Personal Brand Exploration
Michelle Hernandez
Project & Portfolio I: Week 3
April 21, 2019

Living in California for her whole life, Michelle
Hernandez grew up as the middle child of her family.
She went to Le Cordon Bleu with dreams of being a
baker. When she came home she took a retail job
and has been in the retail industry for almost 9
years. She was introduced to PC gaming on a
professional level and has attended many lan
events. She realized her love for the community that
Esports brings together was tremendous and is now
enrolled in the Sports Media & Marketing program at
Full Sail University with hopes of becoming a
Marketing /Community Event Manager in the
Esports Industry.
Identity

Profession
Potential Job Titles:
• Marketing/Event Coordinator
• Social Media Coordinator
• Brand Manager
Lover Archetype - creating and
marketing events for passionate
fans around the world to embrace
what they love. Combining a
passion for Esport and bringing fans
together to experience professional
gaming.
Marketing Manager for an Esports Organization

• DEMOGRAPHICS: 70% Male, 25-
45 years old, All ethnicities, 61%
live in the US, 5% of all employees
are in the Marketing department,
out of 284 in Marketing, 120
Studied.
• PSYCHOGRAPHICS: Enjoy playing
video games. Love to attend
Esports community events. Fans of
Blizzard games.
• IDEAL AUDIENCE MEMBERS:
Olga Fiadotava, Brand Manager
(Overwatch), Matilde Controrzi,
Marketing Manager (Blizzard),
Jessica Himmler, Senior Recruiter
(Blizzard)
Recruiters & Hiring Managers for Blizzard Entertainment
Target Audience

GOALS
Short Term: (Immediately After Graduation, 2020)
• Land a Marketing internship within an Esports Org.
‣ Connect with, and network with 30 Esports
professionals on LinkedIn by December 31,
2019.
Mid Term: (2025)
• Land a Marketing position with Blizzard
Entertainment.
‣ Reach out and Network with Blizzard
Entertainment recruiters by December 31,
2025.
Long Term: (2040)
• Establish a Event/ Marketing Company
‣ Help Esports Organizations create a
predominant presence on a frequent basis,
and secure 3 business partnerships by
December 31, 2040.

Skills Analysis
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Keynote 65%
Word 65%
Time Management 80%
Public Speaking 70%
SOFTHARD
Power Point 70%
Excel 65%
Developing Marketing Plans
20%
Written and Oral Business Communication 25%
SOFTHARD

I help Esports organizations increase event
awareness by marketing community Esport
events to the public and passionate fans in a
creative and interactive way .
Promise

Credentials
Work Experience:
• 9 Years of Retail Visual Merchandising
and Management
Education:
• Baking & Pastry, Le Cordon Bleu, 2009
• Sports Marketing & Media, A.S., Full Sail University (Exp. 2020)
Awards:
• District Visual Merchandising Trainer
• Graduated with Honors in Baking &
Pastry at Le Cordon Bleu

Competition
Stefan Komlos
Industry Experience:
• ~3 years as an Esports Community
Manager
Education:
• Full Sail University, Entertainment Business
• The University of Glasgow, Geo Politics
Noteworthy Experience:
• Received 6 Recommendations
• 21 course accomplishments, 4 languages
Skills and Proficiencies:
• Social Media - 99 endorsements
• Social Media Marketing - 94 endorsements
• Advertising - 89 endorsements
Michelle Hernandez
Overall Online Presence:
• 500+ connections, banner image is customized,
polished headshot, detailed profile summaries, six
recommendations, content on page, URL customized,
premium membership
Industry Experience:
• No work experience in desired field, still
a current student.
Education:
• Current student enrolled in Sports Marketing & Media,
A.S. at Full Sail University
Leadership Experience:
• 9 years in Retail Management
Skills and Proficiencies:
• Visual Merchandising - 26 endorsements
• Retail- 25 endorsements
• Management - 21 endorsements
Overall Online Presence:
• 500+ connections, professional headshot, detailed
summaries throughout profile, URL customized
• 70 views

