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Rolanda Gaines

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Rolanda Gaines Senior leader with domestic and international SPORTS marketing, communications, entertainment and media expertise. Extensive ROLANDA experience with MANAGING consumer-facing brands, including campaign development/execution, DIGITAL MARKETING, EVENTS, public relations AND social media. Well-versed in creating and CURATING GAINES content across linear and digital platforms. FOX SPORTS MEDIA GROUP Atlanta | 2013-present Senior Director, Marketing & Communications: Executive in charge of brand vision, on-air MARKETING EXPERTISE promotion strategy, media, events, community relations, and communications for FOX Sports South, FOX Sports Carolinas, FOX Sports Tennessee, and FOX Sports Southeast -- four networks that Agency Management televise nearly 3,000 live events and studio shows annually. Report to the GM/SVP and lead a cross Brand Management -functional team of 10, including producers, graphic designers, PR and marketing specialists. Budget Forecasting + Implementation ! Lead marketing partnerships across eight professional teams: MLB (Braves), MLS (Atlanta Campaign Development + Execution United), NHL (Hurricanes, Predators), and NBA (Hawks, Hornets, Grizzlies). Communications + Media Relations ! Create integrated marketing strategies to drive awareness and consumption of linear and Consumer Research digital content. Contract Negotiation ! Drive paid media strategy across target markets, including buying and flighting of digital, Digital Marketing broadcast, and OOH mediums. Event Management + Execution ! Spearhead creative and messaging for linear and social media promotional materials. Integrated Marketing ! Oversee internal and external communications, including media relations. Licensing + Brand Extensions ! Collaborate with ad sales, distribution, production and programming teams to support Media Buying + Planning network monetization, ratings, and content distribution. Social Media + Content Curation ! Direct planning and logistics for community relations and special events activities, Sponsorship Development + Integration including show premieres/screenings, local events, and in-game activations. ! Forecast and allocate marketing budget tied to overhead, branding, events, and media. ! Highlights: Marketing: Led consumer research study and media buy as part of a Education comprehensive network rebrand. Sponsorship: Drove seven-figure revenue in 2017-18 by creating and fulfilling eight ad sales packages. FOX Sports GO: Grew unique streamers by Fordham University | New York an average of 90% and total minutes by an average of 146% across eight teams during the Master of Business Administration 2017-18 sports season. Stanford University | Palo Alto ESPN, INCORPORATED New York | 2000-2012 Bachelor of Arts, International Relations Senior Director, Strategy – Content Development/Original Programming: Executed strategic plans to launch original programming (television series, events, documentaries) across Stanford Japan Center | Kyoto ESPN platforms to maximize exposure, viewership and content lifespan. Center for Technology + Innovation ! Served as business lead with consumer marketing/social media, digital, affiliate marketing, public relations, and community relations stakeholders to create sponsorship packages, Wacoal Corporation | Tokyo branded content and marketing campaigns around departmental projects. Public Relations Internship ! Delivered sponsorship assets and branded content strategies for select advertisers. ! Highlights: Launched sponsor-driven campaigns for Year of the Quarterback (multiple platforms), The Fab Five (ESPN Films), and RISE UP (docuseries). Senior Director, Business Development & Operations - ESPN Enterprises: Responsible for global growth of the ESPN the Magazine brand, including oversight of administration and strategy. ! Led global strategy for ESPN The Magazine, including business modeling, contract negotiation, content strategy, brand alignment, brand localization, and partner support. ! Facilitated qualitative and quantitative research studies for the rebrand of the Magazine. ! Served on acquisition team to facilitate integration of RISE Media into ESPN Publishing. 