Jen Simons Joins 100 Thieves as their Chief of Content and why you should care about it.

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Jen Simons Joins 100 Thieves as their Chief of Content and why you should care about it.

Publish Date: March 16, 2022

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100 Thieves is making moves — just in an unexpected way. On Tuesday, the organization revealed that they tapped former Barstool Sports executive Jen Simons to become their first chief content officer. Simons becomes the first female c-suite executive for 100 Thieves although she is not the first female senior executive at the company company.

Since 2015, she has had stints as an executive producer on two incredible programs: Garbage Time with Katie Nolan

and The Men in Blazer Show . She also had a two and a half year stint with Embassy Row as their VP in the sports and digital programming division. But maybe her more interesting venture was her near three year stint at the previous mentioned Barstool Sports as an EVP and Head of Production, Development and Programing.

A decision to bring in a new c-suite content executive comes as a surprise. 100 Thieves haven’t necessarily planted their stake in the original content sector. The organization grew in popularity thanks to their clothing line, earning the nickname of being a “hoodie organization.” In recent years, the org was finally able to establish their foundation in key esports titles. 2021 was arguably their most successful year with their

line-up winning the 2021 LCS Championship and representing the LCS at the 2021 World Championship and their VALORANT line-up becoming fan favorites in the region.

Most organizations in the space are also moving away from original content and are instead focusing on the benefits of partnering with streamers. By sponsoring content creators, organizations are able to build, sell and distribute sponsorship packages that all mutually beneficial.

While maintaining a relatively active social media pages, 100 Thieves has fallen into this trap as well. Despite having an impressive 1.45 million subscriber count on their YouTube page, they’ve averaging roughly 3.3 million views per month while maintaining an active posting schedule. Within the last month, their top video amassed a respectable 323,000 views.

But with their channel size, it begs the question of what is going wrong. What are they missing with their audience?