Tom Herrera Email & Phone Number

United States

Boston, Massachusetts, Us

Jersey City, New Jersey, Us

Jersey City, New Jersey, Us

‣ Versatile copywriter in both digital and print formats, with numerous copy specialties such as Acquisition, Retention, CRM Lifecycle, Direct Mail, Partnerships, Out of Home, Retail, Print, Scripts/Live Reads, App and Web UI, Organic and Paid Social, Branding, and Product Tutorials.‣ Managed three direct reports on the sports copy team and handled training and onboarding of new copywriters as part of our aggressive expansion efforts across the U.S. and Canada.‣ Crafted a high volume of copy for weekly sports and casino marketing campaigns, including the rebrand of BetMGM Rewards, new state/product launches, and custom free-to-play games. Also handled copy for paid media partnerships with Uber, Meta, Snapchat, Quora, and audio streaming networks.‣ Managed copy ideation and presentation for all sports out-of-home marketing displays, including prominent placements in New York, New Jersey, Boston, Arizona, Las Vegas, Chicago, Ontario, and Washington D.C. Prominent takeovers included Moynihan Station (NY), Allegheny Station (PA), and Navy Yard (DC).‣ Created and wrote The Weekly Showstopper, a content marketing newsletter delivered to 100K customers, featuring stats, analysis, and betting trends for the biggest sports events.

Stamford, Ct, Us

Managed a team of five digital producers and directed WWE.com and WWE App content programming plus product enhancements across platforms. Drove editorial decision-making for the WWE.com homepage, WWE App, WWE’s content metadata operations and WWE’s Reddit channel.Key contributions & achievements:‣ Spearheaded entire WWE.com redesign, involving a soup-to-nuts overhaul of the front-end site and back-end Drupal CMS, as well as countless post-launch enhancements to improve editorial workflow and enhance site consumption. Instituted a complete post-launch revamp of our photo and video experience.‣ Launched WWE’s first-ever profile on Reddit and grew the page to 10,000 subscribers within the first year, including an original brand activation that went viral as Reddit’s No. 1 frontpage post (122K upvotes). Hosted three WWE Superstar “Ask Me Anything” live events, multiple interactive fan giveaways, and became a finalist in the 2018 and 2019 Shorty Awards for Best Use of Reddit in Social Media.‣ Oversaw content methodology for WWE’s large-scale metadata project, including the rapid growth of video titles, descriptions and new tags utilized for the WWE Network relaunch in 2019. Led the hiring process of two brand-new teams of 17 total staff members to support metadata ops and WWE Network curation.‣ Strengthened WWE’s cross-platform presence by launching channels on Apple News and Google News, as well as leading the content integrations for Facebook Instant Articles and Google Amp.

Stamford, Ct, Us

Key contributions & achievements:‣ Conceived and developed WWE's first-ever second-screen experience for live television programming, featuring creative graphics, TV-integrated polls, exclusive backstage photos and videos, and interactive trivia.‣ Managed a team of five mobile producers and expanded WWE's second-screen operations to a best-in-class, award-winning offering, featuring up to seven weekly shows and monthly pay-per-views on WWE Network.‣ Piloted multiple fan-driven voting awards shows (The Slammy Awards) exclusively on the WWE App, which in the span of three hours, generated a total of 1.6 million votes in 2013 and 1.2 million votes in 2014.

Stamford, Ct, Us

Key contributions & achievements:‣ Led the WWE App's second-screen experience to award victories: 2014 Shorty Award for Best Branded Mobile App, 2014 People's Voice Webby Award, and 2014 CableFAX Digital Award for Best App.‣ Grew WWE App domestic metrics across the board YoY after the app's initial launch in August 2012. Domestically, average monthly UVs on the WWE App grew 92%, visits 136%, PVs 138% and pre-roll video streams 40%.‣ Helped drive an increase in consumption of video content across WWE.com YoY in 2013, with total pre-roll video streams for WWE.com up 17%, while mobile web monthly UVs also jumped 57%.‣ Played a pivotal role in WWE.com's 2012 site relaunch, overseeing exponential growth of our video content library, bios and milestones for WWE Superstars.

Sunnyvale, Ca, Us

Developed content packages daily for Yahoo.com, entailing story/photo selection and powerful teaser copy to draw readers into content across Yahoo!'s channels. Worked primarily with the News channel to drive tremendous traffic gains. Also regularly controlled story selection/placement and headline writing for the Yahoo.com news headlines box, as well as social media posts on Yahoo!'s main Facebook and Twitter accounts.

New York, Ny, Us

Brought in to develop AOL’s Fantasy Sports channel but rapidly promoted to senior producer, overseeing the nightside shift and decision-making for AOL.com sports promotions, including story assignments for national writers. Expanded focus to major roles in search engine optimization, audience growth and content strategy for the FanHouse rebrand.Key contributions & achievements:‣ Developed AOL.com sports promotions that ranked consistently in the top three highest-performing content slides across all verticals; routinely drew in excess of 10% of AOL.com’s total readership traffic.‣ As Managing Editor, led Fantasy FanHouse to achieve recognition as a finalist for three Fantasy Sports Trade Association Awards in the Best New Website, Best Blog and Best Live Event categories.‣ Paved the way for AOL Sports to shatter longtime records for search referrals, more than doubling referral traffic from 2.4M to 5.6M in 12 months. Positioned Sports as one of the company’s fastest-growing channels.‣ Delivered on high traffic expectations for lucrative sponsorship campaigns, exceeding performance targets related to major brands such as AMP Energy/PepsiCo, Samsung, Hummer and TurboTax.‣ Topped 500M page views during the 2008 Beijing Olympics, setting a new AOL Sports record. Co-managed the Olympics section and conceived engaging AOL.com promotions and features to drive this traffic boom.

Bristol, Ct, Us

Authored weekly fantasy sports columns covering baseball, football and basketball that were featured on ESPN.com.

Authored and edited weekly fantasy sports columns covering baseball, football and basketball that were syndicated on SI.com and NBA.com. Managed daily player news updates for NFL, NBA and MLB.

Logged sports highlights and assisted editors nightly with highlight reel compositions for NBC Sports affiliates. Also served as a production assistant on two televised programs.