Los Angeles Marketing Strategist

Jalyn Folston

******@**********.*** • LinkedIn.com/in/JalynFolston/ • 828-***-****• Los Angeles, CA

PROFESSIONAL SUMMARY

Jalyn is a marketing strategist with seven years of experience driving over $15M in campaign budgets across music, sports, and entertainment verticals. He brings proven expertise in crafting integrated marketing strategies, managing top-tier talent partnerships, leveraging data-driven insights, and executing high-impact campaigns across digital and social platforms. With a strong track record in working with top-tier brands, major entertainment agencies, and emerging artists. He holds a master's degree from Georgetown University and has consistently held leadership roles that drive business growth, optimized performance, and navigate complex industry trends across multiple sectors demonstrating a profound insight into Gen-Z culture and trends.

EXPERIENCE

BAX-U – Director of Marketing Los Angeles, CA March 2025 - Present

● Developed and executed integrated marketing strategies across digital, social (Instagram, TikTok, YouTube), email, and e-commerce channels.

● Led growth initiatives through retail, wholesale, and distribution partnerships, driving revenue in the sports vertical—including PGA, university athletics, fitness training (EXOS), and pro teams.

● Leveraged data analysis tools (Excel dashboards, CRM systems) to forecast trends, uncover optimization opportunities, and improve UX and conversion rates.

● Managed key partnerships with distributors, retail partners, and influencer agencies—providing product education, resolving issues, and leading co-branded campaigns.

● Launched influencer-driven campaigns to integrate BAX-U into athlete and fitness communities, boosting brand visibility and fostering authentic engagement.

Marketing Strategist + Consultant – Freelance Los Angeles, CA September 2023 - Present

● Acquire new business by developing strategic proposals and submitting RFI’s, Directed a team in creating a successful customer acquisition process. Regularly submit sales reports for Inc. 5000 Company (CEG)

● Spearheaded a 4-page strategic vision to revitalize Snapchat, resulting in a 30% increase in creator engagement and boost in key KPI’s, leveraging Tableau for data-driven insights.

● Curated a list of influencers for a private screening for Warner Bros (Twister), managed guestlist.

● Delivered Creator dinner for Capital One at Art Basel, procured sponsor, and assisted with production and design

● Secured talent access to key industry events, gifting suites, award shows, interviews, and collaborations by liaising with media outlets and consumer and hospitality brands (Puma, Revolve, Hwood Group, among others)

William Morris Endeavor (WME) – Agent Trainee / Music Talent Crossover & Strategy Beverly Hills, CA April 2021 - March 2024

● Cultivated relationships with labels, publishers, and stakeholders to secure brand partnerships, song clearances and, tour sponsorships

● Managed a client roster across sports, music and fashion; drove growth by integrating talent into branded campaigns

● Led influencer discovery and onboarding, crafting strategies with cross-functional departments (Film, TV, Gaming, etc.,) to maximize visibility

● Executed 10+ projects with up to $15M budget across Gen Z verticals including licensing, branded content and PR activations

● Gathered consumer data, suggested break-glass ideas based on industry trends to target and engage Gen Z audience through new business opportunities for over 30 emerging music artist (Hip Hop & R&B roster), then drafted pitches for marketing campaigns and strategic partnerships

● Used CRM to track buyers, Pitched creative concepts to brand partners, tracked influencer budgets, managed contract and invoicing cycles

● Collaborated with legal on brand contracts and IP matters for talent campaigns.

● Facilitated talent gifts and brand PR packages for key events, product launches and award shows William Morris Endeavor (WME) – Assistant to Head of Brand Partnerships /Commercials Beverly Hills, CA September 2022 - Jan 2023

● Contributed to 28.65% of YoY revenue growth by sourcing and securing partnerships across Social, Digital, PR and Licensing channels

● Developed comprehensive APAC marketing plans driving substantial revenue increases

● Cultivated relationships with decision-makers at advertising agencies, brands, and PR firms

● Created insight reports and presentations for agencies, brands and internal stakeholders

● Managed administrative task, handled calendar management and client services for 80+ broadcasting clients

● Analyzed and redlined 20+ contracts; processed invoices, tracked payments and served as a liaison with ESPN, Netflix and Vox Media.

Octagon – Marketing Trainee (BMW) McClean, VA February 2021 - April 2021

● Coordinated on-site activations and programming for BMW luxury drive experience

● Supported activation and logistics of high-profile influencer events across the luxury auto space Winning Edge Leadership (Maria Taylor Nonprofit) – Strategic Partnerships (Social) Remote December 2020 - February 2021

● Researched and Consolidated 20+ corporate clients using Alteryx and Tableau for data visualization

● Developed DEI thought leadership initiative involving partners and influencers with social media integration Georgetown University Athletics – Sports Marketing Associate Washington, D.C July 2019 - July 2020

● Managed a marketing team, created digital content, and implemented promotional strategies that sold out 100%

● Increased social media engagement by 20% YoY across Instagram, Twitter, and Facebook

● Created original graphics and copy for Men's Football, Women's Field Hockey, and Basketball programs Washington Commanders (NFL) – Marketing Ambassador Ashburn, VA September 2020 - January 2021

● Executed fan engagement campaigns and support in-stadium activations with sponsor Anheuser-Busch InBev.

● Recommended solutions to improve customer experience and fan engagement initiatives NFL Shop – Retail Stand Manager at Super Bowl LIII Atlanta, GA February 2019- February 2020

● Directed team of associates, achieving $12,000+ in sales and 85% inventory sell-through

● Managed customer service for 200+ daily customers and maintained detailed inventory reports KEY SKILLS & EXPERTISE

● Talent Relations, Influencer Discovery & Campaign Execution

● Project Management, Talent Management, Strategic Partnerships

● Client Acquisition and Custom Proposals & Social Media Trends

● Contract Negotiations, & Invoice Coordination

● Legal Liaison for Influencer Agreements

● Entertainment, Sports, Music, Fashion, Hospitality and Brand Fluency

● Event Production, Creative Direction,

● Data Analysis, KPI Tracking, CRM Systems (Zoho, Sales Force, ActiveCampaign, Tableau, Airtable) EDUCATION

Georgetown University – M.S (Business Marketing Management ) Washington, D.C April 2019 - May 2021 East Carolina University – B.S (Communications) Greenville, NC August 2014 - May 2018

● Competed on Division 1 varsity Football team

● Served on executive boards for Omega Psi Phi, Student-Athlete Advisory Committee and member of American Marketing Association

CERTIFICATIONS

Partnership Marketing (Udemy) Issued 2021

Harvard Business Review Advisory Council Issued Aug 2024 Meta Analytics Foundation Issued Jan 2025

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