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?

Beginning with an internship at the Dallas Mavericks, my journey took root in Dallas, where I attended both middle and high school before enrolling at Southern Methodist University for college. The opportunity for the internship presented itself in the summer of 2021, which I promptly applied for, being drawn to the prospect of utilizing my social media skills that I had honed working for an on-campus organization. At the time, I doubted my chances of securing a position with an NBA team as a sophomore, especially considering my limited knowledge about sports or basketball. The only professional basketball player I was familiar with was Dirk Nowitzki. However, my lack of super fan status worked in my favor, allowing me to capture different aspects of the game. My performance impressed the Mavericks who offered me to stay on for the rest of the season, an opportunity I seized thanks to SMU’s convenient location in Dallas. Over the course of two years, my role evolved from intern to an assistant due to my increased work hours, especially during my senior year.

In my final year with the Mavericks, specifically in the early part of April 2023, I was contacted by Megan Julian – the Senior Director of Digital and Social Media for the Chargers – about a full-time role with the Los Angeles Chargers. My graduation was conveniently aligned with this opportunity, and I was eager to explore a new path. I officially became a part of the team the following May and have thoroughly enjoyed it. I must admit, my knowledge of football was rather limited when I joined. Prior to my involvement in sports, I was completely unaware such a career option even existed.

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

The camaraderie within the team is palpable; it’s akin to a familial environment. This was the case when I was with the Mavericks and it’s no different with the Chargers. We are unified in our goal of securing a Super Bowl victory while also highlighting the unique personalities of our players, both on and off the field. This element is what adds an element of fun to working in sports. The thrill of getting to know the players, understanding the nuances of the game, and discovering the reasons behind football’s addictive nature has been exhilarating.

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

As the lead coordinator for vertical video, my main role involves overseeing all content filmed on an iPhone, particularly in scheduling and posting videos on our TikTok account. Additionally, I assist our social media team with operations on Instagram, Facebook and X.

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

At training camp, my role involves capturing the highlight-worthy moments of our team’s practice, such as impressive catches, long throws, or defensive maneuvers, which you may see on social media. Our team is usually the source of these highlights. My main focus during camp is to acquire these highlights and to film engaging videos with the players post-practice. These videos aim to showcase the players’ personalities, a content type that trends on TikTok. We, as a team, brainstorm ideas for these post-practice videos to highlight aspects of their personalities that are not football-related. For instance, we might ask them humorous questions or request them to sing a song. Throughout the season, this process remains largely the same during practices, with additional locker-room access during media time. The process involves brainstorming ideas, capturing footage, editing, and finally posting.

On game days, my duties typically begin with welcoming arrivals and posting images of our players. As the game proceeds, I concentrate on posting any content related to a reel component. I collaborate with our team to secure approved copy and determine if the post will be a reel or a carousel comprising photos and videos. While I am responsible for posting the reel, the carousels are managed by another team member. In essence, my main game day responsibility is anything concerning vertical video content.

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

TikTok and vertical video don’t cater to all. Some football-focused videos don’t always resonate with the TikTok crowd, and occasionally our content isn’t promoted to our followers due to TikTok’s unique algorithm. Therefore, I constantly have to devise content that appeals to more than just football enthusiasts. My background aids in this process. I am continually considering content that can appeal to various niches on TikTok. With a plethora of videos and influencers, we have the opportunity to share content that isn’t strictly football-oriented. However, this poses a challenge as I can’t utilize the daily photos taken by our team. I am constantly tasked with creating fresh and engaging content for audiences who might not be familiar with a player or even the game 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.

Executing an idea and receiving immediate feedback was incredibly fulfilling. It affirmed my competency in my job, even without exhaustive knowledge about football. The video from October served as a significant moment, confirming that I’m proficient at what I do and that I’m in the right place.

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 was fortunate to meet two mentors. One of them, Meghan Perez, was a leader and advisor in an organization I was part of. She imparted to me a valuable piece of advice: you will always regret the things you didn’t do more than the chances you took. When faced with the decision of relocating to Los Angeles, she questioned whether I would regret not seizing this opportunity in the future. I believed I would, and felt compelled to accept the job. Despite all my family and friends being back in Texas, I’ve been managing my new life in Los Angeles independently and loving every moment of it. Her advice continues to guide my daily life. In my role at the Chargers, our social team is unafraid to experiment and risk failure.

Madison Mucci-Ferris is the second person. She has always been a reliable source of career advice for me. During my time as a resident assistant at SMU, she showed me what it meant to be a leader. From her, I learned the importance of humility, selflessness, and good representation in a leadership role. She also taught me how to manage conflicts. Having these two relationships has been incredibly beneficial.

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

I would definitely echo Meghan Perez’s advice: Don’t fear failure, just give it a shot. Prior to entering the sports industry, I had little understanding of what a job in this sector would entail. However, now that I’m immersed in it, I’ve gained so much knowledge and really enjoy it. Before my internship with the Mavericks, my focus was on law and politics. I wouldn’t have discovered this career avenue had I not taken the chance with the NBA internship. My situation is somewhat unique as I wasn’t specifically seeking a sports-related job, but the key advice I’d give is to be open to trying. You never know where it might lead you.

Lastly, what are you most proud of?

I firmly believe that my adaptability is my strength. I plunged into two sports – basketball and football – which were entirely new to me. I kept the rosters on my wallpaper and constantly tested my knowledge. This year, I immersed myself in football by listening to numerous podcasts and learning all the rules. Understanding social media is essential, but having a deep knowledge of the sport is equally important. Therefore, gaining insights into football culture, rules, and fans are key to ensuring that I am well-prepared to represent our team and players. I think that’s something I have excelled at in the past year.