Next Woman Up: Jaemin Cho, Senior Vertical Video Coordinator for Organic Social Media for the Los Angeles Chargers

Women are rising up the ranks throughout professional football, earning positions of power in a space that for too long was ruled almost exclusively by men. We’re seeing more and more women breaking barriers in the sport, but what are the stories beyond the headlines? Who are the women shaping and influencing the NFL today? Answering those questions is the aim of the Next Woman Up series. While the conversational Q&As are edited and condensed for clarity, this is a forum for impactful women to share experiences in their own words. Without further ado, we introduce:

Jaemin Cho, Los Angeles Chargers

Position: Senior Vertical Video Coordinator for Organic Social Media

How did you get your start in a career in sports?

I started my career journey with an internship at the Dallas Mavericks. Having grown up in Dallas and attended Southern Methodist University for college, I was familiar with the area and the team. In the summer of 2021, I discovered the internship opportunity and decided to apply, hoping to leverage my experience in handling social media for a campus organization. At that time, as a sophomore, I didn’t think I stood a chance of landing a position with an NBA team, especially since I had limited knowledge of the sport. I was familiar with Dirk Nowitzki, but that was about it. Despite my lack of sports knowledge, I believe the interview went well and I was able to establish a connection with the team. To my surprise, the situation worked in my favor as I wasn’t overly enthusiastic about the sport, allowing me to capture a different perspective. The Mavericks appreciated my work and asked me to stay for the remainder of the season, which was feasible since SMU’s campus was located in Dallas. After about two years, my role evolved from an intern to an assistant due to the increased hours I was putting in, especially during my senior year.

In my final year with the Mavericks, around early April 2023, I was contacted by Megan Julian, the Senior Director of Digital and Social Media for the Chargers, about a full-time opportunity with the Los Angeles Chargers. The timing was perfect as it coincided with my graduation, and I was also eager to explore a new challenge. I became part of the team in May of the previous year and have thoroughly enjoyed the experience. I must confess that football was a sport I was not very familiar with initially, and before venturing into the sports field, I had no idea that such a career path existed.

Having not grown up a sports fan, what is it about working in this industry that is so compelling to you?

The sense of camaraderie in a team environment is akin to a family atmosphere. This was the case when I worked with the Mavericks, and it’s the same with the Chargers. We all share the common goal of winning a Super Bowl and highlighting our players’ characters both on and off the field. These elements contribute to the enjoyment of working in sports. Understanding the players, the game, and the reasons behind the addictive nature of football has been an exciting learning journey.

It definitely has that feel. Looking at your role specifically, what does it entail?

In my role as the Senior Vertical Video Coordinator, my main responsibilities include managing and scheduling all video and content specifically filmed on an iPhone for our TikTok account. Additionally, I assist our social media team with Instagram, Facebook, and X.

OK, so what is your day-to-day like during training camp and on game days?

During training camp, my job is to capture our team’s practice highlights for social media. This includes everything from spectacular catches, long throws, to amazing defensive plays. These highlights, mainly sourced from our team, are my main focus during camp. In addition to this, I also engage players in entertaining post-practice videos that reveal their off-field personalities – the kind of content that resonates well on TikTok. The team and I collaborate on various ideas for these videos, aiming to highlight aspects of the players’ personalities that aren’t necessarily related to football. For instance, we might ask them humorous questions or request them to sing a song. Similar activities continue during the season, including locker-room coverage during media time. The process involves brainstorming, filming, editing and posting the content.

During game days, I typically begin with managing arrivals and posting about our players. Throughout the game, I handle all elements related to the reel component. Working with our team, I ensure that the copy is approved and determine whether the post will be a reel or a carousel format with photos and videos. I am responsible for posting the reels, while someone else takes care of the carousels. My main focus on game day is anything related to vertical video.

What would you say is the most challenging part of your job?

TikTok and vertical video don’t universally appeal to everyone. Not all football-centric videos resonate with the TikTok audience, and sometimes our content isn’t promoted to our followers due to the platform’s unique algorithm. Hence, I have to continuously develop content that can attract people who aren’t specifically football enthusiasts. My background helps in this aspect as I’m always contemplating content that can cater to various niches on TikTok. Despite the plethora of videos and influencers, we have a chance to share content that isn’t exclusively football-related. However, this also presents a challenge because I can’t utilize the daily photos captured by our team. Consequently, I’m tasked with creating fresh and entertaining content to engage audiences who may not be familiar with a particular player or the sport of football.

I know you’ve only been in your role for a little over a year, but what is your favorite moment so far?

There is a video pinned on our TikTok page where we pranked our players. We said to them, “Someone said you sound like an owl.” And then the guys responded, “Who?” I came across a video of someone doing this in a dental office, and I sent that video one morning to our senior director, Megan Julian, and she liked it. Later that day after practice, we executed the prank, and once it posted, it got 1 million views overnight. It was crazy. Now I think it’s sitting at 12 million, which is the most I have ever gotten on a video. Before that, it was probably 3 or 4 million, which is still good, but with that prank video, I was getting text messages from friends who don’t really follow football, and they loved it.

It was incredibly fulfilling to implement an idea, get instant feedback, and realize that I can excel in my job without being a football expert. The video, which was made in October, provided a profound moment for me, affirming that I am competent in what I’m doing and I’m in the appropriate field.

What a fun story, and how great to see your work resonate with fans. Do you have any mentors who have helped you along the way? If so, what advice have you received from them?

At SMU, I encountered two mentors who have greatly influenced my life. Meghan Perez, who led an organization I was a part of, rendered me a piece of advice that I hold close to my heart: “You’re always going to regret the things you don’t do rather than the things you take a chance on.” When I was contemplating a move to Los Angeles, she questioned whether I would regret not seizing the opportunity. I realized I would, and that propelled me to accept the job offer. While my family and friends are in Texas, I have been managing my new life in Los Angeles independently and I thoroughly enjoy it. This advice continues to guide me in my daily life. In my role at the Chargers, our social team is not afraid to experiment and take risks; we are not deterred by the prospect of failure.

Madison Mucci-Ferris is the other individual. She has consistently been my go-to person for career advice. As a resident assistant at SMU, she was instrumental in teaching me about leadership. From her, I learned the importance of humility, selflessness, and good self-representation in leadership roles, as well as conflict resolution. Having these two relationships has been incredibly rewarding.

And what advice do you have for other women looking to get into a career in football?

Meghan Perez offered some valuable advice that I would echo: Don’t fear failure, just give it a try. Prior to entering the sports industry, I wasn’t exactly sure about what the job would entail. However, now that I’m in it, I’ve gained a lot of knowledge and find it enjoyable. I was studying law and politics before I interned with the Mavericks. I would have never known this career path existed had I not taken the NBA internship. My situation is somewhat unique because I wasn’t specifically seeking a career in sports. However, my main piece of advice would be to be open to trying new things. You never know where it might lead you.

Lastly, what are you most proud of?

I am certain that my adaptability is my strongest trait. I ventured into two unfamiliar sports – basketball and football, with no prior knowledge about them. I stored the rosters as my wallpaper and self-quizzed regularly. This year, I heavily engaged with football podcasts and thoroughly studied all the rules. Understanding social media is crucial, but it’s equally important to know the sport. Therefore, learning about football culture, rules, and fanbase is crucial for me to effectively represent our team and players. I believe this is one area I’ve excelled in over the past year.