events / past

Mary Beck

SVP, Marketing & Promotions, MLB Network

Mary Beck brings more than 15 years of advertising and marketing experience to the plate for MLB Network. With her background in advertising sales, partner promotions, event marketing and advertising she has worked on a broad range of integrated marketing projects online and offline.

Beck has been with Major League Baseball since 2001 and currently holds the position of SVP of marketing and promotions for MLB Network. Her primary responsibility is to promote MLB Network, overseeing consumer advertising and marketing as well as on-air promotions and affiliate/ad sales support. Prior to the 2008 All-Star Break, she served as the VP of brand marketing, guiding the brand of Major League Baseball in its advertising, marketing, and cause-marketing efforts while providing internal support for all MLB departments. In addition, her role involved working with all 30 Clubs and MLB’s leading business partners to synergize efforts, integrate promotional platforms and leverage assets to support the common goal of building the game for the fans. She began her tenure at Major League Baseball as an account executive in the corporate sales and marketing department.

Prior to Major League Baseball (1999-2001), Beck worked for Move.com/Homestore.com a real estate portal based in San Francisco and Thousand Oaks, California. She began her career as a sales representative for the NYNEX Yellow Pages in Manhattan before spending two years at Turner Broadcasting as a sales assistant, coordinator, and sales planner first for CNN/Headline News and then TBS/TNT.

Bill Bergofin

SVP, Marketing, NBC Sports/NBC Sports Network

Throughout his 20-year career in the sports marketing industry, Bill Bergofin has been blazing his own path by combining creativity and unconventional thinking with the power of sport and passion of fans into every campaign he implements. His philosophy didn’t change when he jumped on the opportunity to join OLN in 2006 as SVP of marketing and promotions to rebrand the network to Versus, and then again in January of 2012 to the NBC Sports Network where Bergofin now oversees marketing for both NBC Sports broadcast and cable properties.

Steven Borden

Founder & President, Borden Media Consulting

Steven Borden is the founder and president of Borden Media Consulting, which specializes in high-level management consulting and executive placement for a wide range of media and entertainment companies. Borden Media Consulting’s areas of expertise include executive placement, strategic planning, organizational design, process evaluation, values and culture determination, internal/external communications, and executive coaching.

Since 2003 Borden Media Consulting has married conceptual thinking with practical and actionable solutions for traditional and digital media organizations.

Borden has worked in media and entertainment in a variety of capacities for more than 30 years, including more than 15 years providing senior level consulting and executive placement services for all types and stages of media companies.

Borden was formerly an independent television producer of reality, documentary and scripted programs for various outlets, including ABC, CBS, NBC and FBC. Borden was also an award-winning news producer, an executive producer and an executive at a variety of local television stations, including WCCO in Minneapolis, WFLD in Chicago and WTTG in Washington, D.C. Borden specialized in launching newscasts and developing local programming. 

Borden also worked in various capacities at ABC Sports, ABC News and ABC Broadcast Operations and Engineering. He began his career in television as a desk assistant at CBS News in Washington, D.C.

Borden is a member of the Writers Guild of America and the Directors Guild of America.Borden is also a member of the Simulmedia Advisory Board.

Stephen Espinoza

EVP & GM, Sports & Event Programming, Showtime Networks, Inc.

Stephen Espinoza joined Showtime Networks, Inc. in November 2011 as head of SHOWTIME SPORTS. He is responsible for developing and executing the overall strategy of the group and its pay-per-view unit, as well as managing the network's relationships with distributors, talent and suppliers, and the acquisition and licensing of sports and event programming for Showtime and pay-per-view distribution. The network's current original sports programming lineup includes Showtime Championship Boxing, “ShoBox: The New Generation,” the Emmy Award-winning “Inside The NFL,” “Inside NASCAR,” Strikeforce mixed martial arts, the Emmy Award-winning “The Franchise” and the network’s original behind-the-scenes sports documentary series “All Access.” 

Prior to joining Showtime, Espinoza was a partner in the firm of Ziffren Brittenham LLP, a transactional entertainment law firm in Los Angeles. While at the firm, Espinoza represented a variety of established and emerging performers and filmmakers, including producers, writers, directors and actors in both television and film. He also has extensive experience in structuring and negotiating distribution, financing, debt and equity arrangements for independent television and motion picture companies. 

