Payton Phillips Email & Phone Number

Cincinnati

SUMMARY: Reporting directly to ownership, charged with leading a BI- and technology-focused evolution in how we grow our fanbase, generate revenue, and improve workflow efficiency. Lead Digital, Member Relations & Ticket Sales, ticket inventory management strategy, and the membership program while providing significant contributions to Business Intelligence and game theme strategy.IMPACT: Team contributed to 14% ticket revenue growth YoY, beat season ticket renewal “stretch goal” of 96.5%, ranked top 2 in NFL for member NPS, overall member communication, and customer service ratings in year one - while reducing investments in head count and member benefits - despite first non-playoff season since 2020INITIATIVES:Restructured staff, added martech and automations, and further leveraged fan data to better prioritize and personalize sales, service, and general fan engagement touchpoints at scaleIdeated and designed new StripeTheJungle tradition and led communications strategy that "went viral" with sports mediaLed development of STREAK season ticket membership program, new benefits structure, and digital hubsLed CRM conversion and configuration (Microsoft Dynamics), CDP configuration (KORE Helix), CDP-CRM integration, CRM-martech integrations and automations - fed by 10 data sourcesLed robust dashboard and reporting buildout (PowerBI), enabling timely value-adding decisions that previously took hours or days and were often completely foregoneGuided UI and UX facelift for Bengals app and webpages Initiated team migration to Microsoft Sharepoint, Planner, Teams integrations, and use of PowerAutomate to free up dozens of annual labor hours for greater value-adding tasks

Stillwater, Oklahoma

Senior staff member leading Fan Engagement & Marketing (including game presentation), Advertising & Digital Sales, Fan Relations & Sales, Ticket Operations, and Business Intelligence & Analytics

Starkville, Mississippi

Oversaw sales, analytics, fan experience cross-functional team, and digital marketing while assisting with annual giving and content strategy

Starkville, Mississippi

• Built MSU Business Strategy & Analytics from the ground up• Built & implemented analytics-based football season ticket pricing model and retention strategy – $918,000 revenue increase, 6.6% renewal rate increase, first annual fund increase ($1.1M) since 2015 despite elimination of tax deductibility of seat donations, loss of most successful head coach in MSU history, and less attractive home football schedule (no LSU/Alabama/Ole Miss)• Co-created outbound sales, retention, and fan experience hybrid team (featured by NACMA, $314,000 impact in first 8 months), implemented use of Salesforce CRM, and generated sales leads through digital platform engagement strategies and past purchaser data analytics• Conceived & led Hail State Family Fan Experience team (featured by LEAD1) uniting marketing, sales, ticketing, digital strategy, development, event ops, vendors. Avg. football post-game survey experience rating significantly increased to 8.96/10 despite less on-field success.• Developed standardized came-from coding to identify true financial impact of each digital revenue source, strategic adjustment opportunities, and ideal investment levels for each platform• Served as Assistant Tournament Director and team host for NCAA Championships• Built reporting infrastructure and restructured ticket codes to reveal strategic opportunities, unite ticket office and Bulldog Club, automate processes, and enhance accounting accuracy (Paciolan)• Led relationship with Kraft Analytics Group as pilot for analytics/dashboard platform (Tableau)

• Built USF Business Strategy & Analytics from the ground up, leading all data-based revenue growth and resource allocation projects serving ticketing, sales, marketing, and accounting• Identified $1.4 million to repurpose for enhancing student-athlete welfare & on-field performance by correlating each sport’s expense categories with competitive success• Built basketball scheduling model to maximize attendance at American Athletic Conference request• Identified optimal social media post day/time/content combinations to maximize engagement

• Developed analytics models and recommendations resulting in strategic adjustments to football ticket prices and basketball non-conference scheduling to maximize revenues and tournament selection probability• Compiled data and presented summaries/analyses for Athletics Director and senior administrator decision-making – coach contracts, multimedia rights, naming rights, game attendance• Prepared data & analysis for presentation seeking Trustee approval for $160M football stadium expansion• Utilized regression analysis to investigate causes for significant YOY revenue variances

• Provided customer service and sold course memberships, lessons, and merchandise• Opened, closed, and accounted for daily revenues• Hosted events for staff tournaments

• Analyzed & projected budget variances and suggested future budget allocations• Accounted for Student-Athlete Opportunity Fund and liaised with the SEC• Built reports analyzing financial performance by sport for senior admin analysis• Calculated, accounted for UAA’s scholarship payment, textbook bill, travel advances

• Toured prospective boarding school students and their families• Worked with sales staff for each sport to create camp schedules• Facilitated weekly camp check-ins for up to 700 athletes from 6 continents• Identified efficiencies cutting two hours from the camp check-in setup process

Bachelor’S Degree, Economics

Graduated early, 4.0 Economics GPA, 3.7 Overall GPA

Master Of Business Administration (M.B.A.), Sport And Entertainment Management