SERGIO MACHADO
16475 Golf Club Rd, Apt. 203
Weston, FL 33326
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PROFESSIONAL SUMMARY
Vision-driven change agent with a career-long record of digital content management and social media coordination success
for leading organizations
Proven talent for aligning business strategy and objectives with established business development and digital content
management paradigms to achieve maximum operational impacts with minimum resource expenditures. Growth-focused
thought leader with expertise spanning digital media, journalism, content management, team leadership, social media
management, video production, public relations, marketing initiatives, strategy development, advertising, broadcast journalism,
video editing, content production, SEO, cross-functional team collaboration, storytelling, market analysis, technology solutions,
and project management. Exceptionally dedicated professional with keen interpersonal, communication, and organizational
skills, as well as budget management and resource allocation expertise.
PROFESSIONAL EXPERIENCE
BEIN
SPORTS USA, MIAMI, FL, DECEMBER 2018 – PRESENT
DIGITAL MANAGING EDITOR
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Manage the beIN SPORTS USA's English and Spanish digital editorial team, channels and strategy.
Spearhead the establishment of a clear and competitive content voice and style.
Create and lead the creation of video shows, series, segments and editorial reports. Launched 10 new
franchises in the first year in this role.
Co-manage the company's Social Media editorial strategy while integrating the Marketing strategy.
Lead the integration process between the digital and linear platforms.
Develop digital content strategies and roadmaps to drive short/long term audience and revenue growth.
Responsible for conceptualizing and implementing user-driven tactics while recognizing the nuances of
packaging content for the web, mobile web, social media platforms, and apps.
Monitor traffic and qualitative engagement trends for digital, social and mobile platforms.
Co-manage the content production and integration of the YouTube channel, making it profitable for the first
time in the network's history.
TELEMUNDO DEPORTES, MIAMI, FL, June 2011 to September 2018
MANAGER, DIGITAL SPORTS
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Oversaw daily operations for the Sports Digital Content Editorial department, directed launch in 2012.
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Amplified company’s digital footprint. Directed the redesign of Telemundodeportes.com and the launch of all its
Social Media platforms.
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Drove productivity and company objectives for the Editorial and Content Production teams.
Collaborated with senior management in creating integration strategies between linear and non-linear platforms to
ensure continuity and streamlined operations.
Ensured increased ROI through extensive work with the Social Media and Integration teams designing compelling
content strategies.
Fostered and maintained content partnerships that built the audient at a decreased cost to the company.
Orchestrated and coordinated the Editorial Calendar. Created yearly, monthly and daily calendars with editorial
assignments and coverage plans.
Directed the implementation of various editorial strategies that facilitated groundbreaking accomplishments, such
as record-breaking coverage for the 2012 and 2016 Olympic Games, 2017 Confederations Cup, and the 2018 FIFA
World Cup.
Served as a key contributor to the development and execution of strategy surrounding record-breaking digital
coverage of the 2018 FIFA World Cup, delivered the largest live stream sports event in Spanish-language history,
and generated a record-setting 130M live streams with nearly 2B live minutes viewed and 10MM unique users.
Piloted the creative department into revenue earnings territory; department built successful digital experiences
that translated into revenue through client advertising.
SERGIO MACHADO
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Chaired the team that developed lucrative client digital campaigns from conception through execution.
Provided lifecycle management of content for all the digital platforms; co-Managed all social media channels and
served as an editor for key sections on the website.
Performed ongoing reporting and analytics of the platforms to identify trends and capitalize on unmet market
needs.
FORMULATIN/TECATE USA, (REMOTE), June 2011 to January 2012
SOCIAL MEDIA COORDINATOR
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Regulated content across various social media platforms to generate brand interest and awareness.
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Played an integral role in growing the fan base to more than 300K.
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Contributed to the successful launches of Tecate Boxing and Tecate USA Facebook pages, @tecateboxing Twitter,
Tecate Boxing YouTube channel, and @tecateboxing Instagram.
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Devised, developed and deployed original video and graphic content.
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Introduced cutting-edge marketing strategies that increased brand recognition and online.
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Developed, documented, and implemented social media strategies to increase brand awareness, lead generation,
and engagement.
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Analyzed engagement by using Google Analytics, Facebook analytics and shortened URL to track success of our
campaigns and content.
