Ashley Glassel
Director Of Content And Influencer Marketing
Minneapolis
Summary
Highly driven and motivated for team success. Possesses self-starter skills needed to work independently, combined with the communication and management skills of working within and leading a team.
Working professional with 12+ years of social media marketing and content creator expertise. Passionate about cultivating a loyal fanbase through organic content and storytelling, as well as bringing organizational initiatives to the next level via branded content, collaborations, and social posts.
Most notably the Director of Content at the Wilf family-owned esports vertical, Version1/Minnesota ROKKR for 4 years as a valued member of their Leadership Team. Directly recruited and oversaw Version1's talent roster of creators and influencers, in addition to managing V1 social staff, content, and social calendars through a variety of in person and online activations.
Overview
15
15
years of professional experience
Work History
Operations Coordinator
STAR Experiential Marketing
03.2024 - Current
- Primary project manager and team lead for client facing portal inventory project. This includes start to finish process mapping, implementation and execution while developing specific root cause analysis and KPI's to measure operational performance.
- Coordinated between multiple departments and stakeholders to evaluate needs and processes while maintaining a solution oriented vision and task set.
- Collaborated with area managers to evaluate needs and optimize operational plans and outputs to best serve client needs.
- Streamlined a reporting system to ensure key managers and stakeholders were up to date with our project and its results.
Director of Content
WISE Ventures ESports - Minnesota ROKKR/Version1
08.2019 - 07.2023
- Second hire by Wilf family and ownership group at Version1's inception as an esports industry veteran; responsible for helping establish Version1's ground floor presence to authentically grow the Version1 and Minnesota ROKKR brands in the gaming industry as a valued member of the leadership team
- Responsible for identifying, negotiating with, and managing Version1/ROKKR's influencers and content creators
- Worked directly with both the Version1 partnerships team and influencers/creators to create engaging and successful brand activations across multiple platforms, including YouTube, Twitch, and social posts
- Key POC for Version1/ROKKR influencers and content creators. Go-to person to answer creator questions and feedback, as well as inform KPI progress, activation plans, and reporting analytics
- Developed monthly reports to present informed KPI progress as well as identifying key learnings and takeaways
- Build, direct, and lead content team on content and social media deliverables, ranging from highly produced YouTube content, live streams, social posts, and short-form platform content
- Create and execute on both macro and micro levels for organizational partnership deliverables
- Develop and present content strategies and calendars to not only lead the V1 content team but also share upward to senior leadership
- Conduct research and collaborate with marketing and partnerships departments to develop content and social posts that best resonate with fans and activate Version1 organizational initiatives
- Proofread, edited, and evaluated copy to verify content aligned with established brand guidelines
- Worked with internal and external production resources on live and long-form production days. Directly planned timelines, budgets, and resources, with ultimate review approvals of video content
- Utilized SEO techniques to optimize content for search engine rankings
YouTube/Social Content Creator
Self Employed
04.2010 - 10.2019
- While being part of OpTic Gaming, I also established and grew my brand as a content creator, discovering new ways to connect with my community as it grew
- Most importantly, learned valuable self-taught lessons about social platforms, algorithms, and the impacts of influencer marketing in the new age
- Accumulating over 56 Million views on my personal YouTube channel alone, as well as a 170k+ follower Twitch channel, and over 200,000 Twitter followers, I had spent 10 years building a successful reputation & brand via gaming content before transitioning to Version1
- Collaborated with Gaming Developers/Publishers (Activision, Rockstar Games) in an influencer/marketing capacity, as well as being a self-driven creator navigating and networking in the gaming/esports space
Content Creator
OpTic Gaming, LLC
05.2010 - 08.2019
- An original core content creator of premium esports/entertainment organization OpTic Gaming. I had the pleasure of working throughout multiple team expansions, as well as managing content/starring on main team channels and representing the OpTic brand as a content creator
- Participation in numerous sponsor activations and videos. Notably: Mtn Dew Fuel Royale, Call of Duty Endowment Race to Prestige Charity Stream, and multiple Nissan partnership deliverables
- Worked diligently throughout company transition/start-up on Content Creation and sponsor deliverables. Worked closely with the production team to produce creative content for the main OpTic Gaming YouTube channel, boasting over 1.4Million subscribers at the time of my departure
- OpTic Gaming is where I learned the most about cultivating a strong fan base online, and how to resonate with them through organic content via connection with players and talent
Skills
Content Strategy and Management
Production Planning and Execution
Social Media Engagement Strategy
Assertive Leadership
Strong Attention to Detail
Project Management Expertise
Accomplishments
Ushered the Wilf family and Version1 organization into esports, identifying key starting points, staffing and connections.
Creatively formed and launched a successfuly content and social plan with the start up team at Minnesota ROKKR and Version1 as those brands were launched and continued that work over the course of 4 years.
Speaker on keynotes and panels for organizations including WISE (Women in Sports and Events), MIMA (Minnesota Interactive Marketing Association), GameHERS and Cxmmunity in an effort to educate people on the esports vertical, as well as discuss new age content and marketing strategies.
Timeline
Operations Coordinator
STAR Experiential Marketing
03.2024 - Current
Director of Content
WISE Ventures ESports - Minnesota ROKKR/Version1
08.2019 - 07.2023
Content Creator
OpTic Gaming, LLC
05.2010 - 08.2019
YouTube/Social Content Creator
Self Employed
04.2010 - 10.2019
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