Alexa Bruno is pursuing a degree in sports marketing and media at Full Sail University. Her goal is to work in marketing for a major professional sports league, particularly the NBA. She has 9 years of customer service experience. Her short term goal is to get an entry-level marketing job with the Miami Heat and a marketing internship with them by 2020. Her long term goal is to become the Chief Marketing Officer for the NBA by 2040. She plans to attend industry conferences, join professional organizations, and build her digital marketing skills and network to achieve her career goals.

1. PERSONAL BRAND EXPLORATION
Alexa Bruno
Project & Portfolio I: Week 3
December, 15 2019

2. The youngest of four siblings, Alexa Bruno,
grew up in a small town outside of San
Jose, Costa Rica, which started her love for
sports. She’s been a devoted sports fan
since she was a little girl and dreams of
marketing events for a major professional
sports league. After 11 years of working
multiple customer services jobs, Alexa
knew it was time to pursued her dream
career in sports marketing. Alexa enrolled
in the sports marketing and media
program at Full Sail University where she’s
focused on developing marketing skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Director
• Social Media Coordinator
• Marketing and Promotions
Manager
Girl Next Door Archetype -
producing brand stories that
relates solid values by honesty.
Creating real connections with
the audience by sharing real life
experiences with them.
Digital Marketing for Professional Rodeo Organizations

4. • DEMOGRAPHICS: 60% Female,
40% Male, 30-40 years old, Mostly
White, Never Married, and
Married, College Educated,
Located in eastern of United
States.
• PSYCHOGRAPHICS: Enjoys risky
outdoor activities, spends free
time playing with kids outside,
adheres to conservative lifestyles
and opinions.
• IDEAL AUDIENCE MEMBERS:
Sarah Balseiro, Recruiter (NBA),
Kate Jhaveri, EVP & Chief
Marketing Officer (NBA), Samuel
Farber, Vice President Digital
Media (NBA).
Recruiters & Hiring Managers at NBA.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position for the
Miami Heat.
• By Fall of 2020, have an Interactive Marketing
Internship with the Miami Heat.
Mid Term: (2025)
• Lead a successful digital marketing campaign
aimed at expanding the female attendance to
NBA games.
‣ Expand year-over-year NBA female event
attendance by 40% nationwide by
December 31, 2025.
Long Term: (2040)
• Become the Chief Marketing Officer for the NBA
‣ Developing of innovative marketing
campaigns and brand messaging across all
platforms to connect with fans and grow the
game of basketball around the world.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Office Skills 70%
Search Engine Optimization 0%
Time Management 70%
Problem-Solving 60%
SOFTHARD
WordPress CMS 10%
Professional Writing 20%
Critical Thinking 60%
SOFTHARD
Adobe Analytics 20%

7. I provide ambitious ideas and results-oriented
solutions to help the marketing professionals in
franchises to engage more female fans to the
team’s brand.
PROMISE

8. CREDENTIALS
Work Experience:
• 9 years of Customer Service
experience.
Education:
• Sports Marketing & Media, B.S., Full
Sail University (Exp. 2021)
Awards:
• Keynote 6 Essential Training - Lynda.com
Certification.
• Moodboards for Web Designers
• Lynda.com Certification

9. COMPETITION
Brendan Chabot
Industry Experience:
• Does not included work
experience in profile.
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Does not included leadership experience on
profile
Skills and Proficiencies:
• Does not included skills and proficiencies on
profile
Alexa Bruno
Overall Online Presence:
• Doesn’t have any connections, banner image not
yet customized, no headshot, lack of details
throughout profile, no articles published, inactive
on social media, URL not yet customized
• Grade: Poor, 30 out of 100
Industry Experience:
• 9 years of customer service
experience
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Throughout the 9 years of different
employments I have gained multiple leadership
skills like activate listening, patience, team work,
ability to teach other and reliability es
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Critical Thinking- 0 endorsements
• Problem Solving- 0 endorsements
Overall Online Presence:
• Only 3 connections, banner image customized,
professional headshot, no summaries
throughout profile, no articles published, no
personal social media accounts, URL customized
• Grade: Average, 30 out of 100

