Shayna Hayes Kowaleski
Head of Content, Entertainment & Initiatives @National Football League (NFL)
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WORK HISTORY
Head of Content, Entertainment & Initiatives @National Football League (NFL)
Los Angeles, CA, US
Led end-to-end creative strategy and production for culturally resonant campaigns featuring Kendrick Lamar and Timothée Chalamet, generating 13B+ impressions and coverage in 400+ independent media outlets• Directed 8 members of the creative team through concept development, multi-platform execution, and strategic planning tied to marquee NFL events, including Super Bowl, Draft, Pro Bowl, and International games• Oversaw $3M+ in annual budgets across high-visibility initiatives, ensuring creative output delivered measurable brand impact• Developed campaigns in partnership with A-list talent and celebrities including Rihanna, Bad Bunny, Usher, and Snoop Dogg• Designed and managed a content calendar and national media campaigns aligned with long-term brand and growth initiatives, reaching audiences across digital, broadcast, and social media platforms• Led press releases, kits, and announcements to promote NFL tentpole events, diversity initiatives, and CRS campaigns; received Anthem Award Gold (2023) – OutEAST• Expanded revenue streams and secured new funding opportunities for NFL content across the broader media landscape, including FAST platforms and subscription-based streaming services• Evaluated scripted and unscripted content for development and production consideration through the SkyDance joint venture, influencing long-range storytelling and media investment strategies• Partnered with internal teams across Business Affairs, Legal, Finance, and PR to ensure creative direction aligned with goals• Interpreted performance data and industry trends to refine content strategy, supporting ongoing audience growth
EDUCATION
American University
Bachelor of Arts - BA, Journalism
SKILLS
ABOUT SHAYNA HAYES KOWALESKI
I use storytelling to connect audiences with culture—through campaigns, content, and partnerships that travel far beyond the screen.Over the years, I’ve led award-winning projects across sports, news, and entertainment, shaping narratives that feature global icons, drive billions of impressions, and elevate diverse voices. From producing Emmy- and Peabody-winning documentaries to leading high-profile NFL campaigns with A-list talent, I specialize in turning creative ideas into measurable cultural and business impact.What drives me is the blend of creativity and strategy: guiding teams from concept to execution, aligning talent and brands with purpose, and building campaigns that spark conversation. Whether it’s live events, scripted or unscripted development, or cultural marketing, my focus is on content that resonates and partnerships that last.🟦 Creative Strategy & Campaign Development🟦 Talent-Led Content & Entertainment Marketing🟦 Brand Storytelling & Multi-Platform Distribution🟦 Cultural & Social Impact Programming🟦 Sponsorship Activation & Partnerships🟦 Live Event & Sports Production🟦 Scripted & Unscripted Development🟦 Cross-Functional Team Leadership🟦 DEI-Driven Storytelling🟦 Audience Engagement & Growth
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