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Meet Zach Cohen.
Zach is the TikTok Coordinator at FanDuel, where he leads vertical video strategy across the brand’s primary accounts. In a role that blends content production, creator collaboration, platform strategy, and real-time sports storytelling, he oversees one of the fastest growing channels in sports media. Since joining in 2023, FanDuel’s main TikTok account has grown from roughly 400,000 followers to more than 700,000, generating tens of millions of views per month and becoming the company’s most followed social platform.
But Zach did not set out to become a short-form specialist - his path started with a simple goal: Get paid to talk about football.
Zach grew up in South Florida immersed in sports culture. Football was his first love, and even as a child he was fascinated by the uniforms, helmets, and branding details most fans never think about. It was here that goal began to take root, leading to Zach kicking off his sports journalism ambitions in high school. He became a play-by-play broadcaster for his school’s TV program, served as a sports anchor and producer, wrote for the newspaper, filmed games, edited highlights, and taught himself tools across the Adobe suite.
By the time he graduated, he had already accumulated years of hands-on reps across written, audio, and video formats, giving him a technical foundation most students do not build until much later.
After graduation, he enrolled at the University of Florida and entered the journalism program with that same goal still in mind. His high school experience prepared him for opportunities with ESPN Gainesville covering high school sports, producing written recaps, video highlights, and social content. He anchored sports updates, covered news events outside athletics, and called games across multiple sports. At the same time, he networked aggressively, maintaining a detailed spreadsheet of industry contacts and consistently reaching out to learn from professionals across broadcasting and media.
Zach’s Career Path
Through those conversations, he began to recognize the structure of the traditional broadcasting career. The path was clear, but it required relocation, patience, and years of incremental advancement in smaller markets. While he respected that path, he also realized he was drawn to something with more creative flexibility and ownership, so he pivoted to digital media.
That pivot accelerated when he joined The Draft Network as a marketing intern during college. Although the role was unpaid, it placed him inside a legitimate sports media operation where he worked alongside established draft analysts and content creators. He produced video segments, scheduled posts, edited content, and contributed fantasy football analysis. He later launched a podcast through the Bleav Network, handling production, editing, and distribution himself. By graduation, he had touched nearly every function of sports content creation.
This experience helped him land his first post-grad role with The 33rd Team as a Multimedia Coordinating Producer focused on fantasy and betting content. He produced shows, wrote weekly articles, collaborated with analysts, and operated behind the scenes on live programming. Professionally, he was building a strong foundation in sports media. Personally, however, he felt something was missing.
In 2021, Zach downloaded TikTok as a new medium to share his expertise. Initially skeptical of the platform, he began posting football commentary simply as an outlet, until he logged in one morning and noticed a video of him discussing potential NFL uniform changes had blown up - surpassing one million views. From his previous experience within sports content, he knew how important it was to capitalize on the momentum. So, he leaned in further, exploring the psychology, design, and branding behind NFL uniforms and logos.
It started out as fun commentary, but along the journey, it turned into a true authority.
What is a TikTok Coordinator in Sports?
A TikTok Coordinator is responsible for developing and executing a brand’s strategy on one of the fastest-moving platforms in media. While the title may sound narrow, the role sits at the intersection of content production, trend analysis, creator management, brand strategy, and real-time storytelling. On a day-to-day basis, the coordinator determines what gets posted, when it gets posted, and how it is framed for a vertical audience. That includes ideating content, reviewing scripts, collaborating with designers and editors, working with on-camera talent, coordinating approvals, and publishing in real time around major sports moments.
Beyond execution, the role is highly strategic. A TikTok Coordinator studies performance data, identifies which formats drive retention and engagement, and adjusts direction accordingly. They often serve as the internal expert on vertical video, advising broader marketing and social teams on best practices across TikTok, Instagram Reels, and YouTube Shorts. Success in the position requires adaptability, strong storytelling instincts, comfort on camera, and the ability to evolve as quickly as the platform itself.
By the time FanDuel began searching for a TikTok Coordinator in 2023, Zach had built roughly 30,000 followers on his personal account. More importantly, he had tangible proof of platform fluency. He understood vertical storytelling, audience retention, pacing, and on-camera presence. What he had been doing on the side, outside of work, turned into his biggest asset professionally.
When Zach joined the organization, FanDuel operated two TikTok accounts with a combined following of approximately 400,000. There was no established blueprint for vertical video strategy at scale. They gave him the keys to take their social presence to the next level.
He got to work, collaborating across internal social teams, designers, and contracted creators to build processes around ideation, scripting, approvals, publishing, and performance analysis. He plays a central role in shaping content strategy for tentpole moments such as NFL Sundays and the Super Bowl, ensuring that FanDuel’s vertical content is timely, relevant, and competitive within the broader sports media ecosystem.
Since his arrival, the results have been off the charts. The main FanDuel TikTok account has surpassed 700,000 followers, monthly views consistently reach into the tens of millions, and TikTok now represents the largest portion of the brand’s overall social performance. While Zach refuses to attribute the growth solely to himself, the timeline reflects the impact of having a dedicated strategist focused entirely on vertical video execution.
