William Butterfield is pursuing careers in sports data analytics and marketing. He grew up in Georgia and served in the U.S. Army before obtaining his bachelor's and master's degrees from Full Sail University. His goals are to initially obtain an entry-level data analyst role at ESPN, then lead a data campaign to forecast NFL player value, and ultimately establish his own sports data analytics company. He compares his skills and online presence to others in his field and identifies opportunities to expand his network and skills through industry events, education, and professional development.

1. PERSONAL BRAND EXPLORATION
William Butterfield
Project & Portfolio I: Week 3
April 1, 2019

2. • Growing up as the youngest of four brothers, and raised in
the small town of Moultrie, Ga has helped cement the
foundation for William Butterfield. William’s late father was
a mathematician ,comedian, and teacher. His traits are
instilled in him through his father. His genuine attitude and
southern hospitality are key attributes for his business
adventure. His avid loved of sports has helped shape
William’s career path as he wants to pursue a job in the
NFL/MLB. William is the father of 2 kids, one boy, Hayden
8, and one girl, Sadie 1. William is also a husband to his
wife Savannah for 4 years. After serving 3 1/2 years in the
United States Army as a paratrooper he then joined Full
Sail University to pursue his Bachelor’s degree in Sports
Marketing and his Master’s in Business Intelligence. His
Christian values helped keep William honest, trustworthy,
loyal, and humble. William’s passion is sports as he grew
up playing multiple sports in his childhood and has
followed his favorite teams since.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Statistician
• Competitive Intelligence Analyst
• Strategic Business and Technology Intelligence
Magician Archetype - To be
authentic, friendly, and honest is the
goal and to create an inclusive
community. Be a good friend to your
audience. Make your clients feel
understood, connected, and worthy.
Data Analytics for Professional Football

4. • Demographics- 75% are males,
35-45 years of age, predominantly
white, married, college educated,
and lives in bigger cities.
• Psychographics- Enjoys
marathon runs, sporting events,
hiking, spending time with family,
volunteer work, and binge
watching television shows.
• Ideal Audience Members-
Natalie Pasallar (HR Manager
NFL), Brittany Kelley (Hiring
Recruiter ESPN), Mike Clay (PFF
Fantasy)
Recruiters & Hiring Managers at PBR, PRCA, and CBR
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level data analyst position at ESPN.
‣ Connect with, and send a follow up
promotional email to, 25 ESPN team members
on LinkedIn by December 31, 2020.
Mid Term: (2026)
• Lead a successful data campaign aimed at player
progression in the NFL.
‣ Work with players and pioneers of data in
sports to establish an algorithm for forecasting
player’s value and usability.
Long Term: (2040)
• Establish a data analytics company for NFL,
Collegiate, and Lower-level football companies.
‣ Save a total of $100,000, and secure 3
business partnerships by December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Analytical Software 87%
Data Base Software 75%
Time Management 90%
Critical Thinking 60%
SOFTHARD
Mathematics 60%
Data Mining 20%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I help professional football teams increase
player performance by giving data analysis
through big data storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
• 3 1/2 years service in U.S. Army
Education:
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2021)
• Business Intelligence M.S., Full Sail University (Exp. 2022)
Awards:
• Army Achievement Medal
• Army Good Conduct Medal

9. COMPETITION
Caitlin Cummiskey
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Worked with small children.
Skills and Proficiencies:
• Customer Service - 2 endorsements
• Microsoft Word - 2 endorsements
• Cashiering - 1 endorsements
William Butterfield
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
Industry Experience:
• None
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S. Army, multiple leadership roles
Skills and Proficiencies:
• Mathematics
• Adobe Software
• Coding
• Database Mining
Overall Online Presence:
• Facebook, Instagram, and LinkedIn Active Accounts,
Professional Photo, Online Portfolio.
• GPA- 3.4

10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• ~13 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company
for over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Fullie Salen
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• None
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S. Army, multiple leadership roles
Skills and Proficiencies:
• Mathematics
• Adobe Software
• Coding
• Database Mining
Overall Online Presence:
• Facebook, Instagram, and LinkedIn Active Accounts,
Professional Photo, Online Portfolio.
• GPA- 3.4

11. BRAND POSITION
The ability to overcome and adapt in any given
scenario. A reputation to keep winning when the odds
are stacked against him. His passion and drive have
given him the underdog mentality.
WILLIAM “WINNIN’ BRENNAN” BUTTERFIELD
William earned this nickname
with his peers for someone who
has overcome so much, yet
continues to come out on top.
The ability to never give in or
give up.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 MIT Sports Analytics Conference
‣ March 1-2 | Boston, Massachusetts
• 2019 USA Sports Analytics and Marketing
‣ October 7 | Dallas, Texas
Digital Marketing
• Primary Content: est. podcast for sports regarding the
numbers, all levels of football broken down and analyzed, 1
episode per week 1 hour in length.
• Primary Tools: FB and Instagram - promote podcast through
30 sec. promo videos; LinkedIn - network with industry pros
and publish monthly articles highlighting some of the podcast
stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase Sports data and marketing
knowledge and embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25 yrs
of experience in sports data industry; family man that
upholds Christian values, Jan. 2020
Formal Education
• Complete Sports Marketing & Media, B.S. by expected
graduation date in 2021
• Complete Business Intelligence, M.S. by expected
graduation date in 2022
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2020
• SEO Foundations - Lynda.com, May 2020
• WordPress 5 Essential Training - Lynda.c, May 2020
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. William Butterfield
All my life I have been driven through sports
and competition, and now I have a chance to
make an impact on the games I love. Data has
become a huge part of our advances in anything we know, and with how
popular sports have become we now have the funds to make a difference. I
aspire to not only change the game but to change a culture. Numbers are
very important to me, because of the story they tell that the casual fan
wouldn’t know.
“

15. REFERENCES
(n.d.). Retrieved June 24, 2019, from https://www.loom.com/
share/e9618b15a2fc40638460e9b623041e66
USA: Sports Analytics and Sports Technology Conference I
Dallas, Texas 2019. (n.d.). Retrieved June 23, 2019, from
https://www.analyticsinsport.com/usa/
2019 Conference - MIT Sloan Analytics Conference. (n.d.).
Retrieved June 23, 2019, from http://
www.sloansportsconference.com/current/
Pro Football Focus Fantasy Staff. (n.d.). Retrieved June 23,
2019, from https://www.profootballfocus.com/news/pro-
football-focus-fantasy-staff
LinkedIn Profile . (n.d). Retrieved June 23, 2019
From https://www.linkedin.com/in/caitlin-rose-cummiskey/
LinkedIn Website. (n.d). Retrieved June 23, 2019
From www.LinkedIn.com
Summary Report for: 15-2041.00 - Statisticians. (n.d.).
Retrieved June 23, 2019, from https://www.onetonline.org/
link/summary/15-2041.00
Unsplash. (n.d.). Beautiful Free Images & Pictures. Retrieved
June 23, 2019, from https://unsplash.com/