Numbers
Outcomes, not just engagement
The scoreboard first: audience, revenue, community and leadership scope, then the metric by metric detail behind each body of work.
733%
Platform growth in one year
$75K+
Revenue + sponsorship raised across both platforms
42+
Brands and partners worked with across the case studies
12
Live events produced, from community service days to a national conference
Audience
Who is reached, and how many of them stay
- 20K
- Organic social following built with zero paid acquisition
- 20K
- Unique page views a month on the owned newsroom
- 1,000
- Owned email subscribers, independent of any algorithm
- 50
- Paying founding members of The Locker Room at $300 annual dues
- 733%
- Platform growth in a single year
- 487K
- Views on the highest performing single organic Reel
Revenue
What the work earned
- $50K
- Annual revenue as founder, up from $6,405 the prior year
- $10K
- Sponsorship raised for the first Standing in Sisterhood summit
- $878
- Average order value, up from $53, as the offer moved to events and partnerships
- 25+
- Sponsors, advertisers and vendors activated across events and media
- 7+
- Paid brand partnerships as a creator, plus a trackable affiliate code
- Bank of America
- Presenting sponsor secured for the flagship conference
Community
Who showed up, and how often
- 300+
- Attendees across live events and the virtual summit
- 12
- Live events produced: 8 with WAGS Redefined, 2 with The Sport Sorority, 2 with the PFWA
- 100
- Attendees at WAGcademy, Los Angeles, across five leagues
- 125
- Virtual attendees at the Standing in Sisterhood summit
- 27
- Classes hosted for members on the membership platform
- 8
- Mentor and mentee pairings in the first 12 week cohort
- 200+
- Member led stories published, turning readers into contributors
Leadership
Teams, partners and stakeholders led
- 32
- Person editorial team led: 30 contributors and 2 embedded correspondents
- 31
- Speakers and panelists negotiated and secured for the inaugural conference
- 9
- Woman conference planning committee assembled and chaired on weekly calls for a year
- Rotating interns
- Recruited, trained and managed intern cohorts on 12 week rotations, plus a long term WAGS intern
- 30+
- Paying sponsors and advertisers negotiated, contracted and invoiced
- Agency + vendors
- PR agency plus print, production, styling, beauty and hospitality vendors: contracts, logistics, invoicing
- 5
- Leagues coordinated in one room: NFL, NBA, MLB, NHL, MLS
- Cross-functional
- Marketing, Creative, PR and Corporate Partnerships stakeholders at an NBA club
- 3
- Magazine issues shipped end to end as Editor-in-Chief, print and digital
By body of work
The detail behind each line
Each section below carries the full metric set for that project, plus a link to the story behind it.
WAGS Redefined
An owned platform, five channels
- 733%
- Platform growth in one year, driven by adding live events
- $50K
- Annual revenue, up from $6,405 the prior year
- 20,000
- Unique page views per month, plus a 20K organic social following
- 200+
- Blogs published on wagsredefined.com
- 30
- Contributors plus 2 embedded correspondents writing for the site
- 1,000
- Owned email subscribers on the newsletter
- 100
- Attendees at the first WAGcademy conference, Los Angeles
- 5
- Leagues in one room: NFL, NBA, MLB, NHL, MLS
- 25+
- Sponsors, vendors and partner organizations activated
- 31
- Speakers and panelists negotiated and secured for the inaugural conference
- 9
- Woman planning committee led on weekly calls for a year
- 8
- Live events produced, from Super Bowl pop ups to private brand rooms
- 3
- Advertising mediums brokered: website, magazine and social
- 8
- National and regional press placements earned, unpaid
- 3
- Print + digital magazine issues published as Editor-in-Chief
- 70
- Interviews personally conducted with WAGS across sports
- Revenue mix: sponsored events (75%), membership/product (20%), advertising (5%)
- Average order value: $53 to $878 in one year, as the offer shifted to events and partnerships
The Sport Sorority
Paid membership + a co-hosted virtual summit
- $300
- Annual dues. A paid membership, not a free follower base
- 50
- Founding members who joined at launch and set the culture
- 27
- Classes hosted on the membership platform
- 8
- Mentor and mentee pairings in the first 12 week cohort
- $10K
- Sponsorship raised for the first Standing in Sisterhood summit
- 15
- Speakers and panelists booked, briefed and run of show'd
- 125
- Virtual attendees from the women in sports community
- Weekly
- Coaching calls with the founder and a high-performance coach
- 12 weeks
- Intern cohorts recruited, trained and managed on a rotating basis
NBA Social
Real-time publishing at brand scale
- 2
- Brand ecosystems: Atlanta Hawks and league NBA channels
- 82+
- Game days a season of real-time publishing, plus playoffs and campaigns
- Daily
- Content creation with Marketing, tracking trends and analytics
- 55
- Hours in Sprout Social categorizing content and performance
Creator + Influencer
Paid collaborations, organic performance
- 487K
- Views on a single organic Reel, the New Mommy Challenge
- 266K
- Views on the “main character” organic post
- 25.2K
- Likes and 62 comments on that one post
- 7+
- Brand partnerships across maternal health, family fun, fitness, and beauty
- LELEMARTIN10
- Personal affiliate code. Trackable conversion, not just reach
- 100%
- Disclosed partnerships. #sponsored and paid partnership labels, always
Brands and partners
Who this work has been built with
Sponsors, co-hosts, vendors and paid collaborators across WAGS Redefined, The Sport Sorority, NBA social and creator work.
- NBA
- Louis Vuitton
- The Webster
- Peli Peli
- Pro Athlete Travel
- Prozis
- FRÉ Skincare
- Kopari Beauty
- Goldfish Swim School
- Force Athletics
- S2 The Brand
- Body GOALS Physical Therapy & Wellness
- F&W Style
- Sporty Girls Inc.
- Goodwipes
- KIND
- Teami Blends
- STACK
- Fit-N-Fuel
- Scoopie
- OVME
- BODIED
- Misayo House
- Zakeya LaNique Photography
- Kelly Lane Photography
- Arya Esha
- Jennifer Johnson Photography
- Style Roster
- Dream Center
- Essentia
- Rodeo Realty
- Healthade Kombucha
- Luxury Garage Sale
- JNL Career
- The Babysitting Co.
- MD Stylings
- Styled by Urcia
- Flywheel Sports
- Black Girl Vitamins
- Rucker Roots
- NBS Massage
- GO Nails USA
Notable press
Where the work has been featured
My work and the brands I've built have been featured and promoted across print, radio, podcasts, blogs and digital media, all earned coverage.
- Rolling Out
- Atlanta Business Chronicle
- Hot 107.9
- HighlightHer
- BALLERS magazine
- The Doctor of Love Show
- The Posh Mommy
- nflfemale.com
- Female Football Frenzy
- Women on the Move TV
- Michael and Join in the Morning Radio
“Engagement tells you people noticed. Retention, referral and advocacy tell you the community is working.”