Espinoza began his legal career in the entertainment department of Greenberg, Glusker, Fields, Claman & Machtinger. He previously worked at the Law Offices of Steinberg & Moorad, one of the nation's preeminent sports agencies. An active community volunteer, he previously served as the Vice President of the Board of Directors of the Echo Park Boys and Girls Club, and currently serves on the Board of Directors of Heart of Los Angeles (HOLA). 

Robert Gottlieb

SVP and Head of Marketing, Fox Sports Media Group
Membership Committee Co-Chair

Robert Gottlieb has been the chief creative executive in the Fox Sports Media Group marketing department since March 2004, when he was named VP/creative director of on-air promotions for Fox Sports and FSN. He currently holds the position of SVP/group creative director of Fox Sports Media Group.

Gottlieb is responsible for all the video marketing assets for Fox Sports, as well as conceiving and producing campaigns and providing creative support for Fox Soccer, Fox Deportes, Fuel TV, Speed, Big Ten Network, FoxSports.com and FSN.

Gottlieb’s in-house group has become widely recognized for creative excellence and won scores of industry awards, including “Spot of the Year” at the 2010 Sports Media Marketing Awards, sweeps of the on-air categories at the Sports Emmy Awards in 2009 and 2011, and more than 90 PromaxBDA Awards since 2004, including the inaugural “Marketing Team Of the Year” Gold in 2011.

Gottlieb serves on the board of PromaxBDA and is a founding member and awards committee chair for the Sports Media Marketing Awards.

Brian Jennings

EVP, Marketing, NHL

As EVP of marketing, Brian Jennings is responsible for the League’s global marketing, retail and licensing operations. Jennings leads the integrated marketing team that is responsible for ensuring the consistent and strategic delivery of marketing messages and further extending the reach and promotion of the NHL brand across all departments, channels and business partners. His strong leadership of the NHL brand and solid League-wide relationships provide deeper integration of the brand and product lines among all of the NHL’s business partners including TV rightsholders, licensees and sponsors, as well as the Clubs.

In addition, Jennings oversees the day-to-day efforts of partnership marketing and club marketing/services, traditional marketing services, cause and grassroots marketing, entertainment marketing and continues to lead the operational aspects of our digital NHL Shop and NHL Store retail outlets. He is committed to giving fans a voice and getting to know the fans better than ever through the various platforms and relationships that his team manages. 

Under his leadership, the consumer products business unit has consistently generated more than $1 billion annually for the past three years. In October 2007, Jennings led the creation of the NHL Powered by Reebok flagship 6,700-square-foot retail store in New York City, which has consistently broken sales records year-after-year. The Reebok collaboration continued while Jennings spearheaded a one-of-a-kind uniform innovation that features materials and fabrics that are more breathable, more resistant to water absorption and offer greater range of movement. NHL and Reebok partnered to create this technologically-advanced uniform system to meet the demands of today’s NHL players, called the Rbk EDGE Uniform System. 

Jennings’s results-driven management style is demonstrated by his ability to successfully balance operations management with innovative marketing functions. While managing relationships and high-dollar negotiations with strategic partners, Jennings produced some of the most recognized and celebrated marketing initiatives in the industry. His leadership achievements have been acknowledged throughout the industry, by Street & Smith’s Sports Business Journal, who named him one of the “Top 40 Sports Executives under the Age of 40,” as well as the 2009 and 2011 Sports Emmy Awards, which recognized the 2009 and 2011 Bridgestone NHL Winter Classic Announcement for Outstanding Sports Promotional Announcement – Episodic. The inaugural 2011 PromaxBDA Sports Media Marketing Awards recognized the 2010 Stanley Cup Playoffs and Stanley Cup Final spots “History Will Be Made” and “No Words” for Best Television Promotion and Best Live Sporting Event Spot.

Since joining the NHL in 1990, Jennings has been an active volunteer for the Special Olympics and Ice Hockey in Harlem. He has also been a member of the Executive-in-Residence Program of the University of New Haven since 1998, and was honored with the University’s Outstanding Community Service Award in 2001. Jennings is a dynamic and creative professional with the ability to leverage both strategic and operational resources to market products, initiate relationships, enhance business practices and fuel revenues.

Bryan Johnston

Former President, UFC Brands

Bryan Johnston is the former president of UFC Brands. In this executive position, Johnston oversees the global marketing strategies and merchandise initiatives for the UFC brand.

