2. The eldest of three siblings, Shane Mancuso
grew up in a small town outside Pittsburgh, Pa,
which helped shape his passion for sports. He
has been a major football, baseball, hockey and
basketball fan his entire life and now has dreams
to become a Marketing Director for a
professional sports team. Shane is currently
enrolled in the Sports Marketing & Media
program at Full Sail University where he is
determined to develop his digital marketing skills
Shane Mancuso
3. PROFESSION
Potential Job Titles:
• Marketing Coordinator
• Marketing Manager
• Marketing Coordinator
Entertainer Archetype -
Charismatic and playful but also
knows that it takes hard work and
dedication also.
Marketing Director for a professional sports team
4. • DEMOGRAPHICS: 35-54 years
old, more African American fans
than White Americans, and 48%
with a salary of 75k-100k
• PSYCHOGRAPHICS: Enjoys
outdoor activities, basketball,
family time, and video games
• IDEAL AUDIENCE MEMBERS:
Nana-Yaw, Vice President
(NFL), , Marketing Manager
(PBR), Kacy Burke, Senior
Marketing Manager (PBR)
Hiring Managers at the NBA
TARGET AUDIENCE
5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position for a
professional sports team.
‣ I plan to grow my digital portfolio and connect
with others in same job field.
Mid Term: (2025)
• Become Marketing Manager
‣ Improve the team I am working for sales by
10%
Long Term: (2040)
• Board Member of sports team
‣ Have complete control of all marketing for the
team.
6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 85%
Adobe Software 45%
imovie 90%
Microsoft office 95%
SOFTHARD
IBM Cognos Impromptu 10%
Intuit QuickBooks 10%
Professional Writing 75%
Public Speaking 90%
SOFTHARD
7. I help professional sport organizations
increase ticket and merchandise sales by
entertaining through digital media
storytelling.
PROMISE
8. CREDENTIALS
Work Experience:
• 2 years of selling golf equipment at Dick’s
Sporting Goods
Education:
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2021)
Awards:
• Store MVP 2 of the last 3 months
9. COMPETITION
Patrick Brush
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:
• Eagle Scout and 5th Degree Black Belt, would allude to
well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Shane Mancuso
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:
• Ran 2 political election campaigns social
media platforms
• Running personal brand YouTube
channel
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Head of golf department at Dicks Sporting Goods
Skills and Proficiencies:
• Microsoft office
• Adobe Creative Suite
• Public Speaking
Overall Online Presence:
• Less than 10 connections, personal portfolio website,
Youtube channel and positive social media accounts
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
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
COMPETITION
Shane Mancuso
Industry Experience:
• Ran 2 political election campaigns social
media platforms
• Running personal brand YouTube
channel
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Head of golf department at Dicks Sporting Goods
Skills and Proficiencies:
• Microsoft office
• Adobe Creative Suite
• Public Speaking
Overall Online Presence:
• Less than 10 connections, personal portfolio website,
Youtube channel and positive social media accounts
12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Sports Marketing Association Conference
‣ November 6 - 8 | Chicago, IL
• 2019 Event Marketing Summit
‣ May 14 - 16 | Las Vegas, NV
• 2019 CAA World Congress of Sports
‣ April 3 - 4 | Dana Port, CA
Digital Marketing
• Primary Content: Adventure film edits. While on vacations I
take videos and make them into edits
• Primary Tools: Youtube, Twitter and Instagram - Promote on
Twitter and Instagram with a clip from my video on YouTube
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase rodeo marketing knowledge and
embed podcast episodes
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 15 yrs
of experience in sports industry, Jan. 2021
Formal Education
• Complete Sports Marketing & Media, B.S. by expected
graduation date in 2021
Technical Skills
• Adobe systems
• Microsoft office
Soft Skills
• Great public speaker
• Good leader
• Great problem solver
14. The sports field is all about entertainment. The
way they present starting lineups, their brand,
players and their merchandise. They use all of these
to push their team to the next level. What do I plan to do to help? I plan on
making video edits that entertain as well as market the team in positive way.
I make home video edits and have been since the age of 15. I have got
really good at making them and I use them now to help push my personal
brand to the next level.
“
Shane Mancuso
15. REFERENCES
11-2021.00 - Marketing Managers. (n.d.). Retrieved
from https://www.onetonline.org/link/summary/
11-2021.00
Demographics of Sports Fans in U.S. (2017, July 27).
Retrieved from http://demographicpartitions.org/
demographics-of-sports-fans-u-s/
Call for Papers. (n.d.). Retrieved from http://
www.sportmarketingassociation.com/call-for-papers
Sports Business Conferences – Score and Change.
(n.d.). Retrieved from https://
www.scoreandchange.com/sports-business-
conferences/