At the same time, his personal brand has continued to expand. Major outlets began citing his uniform reports. Fans recognized him at games. His personal experience continues to refine his instincts for storytelling and structure, while his professional content reinforces his credibility within the space. The two tracks remain distinct but mutually reinforcing.
While Zach never became a traditional broadcaster, I’d argue that his goal was still achieved. He gets paid to talk about football on his own platforms while helping shape how millions of fans consume the game through one of the most influential brands in sports media.
Sky’s the limit.
Q&A: Landing a job in Sports Content with Zach Cohen
Q. You started getting reps in high school, far earlier than most. What advice would you give to high school students who want to begin building real experience now?
A. Being in high school is an awesome cheat code because so many people in the industry will talk to high school students. Reach out to people who work for your favorite teams or organizations or work in an industry you wish to. Tell them you’re a high school student looking to learn more about a certain job or organization, and there’s a good chance that person would be happy to give you some advice. (Bonus points if you can turn it into a shadowing opportunity.) I was fortunate enough at my high school to have a nationally recognized television program where I could work hands-on for our weekly new show and sports broadcasts. If those opportunities exist at your high school, get involved early. If those opportunities don’t exist, find ways to create them. Maybe it’s just you and a phone, a mic and iMovie following your volleyball team around. The point is: Don’t wait until you’re ready, start now. And if you can be adaptable and if you “yearn to learn,” so many doors will open. Starting to build relationships and starting to gain experience so early is so valuable, and anyone can do it.
Q. Your personal social media presence played a meaningful role in landing your role at FanDuel. What advice would you give to someone who wants to start posting, build credibility, and ultimately turn their content into career leverage?
A. Honestly, it’s a similar strategy to what I would tell high school students above: network and just “make” the content. So I’ll focus more on the key to career leverage. Making content is something pretty much anyone can do… but outlining your value to another party in a step-by-step output is a whole other level that actually leads to real work. Anyone can say they have the views, and it’s certainly impressive to some. But for some executives or leaders, they may not exactly understand how 100,000 views can help their company. If you can answer the following questions, you’re well suited to pitch yourself to another party, such as partners, brands, organizations, influential people, etc.
What problem does that other party have?
Beyond what you’ve done (anyone can look at a resume or claim to be “hard-working”) what will you tangibly do to solve that problem?
What can the resulting data/output/revenue look like when that solution’s implemented?
Example: say you make content reacting to WNBA news, and you notice a sports content brand doesn’t focus much on WNBA. There’s your chance to explain how their female audience can grow with your expertise. Another example: say you’re a photoshop wizard making cool, viral edits on Instagram. You notice your favorite team only posts 2 graphics a game. There’s your chance to show how your work can increase their views. How do you get there? See answer no. 1: networking and experience.
Q. If you were hiring a junior employee to support your team, what skills and traits would matter most to you, and what would make someone stand out in the interview process?
A. Great question. There’s two answers that go together for this. The boring answer is simply whatever’s required. It’s pretty clear who actually knows the job requirements and the department’s objectives. Establishing that early on is important, but of course, anyone can read those. In my experience, proof of adaptability is the most important aspect of any new hire. In the world of sports, organizations are always evolving because our consumer demands are always evolving. If you can show that you’ve successfully adapted to changes in consumer demand, your prospective boss will feel a whole lot safer taking a chance on you.
For example, I work in TikTok. The overall strategies and underlying tactics I use today are not the same as I used a year ago. Why? Because TikTok keeps changing, as do all social media apps all the time. There’s a reason why vertical videos have become the single most consumed type of media across all social media platforms. I had to learn what those reasons were and how to adapt FanDuel and my content so viewers still cared about the content. My point here: never stop learning. Things change, proving you’ve been able to roll with the punches is so crucial. And ideally, hopefully, you actually enjoy it, too.
Key Takeaways
1. Be Adaptable
The sports industry moves fast. Platforms change. Roles evolve. The job you want today may not look the same in five years. The professionals who thrive are the ones who can pivot without panic and adjust their skill set to match where the industry is heading.
2. Play the Hits
When something works, lean into it. Growth does not come from constantly reinventing yourself. It comes from identifying what resonates, doubling down on it, and building authority through consistency.
3. Keep Learning
The moment you think you have it figured out, you fall behind. New tools, new formats, and new expectations emerge constantly. Stay curious, study the data, and treat improvement as part of the job description.
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Closing Thoughts
Thank you for reading this week’s edition of So You Want to Work in Sports. I appreciate you being part of this community.
If you have ideas, feedback, or future guest suggestions, feel free to reach out at [email protected].
If you want more hands-on support as you navigate the start of your career within sports, book a 1:1 session with me here. The sooner you start preparing, the more confident you will feel when opportunities come your way.
Win the week!
-Ethan
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