With more than 20 years of experience in sports, Johnston joined UFC after working as VP of marketing for Burton Snowboards, the world’s leading manufacturer of snowboarding equipment and apparel. In his six years at Burton, he cultivated the company brand image and coordinated its message and vision through group initiatives including marketing, new media, corporate alliances and media relations. Prior to working at Burton, Johnston was VP of North American brand management for the Adidas-Salomon organization, where he developed marketing strategies and managed athlete contract negotiations.

UFC, the world’s premier mixed martial arts organization, is the fastest growing sports organization in history. The company was acquired for $2 million in 2001 by Dana White and his business partners, Frank and Lorenzo Fertitta. In 2009, UFC received a qualified offer exceeding $1 billion. UFC has led the regulatory effort for the sport of mixed martial arts, and UFC events are now sanctioned by the most prestigious regulatory bodies in the world, including the California, Nevada, New Jersey, Illinois and Pennsylvania State Athletic Commissions. Over the last 10 years, UFC has grown into the world’s largest live pay-per-view event content provider, holding more than 12 pay-per-view events annually and 30 live arena events around the world. With offices in the United States and United Kingdom, UFC has expanded its television programming distribution to more than 145 countries, territories and jurisdictions, which is seen in 354 million homes worldwide in 19 different languages.

Alex Kaplan

VP, Revenue & Product Marketing , DIRECTV

Alex Kaplan is VP of revenue and product marketing for DIRECTV. In this role, Kaplan leads the revenue team, which is responsible for more than $4 billion in subscription revenue across sports, premiums and Pay Per View product verticals. 

Since joining DIRECTV in 2006, Kaplan has exceeded the NFL Sunday Ticket revenue targets for five consecutive years, achieving more than 20% year-to-year growth. He also negotiated the first-ever gaming console partnership with Sony PlayStation, making NFL Sunday Ticket available to both DIRECTV and non-DIRECTV subscribers. 

Prior to his work at DIRECTV, Kaplan was senior manager of marketing for American Express’ International Product Group. While there, he developed and executed an online event content strategy that resulted in the successful launch of a dedicated entertainment content portal in six international markets. He also negotiated and implemented a successful Formula One partnership offering American Express card members proffered worldwide access to all Formula One race events. 

Previously, Kaplan was a senior account executive at Octagon Worldwide, a sports marketing and consulting firm. In this role, he led the development of a major financial services firm’s integrated sponsorship and local marketing strategy. 

He is a board member for the Paul Nabil Bustany Foundation for Cancer Research. Kaplan is based at DIRECTV’s El Segundo, Calif. headquarters.

Carol Kruse

SVP, Marketing, ESPN

As SVP of marketing at ESPN, Carol Kruse spearheads all aspects of development, management and expansion of the ESPN brand. This includes the marketing of ESPN’s extensive array of television, broadband, digital, mobile, radio and print assets, including studio and live sports programming. She also drives ESPN’s social networking strategies.

In addition, Kruse oversees ESPN’s internal creative services team, events team, customer care and fan relationship marketing, while also driving the brand development and marketing of ESPN consumer products, the Winter and Summer X Games, ESPN Films, Grantland.com and many others.

Kruse previously spent nine years at The Coca-Cola Company, leading its global interactive marketing team as VP. She joined Coca-Cola North America in 2001, when the company acquired RocketCash LLC, an online payments and consumer promotions start-up she co-founded. While at Coke, Kruse led her team in the development of the “My Coke Rewards” loyalty and relationship marketing program, which debuted in 2006 and currently has more than 16 million members.

Prior to co-founding RocketCash, Kruse worked in brand management at The Clorox Company in Oakland, Calif., and was VP at Storm Technologies, a maker of consumer digital imaging products in Mountain View, Calif.

An avid athlete and sports fan, Kruse was recently named one of “Fast Company's” 100 Most Creative People in Business in 2011. She has also received the AdTech Lifetime Achievement Award, MediaPost’s Online All Star Award and many other industry recognitions. 

David Levy

President of Sales, Distribution & Sports, Turner Broadcasting System, Inc.

