Kyle Stack Email & Phone Number

London, Gb

Beaverton, Or, Us

Led Nike's day-to-day enterprise partnership with YouTube, Snapchat and TikTok and developed platform strategies inclusive of paid, organic and earned media. *KEY WINS*TIKTOK DATA INFRASTRUCTURE: Built a data infrastructure in multiple countries/regions globally that enabled Nike's geo media teams to more reliably operate paid media and own the data gathered from their outbound media. This was accomplished by negotiating and signing five region-based advertising purchase agreements (which included data protection agreements) and opening four business centers for Nike local/geo teams to lead on an everyday basis. This project also built a foundation from which Nike and TikTok could elevate more strategic conversations in its partnership. This involved deep partnership with Legal, Privacy, MarTech, Analytics, geo/local Paid Media teams as well as with Global Marketing leadership.GOOGLE & SNAPCHAT INNOVATION: Developed leading-edge platform innovation concepts with Google and Snapchat pertaining to artificial intelligence and augmented reality, the latter of which turned into consumer-facing work in support of Nike's Paris 2024 Olympics plan. This involved leading cross-functional conversations and workstreams with Global Marketing leadership, Brand Creative and Nike geo partners.*ADDITIONAL RESPONSIBILITIES*PLATFORM STRATEGY: Created platform strategies reflecting Nike's outlook for its presence on YouTube, Snapchat and TikTok, including fiscal-year learning agendas.JOINT BUSINESS PLANS: Co-led planning and approach (with internal media business team) on negotiations with YouTube, Snapchat and TikTok.PLATFORM PARTNERSHIPS: Led weekly and monthly meetings with each platform partner – YouTube, Snapchat, TikTok. Topics included future platform opportunities for Nike, platform insights to devise for improving Nike's content and media performance, Strategic Value Adds, marketing campaigns, media planning, financial and non-financial benefits.

Beaverton, Or, Us

Managed Nike's @Nike channels on Instagram, YouTube, TikTok, Snapchat and X (aka Twitter). This included leading cross-functional workstreams, setting channel and content strategy, creating content, formulating publishing calendars, driving publishing and tracking analytics/recaps pertaining to Nike's seasonal marketing offense. As well, I hired and managed two people on my team and co-managed the partnership with Initiative, Nike's agency-of-record.*KEY WINS*WIEDEN+KENNEDY PARTNERSHIP: Led the creation of two content series in partnership with W+K, Nike's lead creative agency..."In The Wild", which documented athlete and product stories of specific sports. We featured Skateboarding and Eric Koston as well as Running and the Chicago-based Run Too Hard run club. The series ran on YouTube, TikTok and Instagram."You Seein' This", which elevated the performance benefits of Nike's highest-priority footwear. The content ran on Instagram and several individual videos ranked as top-10 performing Reels out of 50-plus Reels on @Nike.PEOPLE MANAGEMENT: Hired two employees new to Nike and managed them during the initial part of their careers. This hiring process included collaboration with an external agency for recruitment and identification of candidates, interviewing candidates and internal evaluation and decision on the hires.*ADDITIONAL RESPONSIBILITIES*SEASONAL PLANNING: Led planning for SP23 and SU23 seasons for all @Nike flagship channels. This encompassed cross-category representation of athlete and product stories on channels as well as producing plans showcasing support of the brand architecture offense for each season.INSTAGRAM COMMERCE: Led Nike's strategy and approach for commerce on Instagram, inclusive of channel-specific Shops. This included regular calendar planning and publishing of elevated products on @Nike as well as consulting and strategizing with all category teams for management of their shops, e.g. Nike Running.

Beaverton, Or, Us

Managed day-to-day platform strategy for YouTube and Snapchat with a focus on establishing content strategy.*KEY WINS*TRANSFORMED SNAPCHAT CONTENT OFFENSE: I created a strategic direction to focus on augmented reality as a content medium. I also led the development of 10 movement-driven AR lenses on Snapchat over eight months in support of two priority marketing campaigns, including for the Tokyo 2021 Olympic Games. The AR lenses enabled people to use their body movement in context of different sports, e.g. running, in order to trigger an action on their phone. They added a fun, playful element to our marketing offense that didn't exist. Among other successful outcomes, we earned more than 2 billion Impressions from the lenses (organic + paid media). SNAPCHAT JOINT BUSINESS PLAN: Co-led creation and oversight of Nike's first-ever joint business plan with Snapchat. This included Nike committing an eight-figure annual media spend in order to secure financial and non-financial benefits, which was applied to projects that drove the Snapchat platforms strategy.YOUTUBE LIVESTREAM WORKOUT SERIES: Led the platform strategy for an 11-week campaign in which we operated a weekly livestream workout from the start of the COVID-19 pandemic. Our goal was to inspire people to move in their homes during what was an unprecedented time. My work included organic and paid media strategy for the livestream as well as recorded content throughout each week. The series garnered 10M+ views through an integrated marketing plan and was recognized by "Fast Company" during their description of Nike in their Most Innovative Companies of 2021 article. I also consulted on livestream series in Japan and western Europe.UNINTERRUPTED PARTNERSHIP: Launched the first two content series from Nike's partnership with SpringHill's Uninterrupted. "Put You On" featured Nike athletes on the rise and "What It Takes" featured prominent WNBA players' stories of their lives on and off the court.

