karinetravieso@gmail.com 

SUMMARY 

A strategic and collaborative, SALES MARKETING AND ADVERTISING EXECUTIVE with vast expertise in digital and social media marketing, media sales development, and client partnership management. Established capabilities in brand management, marketing campaigns, social media campaigns, and negotiations. Leverages outstanding leadership and communication skills to guide and develop integrated media marketing teams that produce exceptional results. A focused top-performer who drives ownership of business results, capitalizes on lucrative new opportunities, and delivers custom solutions for brands.

EXPERIENCE 

MAJOR LEAGUE SOCCER, SOCCER UNITED MARKETING, New York, New York

Vice President, Integrated Media Solutions, January 2017- November 2020 

· Charged with setting media marketing, sales strategy and vision for MLS and SUM commercial assets.

· Serviced clients including Audi, Heineken, Adidas, Alcatel, Allstate, AT&T, Tag Heuer, SNHU, Liberty Mutual, Wells Fargo, Thorne, Target, The Home Depot, Continental Tire, Anheuser- Bush, Etihad, and MGM Resort.

· Negotiated and assisted in development of new business and renewal partnership efforts to ensure enterprise growth and league advancement

· Developed and reimagined MLS and SUM digital and social property revenue model, increasing revenue potential of core assets by 17% within the first year of employment with the League. 

· Created MLS’ first social media monetization model (MLS Activate), which contributed more than $10MM in media revenue annually and provided partners with the ability to activate beyond traditional owned media channels. 

· Managed the development of MLS Club Activate, the League’s first local social media monetization model contributing to more than $5MM annually.

· Co-created the sponsorship model for all MLS on Univision Networks opportunities – delivering more than $9MM annually.

· Developed first ever MLS database products for commercial sale, which were integral in securing the League’s first Sports Betting Sponsor, BETMGM. 

· Managed day-to-day operations and client partnership efforts with all MLS media rights holders [ including ESPN, FOX, and Univision to ensure prominent league, corporate, and technology partner positioning..

· Designed, developed and sold the first-ever MLS Studio Entitlement partner program to AT&T in 2019. This innovation anchored the 2021 AT&T renewal contract.

· Designed and executed Major League Soccer’s first sports betting platform in partnership with MGM Resorts and BETMGM - “Predict 6.”

· Spearheaded civic engagement initiatives outlined by the MLS Black Employee Resource Group “Pitch Black.” Worked with Black Players for Change to develop elements of the Commissioner’s strategy efforts related to leveraging League resources geared toward addressing issues of public concern among marginalized communities. 

TURNER BROADCASTING, TURNER EMERGING CONSUMERS, New York, New York

Vice President, Integrated Marketing, Digital, August 2013- January 2017

· Charged with planning, directing, and setting strategic direction of digital and social promotions to maximize profit and extend traditional linear-based campaigns to multiple screens.

· Serviced clients including State Farm, Lego, Hasbro, Nintendo, Lexus, Ford Motor Company, American Express, American Legacy, Nike, Old Spice, Mattel, Dunkin' Donuts, Burger King, Honda, Warner Bros., Universal Pictures, FDA, Zenith, and Geico.

· Collaborated with sales leadership, strategic planning, and finance teams to determine both national and regional sales goals, while identifying data-driven marketing and sales approach to target and close top-tier clients

· Oversaw network digital product launches to ensure that advertising sales requirements were met and maximized. 

· Developed go-to-market strategy for Cartoon Network mobile web and all applications, including CN Anything, CN App, contributing to more than $2MM in sponsorship sales for Emerging Consumers digital annually.

· Created and executed Turner's first ever cross-platform, cross-network campaign in support of Warner Bros. film "Edge of Tomorrow" (CableFAX 2015 winner "Best Use of Twitter”).

· Architected cross-platform digital sales strategy for Turner emerging consumers team. Developed digital monetization strategy for all network applications and companion second screen viewing products. 

NBCUNIVERSAL, USA NETWORK, New York, New York

Senior Director, Strategic Marketing and Digital, October 2011- August 2013

· Managed day-to-day marketing operations for all digital media campaigns on all digital properties, including USA Application, usanetwork.com and operated digital channels.

· Serviced clients including Lexus, Ford Motor Company, Capital One, Dunkin’ Donuts, KIA, Hyundai, Target, American Express, Vonage, Subaru, Toyota, Angie's List, Lincoln, Nationwide, Buffalo Wild Wings, Bank of America, JP Morgan Chase, Samsung, Vonage, VISA, Ubi-Soft, and EA Sports.

· Worked with sales and finance to devise digital sales strategy for TVE initiatives on .com and app, delivering more than $20MM in revenue.

· Interfaced with TV and digital sales management to ensure innovative, creative, and timely responses to RFPs.

· Collaborated with site leadership and sister properties to share best-in-class practices for advertisers and to execute TV and digital cross-portfolio campaigns.

· Created first-ever NBC Universal roadshow presentation for USA Network, outlining all digital and integrated media offerings used during media agency planning and upfront process. 

· Generated digital media and content monetization model for all USA Network shows, including Emmy winning shows (Suits, White Collar, Psych) and companion application and games.

ESPN, New York, New York

Director, Multimedia Marketing, May 2008- October 2011

· Charged with providing marketing strategy solutions for ESPN digital and on-air sales force geared to drive renewal and new business deals with top-tier media agencies and brands.

· Serviced clients including IBM, PowerAde, Vitamin Water, Cisco, Capitol One, McDonalds, Microsoft, Blackberry, Nike, Toshiba, Toyota, Samsung, Honda, JP Morgan Chase, Hanes, Paramount, Ford, Burger King, VISA, Gillette, Schick, Sony, Lexus, HBO, and American Express.

· Managed relationship between talent hosts, league restrictions, athletes, and brand clients on custom video campaigns totaling more than $18M in digital video revenue in FY2010, while ensuring ESPN’s editorial guidelines and ESPN’s league mandates for NFL, NBA, and MLB.

· Oversaw on-site live video streaming events for sponsors, including Old Spice, Samsung, PowerAde, and Gillette at ESPN premiere sporting events (ESPN the Magazine’s NEXT Event at Super Bowl, Body Event, ESPN the Weekend, and ESPYs).

· Executed, created, and sold first-ever live streaming event platform opportunity for ESPN live events, which garnered 150k per event for sales and marketing team. Managed delicate relationships between ESPN talent and partners and established protocols for talent work with sponsors.

ADDITIONAL EXPERIENCE

DRAFTFCB DIGITAL, (New York, N.Y.) Senior Project Manager, 2006-2007.

OGILVY INTERACTIVE, (New York, N.Y.) Senior Project Manager, 2004-2006.

Euro RSCG MVBMS Partners (New York, N.Y.) Integrated Team Manager, 2001–2004.

CDMInteractive (New York, N.Y.) Senior Project Manager, , 2003–2005.

EDUCATION

HOWARD UNIVERSITY, Washington, D.C.

B.A., Communications, 1999

PROFESSIONAL DEVELOPMENT

WISE Executive Leadership Institute, Tuck Executive Education at Dartmouth, 2017 

AFFILIATIONS

Women in Sports and Entertainment

Digital Diversity Board (Director)

AWARDS

Top Women Executives in Advertising and Marketing (Black Enterprise), 2016, 2013

Rising Stars 40 and Under (Black Enterprise), 2012

Top 40 Under Forty Honoree (The Network Journal), 2011

Top 100 Marketing and Advertising Executives (Black Enterprise), 2011