Learn to think and act like a seasoned leader in the entertainment business

A recognized influencer and thought-leader in emerging technology, media trends, blockchain and NFTs, and more, Beverly Macy draws on her experience as author, educator and industry expert on the evolution of social and digital media to help organizations, brands, and individuals build effective digital business strategies to succeed in today’s globally connected business climate.

She is the co-author of The Power of Real-Time Social Media Marketing, a critical best-selling business book for understanding digital and social media to strengthen or redefine a brand, listen to what customers think, need, and want, and effectively measure efforts.  This ground-breaking book has been used in over 20 universities and is on the shelves of many corporate libraries.

Beverly is an Instructor at UCLA Extension and a Lecturer at MEMES Center for UCLA Anderson School of Management, as well as Kelley School of Business, UI.  She was awarded the prestigious Distinguished Instructor Award in 2010. She is one of the most highly rated instructors at UCLA Extension and is a respected and highly-sought after professional speaker on real-time digital media strategy, blockchain and analytics, and marketing and branding.

She has worked with Fortune 500 companies such as Lamborghini, Aston Martin, IBM, Toyota, The Walt Disney Company, Xerox Corporation, United Healthcare, Qualcomm, Boeing, Weber Shandwick, and more.  She spent over a decade at Xerox Corporation as an executive, where she received top honors for sales and marketing efforts.

Jae Goodman is CEO of Observatory Marketing (Formerly CAA Marketing), jointly backed by Stagwell Media and Creative Artists Agency (CAA). Observatory provides corporate clients with strategic and creative solutions that leverage the power of popular culture to build brands and drive business results. Observatory clients include Activision Blizzard, Anheuser-Busch/InBev, Bonobos, Chipotle, Coca-Cola, Diageo, Esprit, GE, ModCloth and VCA. Past projects include work for Burberry, Dell, Dolby, GAP, LVMH, Microsoft, Neiman Marcus, Old Navy, QVC, (RED), Revlon, Umpqua Bank, Virgin and many more.

Under Goodman’s leadership, CAA Marketing grew exponentially and expanded internationally, including global initiatives for Budweiser, Coca Cola and Canada Goose, and regional initiatives in China and South America for AB/InBev, all of which resulted in significant sales gains for their respective brands.

CAA Marketing (now Observatory) has earned four Cannes Lions Grand Prix in four different categories (Film, Cyber, PR, Branded Content & Entertainment) and thirty Cannes Lions in total. CAA marketing is also responsible for the first and second brand films ever accepted to the Sundance Film Festival, eleven Emmy nominations for four different clients with four wins, and ten Webby Awards.

In the past three consecutive years Goodman has been named to Fast Company’s Most Creative People in Business 1000, AdWeek’s Creative 100, and Ad Age’s Creativity 50 list. In 2016, Goodman was elected to the Board of Effie Worldwide and selected as the inaugural President of the Cannes Lions Entertainment Jury. Goodman lives in Los Angeles with his wife and two children, where he serves on the Board of Trustees of St. John’s Hospital and is on the faculty at his alma mater, UCLA.

Mark Francis, a native of Fredericton, NB, Canada, holds an MBA and M.A. in sports administration as well as a diploma in university teaching from the University of New Brunswick. He works as an instructor in sports management at UCLA’s Center for Managing Enterprise in Media, Entertainment & Sports (MEMES); an adjunct instructor in sports technology at Camosun College; and a sports management consultant for BaAM Productions in Los Angeles, overseeing the firm’s interests throughout the professional sports industry.

BaAM is a premier event production and management firm whose signature events include the NHL Winter Classic, MLB All-Star FanFest, 2014 NHL Coors Light Stadium Series, Pro Football Hall of Fame FanFest 2014, and the 2015 Pan American Games. A specialist in the area of fan experience and engagement, Francis has significant interests in social media marketing and ROI, brand management, marketing, business development, sports technology, and law. He boasts a wealth of experience at all levels of sport, from academic, business, administrative and high-performance coaching perspectives, which enable him to speak from experience when it comes to his business relationships and teachings. Through his current and prior professional associations with numerous esteemed sports organizations, Francis has developed an extensive professional network throughout all levels of the sports industry, many of whom appear annually during his Sports Business program delivered through the Center for MEMES at UCLA Anderson School of Management.

