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H. HEATH FOSTER

hheathfoster@gmail.com | LinkedIn | Atlanta, GA

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Education

Elon University (August 2020 – May 2024)

  • BA in Media Analytics | Minors in Marketing, Classical Studies

  • 3.98 / 4.0 GPA, Communications Fellow, Presidential Scholar

  • Excel, R, Tableau, Brandwatch, SEM Rush, Hootsuite, Photoshop, Lightroom, Google Analytics, Research

  • Member of Phi Kappa Phi, Club Lacrosse, Photojournalist Assoc, The Classics Club, Student Government Assoc

University of Otago (January 2023– July 2023)

  • 4.0 GPA, Extended study abroad in Dunedin, New Zealand

  • Study emphasis on adventure sports tourism and sports marketing

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Work Experience

Alamance Arts - Communications and Marketing Intern (February 2024 - May 2024)

  • Built comprehensive reports in Google Data Studio and created email marketing campaigns using Constant Contact to consistently pull open rates over 50%, clicks over 6%, and unsubscribes under 1%.

  • Developed keyword strategy through SEM Rush to boost SEO along with backlink and tagline improvements to boost website visits 15% over the first month.

  • Researched and booked future exhibitions (including insurance, shipping, securiity, etc.) valued at over $25,000 and created marketing materials to be dispersed leading up to their openings.

Elon Center for Writing Excellence – Writing Center Consultant (August 2022 - May 2024)

  • Provided comprehensive editorial guidance and project support as a consultant on >500 appointments, collaborating with diverse individuals from local and university communities to refine and enhance writing and multimedia works.

  • Held a 95% satisfaction rating from my clients.

Elon University Moseley Front Desk Attendant (August 2022 - May 2024)

  • Processed and scheduled over 5,000 events from across all campus initiatives, clubs, and organizations.

  • Facilitated the process for checking out university-provided vehicles while earning my van certification.

  • Managed kiosk and inventory of office keys, van keys, and games within the student center.

Elon 1010 Peer Educator (August 2023 - December 2023)

  • Planned and taught a weekly course to introduce 17 freshmen to the available facilities at Elon University such as major selection, study abroad, interaction in the community, etc.

  • Supported, analyzed, and edited individual graduation plans for each student and acted as a mentor for all.

Live Oak Communications – Media Analytics Executive (September 2022 - December 2023)

  • Developed innovative communications strategies and tactics using Meta Business Suite and Google Data Studio with local businesses, nonprofits, and organizations.

  • Built and analyzed bi-weekly media reports, SEO practices, and newsletters to grow social engagement by 50%, website visits by 35%, and maintain email open rates over 45% with 5%+ clicks.

Elon University – Athletics Marketing and Photography Intern (August 2022 - January 2023)

  • Shot, edited, metadata tagged / archived, and assisted with dozens of promotional photography shoots for various DI and club teams.

  • Assisted in branding, management, and marketing deals for individual players and the university to boost engagement by 25% across social platforms and ticket sales totaling $50,000.

Class of 2024 Student Government Senator (August 2022 - January 2023)

  • Appointed as one of five senators to represent my class of 1,600 students from 41 states and 23 countries.

  • Analyzed and provided actionable insights to boost social media engagement goals.

  • Appointed as member of both communications team and student outreach committee to better engage with campus organizations and students.

The Edge Magazine – Lead Photographer (October 2021 - May 2023)

  • Directed over 20 photo shoots for a prominent fashion and lifestyle magazine, overseeing editing and crew coordination.

  • Displayed high proficiency in the Adobe Suite (Photoshop, Lightroom, Illustrator) and on set.

Diablo Tools – Data Analyst and Marketing Intern (Summer 2022)

  • Formatted data for yearly trade publications using Excel and R for a more efficient record-keeping system.

  • Tracked campaign goal statistics in HubSpot and SEM Rush to inform the sales team and executives of trends.

  • Selected and edited photos in Adobe Suite for new marketing campaigns, banner ads, etc.

Cherokee Country Club – Tennis Shop Sales Associate (Summers 2020, 2021)

  • Managed inventory of $300,000 while actively participating in tennis-related sales equating to $10,000 in revenue.

  • Organized scheduling of over 1,500 member events and team practices across 18 courts.

