Experience Maker of the Year,

congratulations!

How does it feel?

Thank you, it's like, feel like honored.

Thanks to Adobe.

Really, it's a great team effort.

We did in the last four years, we did a

lot of failures, a lot of success.

But leadership, all the time

was there to support us.

You lead martech at the NFL

What does that entail?

Working with all 32

clubs plus league level,

each and every club have

their own martech stack.

32 clubs, some of the most

passionate fans of any sport,

of any league.

Four years back, like we can

say all 32 clubs plus league

were decentralized ecosystem, right?

They are operating as a local, they are

building their own space.

So what we are losing there, like,

one club did good,

is not going and

learning to the other club.

And what league is doing is not getting

passed to the club as well.

And which is ending up like over

communication with the fans.

You ended up maybe five clubs

and you are receiving five communications

from each and every club every day.

We selected Adobe as an optimizer

and an orchestration layer

and orchestrate that at the

league level with all 32 clubs.

We integrated with their

ecosystem, bring it into the league.

We want the fans to get the right

experience at the right

time, with the right context.

We put the fan in the center and not

doing that as an

audience batch and blast.

We are targeting

individual fans with the right message.

We reduced the 30% of over communication

to the fans by going with this approach.

We need a lot of

personalization, a lot of content as well.

A lot of local content in

the different languages.

So we start building a GenAI system

privately within our NFL world,

working with Adobe on the,

Firefly and other products.

And we start developing our own models,

own agents, along with Adobe

to give that domestic and

the localized content to them.

We need a million of

variations of the content

Each and every social media have their

own type of content, what they needed.

With the agentic AI, what we are doing,

we are generating the

content at scale.

One click, it will generate a million of

variations of that image

It will go to the AJO for the activation.

It will go to the social media for the

activation directly.

I mean, that's scale right there.

It sounds like to me it's using agentic

to meet that personalized content,

per fan.

We have all Adobe products.

We have the AEP,

Adobe Journey Manager,

Adobe Journey Optimizer, AJO.

We are using the CJA

Customer Journey Analytics.

We are using the Adobe

Analytics for the tracking.

We are using the Mix Modeler for the

attribution at the end

because we want to do the right

attribution to each and every channel.

Then Creative Cloud side.

We are using the Firefly,

Frame.io and Adobe Express.

Like the Workfront for

managing this entire process.

when we are working with so many

products, so many platforms,

we need a very good processing time.

We are having Workfront also run this

entire process together.

We are seeing the success from the club

adoption as more of clubs are coming

and they want to adopt these platforms.

Say like what we feel when we do something

great during the events,

like either in the fan experience, during

the Super Bowl or in the draft,

we are activating some

use case for the fans.

That's where we start feeling, OK, now we

are doing something great.

We make it a very

smooth process for the fans.

Like just go and create a

NFL ID and you are registered, right?

125% hike in the draft

registration at the time, yeah.

And you're collecting a ton of data, too.

Yes.

With that - those interactions.

I think we're talking about

almost 340 million profiles

at audience in AEP to target.

That's the audience we are managing.

There's a lot of unknown fans.

There's a lot of known fans as well.

But we are targeting them

across each and every channel.

We activate all the channels in the

platform for the

340 million audience.

So fans, yeah.

That audience is only

getting bigger as you expand.

I know the NFL is based in the US, but

it's a global audience

of fans, I don't think a

lot of people realize that.

We are expanding to international,

Recently, we launched

several hub for marketing platform

for the international market.

Dutch have their own martech instance.

Australia have their own martech instance.

and Brazil, their own,

Spain, they have their own instance.

So with the help of this technology, we

are creating multiple instances

in each and every region.

So the fans can get a

localized experience versus

oh, we are getting

targeted from US market.

So yeah.

This is the dream.

This is the vision, right?

Treating every audience, every person

like an audience of one,

no matter where they are, across whatever

club they cheer for.

You can say like, expand, AI driven,

agentic AI in each and every places.

So we have AEP, AJO and everywhere.

Like agentic AIs are available.

We want to activate that and more.

Thank you so much for sitting down

with me and congratulations again

on your win here

So exciting

and so well deserved.