influencers, contributing to creating a unique and unforgettable boxing experience. This groundbreaking night marked the first-ever occasion where YouTuber boxers competed on the same fight card as professional world champion fighters, solidifying the event's place as a cultural phenomenon while setting all-time social media engagement records for a boxing event.
2014 - 2018

Bachelor of Fine Arts Degree in Media

The King's College - New York, NY, USA

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