David Levy is president of sales, distribution and sports for Turner Broadcasting System, Inc. Levy leads advertising sales strategy and operations, as well as all affiliate sales, marketing promotion, interactive television and technology business development for the Turner Broadcasting domestic news, entertainment, animation and young adults networks and businesses. As president of Turner Sports, Levy is responsible for overseeing the company’s sports programming acquisitions, production, marketing, league relations and sports ad sales unit. Levy is based in New York and reports to Phil Kent, chairman and CEO of TBS, Inc.

Prior to assuming his current role, Levy served as president of Turner Broadcasting Sales and Turner Sports. Levy oversees all advertising sales and distribution for Turner’s portfolio of US networks, as well as for the company’s multiple digital properties. Additionally, he has oversight of Cartoon Network Enterprises (CNE).

Under Levy’s leadership, Turner ad sales has continually outperformed the marketplace during the annual television upfront, achieving broadcast parity CPMs for the company’s domestic news (CNN and HLN), entertainment (TBS, TNT and truTV), animation and young adult (Cartoon Network and Adult Swim) networks and businesses. The division is continually recognized for its creativity in developing innovative, integrated sponsorship ideas across multiple platforms.

As president of Turner Sports, Levy has been instrumental in deepening and expanding Turner Broadcasting’s programming relationships, while embarking on an aggressive expansion of digital rights and properties. Turner’s digital sports portfolio includes NBA Digital, NASCAR.com, NCAA Digital, tbs Hot Corner on MLB.com, PGATOUR.com, PGA.com and SI.com. Turner also has a strategic content and sales relationship with Yahoo! Sports.

Levy was instrumental in orchestrating a landmark deal, partnering with CBS, for the television, Internet, wireless, marketing and corporate sponsorship rights to the NCAA Division I Men’s Basketball Championship through 2024. As part of the agreement, the tournament, beginning in 2011, airs across Turner’s entertainment television networks, TBS, TNT and truTV, as well as CBS. Beginning in 2016, the Final Four and National Championship Game will air on TBS. The agreement also includes Turner’s operational oversight of NCAA March Madness® on Demand (MMOD) on broadband, as well as March Madness mobile assets. Additionally, in a separate agreement, Turner secured a deal to manage NCAA Digital – which includes NCAA.com and its 88 NCAA Championships, as well as management of ad sales for its digital platforms.

In January of 2008, Levy led the company’s efforts in developing a ground-breaking expansion of the longest-running league/network programming partnership in professional sports, with Turner assuming joint management of an array of the NBA’s digital businesses including NBA-TV, NBA.com, WNBA.com, NBADLeague.com and NBA League Pass.

In the summer of 2007, Levy led the efforts to extend Turner’s broadcast partnership with the NBA through the 2015-2016 season. TNT airs exclusive Thursday night doubleheaders during the NBA regular season and has exclusive coverage of NBA All-Star Weekend, which includes the league’s annual All-Star Game. TNT airs up to 52 NBA playoff games, including exclusive coverage of a Conference Final (which alternates between East and West each year).

In 2009, Levy extended broadcast rights to the PGA Championship and PGA Grand Slam of Golf through 2019. The new agreement with the PGA of America expanded to include licensing, with Turner’s Cartoon Network Enterprises (CNE) serving as the PGA’s licensing agent in the youth marketplace.

In 2006, Levy led Turner’s efforts in acquiring exclusive broadcast rights to Major League Baseball’s Division Series and League Championship Series (the network alternates between the National League Championship and American League Championship Series with Fox each year). Levy was also responsible for bolstering Turner’s on-air talent roster that includes Ernie Johnson, Jr., Charles Barkley, Marv Albert, and Kenny Smith. Levy was responsible for adding Reggie Miller, Ron Darling, John Smoltz, Kyle Petty, Chris Webber, Kevin McHale and Steve Kerr to Turner’s lineup of sports talent.

In 2010, Levy added to his many industry honors when he, along with Turner Entertainment Networks President Steve Koonin, was selected as the top executive on the MediaWeek 50 list, acknowledging the industry’s most indispensable executives. Levy was also selected as a 2010 Advertising Age Media Maven. Prior to serving as president of Turner Entertainment Ad Sales and Marketing, Levy served as co-president of Turner Broadcasting System International since September 2000, where he oversaw TBS, Inc.’s wide-ranging cable network business activities in Asia, Europe and Latin America, including sales and marketing and distribution; programming and interactive business development; and joint partnerships and business alliances outside the United States.

