I’ve always had a passion for soccer. I have been playing the game for as long as I can remember. And over the years I have volunteered as a coach and a ref in various youth soccer programs. So it was only a matter of time before the game I love eventually crossed paths with the profession I chose.
In 1994, I took a leave of absence from my job at public relations agency Creamer Dickson Basford to serve as the Director of Corporate Communications for International Sports Publishing’s ’94 Cup Daily. This was a daily newspaper dedicated to covering FIFA’s 1994 World Cup soccer tournament, and my role was more akin to that of a director of marketing in that I oversaw everything: advertising, public relations, collateral, and even some grassroots marketing. It was my first experience working on the corporate side and with a start-up.
Years later, in 2007, I signed on as the Marketing Director at Asphalt Green, a non-profit sports and fitness organization where my nephews and I played soccer on Manhattan’s Upper East Side. As I quickly learned, there’s a lot more to Asphalt Green than soccer, though promoting the game – particularly among kids in nearby underserved communities like East Harlem – remained my inspiration while working there.
I left Asphalt Green in 2010 to attend the FIFA World Cup in South Africa. Friends and colleagues encouraged me to start a blog to share the adventure, especially since it was my fifth World Cup. That blog evolved into Total Footblog, a respected online soccer magazine publishing an average of 20,000 words of original content each month.
I spent the next few years working as a soccer journalist, building connections throughout the New York City soccer community and beyond. But I decided to hang up my journalism boots at the end of 2012 so I could dedicate more time to my freelance marketing communications work. But old passions die hard, and I once again chronicled my World Cup adventures in Total Futeblog, a more traditional blog I created for the Brazil 2014 tournament.
This foray into soccer journalism was a fantastic experience for me. It helped me better understand the world of journalism, which strengthened my media relations expertise. It also helped improve both my social media and content marketing skills. And it provided me with a broader and deeper understanding of soccer in New York City and the United States.
The experience also reinforced my desire to continue working in soccer at some level in the future. As a seasoned marketing communications professional who also has an in-depth knowledge of the game, I hope that someday I will find such an opportunity – so that I can use the skills I’ve amassed over the past 25-plus years to support the game I have loved for a lifetime. [Soccer Resume]