Competition
Matilde Controzorzi
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Alma Mater Studiorum-Universita di Bologna, Internet
Science, IT, Economics
• IULM University, Executive Master in Digital
Entertainment Media and Design
Leadership Experience:
• Project Management
• Community Management
Skills and Proficiencies:
• Video Games - 17 endorsements
• Online Gaming - 17endorsements
• Public Relations - 7 endorsements
Fullie Salen
Overall Online Presence:
• 393 connections, customized URL, does not have a
professional headshot, given one testimonial. She has
many Licenses & Certifications
• Grade: can not see grade of views
Industry Experience:
• No work experience in desired field, still
a current student.
Education:
• Current student enrolled in Sports Marketing & Media,
A.S. at Full Sail University
Leadership Experience:
• 9 years in Retail Management
Skills and Proficiencies:
• Visual Merchandising - 26 endorsements
• Retail- 25 endorsements
• Management - 21 endorsements
Overall Online Presence:
• 500+ connections, professional headshot, detailed
summaries throughout profile, URL customized
• 70 views

Brand Position
Empowering passionate fans and Esports
professionals to come together one event at a
time through creative marketing.
MICHELLE HERNANDEZ

Networking & Marketing
Industry Events & Organizations
• Blizzcon 2019
• E3 2019
‣ June 11-13, 2019| Los Angeles Convention Center
• PAX AUS
‣ Oct 11 - Oct 13, 2019 | Melbourne, Vic
Digital Marketing
• Primary Content: Weekly Video content to discuss a week in
Esports on YouTube.
• Primary Tools: Snapchat, Twitter and Instagram - to promote
my Esports YouTube Channel
• Website: Full Sail digital portfolio site to showcase school
work; use blog to help promote my video content.

Professional Development
Mentor
• Seeking an Esports professional in a Marketing or
Event/Community position. Must have a love for games
and community, around the age of 25-35.
Formal Education
• Complete Sports Marketing & Media, A.S. by expected
graduation date in 2020
Technical Skills
• Set up YouTube Channel
• Hootsuite Platform Training
• WordPress Essential Training - Lynda.com, May 2019
Soft Skills
• Marketing Tools: Digital Marketing - Lynda.com, Sept.
2019
• Influencer Marketing Foundations- Lynda.com, Oct.
2019
• Creating a Business Plan- lynda.com, Oct. 2019
• Preparing for Succesful Communication - Lynda.com,
Nov. 2019

Michelle Hernandez
You know how the Esports world is still so young and waiting for their time
to shine? Well I make creative, passionate, and relatable content to market
Esports events around the world, I used platforms like Twitch, Instagram,
Snapchat, and even YouTube. This helps bring awareness to the industry
and what everyone is missing out on. Since I started using this creative way
to market I’ve gained almost 10% more in my following base and created
that much more awareness to the Esports Industry.

References
Blizzard Entertainment. (2019). Blizzard Entertainment
LinkedIn Profile. Retrieved April 19, 2019, from
https://www.linkedin.com/company/blizzard-
entertainment/people/
Blizzard Entertainment. (2019). Blizzard Entertainment
Linkedin Profile. Retrieved from
https://www.linkedin.com/jobs/view/1208494930/
Controzorzi, Matilde. Linkedin Profile. Retrieved from
https://www.linkedin.com/in/matildecontrozorzi/
E3EXPO. (2019). Retrieved from https://www.e3expo.com/
Fiadotava, Olga. Linkedin Profile. Retrieved from
https://www.linkedin.com/in/olgafiadotava/
Himmler,Jessica. Linkedin Profile. Retrieved from
https://www.linkedin.com/in/jessica-himmler-45857896/
Kalkbrenner, T. (2019). Tracie Kalkbrenner LinkedIn Profile.
Retrieved April 14, 2019, from
https://www.linkedin.com/in/tracie-kalkbrenner-5113503/
Komlos, Stefan. (2019) Linkedin Profile. Retrieved from:
https://www.linkedin.com/in/stefankomlos/
lynda.com. (2019). Retrieved from
https://www.lynda.com/search?q=business+plan&f=meta_topic
_facet%3aCommunication
ONETOnLine.org. (2019). Summary Report for: 11-2021.00 -
Se Marketing Managers. Retrieved April 19, 2019,
fromhttps://www.onetonline.org/link/summary/11-2021.00
Putnam, Kaye. The Lover Archetype. Retrieved from
https://www.kayeputnam.com/brandality-archetype-lover/