TAMPA BAY, USA // From her start in advertising, to the world of esports to her current role with Vinik Sports Group and the 2020 Stanley Cup Champion Tampa Bay Lightning, Eryn McVerry has always found a way to infuse her passion for sports into everything she does. As senior vice president of content and brand strategy, Eryn leads marking and creative, content creation and production, digital and social, branded entertainment, and broadcasting.
Despite having started under difficult circumstances with the world in the grip of COVID-19, under Eryn’s guidance the Lightning’s creative efforts have continued to create value for partners and fans alike, and positively impacted the bottom line. Following the NHL’s return to play, the Lightning had a piece of fan-signed glass installed in the rink at the NHL “bubble” in Toronto. She led a first-of-its-kind holiday retail campaign to drive sales following the team’s Championship and has helped elevate programming across all Lightning channels.
Prior to joining VSG and the Lightning, Eryn led creative efforts for a private equity firm in esports, heading the development of the brand, content programming, and relationships with distribution partners.
While in advertising, Eryn led the first digital and mobile Olympics campaign for Canada’s largest sporting goods retailer, Sport Chek, at TBWA\Chiat\Day. She spearheaded Verizon’s sports and entertainment team at mcgarrybowen, connecting the brand's communication and sponsorship strategies while leveraging partnerships across the NFL, IndyCar, and entertainment initiatives. At Ogilvy, she was instrumental in the agency’s win as NASCAR’s creative agency of record, where she led the launch of the largest brand campaign in the sports’ history. She’s worked on global campaigns surrounding the 2014 FIFA World Cup for clients such as Budweiser and Gillette. Other Fortune 500 clients have included Amstel Light, IBM, Hot Wheels, and the U.S. Army.
Eryn earned her B.A. in Sports Management and Communications at the University of Michigan. And, although she went 60 miles north to earn her M.A. in Advertising from Michigan State University, her loyalty will always lie with the Maize & Blue.