AOL LATINO, DULLES, VA, July 2013 to March 2011
PROGRAMMING DIRECTOR
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Chaired all editorial efforts for AOL Latino Sports, Autos and Community sites.
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Supervised collaborative team comprised of 14 professionals.
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Liaised and collaborated with Design, Product and Tech teams.
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Designed content packages to target both existing and potential clients in collaboration with AOL Sales team.
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Steered editorial strategy to boost Sports site traffic to 1.5MM daily unique visitors and 20MM page views each
month.
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Pioneered innovative video content production, leveraged low-cost in-house and external resources for optimal
engagement and revenue opportunities.
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Organized and coordinated on-location coverage for events in both the US and Mexico, including managing the
editorial plan, budget and ROI.
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Produced original content, live blogging, pre-and post-event editorials, video, photos, recaps, dynamic data feeds,
expert opinion pieces and investigative journalism.
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Administered and regulated budget.
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Recruited, hired and managed freelancers and bloggers.
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Led and mentored team, trained personnel in appropriate editorial standards, technical tools, and SEO objectives.
ESPNDEPORTES, BRISTOL, CT, January 2003 to July 2003
SENIOR EDITOR
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Supervised team of three editors and writers.
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Headed the editorial calendar.
PSN.COM, MIAMI, FL, June 2000 to March 2002
SR. EDITOR
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Managed four-person editorial team.
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Programmed, coordinated and maintained the publishing calendar.
ADDITIONAL EXPERIENCE:
AOL LATIN AMERICA, 2002 to 2002
CONTENT EDITOR
SPORTSYA.COM, March 2000 to June 2000
SPORTS EDITOR
SERGIO MACHADO
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EDUCATION AND CREDENTIALS
BACHELOR OF ART (B.A.) IN MASS COMMUNICATIONS, 1998
Universidad Central de Venezuela
EVENTS COVERED
FIFA World Cup Russia 2018
FIFA Confederations Cup 2017
FIFA World Cup South Africa 2010 Super
Bowl: Dallas 2011, Miami 2010 & Tampa
2009
World Baseball Classic: 2009 Miami
Championship Boxing (among others):
2018 & 2017: Canelo vs. Golovkin
2017: Mayweather vs. McGregor
2015: Mayweather vs. Pacquiao & Canelo
vs. Cotto
2014: Mayweather vs. Maidana
2011: Pacquiao vs.
Márquez
Pacquiao vs. Mosley
2010: Pacquiao vs. Margarito
Pacquiao vs. Clottey / 2009:
Mayweather vs. Mosley
Olympic Games: 1996 – Atlanta
AWARDS AND HONORS
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2018 Sports Emmy: Outstanding Sports Coverage in Spanish for the 2018 FIFA World Cup - Digital Editorial
Manager
2016 Sports Emmy: Outstanding Studio Show in Spanish – 2016 Olympic Games - Digital Producer
2015 Bronze Telly: Outstanding Digital Exclusive Series – La Cueva de La Fiera – Digital Producer
2013 Sports Emmy: Outstanding Live Sports Coverage in Spanish - Rumbo Al Mundial Costa Rica vs. México –
Digital Producer
2012 Sports Emmy Nominee: Outstanding New Approaches Sports Event Coverage – Games of the XXX Olympiad
National Hispanic Journalists Association: 2005 Online Journalism Award for Outstanding and Exemplary
Journalistic Work for “De La Hoya vs. Hopkins” Coverage
PUBLISHED WORK
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El Fantasma de la Calle 35. Biographic novel (Spanish). The life and glory of Alfonso “Chico” Carrasquel. First
edition; September 1995; Fondo Editorial Cárdenas Lares. Caracas, Venezuela
PROFESSIONAL AFFILIATIONS
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National Association of Hispanic Journalists (NAHJ)
ADDITIONAL INFORMATION
Languages: English, Spanish (bilingual)
Technical Proficiencies: Windows, Mac OS, Microsoft Office Suite, SAP, Adobe Suite, Adobe Premiere Pro, Adobe
Photoshop CC, iMovie, Drupal, Wordpress, Urban Airship, Playbuzz, Adobe Analytics, Google Analytics, Animoto, Instagram,
Facebook, Twitter, Snapchat, Reddit
Interests: Coaching, Public Speaking, Professional Mentoring, Writing, Baseball and Soccer (competitive)
References available upon request