Levy began his career at Turner Broadcasting in 1986 as an account executive in the entertainment division. He later played an integral role in developing and overseeing the Turner Sports ad sales division and was named SVP for international ad sales in 1994, and EVP in 1997. In 1998, Levy became Turner’s first president of international Aadvertising sales.

Danny Meiseles

EVP & Executive Producer, Production, Programming & Broadcasting, NBA Entertainment

Danny Meiseles has served as EVP and executive producer of production, programming and broadcasting for NBA Entertainment since his promotion to the position in January 2011. In this position, Meiseles oversees the NBA's marketing and programming and is responsible for the development and production of NBA, WNBA and NBA Development League content worldwide and in all forms of media. Meiseles also manages the league’s relationships with its national television partners ABC, ESPN, TNT and NBA Digital, as well as its local and regional partners, including Fox Sports Network.

Meiseles supervises an array of NBA Entertainment productions, including All-Star Saturday Night, All-Star Introductions, NBA All-Star halftime shows, NBA and WNBA Drafts and the Basketball Hall of Fame Induction Ceremony.

Meiseles started at the NBA in 1990 as an associate producer. During his career at the league, he has produced and coordinated NBAE live entertainment productions for ABC, NBC, ESPN, TNT, MTV and Nickelodeon, as well as at the basketball venue for the 2004 and 2008 Summer Olympics. Meiseles began his career at NBC as associate producer working on the 1988 Seoul Olympics.

John Miller

CMO, NBCUniversal Television Group; Head, NBC Sports Agency

John Miller was named head of the new NBC Sports Agency in January 2011 and remains CMO for the NBCUniversal Television Group, which he has led since May 2004; previously he served as president of The NBC Agency since 1999. Miller oversees all cross-company promotion opportunities and marketing initiatives for NBCUniversal. In that capacity Miller chairs the NBCUniversal Marketing Council, which includes marketing heads from every NBCUniversal business.

In addition Miller heads the NBC Sports Agency – modeled after the successful The NBC Agency – that Miller co-founded and led from 1999-2010 – focuses on marketing and branding the NBC Sports Group assets including the newly-integrated Comcast properties (Golf Channel, NBC Sports Network (formerly Versus), SportsNets), and serves as an agency for NBC Sports’ growing list of partners and advertisers, who use NBC Sports as a marketing resource. The NBC Sports Agency has recently produced campaigns for partners such as the PGA TOUR and NHL. The NBC Agency was the industry’s first full-service advertising agency comprised of an award-winning in-house unit that quickly established itself as one of the country’s top creative commercial firms.

An Emmy winner and PromaxBDA Hall of Fame member, Miller was the longtime head of advertising and promotion for NBC and co-president of The NBC Agency. In that position, he and his longtime partner and co-president, Vince Manze, oversaw the television industry’s first full-service advertising agency – an award-winning in-house unit that quickly established itself as one of the country’s top creative commercial firms. He previously served as president of advertising and promotion, NBC, since June 1999.

Under Miller’s direction, The NBC Agency built on the NBC advertising and promotion department’s long tradition of being a television industry leader and trendsetter with innovative marketing, promotion and branding concepts, and campaigns. For the past several seasons, NBC has been the most successful network in terms of building viewer awareness and interest in its new programs. Miller has also overseen the creation of successful franchise campaigns, such as the now ubiquitous “Must See TV,” and helped to develop and strengthen the network’s brand identity.

Miller has been honored by his peers on many occasions. In 1991, he was inducted into the PromaxBDA Hall of Fame, the international association of electronic media marketing professionals that also named Miller and Manze the Marketing Team of the Year in 1995. They also honored Miller as the Promotion Executive of the Year in 1996. In 1999, Miller, Manze and their NBC colleagues received a Primetime Emmy for Outstanding Commercial for an advertisement promoting the Internet portal service Snap.com. The spot also received the World’s Best Commercial award from the IBA. Just recently, Miller was also honored with a Campaigns of Distinction award by the PromaxBDA organization in 2006 and 2007. In addition, Miller has been named four times as Entertainment Marketer of the Year.

Miller joined NBC in August 1982 as VP of affiliate promotion services, West Coast. He was promoted to VP of advertising and promotion, NBC Entertainment, in September 1984; VP, advertising and promotion, in August 1986; SVP, NBC Entertainment, in March 1989; EVP, marketing, NBC-TV, in January 1990; EVP, advertising and promotion and daytime and children’s programs, NBC Entertainment, in July 1991; and EVP, advertising and promotion and event programming, in May 1993.

