Welcome!
Hi, I am Sierra Scali!
As a first-generation college graduate from California Lutheran University, with a B.A. in Communications, I've found my niche in the sports industry, currently serving as the Manager of FAST Programming & Content Distribution at the NFL.
In my role, I'm deeply engaged in the league's digital distribution and syndicated partnerships, ensuring seamless operations and maximizing our reach across various platforms. Additionally, I play a pivotal role in the audience development department, where I oversee and manage the programming of FAST channels and manage the day-to-day linear scheduling of the NFL Channel, In my current capacity. It's my responsibility to ensure that all content, metadata tags, ad breaks, and more are actively represented on a 24/7 live linear stream across various platforms such as Roku, TCL, Tubi, PlutoTV, Peacock, XUMO, LG, VIZIO, and the NFL App / Connected TVs.
As a woman in the sports industry, I am committed to breaking down barriers and inspiring the next generation to pursue their passions fearlessly. I believe in fostering inclusivity within the sports realm, challenging societal.
Tech Playmakers Award (March 2024)
NFL Channel has won the Front Office Sports Tech Playmakers Award for March 2024! This automatically nominates NFL Channel for the annual award announced in October.
Super Bowl Classics
In January, our collective efforts resulted in the launch of the NFL Channel’s Super Bowl Classics Channel in collaboration with Pluto TV and CBS, to add an extra layer of excitement to Super Bowl LVIII.
Shortlisted Awards
NFL Channel has been shortlisted for "Best Digital First Production" and "Best Sports FAST Channel" via SportsPro OTT.
Finalist for StreamTV 2024 Best FAST Channel of the Year Award
NFL Channel has been nominated for StreamTV 2024 Best FAST Channel of the Year Award. Winners will be announced on June 26th, 2024.
NFL Draft Vault
In April, our collective efforts resulted in the launch of the NFL Draft Vault on The Roku Channel. Viewers relived the best moments from previous NFL Draft broadcasts, historic rookie games and highlights, and went behind the scenes of prospects’ journeys to the NFL.
Accomplishments!
Five seasons at the NFL
Developed a programming strategy for FAST that improved in total min/watched by +122% YOY with 1.7B views by 2023
Successful content strategy for FAST platforms that encouraged the growth of eight partnerships from 2020-2024
References
“'Efficient', 'talented', 'great team player' are words that come to mind when describing Sierra. I've helped manage Sierra for the past year on NVA's Marketing team where we've built/maintained over 400 veterinary care websites. She's been an incredible asset on the team; versatile in videography and graphic design. Her exceptional understanding of color theory and branding design has led to beautiful, visually appealing websites. Best of all - Sierra is a team player who always wants the broader team to succeed! She's a young, well-rounded designer who will thrive in any situation.”
— Kenia Duque (AVP, Digital Content and Automation Specialist at City Bank)
“Sierra has an amazing ability to adapt in what was an extremely fast-paced environment at the NFL. As a Digital Media Intern, it took very little time for Sierra to grow and develop her skills as she was impacting multiple facets including content production (Video and Photo), Social Media and Digital Programming. After her internship, Sierra was transitioned into a Digital Programming Assistant role where she played a key part in creating and distributing NFL Game Highlights for all NFL Platforms. Sierra showed an ability to grow every day, and deliver results while multitasking in an extremely busy environment. It was very fulfilling to see Sierra thrive and improve every single day!”
— Teemon Amiri (Sr. Manager, Content Syndication at NFL Media)
“Sierra became a pro at her job very quickly. I trained Sierra on how to clip game highlights and moments from NFL Network shows. She impressed me with her ability to learn our style quickly, which gave us the freedom to help others and be as productive as possible. Working on Sunday's isn't the most fun, but Sierra brought energy and enthusiasm to get us through the day! Sierra would be a true asset for any sports media position and comes with my heartfelt recommendation.”