A dedicated supporter of community involvement, Francis also serves as advisory board chair of the African Sports Business Association, and as volunteer head coach of the men’s hockey program at UCLA, where he was selected as one of two finalists for the PAC-8 Coach of the Year Award for 2012. Francis was also selected as head coach of the PAC-8 selects at the ACHA National Championships in Philadelphia in 2011 and 2013. He recently completed a two-year term serving as the executive director of the PAC-8 Men’s Hockey Conference.

In May 2020, Edward Sabin founded Cypher Content LLC, a television production company, of which he is its CEO.Before launching Cypher Content, Edward Sabin was the Executive Managing Director, International, at A+E Networks. Sabin managed all aspects of the company’s rapid growth activities and led business operations for A+E Networks’ international channels globally. As Executive Managing Director, International, Sabin oversaw all key relationships, partnerships, channels, program sales, and original production activities. In addition, Sabin was responsible for leading a range of global strategic and operational initiatives and teams, managing commercial policy and coordination on global ad sales and distribution, and evaluating and enhancing A+E’s global and local approaches to business functions. Sabin also ran A+E’s international digital strategy and business.

Before joining A+E, Sabin was the Group Chief Operating Officer for Discovery and TLC Networks, as well Science Channel and Velocity. In this role, Sabin had direct oversight for all strategy, network operations, talent management, research, and financial and business matters for Discovery’s two U.S. flagships, Discovery Channel and TLC, as well as Science Channel and one of the fastest growing networks in the US market, Velocity.

Prior to joining Discovery in 2007, Sabin was with Fox Television Studios for seven years, where he served as Senior Vice President, Business Development and Operations, and, before that, Vice President, Business and Legal Affairs. At Fox, Sabin oversaw the business operations for domestic production groups, devised and implemented business models for international format production and distribution, oversaw the acquisition and formation of local production companies around the world, and structured the company’s new media production business model.

Earlier, Sabin was a partner at Greenberg Glusker, a full service business and entertainment law firm based in Los Angeles.

Sabin received both his Juris Doctor and Bachelor of Arts degrees from the University of California, Los Angeles.

Diana Day has been in a notable figure in sports marketing and athlete representation in the United States for the past 16 years. During her career, she has played an integral role in the domestic and global brand strategy, creation, and execution for numerous athletes, including many NBA icons. She is passionate about not only building curated brands for athletes and influencers across the world, but also aligning companies and properties with the right celebrities to create authentic and dynamic partnerships. For nearly 12 years she was a Principal at Landmark Sports – a premium, full-service sports management and marketing firm for elite NBA players. Prior to Landmark Sports, she worked for Athletes First, a premium NFL representation firm, and SFX, a global sports marketing and management agency. In 2017 Forbes named Diana as one of “The World’s Most Powerful Sports Agents,” making her the first female to ever be named to the list. Diana earned her bachelor’s degree at UCLA (where she was a member of the UCLA Women’s Waterpolo Team), and her Juris Doctor at Chapman University School of Law.

During his 20-year career, Bill has established himself as a respected expert in athlete marketing and personal brand management. His work with icons such as Clayton Kershaw, Yao Ming, Steve Nash and Christian Yelich has in many ways helped set the standard for athlete marketing. By helping clients build, maintain and protect their brands, Bill’s approach increases client marketability, raises brand awareness and increases long-term revenue. Bill believes the key to effective talent marketing is the formulation of a long-term player brand strategy, which includes a substantial commitment to community involvement, media relations and social media plans, and the pursuit of appropriate corporate partners. Bill previously served as Chief Marketing Officer at BDA Sports Management and as SVP of Athlete Marketing at Excel Sports Management, where notable clients included Blake Griffin, Danica Patrick, Derek Jeter and Kevin Love. Bill currently serves as president of the newly launched August Icon Marketing, and serves clients that include: Clayton Kershaw, Christian Yelich, Patrice Bergeron, Mitch Marner, Taylor Hall, Aaron Nola and many more. During his career, Bill has aligned his clients with numerous global brands, including: Coca-Cola, Pepsi, Gatorade, Vitamin Water, Visa, American Express, Apple, Sprint, T-Mobile, Verizon, AT&T, Guinness, Bridgestone, Raymond Weil, Tag Heuer and many more.  Bill earned his MBA, with an emphasis in Marketing and Entertainment Studies, at UCLA’s Anderson School of Business. He earned his Bachelors of Arts in Political Science from Loyola Marymount University.