Seton Hall University

Account Director at Deep Focus

Advising integrated, social, influencer and experiential agencies on RFP responses, campaign strategies and staff architectures to service new business for entertainment brands.

Clients: Meta, Neutrogena, FOX Entertainment

Self-employed

Freelance Business Development & Social Strategy Consultant

Strategic advisor, client services & PM lead for NBCU (Bravo and USA Network) Social AOR. Strategic consultant advising social launch for Max, the new streaming service from Warner Bros. Discovery.

Deep Focus

Account Director

In-house creative studio program lead across Twitter North America Consumer Marketing and Global Social & Editorial brand, named 2022 Best Overall Social Presence by The Webby Awards. Project driver and strategic advisor to cross-functional leadership. Advocate for breakthrough creative.

Highlights: 

- Defined cross-functional processes and staff plans to deliver thousands of “always-on” social assets for @Twitter brand and 15 vertical handles (including @Twitter Movies, TV, Music, Sports, Gaming and global subregions). 

- Drove production and vendor management for global brand campaign “Tweet It Into Existence.” Directed quick-turn execution of hundreds of print and digital out-of-home and social assets, as well as a 36-hour installation-to-content-capture sprint to secure a national press blitz.

Twitter

Program Lead, Global Social, NAM & Celebrity Partnerships @ Twitter Studio

Consultation to guide a first-year relationship expansion with PayPal through the development of strategic frameworks, social playbooks and production pipelines for always-on content, organic and paid social and product launches.

BUCK

Founding lead of HBO “always-on” brand social content strategy and production studio, named 2020 Best Overall Social Presence by The Webby Awards. Drove mission to champion breakthrough creative and surpass measurable KPIs. Led agency team of 10 across content strategy, production, project management and analytics. Bridged cross-function and executive leadership groups within agency and HBO.

Highlights: 

- Managed over $4MM annual agency revenue for Integrated & Social Agency-of-Record accounts supporting TVC, Facebook, Instagram, Twitter and YouTube.

- Established RACI models throughout agency and HBO. Process improvements decreased average staff-hours per asset 20% YoY while receiving over 30 major creative recognitions including Cannes Lions, The One Show, Clios and The Webby Awards.

- “Sopranos Nicknames” activation generated over 300MM Twitter impressions and 1MM engagements with zero external budget or ad spend.

- “Recommended by Humans” awareness and retention campaign drove high-value press and adopted as a signature feature of the HBO Max app.

Director of Client Strategy / Account Director

Started a hybrid account/production discipline, overseeing a group of 12 client-facing project leads. Led cross-function team bridging content production, experience design and creative technology. Fostered executive relationships with brands including Nike, Google, American Express, Twitter, SONOS and Equinox Fitness. Focused on innovative applications including interactive experiential, VR/AR, digital/social campaigns and mobile UX/design.

Highlights:

- Managed over $10MM annual revenue. Optimized practices to increase new business pitch success rate from 25% to 75% within 18 months.

- Projects launched at major global events including the Super Bowl, CES, Cannes Lions and Digital UpFronts/NewFronts.

- Zaha Hadid immersive experience ($2.5MM budget) drove sales for the iconic architect’s only NYC project with units priced at $7MM - $50MM.

- Built a full-scale retail prototype and R&D lab ($8MM budget) for Sonos’ first foray into brick-and-mortar DTC over 18 months.

HUSH

Head of Accounts & EP

Developed 360° custom affinity and advocacy campaigns, activating audiences through innovative digital and physical transmedia experiences for brands including HBO, Cinemax, National Geographic and A&E. Led client services and project management, driving process from pitch to post-mortem.

Highlights: 

- Worked on pioneering transmedia campaigns as the agency renowned for being founded by co-creators of The Blair Witch Project.

- “The Wow! Reply” National Geographic stunt introduced mass deep-space transmissions via Twitter, garnering national media.

- Filmed on location with the cast of Stephen King’s Bag of Bones to create an awareness-driving immersive digital experience for A&E.

Campfire

Account Supervisor

Managed radio, digital and street marketing campaigns for dozens of high-profile music artists, comedians and television networks. Generated new revenue streams through digital publishing and media exchange ventures.

The Syndicate

Marketing Manager

WSOU is an unrivaled institution in collegiate broadcasting with a reputation for breaking artists. The entirely student-run, non-commercial, single-format station for Seton Hall University broadcasts 24/7/365, and is the only modern active rock station serving the New York Metro Area. 

As Program Director, I managed a staff of 40+ on-air talent as well as 150+ general staff while performing as on-air talent for its flagship programs. I developed new programming, managed talent, broadcast schedules and booked guests and was a key liaison to our music industry contacts.

My tenure saw the station's first ratings increase in over four years, and was profiled in a New York Times piece on the station's history and sustained success. I took on my largest project when I lead a major business and marketing initiative in WSOU's sold-out "Not So Silent Night" concert, which drew over 3,000 attendees.

Dan Rodriguez