Reyna Jones

About Me

● Results-oriented & data-driven leader offering 15 years of marketing experience across multiple platforms (digital products, subscription video on demand, mobile, linear) while producing “consumer first” strategies for Emmy Award-winning content
● Proven success driving growth at the intersection of entertainment, tech, & culture while partnering with international teams in Canada, Europe, & Australia
● Track record of dissecting data to properly allocate multimillion dollar media budgets
● History of leading high-performing teams and agency/talent relationships while navigating matrixed organizations

Experiences

Oversees strategy of digital campaigns ensuring inclusivity resulting in 25% increase in reach while implementing best practices
Works cross-functionally & leads brand positioning/co-branded messaging across all touchpoints
Approves quantitative & qualitative data for contractual agreements to protect interests of the brand & client
Develops digital strategies and advises production team of sponsorship packages resulting in a 10% increase of initial participation
Implements cost saving options resulting in 15% savings and additional opportunities for production growth

Produced multi-channel campaigns for original & acquired content with distribution across 50 million homes
Analyzed data to identify untapped communities & accelerate performance (YOY 60% growth in video views, 75% growth on Instagram, 19% growth on YouTube, 15% increase in email subs)
Launched product marketing initiatives, oversaw national media buys (OOH, Digital, Audio, Linear), & reduced departmental costs by 10% managing budget reconciliation
Built a high-performing Marketing department, spearheaded multiple campaigns with
AORs, & worked cross-functionally with PR, Research, Tech, Finance, Legal
Launched product marketing initiatives, oversaw national media buys (OOH, Digital, Audio, Linear), & reduced departmental costs by 10% managing budget reconciliation
Negotiated multi-year partnerships with 30% growth in sales & 70mm+ impressions garnered via paid & earned media (podcasts, social, augmented reality)
Spearheaded the company rebrand & executed testing resulting in increased viewership, secured partnerships with production/sales teams, & modernized marketing assets across touchpoints

Served as day-to-day lead for campaign execution across digital platforms for former NBA star turned sports analyst and philanthropist Steve Smith
Increased engagement across social media platforms 40% YOY and developed seasonal campaign storylines for partnerships and product launches (March Madness, NBA2k, Amazon, NBA Summer League)
Managed promotions attracting over 5k participants during charitable events with a 10% increase in repeat donors
Analyzed performance metrics to make recommendations for partner negotiations

Developed strategies aligned with the brand ecosystem (NBA League Pass, NBA.com, the NBA app, NBA on TNT, NBA TV) while increasing NBA League Pass subscriptions, web traffic 45%, app downloads 30%, & consumer products
Spearheaded digital campaigns resulting in $3.5MM revenue, led lifecycle programs (activation, engagement, retention, reactivation), & accelerated product marketing pipeline with disruptive digital products
Managed team members within the Marketing & Social Media department
Created the first ever NBA Awards show & served as executive producer for three consecutive years collaborating with stakeholders (e.g. producers, talent, directors, post production)
Increased mobile traffic 90% during NBA Playoffs & worked cross-functionally with product managers & sponsors to produce co-branded content (i.e. “NBA All-Star” sponsored by Kia,
“NBA Style” sponsored by Samsung, “Off the Court” sponsored by AMEX, “Reigning
Moments” sponsored by Crown Royal)

Provided project management to support four regional networks serving: FOX Sports South, SportsSouth, FOX Sports Carolinas, & FOX Sports Tennessee
Supported the VP of Ad Sales & Ad Sales Team by providing competitive intelligence, attending pitch meetings, & remained abreast of marketing trends
Collaborated with producers, agencies, & clients to take advantage of potential synergy opportunities for Facebook & Twitter
Executed development of multiphase strategy process in support of show launches

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Strategist. Cross-Functional Leader. Brand Architect

Principal Consultant

Head of Marketing & Partnerships

Sr. Director of Digital Marketing

Sr. Marketing Manager

Sr. Ad Sales Manager