I have never needed to come from an industry to lead its marketing effectively.
Six industries. Zero inherited expertise. One repeatable pattern: learn the customer deeply, build the system around what they actually need, and execute until the industry hands you its own awards.
Every entry starts with what I didn't know.
The credential is never the category. The credential is what happens next — the same sequence, repeated across six industries in fifteen years. Read the first line of each entry, then read the last one.
"I didn't drink."
Joined Southern Glazer's managing a $30M+ Bacardi, Heaven Hill & Patron portfolio. Learned the category like my livelihood depended on it — because it did. Built the Academy of Spirits & Fine Service, then the national onboarding program deployed across 48 states.
National educator · Golden Bar Winner · Diageo World Class Regional Judge · Trade Development Director of the Year nominee
"The club didn't exist yet."
Founded the Brickyard Battalion — a 501(c)3 supporters group organized around a team that had not played a single game. Built the identity, the rituals, and the march before there was anything to march to. Spoke at the Indiana Statehouse for the stadium.
Founding President, 2013–2017 · The fan culture Indy Eleven launched with · Covered by The Guardian & the Indy Star
"Marketing wasn't working. They called a fan."
Joined Indy Eleven as VP of Marketing & Strategy after the club had played several seasons — to rebuild it. Data strategy, marketing in direct support of sales, a youth pipeline for long-term growth, and the XI Century Club: the first fully integrated fan loyalty app in world football.
25%+ engagement & attendance growth · Highest-grossing season in club history, through a pandemic · USL Marketing Executive of the Year 2021 · Communications Team of the Year 2020
"I'm not an engineer."
Joined Pumpjack Dataworks to make a sophisticated data platform legible to the world's most demanding sports organizations. Built data strategy and governance frameworks, onboarding programs, and use-case portfolios that translated audience data into commercial decisions.
Trusted data strategy partner for Real Madrid, The Masters, Inter Miami CF, FC Dallas & Major League Rugby
"Three brands. No playbook."
Rebuilt West Fork Whiskey's go-to-market from the ground up — brand architecture for three properties, first-party data strategy, lifecycle marketing, and the Whsky Clb membership community.
CPC down 44.73% · Organic traffic up 40% · 12,000+ member community built · Top-5 rankings on the keywords that matter
"Four clubs. Three stadiums. One me."
Via Relevent Sports, built the marketing analytics ecosystem for the Premier League Summer Series — four Premier League clubs, three stadium partners, and Ticketmaster, simultaneously. Then consulted on customer experience for The Snow League as action sports built its next platform.
The Premier League's U.S. marketing intelligence, built and delivered · Repeat pattern, global scale
The systems that turn audiences into fans, and fans into revenue.
Fan & Consumer Growth Systems
Acquisition, conversion, and retention infrastructure — built on behavior, not demographics. Viewers are not fans; I build the machinery that closes the gap.
Loyalty & Membership Platforms
Belonging over points. The XI Century Club and the Whsky Clb were identities people joined, not programs they enrolled in.
First-Party Data & CRM Strategy
Salesforce, HubSpot, GHL, GA4, Looker Studio — unified fan profiles, behavioral segmentation, and lifecycle journeys that connect data to dollars.
Go-To-Market Rebuilds
Brand architecture, channel strategy, and measurement frameworks for organizations that need a working engine, not a deck.
Partnership & Sponsorship Strategy
Audience intelligence that makes a property worth partnering with — then propositions built on the partner's business, not a rate card.
Live Event & Brand Experience
From SWIRL's 4,000-attendee showcase to Premier League match days: experiences designed for what people remember, measured by what they do next.
The stories behind the pattern.
The Rivalry That Wasn't… Until It Was
How an attention strategy helped turn a manufactured matchup into a rivalry people understood and wanted to join.
Career StoriesHow We Built a Soccer Fan Base Before the Team Existed
The Brickyard Battalion playbook: identity first, product second — and why the fandom has to precede the launch.
Point of ViewFrom Fan Data to Commercial Decisions
How data discovery, governance, segmentation, and behavioral use cases turn disconnected systems into decisions.
Joshua Mason, in plain terms.
- Who is Joshua Mason?
- Joshua Mason is an award-winning marketing executive in Carmel, Indiana, specializing in fan growth, CRM and lifecycle marketing, loyalty programs, and go-to-market strategy across sports, beverage, SaaS, and experiential industries.
- What is he known for?
- Winning USL Marketing Executive of the Year (2021), launching the XI Century Club — the first fully integrated fan loyalty app in world football — and founding the Brickyard Battalion before Indy Eleven played its first game.
- Who has he worked with?
- Indy Eleven, the Premier League Summer Series (via Relevent Sports), Real Madrid, The Masters, Inter Miami CF, FC Dallas, Southern Glazer's, Diageo, Starbucks, West Fork Whiskey, and The Snow League.
- What is he looking for?
- Senior marketing leadership roles — Director or VP of fan growth, consumer revenue, CRM, or brand — in sports, entertainment, beverage, and adjacent industries. Open to remote, hybrid, and travel-heavy roles nationally.
Your industry is next. Let's talk about it.
I'm exploring senior marketing leadership roles — Director and VP of fan growth, consumer revenue, CRM and lifecycle, or brand — across sports, entertainment, beverage, and the industries adjacent to them. Based in Carmel, Indiana. Open to remote, hybrid, and travel-heavy roles nationally.
Meet Josh Mason
Let’s show you exactly who you are looking to bring to your organization. Some links are password protected. Contact Josh for the password.
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This is Josh at Work. His careers, his projects, & his accomplishments.
My Consultancies:
Just a few companies I have consulted with:
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This is Josh at Home. His inspiration, his vision, & his passions.
