NHL players skate down the ice.


Serving as the lead content strategist on the NHL project team, we took a data-driven approach to determining an effective, fan-friendly way to monetize social media content. Poring over data from over 120,000 posts across 30 teams and conducting in-depth interviews with the social media teams of six franchises, we identified the types of content that were already winning with organic engagement.

By categorizing successful content and suggesting relevant partners based on existing relationships the NHL had, we were able to provide the NHL with an approach that maximized their revenue potential without wasting the fans’ time.

It was an intense amount of numbers, but I got to talk on the phone to the guy that sent this Tweet. Pretty neat.

We took a look across leagues to find content types that resonated.


A player returned from injury? Time to get Advil on board.