ESPN – Transforming Streaming & Ad Monetization (2015-2017)My Project

Managed the transition from Adobe Flash to HTML5, optimized ad monetization strategies, and improved video engagement through A/B testing. Additionally, I trained a NOC team to code and introduced them to product discovery, enabling them to develop their own suite of tooling. I also facilitated the QA team's automation strategy, providing training on scalable automation frameworks and growth strategies.

Project Overview:
ESPN was migrating from Adobe Flash to HTML5, a critical transition that required seamless execution to avoid disruptions in ad revenue and viewer experience. Simultaneously, internal teams needed better automation, tooling, and technical capabilities to support product development and testing at scale.

My Role & Approach:
Led the HTML5 transition strategy, ensuring compatibility across multiple platforms, including vendor analysis and selection to support the transition.
Convinced leadership to implement A/B testing for the first time, demonstrating its value in optimizing ad insertion success rates and playback experience.
Evaluated Google Ad Manager as an ad tech partner, influencing Disney’s adoption decision.
Trained the NOC team on coding and product discovery, enabling them to create an internal tooling suite.
Developed and facilitated the QA automation strategy, training teams on scalable automation frameworks and growth methodologies.

Key Outcomes:
Increased video player engagement by 25% per year.
Ensured ESPN was first to market with a live streaming HTML5 video player, setting a new industry standard.
Optimized video player UX to be the best in media, ensuring seamless user experience.
Future-proofed solutions to remain competitive as ML and automation reshaped the industry, leading to a 60% improvement in ad insertion success rates through A/B testing.
Ensured ESPN’s streaming infrastructure was future-proof and scalable.
Empowered NOC teams to develop self-sufficient tooling, enhancing operational efficiency.
Established a robust automation framework for QA teams, improving testing coverage and speed.