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Research/Projects

Atlanta Braves: 2024 Team and Individual Performance Report through April

2023 Colorado Forest Report

Beyond the Finish Line

  • Statistical study to examine the connections between qualification times, driver points, and constructor points in Formula 1 and their effects on global viewership.

  • Manually collected data from the 82 Grands Prix between the 2019 and 2022 seasons and used Excel and R to perform a correlation analysis to determine the strength of the relationship between any of the three independent variables and season-long average viewership. Clear implications are presented for teams, broadcasters, and marketers.

  • Selected as one of six undergraduate works to be published in The Elon Journal.

  • Presented at the Broadcast Education Association convention.

NFL Evaluations: Analyzing Various WR and RB Rankings

  • Project analyzing the differences in fan perception between the top 15 NFL wide receivers and running backs based on true on-field value and fantasy football value.

  • Incorporated data analysis, advanced NFL metrics, and facilitate multiple focus groups.

  • Selected to present at the National Conference for Undergraduate Research, Elon SURF Day and Life@Elon.

Perception vs. Reality

  • Research presentation that analyzed the differences between NFL scout/GM, fantasy football expert, and college-aged fan perceptions of the top NFL wide receivers and running backs. 

  • Manually collected and cleaned data in Excel and R from all WRs with 10+ routes run per game and RBs with 5+ carries per game in the 2023 season. Metrics were organized by group type and assigned a weight based on my perception of their importance to the group before each player was ranked by group criteria. Explanations for differences in perception of value and implications are provided.

  • Presented at the National Conference for Undergraduate Research and Elon SURF in spring 2024.

Parks Project Marketing Pitch

  • Used SEM Rush, Brandwatch, AI, and Photoshop to build a complete marketing pitch of target segmentation and stages, offers for segments, email drip campaigns, mechanics of landing pages, promotion via SEO to email and Instagram to email, and forward and backward metrics.

Social Media Analysis and Recommendations

  • Used R, Gephi, and Twitter APIs to build a complete deck consisting of owned media analysis, earned media analysis, modularity class visualizations, and recommendations to boost engagement and build community.

Cross-Racial Solidarity on Twitter

  • Co-author of a Social Semantic Network Analysis of Influencers’ Discourse with the Co-hashtags #BLM & #SAH.

  • Collected a total of 68,964 Tweets as the sample and cleaned the data using Excel, R, and Gephi to visualize the saliency of the discussion over time by influencer type.

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Publications

Beyond the Finish Line: An Analysis of Formula 1 Qualifying and Points Systems on Worldwide Audience Engagement

The Elon Journal

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Formula 1 dominates the hierarchy of professional racing as the pinnacle of speed, driver talent, and engineering. The multi-billion-dollar industry, with hundreds of millions of unique viewers, is partially dependent on the public’s perception of competitiveness during the racing season. This study analyzes 82 Formula 1 Grands Prix from 2019 through 2022 to determine how outcome uncertainty, as defined by race-specific qualifying times and final driver and constructor point totals, impact global Formula 1 viewership. Through an analysis of constructor’s point data, correlations emerge indicating that as the point differentials between teams increase, viewership counterintuitively rises. Fans also do not typically exhibit a significant preference for more competitive qualifying sessions or overall seasons. Additionally, findings suggest that in the short to medium term, a decline in outcome uncertainty—assessed by the mentioned variables—has minimal impact on viewership. This study provides valuable implications for Formula 1 stakeholders aiming to optimize global audience engagement and sustain interest in the sport over time.

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Sports gambling: Insights from college students on a still-emerging landscape

Sports Business Journal

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We’re coming up on six years since the monumental Supreme Court decision that paved the way for widespread legalized sports gambling in the United States. Yet despite billions of dollars of investment, there’s still so much we don’t know about the major players and participants across this emerging landscape.

 

In an attempt to fill in some of those gaps, a team at Elon University’s Sports Media Lab spent the last five months talking to college students about sports gambling. And with the NFL calendar wrapped up, signifying the end of peak gambling season, the team is ready to share some of what we learned.

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Included are four insights that emerged from a mixture of discussions, surveys, interviews, and focus groups with more than a hundred college students ages 18 to 22.

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Elon Sports Media Lab Student Spotlight: Heath Foster

Elon University

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Media analytics major Heath Foster '24 used his senior year to translate his passion for sports analytics into multiple undergraduate research projects, several presentations, and some good news for San Francisco 49ers wide receiver

Brandon Aiyuk.

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