Miller began his career in freelance productions in 1972. A year later, he joined WMAQ-TV, the NBC television station in Chicago, and became promotion manager at WBBM-TV in Chicago in 1978. In March 1980, he was named director of affiliate promotion services, CBS-TV, West Coast, and moved to New York in July 1981 to become director of advertising and promotion, CBS News.

Robyn Miller

SVP, Marketing, Tennis Channel

Robyn Miller is senior vice-president of marketing for Tennis Channel, the only 24-hour, television-based multimedia destination dedicated to tennis and the healthy, active lifestyle that surrounds it. Based in its Los Angeles headquarters, she leads all consumer branding, creative services, promotions, public relations, affiliate and ad-sales marketing for the network. She also heads up tennischannel.com, the network’s robust website offering a host of rich content for tennis enthusiasts.

Prior to Tennis Channel, Miller served as senior vice president of marketing and “brand czar” in the development and launch of lifestyle cable network Fine Living , where she oversaw all marketing activation and was the creative force behind its highly successful branding tagline “Live Like You Mean It.”

Before Fine Living Network, Miller honed her skills for more than 16 years at the Walt Disney Company as a top home entertainment, international and senior corporate executive. While with the organization, Miller supervised the marketing, creative and product strategies for the home entertainment division, helping to build it into the world’s leading brand in that category.

Miller holds an MBA in international marketing from the University of California, Los Angeles and a bachelor’s degree in French literature and linguistics from Cornell University.

Peter Moore

COO, Electronic Arts

Peter Moore is COO of Electronic Arts, providing strategic leadership for all global operations that enable EA to bring products to market via retail and digital direct-to-consumer channels, including publishing, sales, media, central development and channel management.

Moore has more than 25 years of experience in gaming, entertainment and consumer products. From September 2007 to August 2011, he held the position of president of EA SPORTS, leading one of the most recognized brands in sports and entertainment. During his tenure, EA SPORTS delivered some of the top-selling sports video games of the current console generation from franchises including FIFA, Madden NFL, NCAA Football and NHL. Moore’s leadership was also instrumental in the expansion of digital game experiences from EA SPORTS, extending console games through downloadable content as well as bringing EA SPORTS franchises to new gaming platforms including social media and mobile devices.

Prior to joining EA, Moore was corporate VP of the Interactive Entertainment Business of Microsoft Corp., where he was responsible for leading both the Xbox® and Games for Windows® businesses, driving games development at Microsoft® Game Studios, as well as cultivating relationships with third-party game publishers and developers around the world. Before joining Microsoft, Moore was president and COO of SEGA of America, where he was responsible for overseeing SEGA’s videogame business in North America. Prior to his role at SEGA, Moore was SVP of marketing at Reebok International Ltd.

Steve Phelps

SVP/CMO, NASCAR

Steve Phelps is SVP and CMO for the National Association for Stock Car Auto Racing (NASCAR). He is also a member of the company’s Executive Council.

Phelps oversees all NASCAR efforts in integrated marketing communications, corporate marketing, brand/consumer marketing, licensing, automotive aftermarket, business development and NASCAR’s digital and social media efforts. Phelps is based at NASCAR headquarters in Daytona Beach, Fla. and reports to Chairman/CEO Brian France.

Phelps joined NASCAR as VP of corporate marketing in July 2005. He was named CMO in February 2006 and promoted to SVP in January 2010.

Prior to joining NASCAR he was EVP of sales and marketing for Wasserman Media Group. From 1990 to 2004, Phelps was with the National Football League. As VP, corporate marketing, he brought many new sponsors to the league, managed key sponsor accounts and instituted a philosophy focused on developing mutually beneficial partnerships.

Phelps began his career in brand management at American Home Products. He later went on to work with Guinness Import Company as a brand manager.

Phelps has twice been named to Sports Business Journal's "Forty Under 40" list of influential executives in sports.

Niels Schuurmans

EVP, Brand Marketing & Creative, Spike TV
Membership Committee Co-Chair

Niels Schuurmans is the driving creative force behind the development of the Spike brand, and has overseen its evolution from an unknown entity seven years ago to the recognized premier entertainment destination it is for men today. Schuurmans helped launch the channel in 2003 with a unique and distinctive campaign to super-serve an audience that was lacking a true television home of their own – men.