Beaverton, Or, Us

I was hired for this role to revive Nike's YouTube content offense and to introduce a platform strategy for Snapchat. *KEY WINS*RESUSCITATED YOUTUBE CONTENT OFFENSE: I created Nike's first-ever content strategy for YouTube and led Nike's day-to-day partnership with YouTube. The work resulted in 2 billion-plus Views on the @Nike channel, 33 million hours of Watch Time – a ~50% increase – and a 119% increase in Subscriptions for the @Nike channel over the time that I was in this role. The channel also surpassed 1 million subscribers. The content strategy was grounded in generating consistent, enthusiastic viewership. Nike's approach to YouTube had been to treat it as a content library, mostly for commercials that were meant for broadcast TV. We wanted to turn the channel into a venue that hosted episodic content geared towards YouTube audiences. That led to more than a dozen content series created for the platform over the next several years, including the Kids-focused PLAYlist series that I go into detail about below. LAUNCHED NIKE KIDS CONTENT SERIES: In partnership with Nike Kids, we launched the "PLAYLIST" content series on @Nike, which ran for 12 seasons, included a livestream episode and inspired internal strategies for a Nike Kids YouTube channel. The series reimagined what it meant for Nike to inspire kids to move and play sports. My role was to lead the strategic approach for YouTube. I worked closely with Brand Management, Creative, Marketing Science and Communications to launch and sustain the series. The livestream episode was held from a Nike store in Chicago during NBA All-Star Week 2020 and featured two NBA stars and one retired NBA superstar.

Beaverton, Or, Us

I played a multi-purpose role for Jordan Brand across web, app, email and in-store. I performed two jobs on separate teams - Retail Brand as well as Digital Brand, which both were on the Global Marketing team. I also managed two people while in this role.*KEY WINS*FACEBOOK MESSENGER CHATBOT 2.0: Led recreation of Jordan Brand's Facebook Messenger chatbot into a weekly newsletter. This update served information about products, athletes, events and other news connected to Jordan Brand. The day-to-day work included resetting the strategy, driving that work and presenting to Jordan Brand marketing leadership as well as crafting the content schedule and publishing. All work was done in partnership with Laundry Service. We reached 20K lifetime users by the end of the chatbot's life cycle, which was a great achievement for a nascent product that was fueled only by organic media (no media ad spend). LAUNCHED IN-STORE DIGITAL KIOSK: Co-led concept and development of a digital kiosk used for brick-and-mortar stores. The conceit was for someone to scan the bar code on their SNKRS or Nike app - both of which were member-gated - in order to obtain an exclusive Jordan Brand magazine or other membership-only item. The creative agency Owen Jones was our partner in this project and led the initial concept. Our Jordan Brand partners in the Greater China geo brought our concept to life in-store. They leveraged this kiosk in six stores over a five-day period to drive 30,000-plus Nike membership sign-ups. The kiosk contained special gifts included the aforementioned magazine as well as access to high-heat products, styling classes in store and other unique opportunities to connect with Jordan Brand.

Beaverton, Or, Us

I was tasked with creating a strategy for Jordan Breakfast Club, which was Jordan Brand's take on training. The program was geared towards U.S. high school team sport athletes, specifically basketball, American football and baseball.*KEY WINS*LAUNCHED FACEBOOK MESSENGER CHATBOT: I was assigned to identify a digital platform that could serve on-demand workouts for users to participate in Jordan's Breakfast Club program. My manager and I landed on Facebook Messenger, which had recently debuted a chatbot interface. I led the strategic development of this chatbot with R/GA and brought it to market with Snaps. We landed on a discussion tree that consisted of prescribed workout programs over a 30-day period. The workout program was created by an ex-NFL player who served as a trainer employed by Jordan Brand. The chatbot gained more than 5,000 subscribers in the first year based purely on organic media (no paid media). JORDAN BREAKFAST CLUB LAUNCH: I led the seasonal planning and execution for Breakfast Club across all digital touch points - Facebook, Instagram, Twitter, Nike app, Jordan Brand emails and Jordan.com. In order to fuel that offense with content, I partnered with Jordan Brand's digital AOR, Laundry Service, to conduct seasonal photo shoots featuring Jordan Breakfast Club's latest products. I led that process end-to-end, including providing a seasonal strategy, devising each content shoot from brief through content publishing and determining content allocation in order to drive the strategy for that season. My work was highly cross-functional and included collaboration with Brand Management, Brand Creative, Digital Brand, Retail Brand, relevant Jordan Brand geo teams and Nike functional teams across website and app.