10. COMPETITION
Brian Pohl
Industry Experience:
• ~13 years of marketing
experience, 1 year as a marketing
manager at PBR
Education:
• Sports Marketing and Social Media B.S.
Noteworthy Experience:
• Writer/Social Media Intern - TheSkyBoat.com,
covering sports games and events
• Intern - Tony Fay Public Relations, assisted with
PR duties at the 2018 College Football Playoff
National Championship
• Sales Associate for 2 years at Your Serve Tennis.
Skills and Proficiencies:
• Social Media - 1 endorsements
• Microsoft Office- 0 endorsements
• Customer Service - 0 endorsements
Alexa Bruno
Overall Online Presence:
• 80 connections, banner image not yet
customized, polished headshot, detailed profile
summaries, one recommendations, notable
volunteer work, URL customized,
• Grade: Good, 80 out of 100
Industry Experience:
• 9 years of customer service
experience
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Throughout the 9 years of different
employments I have gained multiple leadership
skills like activate listening, patience, team work,
ability to teach other and reliability
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Critical Thinking- 0 endorsements
• Problem Solving- 0 endorsements
Overall Online Presence:
• Only 3 connections, banner image customized,
professional headshot, no summaries
throughout profile, no articles published, no
personal social media accounts, URL customized
• Grade: Average, 20 out of 100

11. BRAND POSITION
Empowering a better female fan
atmosphere with innovate ideas to
advice team’s brand.
ALEXA BRUNO

12. NETWORKING & MARKETING
Industry Events & Organizations
• The Premier Sports Career & Networking
Conference
‣ April 3-4, 2020 | Washington, DC
• University Of Miami Sport Industry Conference
‣ January 29th, 2010 | Miami, FL
• American Marketing Association
‣ Collegiate Membership
Digital Marketing
• Primary Content: monthly blog post about different
sport event experience explaining the pros and cons of
the event.
• Primary Tools: Instagram - promote blog by sharing in
my stories. Create twitter account. Post content on
digital portfolio. LinkedIn - network with industry pros
and publish monthly articles highlighting blog posts.
• Website: Full Sail digital portfolio site to showcase
school work; use blog to showcase my experience in
each sport event attend

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level with marketing and
management experience with at least 20 yrs in
the industry; December 2020
Formal Education
• Complete Sports Marketing & Media, B.S. by
expected graduation date in 2021
Technical Skills
• Gain experience through lynda.com about SEO
Foundations - February 2020
• WordPress 5 Essential Training - Lynda.com,
March 2020
• Blogging fundamentals -Lynda.com, January
2020
Soft Skills
• Take a More Creative Approach to Problem
Solving - January 2020
• Business Writing Principles - Lynda.com,
Complete by the end of December 2019
• Time Management Fundamentals - February
2020.

14. Alexa Bruno
You know how most team brand’s don’t
engage much with their female fans? Well, what I do is
provide ambitious ideas and results-oriented solutions to help the
marketing professionals in franchises engage more with the
female audience.
“
”

15. REFERENCES
Chabot, B (2019). Brendan Chabot LinkedIn Profile.
Retrieved December 13, 2019, from https://
www.linkedin.com/in/brendan-chabot-191771198/
Pohl, B T. (2019). Brian Pohl LinkedIn Profile. Retrieved
December 13, 2019, fromhttps://www.linkedin.com/in/
brianlpohl/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved December 13,
2019, from https://www.onetonline.org/link/summary/
15-1199.10
LinkedIn Career Site. (2019). Marketing Manager AT&T
Center. Retrieved December 12, 2019, from https://
www.linkedin.com/jobs/search/?
currentJobId=1602277116&geoId=103644278&keywords=
nba&location=United%20States
LinkedIn Career Site. (2019). Project Employee, Social
Content- Job Description. Retrieved December 12, 2019,
from https://www.linkedin.com/jobs/search/?
currentJobId=1635270754&geoId=103644278&keywords=
nba&location=United%20States
Glassdoor. (2019). Manager, Email Marketing &
Automation - Job Description. Retrieved December 12,
2019, from https://www.glassdoor.com/Job/jobs.htm?
suggestCount=0&suggestChosen=false&clickSource=sea
rchBtn&typedKeyword=Miami+Heat&sc.keyword=Miami
+Heat&locT=&locId=&jobType=
AMA.org. (2019). American Marketing Association
Retrieved December 13, 2019, from https://www.ama.org
Sites.education.miami.edu (2019). University of Miami
Sport Industry Conference (SIC) Retrieved December 13,
2019, from https://sites.education.miami.edu/
miamisportconference/
Theseme.com. (2019). Event Schedule. Retrieved
December 13, 2019, from https://www.eventbrite.com/e/
2020-sports-events-marketing-experience-the-seme-
tickets-77389266379