Twitch · Director of Content Programming & Editorial
Launched sports programming on Twitch
Sports on Twitch did not exist as a system when I arrived. Experiments, one-off deals, no map. My job: build the Twitch Sports strategy, channel, and programming model behind it.
Programmed the NFL for an audience that talks back — co-streams, creators, chat-first broadcasts — and brought the Tokyo Olympics to a generation that doesn't watch TV: athletes, celebrities, and streamers on one broadcast. One creative framework for live, UGC, and rights-holder content, with playbooks partners and creators could replicate. I also led homepage programming and the merchandising and discovery layer — how games, tentpoles, and creator streams got surfaced, personalized, and found across Twitch's browse experience.
Underneath the tentpoles: formats and programming that scaled, cross-functional launch workstreams across content, marketing, and commerce, and editorial operations that grew promotion volume 110% in a year. Major moments became consistent audience behavior — and commercial results. $4M in NFL revenue. $2M+ from DIY NYE, with 200,000+ UGC creators activated as participants.
Results
- Thursday Night Football: $4M in revenue, 4x viewership and ratings growth YoY
- Tokyo Olympics: 14M unique viewers across 150+ hours in partnership with NBC
- Stream Aid: 1M+ concurrent viewers
- DIY NYE: $2M+ in revenue, 200,000+ UGC creators activated
- +110% YoY content promotion volume
New medium, new behavior, no map. That is the job I keep taking.