Name: Tom Johnson
Job: Chief Digital Officer
Company: Major League Lacrosse
LinkedIn: Tom Johnson
In 140 characters or less, tell us who you are and how you got to where you are today.
Tom Johnson, Head of Digital for MLL. I didn’t want to be a lawyer, I liked sports and I spent way too much time on the computer growing up.
What’s one trend in media or marketing that you’re buying or selling?
I’m buying dynamic segmentation and personalization. We are continuing to look for new and different ways to engage lacrosse fans.
How do you define engagement?
Engagement is getting people to move down the funnel.
What’s the project or campaign that you’re proudest of? Why?
Our recent MLL Draft generated record-breaking web traffic, search impressions and social reach around the weekend of festivities. Page views were up 913% compared to the previous year’s draft. Search traffic was up 618% and social traffic was up 24,000%.
What are you working on right now? Any exciting future plans that you’re able to share?
The MLL season starts in less than two months, so we’re getting ready creating social media and online assets for the league, teams and especially the players.
As a connected fan, what’s the most engaging piece of sports content that you have recently consumed?
As a sports fan, I have really enjoyed following Twitter Hitter from MLB. It’s a live stream of every one of a player’s at-bats.
What’s been the biggest high and low of working in sports?
In my career, the highs have included meeting my childhood heroes like Deion Sanders or Joe Montana. The low is having to bring my computer with me all the time – just ask my wife.
What’s one element of the sports industry that you’d like to see change?
I’d like to see sports content creators paid more, especially creators who work in digital publishing.
Melissa Marchionna shares how MLS is innovating, not putting a hold on creativity, and her personal journey to MLS.
Get to know more members of the Hashtag Sports community here.
Hear more from leaders and creators across the sports industry this June at Hashtag Sports, an annual conference designed for media and marketing professionals.
See all stories from Community Spotlight
A deep-dive into how Gen Z is redefining sports, consumption and sponsorship.
We're introducing you to the diverse minds behind your favorite companies and campaigns in sports. This week, meet Astasia Williams,...
Mr. Dídac Lee talks about how he oversees digital strategy for the no.1 digital professional sports team in the world...
Data Skrive's Eric Ames talks about Sports betting in a world that has been changed due to the pandemic.
In his role as Founder & Chairman, Donn Davis has helped PFL to become the fastest growing league in sports and has secured the valuable market position as the #2...
Hear from professionals in college content creation and Instagram's Will Yoder about how in-house college sports content can improve program branding.
With Gen Z increasingly favoring short-form, positive content, sports marketers can connect with a new audience by producing content on TikTok.
Engaging the modern fan requires understanding modern platforms.