14 May Beyond The Metrics: Marcus Stephenson, VP of Media & Content at Columbus Blue Jackets
At Zoomph, we champion the power of partnerships, marketing, business intelligence, and social media. Our Q&A series puts the spotlight on industry leaders, giving you an inside look at their expertise, strategies, and perspectives – beyond the metrics. Join us as we uncover valuable insights straight from the minds shaping the industry.
I was born in Dallas, TX, but moved to Northeast Ohio for elementary school—Geneva, OH – NE of Cleveland. I went to college to play football at Hiram College in Ohio, but transferred after two years to The Ohio State University, where I studied English & Journalism as a major. During college, I wanted to beat my friends at Madden and discovered a fansite. Months later, it was going to go under, and I purchased it – MaddenMania.com. I met the developers of Madden at EA SPORTS and, through those relationships, landed a job as one of the very first content and community managers at the company in Vancouver, BC.
Possessing an entrepreneurial spirit, I transferred into a Game Designer role and then eventually left to do the same at THQ, 2K Sports, and WWE on the SmackDown vs. Raw / WWE 2K and UFC franchises. After life on the West Coast, I moved back home to Ohio and landed a role with the Blue Jackets as their Director of Digital. Following that, another stint with WWE and 2K, as well as some agency work, ultimately led me back to sports to work with the Washington Commanders, where I helped lead their rebranding efforts and build the content studio. While COVID was well underway, we had the opportunity to move back to Ohio to be with family and rejoin the Columbus Blue Jackets as their VP of Media & Content, where I currently lead a core content team consisting of strategy and production.
What are your most important goals in your current role?
Sponsorship revenue is the primary goal for us at the Blue Jackets. Creating fandom by broadening our base and strengthening our brand is, of course, our overarching topline goal, but in order to innovate, build, and evolve, we must generate revenue. We take the blending of content and our partner’s goals and objectives (for entrusting us with content) seriously – a great idea doesn’t have to be free from sponsorship inclusion.
Share a professional accomplishment that you are extremely proud of:
When I look back at my career, I’m most proud of my work in Washington with the Commanders. Although I was only there for 2 and a half seasons, we built an award-winning content studio and a trailblazer against the bleakest of backdrops. The way our team pulled together to drown out the noise, entertain our fans, and engage and inspire the fringe was something I’ll carry with me forever.
What is your favorite part about working in the NHL and for the Columbus Blue Jackets?
Nothing is given to you in the NHL. You work for every positive outcome. Whether measured or felt, success is manufactured in the NHL – it doesn’t happen by chance. That visceral feeling of true marketing gets me up every day because you can really feel the impact (both locally and nationally) with every decision you make. Working in Columbus is a passion point for me. This is my home. I met my wife here, my best friends are here, and my childhood is rooted in this state. When I go to work, I work for all of that. It isn’t a job for me in Columbus, it’s a way of life. A call to do something bigger than me, but rather for everything and everyone that inspired and raised me.
What is one skill you wish you had learned earlier in your career, and why?
Patience. In my youth, my emotional intelligence wasn’t near the level of my want and desire to push agendas and my convictions. I wish, in scenarios, I had the perspective of age to better understand the processes, people, and politics that we all must face in executive roles. Perspective truly does help you. Loki was right – regardless of success or failure, “I consider experience, experience.”
What advice would you share with young professionals who want to work in the sports industry?
Do you love it? Do you absolutely love this business? If so, show it. Work to grow when you’re not at work. This is a lifestyle, not a job. That doesn’t mean you’re at work 24/7, but if it’s in you truly, your subconscious is passively storing observations, critiques, and ideas. And also, it is your right to be wrong. You’re allowed to be wrong. Everything will be alright, but have a POV and speak up. Not just to speak, but because you feel you’re supposed to be there (at the table). Because you ARE. When you walked through the door, your proving was over. Now thrive.
What is your favorite part about working with Zoomph?
Zoomph has been a necessary tool everywhere I’ve been. Whether to track sentiment for important projects that help drive decision-making, or to prove our sponsorship value that gives confidence to our partners – Zoomph has played a key role in our success. But it’s not just the toolset, it’s the people. The people that live, work, and play at Zoomph are all world-class and play multiple roles of support for organizations during every times of need.
Give a shout-out! Share a sports brand that deserves some extra recognition:
I’m a firm believer that we’re living in a creator-first industry. It’s not the future, it’s now. That said, I continue to be in awe of what the crew is doing over at Jomboy Media. Relevancy is everything in our world, and they’re crushing it by prioritizing that above all else. That philosophy is not only making them successful, it’s giving the game they love an unofficial brand extension that’s fun, relevant, and more in line with modern consumption habits.
What is your favorite/go-to TV show or movie?
Mad Men. Always Mad Men. Every episode is a poem, every line is a work of art. Watch it, study it, rewatch it again. It’s a masterclass on life, business, and our place in it all.
What is your favorite sports team and memory?
I can’t believe I’m saying this out loud and in public (Amir, don’t kill me), but I’m a born and raised Dallas Cowboys fan. My favorite memory is the infamous “cold shoulder” game in the 1994 playoffs, where Emmitt Smith, after separating his shoulder in the first half, carried the team on his back to secure home-field advantage throughout the playoffs (where they would eventually win the Super Bowl). That moment has always stayed with me – if you really want it, you can make it happen. No matter what.