As EVP, brand marketing and creative for Spike TV, Schuurmans oversees the consumer marketing operations, in addition to managing all creative aspects relating to the visual presentation of the network. He utilizes his incredible passion for the brand as well his foresight to position Spike as a must-have to consumers on Main Street and advertisers on Madison Avenue. Schuurmans spearheaded the network’s effort to clarify the brand for both advertisers and consumers. His “Get More Action” campaign created a tangible calling card for sales and furthered the bond the network had developed with the audience as a place to be unapologetically male. Schuurmans’ focus on audience retention helped in the development of the innovative “Men of Action” pod-busting promotional spots that integrated sponsors into creative vignettes.

As the network’s focus to build meaningful franchises intensified, Schuurmans provided a platform for the channel to speak directly to its target audience. With focused campaigns using traditional and non-traditional marketing strategies such as Facebook and Twitter, Schuurmans has helped elevate properties such as “The Ultimate Fighter,” “TNA iMPACT,” “1000 Ways To Die” and “The Deadliest Warrior” by talking directly to hard-to-reach young men in places in which they consume media. By utilizing innovative social media tactics in all consumer plans, Schuurmans looks to build the fan base around each Spike property. The goal is to activate social influencers and have them take an active part in driving the creative aspect of each campaign. The results are evident with record ratings for “The Ultimate Fighter” and a burgeoning franchise in “The Deadliest Warrior,” which includes the launch of a successful video game.

Schuurmans has been part of the MTV Networks family since 1990, most recently as SVP, creative director, at Spike TV, where his team managed all of the network’s on-air and off-air look and sound, as well as its print media creative.

Prior to his arrival at Spike in 2003, Schuurmans was SVP of on-air creative at Nickelodeon, where he oversaw the creative teams that developed and created Nickelodeon’s on-air brand identity, Nickelodeon’s LIVE and Daypart Packaging, tune-in promotion and on-air theatrical movie marketing as well as a variety of special events and program specific on-air creative.
Previously, Schuurmans also served as the head of on-air creative at The Cartoon Network from 1993 to 1994, where he worked to set up the creative department and helped develop the Cartoon Network brand.

Throughout his career, Schuurmans has received numerous awards for outstanding marketing and creative, including being named to Electronic Media’s Top Ten Marketers in the Entertainment Industry.

Stephanie Lafair Smith

SVP, Strategic Sales & Partnerships, NBC Sports Regional Networks

Comcast Sports Group’s SVP of strategic marketing, Stephanie Lafair Smith, is responsible for the branding and consumer identity for Comcast SportsNet – the nation’s fastest-growing regional sports network.

Since taking on this role in 2009, Smith has established and grown the Comcast SportsNet brand – to bring local sports fans the best seats in the house for professional sports – across all of its 14 markets. Smith has helped to connect the network and its round-the-clock game, news and other coverage with the passionate sports fans who live and breathe their local professional teams, the communities who support these markets and the national and local advertising community.

Her tenure with Comcast Sports Group spans nearly 15 years. In 1997, she helped launch Comcast Sports Group’s inaugural network, Comcast SportsNet Philadelphia, the cable television home of the Phillies, Flyers, Sixers and other local sports teams, as director of marketing. In short order, Comcast SportsNet became a household brand to Philadelphia’s sports fans as the place to go before, during and after the game.

Smith then served in various marketing roles, helping to launch the Comcast SportsNet model in new markets, including Washington, DC, Chicago, New York and others. In 2007, Smith became president of Comcast SportsNet Philadelphia. Under her leadership, the Philadelphia network was recognized with 62 regional Emmy Awards for its programming excellence.

In her role as president, Smith oversaw the day-to-day operation of the multimillion dollar network, including the marketing, sales and news departments. Because of her leadership, “CableFax” magazine twice named Smith one of the Most Powerful Women in Cable and she was featured in “Main Line Today’s” Women To Watch.

Smith is also a great support of cause-related organizations, including serving as a board member on the Police Athletic League where she established an annual scholarship and internship program. She is active in American Cancer Society’s Coaches vs. Cancer program and is an officer of the Philadelphia Ad Club.