917.880.7240 | [email protected] | linkedin.com/in/rolandagaines | rolandagaines.com/mktng ! Enlisted as business lead for ESPN Insider, a premium paid digital business on Professional ESPN.com. Responsibilities included subscriber growth, site monetization, and development product/segment marketing; delivered 20% paid subscriber growth over FY10. ! Highlights: Launched the Magazine in Mexico and Brazil, re-launched in the US WICT Betsy Magness (Spanish language edition), and led negotiations in India, Argentina, and China. Leadership Institute | US One-year development program Director, Consumer Products: Identified business partners/licensees to extend the brand and for executive women in the drive incremental revenue. Key responsibilities included contract negotiation, marketing, cable television industry communications, sponsorship development, research analysis/valuation, and revenue oversight. ! Managed ESPN Golf Schools, a licensed business with operations across 50 US markets. Stanford University Professional ! Generated $15M+ incremental media value annually to promote the business and oversaw Publishing Course | Palo Alto integration of sponsors: Lexus, American Express, Nike, Cleveland Golf, and Intersport. Immersive session of media strategies, ! Led branding oversight for ESPN Zones in partnership with Disney Reg. Entertainment. new business models, and emerging ! Highlights: Launched X Games Skateparks (The Mills Group), ESPN Auctions (eBay), digital media and technologies ESPN Golf Guide (Zagat), ESPN Russell Racing Schools (Jim Russell USA). UCLA Anderson School Marketing Manager, New Media & Consumer Products: Led marketing strategies for ESPN of Management | Los Angeles brand extensions, working with licensees across music, publishing, and video games sectors. Executive Leadership Development ! Formulated briefs to launch retail brands; directed all creative development. Program in association with the ! Facilitated partnerships between licensees and ESPN/ABC/Disney business units to National Association for Multi-Ethnicity negotiate company assets to promote each brand. in Communications (NAMIC) ! Highlights: Launched campaigns for ESPN The Games (Konami Video Games), Outtakes: Dan Patrick (Hyperion Publishing), Stadium Anthems (Hollywood Records). Awards + Affiliations MAJOR LEAGUE BASEBALL PROPERTIES New York | 1998-2000 Advertising Manager: Placed national/regional media for consumer product launches and Stanford Alumni Association marquee events to grow broader /younger relevance for the heritage brand. Board of Directors, 2013-18 ! Led co-op advertising for licensees to ensure consistency around MLB brand extensions. Chair, Communications, 2016-18 ! Developed event advertising plans for All-Star FanFest (Boston), including TV, outdoor, Stanford Associates, 2015-present print, and radio media. Generated $1M+ in incremental media value via local partners. STARS Leadership Assembly, 2013 ! Highlights: Re-launched MLB Authentic Collection brand to attract a younger audience; Award of Merit, 2012 included logo design, collateral, media planning, and campaign execution. Mercer University School of NIKE, INCORPORATED Beaverton | 1995-1998 Business + Economics Marketing Manager, Nike Sports Entertainment (NSE): Directed brand and retail strategies Sports Marketing Advisory Board for a global events group created to drive brand awareness around the world. 2017-present ! Implemented marketing communications for all NSE events, including custom logos, environmental design, advertising, PR, and retail product for a globally consistent look. Cynopsis Sports Media Awards ! Collaborated with sales team to sell packages, manage clients, and execute deliverables for 2016, 2018 key partners Visa and Qantas (Australia), and Spoornet and Vodacom (South Africa). ! Supervised retail merchandising efforts: buy-in, kiosk design, staffing and operations. Southeast/Midsouth Emmy Awards ! Highlights: Promoted Brasil World Tour (Miami, Johannesburg, Osaka, Seoul, 2016, 2017, 2018 (2) Stuttgart), Nike Track Tour (Sydney, Melbourne), and Nike Hoop Summit (Orlando). Marketing & Events Manager, NIKETOWN Portland: Planned and executed aspirational marketing plans to align with corporate initiatives, grow the brand, and drive retail sales. ! Produced large-scale events -- product presentations, interactive clinics, and athlete appearances -- supported by advertising, public relations, and community engagement. ! Served on launch team to open NT stores in Los Angeles, San Francisco, and Seattle. ! Highlights: Produced post-Olympics event with gold medalist Michael Johnson, drawing 1000+ in-store guests; led Kodak-sponsored national promotion for 1996 Olympic trials. WIEDEN+KENNEDY Portland | 1994-1995 Traffic Coordinator: Facilitated ad campaign materials for NIKE, Microsoft, Coke, and ESPN. 917.880.7240 | [email protected] | LINKEDIN/COM/IN/ROLANDAGAINES | rolandagaines.com/mktng .
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