For moving sports onto fans’ phones (and showing that TikToks aren’t just for dance moves)
Jenna McNaney joined TikTok as the sports and gaming content partnerships lead in February 2020—just two weeks before the company’s Los Angeles office went remote due to COVID.
“It was a wild time to start,” she says. “We had our strategy already built out and locked in for 2020, and then, obviously, everything pivoted with the lack of live sports. It was a challenging time, but it was honestly really fun and lots of growth happened.”
McNaney came on board to help sports and gaming brands establish and build a presence on the ridiculously addictive video-sharing social media platform. And despite pandemic hurdles, she managed to nearly double the number of those brands on the platform (to reach more than 450) and helped grow others exponentially.
It certainly helps that McNaney knows sports. She grew up playing soccer and volleyball—and believes those early exercises in camaraderie and leadership were foundational.
“The experience you get as a child playing sports is just super invaluable in terms of discipline and character building,” she says. “I feel like it taught me so much.”
As an adult, McNaney found ways to weave her love of athletics into her career, first as a media strategist at the U.S. National Football League (NFL) and now at TikTok.