Aaron Taylor

Senior Vice President, Marketing, ESPN

Aaron Taylor is VP, marketing for ESPN. In this role, Taylor leads the marketing of ESPN’s live event and news and information programming and related content emanating from rights agreements with league partners. Taylor manages the development of marketing strategies and marketing communications to support ESPN “Monday Night Football” and ESPN’s other NFL-related programming as well as ESPN’s coverage of the NBA, MLB, NASCAR, all college sports, soccer, golf and tennis, among others. Taylor also oversees the “This is SportsCenter” campaign. In October, 2009 he assumed additional responsibility for the marketing of ESPN’s digital products, which include ESPN.com, ESPN Fantasy, ESPN3.com and ESPN Mobile.

Taylor joined ESPN in June 1999 as director of advertising and program marketing, leading the development of marketing strategies and promotional campaigns in support of several of ESPN's professional sports league partners including the NFL and NHL. Taylor also oversaw the marketing for ESPN original entertainment programming from its inception in 2001 to 2006. He was promoted to VP, marketing in October 2001 and has served in various leadership capacities within the department including VP, brand management and VP, sports marketing. He played an instrumental role in the development and execution of the “Without Sports” campaign that ran from December 2002 to December 2005 and earned a Gold Lion at Cannes for the “Shelfball” spots. He also oversaw the development of ESPN’s “Season of the Fan” campaign to support ESPN’s twenty-fifth anniversary in 2004. Recently, he has played a leading role in the development of ESPN’s current brand campaign, “It’s Not Crazy, It’s Sports.”

Prior to joining ESPN, Taylor was VP, account director at the advertising agency Young & Rubicam, where he oversaw the national advertising co-op side of the KFC (Kentucky Fried Chicken) business. During nearly seven years with Young & Rubicam, Taylor also worked in account management on the Molson Breweries USA, AT&T and Johnson & Johnson accounts and was involved in new business acquisitions for the agency including DuPont, Fisher-Price and Kellogg’s.

Mark Waller

CMO, NFL
2012 Sports Media Marketing Awards Jury Chair

Immediately after graduation Mark Waller embarked on an international business career that now spans more than 25 years with global companies and includes positions in the United Kingdom, Spain, the Canary Islands, Greece and the United States. He joined the NFL on February 1, 2006, and became CMO in August 2009.

He began his business career with Gallaher Ltd in 1983. After five years in Gallaher’s International Division, working in Spain and the Canary Islands, Waller joined Guinness in 1988 as regional director for Guinness Export. With the acquisition of Distillers PLC, Waller joined the Guinness subsidiary of United Distillers.

Following successful assignments as with United Distillers in Spain and Greece, Waller moved to the USA in 1996, initially as VP of marketing for Scheffelin & Somerset, with overall responsibility for the marketing of Johnnie Walker, Dewars and Tanqueray brands.

With the merger of Guinness/Grand Metropolitan, Waller led the business integration in the Midwest as President-Central Region, before joining Diageo North America as EVP for consumer strategy and marketing. Waller spearheaded the development of legislative and consumer access initiatives to broaden the availability and consumption of spirits within the United States.

In his current capacity with the NFL, Waller oversees all of the league’s marketing, as well as the NFL’s international activities. He is responsible for developing the NFL’s long-term fan development and brand strategy, and serves on the league’s business ventures senior management team.

Jaime Weston

VP, Brand & Creative, NFL

Joining the National Football League in 2003, Jaime Weston currently serves as VP of brand and creative. In this role she leads the long-term brand and marketing strategy for the League and is the managing director of the award-winning NFL creative department. Additionally, she is responsible for working with the League’s numerous sponsors, licensees and broadcast partners to protect and manage the NFL brand.

Weston began her career in the publishing industry working on the business-side of: “Esquire,” “Seventeen,” “Sports Illustrated” and “TimeOut” New York. From there, she transitioned into the apparel industry where she directed the marketing and advertising strategy for the men’s luxury-brand Ermenegildo Zegna. With a desire to break away from traditional marketing, Weston then joined Federated Department Stores to help launch Bloomingdale’s website as they entered their first foray into the e-commerce world. She left when offered an opportunity work for Michael Dell’s wife, Susan Dell, to develop the e-commerce division and brand strategy for the Susan Dell apparel brand on the heels of its first collection debut.