“copy king” FOR america’s team

Before I ever earned my first professional role with the Cowboys, this native Dallas son bled blue.

I tapped into that passion by hustling to develop the Dallas Cowboys Pro Shop brand from a transactional echo chamber to a point of pride and engagement for Cowboys fans.

After seven seasons in the merch world, the football club’s media team “drafted” me to apply my intimate knowledge of the game, the brand, and the fan base to tell the team’s story across social media.

When I joined the Cowboys social media team, there was a lot happening. And not in the best way.

Despite the issues we faced, I kept a positive attitude and focused on my mission to establish a team voice Cowboys fans could identify with.

Through having hard conversations and showing up for each other, we built trust and camaraderie that allowed us to flourish for most of the season with no director to guide us.

Collaborating to produce desired promos for corporate partners.

Digesting information at a rapid pace to write compelling teasers and drive traffic for editorial articles.

Ideating unique content and storytelling angles to give ancillary Cowboys brands like the stadium, team headquarters, cheerleaders, hip-hop dance team, or mascot their own identity while always connecting to the game of football.

Not to mention all the game days, special events, and NFL initiatives!

I fed a fan base always hungry for more by nurturing relationships, navigating the club’s unique culture, and establishing organized processes to help me elevate the team’s voice throughout the organization.

Premiering a new opening song for ESPN Monday Night Football? A series of posts celebrating Jerry Jones’ 80th birthday? “Beefing” with Stephen A. Smith? Trolling arch rivals on Christmas Day? I got all of it.

But I managed to impact much more than big, unique moments.

Pre- and post-event protocols. In-game callouts. Campaign execution. YouTube publishing. Proofreading articles. I systematically applied the same quality to repeated tasks.

Every post, process, and project helped the Dallas Cowboys brand prosper to the tune of 2.8 billion+ social media seasonal impressions.

What more would I do today:

• I sometimes had a tendency to overelaborate. In certain cases, more detail is needed, but I would more frequently use a shorter, punchier voice.

• Engage more with the players. I had great reverence for the football staff and saw myself at the time as more of a privileged observer than their collaborator.

• Pitch and proactively contribute to more storytelling content. I did have successes producing content, but I understood my job to be a writer first and foremost. Knowing what I know today, I would do more than that.