Beaverton, Or, Us

I led social media marketing (strategy, operations, production, publishing) for Nike Men's Training as the category underwent a reset. I managed two people on this team.*KEY WINS*CREATED @NIKETRAINING INSTAGRAM: Concepted, launched and managed @NikeTraining (now @NikeWellCollective) and drove it to ~500K followers in under two years. The channel's approach was to tell stories of athletes' worth ethic and dedication to their craft. This content was connected to a film project for which teammates and I won a Nike Maxim award.AWARD-WINNING INNER STRENGTH SERIES: In partnership with Global Communications, we created a film and photo series of athlete training stories. These stories reflected the diverse types of training that athletes employed for their sport, and it was represented by a diverse cross-section of athletes. It fueled the @NikeTraining Instagram channel and served as lead content for @NikeTraining YouTube. I led the approach to social media inclusive of platform insights to sculpt the content for the necessary platforms. I traveled to London, San Diego, Santa Cruz, Albuquerque and coordinated additional shoots in Philadelphia, Orlando, Los Angeles, Tokyo and Melbourne remotely from Nike WHQ in order to obtain the content. The team and I were awarded a Nike Maxim award for the series (Nike's version of the Oscars). *ADDITIONAL ACHIEVEMENTS*METCON LAUNCH: We launched the inaugural Metcon shoe at an event in London with crossfit athletes Mat Fraser and Josh Bridges. The event in London consisted of crossfit classes attended by ~30 male influencers, some of whom were featured in posts on @NikeTraining.TIME TO TRAIN CAMPAIGN: Our HO15 campaign on @NikeTraining Twitter/Instagram reflected training at morning, afternoon and evening. To supply the content to drive the campaign, we captured 32 videos and 500 photos of content in one day at Nike WHQ on an $80K budget (capture + production). It was the most successful shoot I've led.

Beaverton, Or, Us

Drove social media marketing (strategy, operations, production, publishing) for Nike Baseball and Nike Athletic Training. I managed three people in this role and held responsibility for management of the team's agency partner.*KEY WINS*CREATED @NIKEBASEBALL INSTAGRAM: Concepted, launched and managed @NikeBaseball (now @NikeDiamond) and drove it to 700K followers in less than two years. I leveraged our partnership with Perfect Game to create a channel presence that emulated the life of the high school baseball player who played the PG circuit - our target consumer. MLB PARTNERSHIP: Led a ground-breaking content partnership with MLB Advanced Media and MLB Photos for two MLB All-Star Games, two MLB World Series, one MLB Spring Training and one MLB First-Year Player Draft. We featured key Nike athletes and Nike Baseball products on each channel and set a partnership standard with MLB and for Nike.*ADDITIONAL ACHIEVEMENTS* MIKE TROUT PRODUCT LAUNCH: We launched Mike Trout's first signature footwear (cleat & turf shoe) as part of the Nike Baseball Vapor product line, which formed the basis of a brand reset for the category. NIKE BASEBALL ATHLETE PARTNERSHIP: I collaborated with Nike Baseball Sports Marketing as well as external marketing managers for key Nike Baseball athletes - Mike Trout, Matt Kemp, Carlos Gonzalez - to devise a strategy across two MLB seasons in which athletes were prioritized on Nike Baseball social channels, including Twitter, Facebook and Instagram.

Beaverton, Or, Us

My introduction to Nike. I was hired to tell stories of athletes as that had been my focus in my prior role as a trends-based sports reporter. Baseball and Athletic Training were the global-focused categories of FBAT, so it was my responsibility to create social media strategies for each while also driving the content creation and publishing on all relevant channels.*KEY WINS*NIKE PRO ANSWERS: An amazing project that was ahead of its time. Pro Answers was a web and mobile app that provided insights from professional athletes and coaches about how to improve skills in various sports (primarily basketball). How it worked was users would enter the digital environment and be presented with a short journey to find their preferred topic (sport > training/skill type > questions/answers about a specific topic. My role was the following: _Develop questions for athlete and coach interviews._Collate and organize the information gained from those interviews._Publish content and create opportunities for that content to be shared on other relevant Nike channels.

Concentration in business, health, media and technology trends related to NBA, MLB and NFL for a variety of print and online publications._Reported dozens of stories for ESPN the Magazine’s ‘front of book’ sections and wrote a monthly series for ESPN.com documenting pro athletes’ side hustle businesses._Wrote for SLAMonline.com, including how NBA players developed their free throw routines, rise of yoga and iPads and revealing interviews with NBA referees._Covered features about MLB for SI.com, including MLB’s authentication program, the advent of Ballpark Cam and inside access to MLB Productions’ annual World Series film.

New York, New York, Us

I wrote player notes for the Fantasy News & Updates section. This consisted of delivering fantasy-based analysis of individual player performances, injury news and other fantasy-related events. I also wrote a weekly column titled "Weekend Watch", contributed to the weekly "Roundtable" column, offered daily player advice on the Fantasy 411 blog and edited pictures and captions for a weekly ticketing e-mail sent to fans of each of the 30 teams.