I worked with Phoenix Rising for eight seasons (one part-time and seven full-time) and, over that time, have grown from managing its social media and media relations to becoming Director of Digital and Marketing with an employee and team of freelancers.
- Took social channels that lacked a unique and engaging voice and brought them to life in 2015 (when the club was Arizona United SC).
- Controlled the club’s media relations and social media through a complete rebrand in 2017.
- Grew Phoenix Rising’s social following from 68.7k to over 160k followers with year- over-year growth from 2017 to 2023.
Below are examples of posts that show my abilities as someone who can come up with engaging social media posts for a brand account.
During my time with Phoenix Rising, the club announced a partnership with Turkish club Galatasaray.
With no contact with our new partner club, we were expecting to wish the club good luck on social media from time to time. Rather just just post “good luck” I took some time to learn about traditions the club’s fans have. That is how I learned about this pre-match cheer they do.
After some additional research to make sure I wrote it out properly, I used it for copy in a good luck post. It wound up being our most popular post that season and really resonated with Galatasaray fans.
I responded with this post because I felt like a team account should push back on something like homophobia to show its LGBTQ+ fans that the club stands in support of them. The post was our most engaging post of all time.
At the time “Baby Yoda” memes were all over social media. Identifying that, I edited one of the most-used versions of the meme to connect it to our $1 Beer Nights, which were also very popular at the time. It’s an example of my ability to quickly jump on online trends while relating back to the brand.
One of my strengths is learning how to navigate within certain digital communities in order to speak the language and jump on trends within the community. For this post, I jumped on a popular meme format of the moment and took advantage of an “in” joke among U.S. soccer fans about the overuse of the term “calm before the storm” on team socials.
This goal has been the most shared video clip in the club’s history. In the moment it was important to me to get the clip out to fans as quickly as possible. I didn’t want to take too much time coming up with the “perfect” copy but I still wanted to write something that would encourage people to watch. I thought this copy would show the passion and urgency to make someone want to watch.
I think its important for brands who speak about their support for the LGBTQ+ community to show that support. To show support, I decided the club should participate in the National Day of Silence.
In the video we shared, head coach Landon Donovan screams “F**k yeah!” The video got a lot of attention when it was originally published by San Diego Loyal because they didn’t bleep the video. After we beat them, I thought it was the perfect opportunity to turn the video on them in a fun example of banter. In less than ten minutes, I screen recorded the original video and edited it so that it only featured the “F**k yeah!” Then had it ready to post when the whistle blew.
H. Jose Bosch 