About James

 Whether you’re building a marketing campaign, crafting your next viral video or sitting down to write your next bestseller, there’s one question to serve as your guiding light:

What’s the story?

Indeed, that’s been the question I have continued to ask myself during my 18-year journey as a writer, an editor, a social media director and an Emmy-winning digital producer. And when it comes to stories worth telling, mine’s a doozy!

After honing key editorial and professional skills in my formative professional years as a healthcare editor and freelance journalist, I landed a role at World Wrestling Entertainment (WWE). There, I quickly went from being a writer/editor for the website to traveling with the company’s TV productions and, yes, even taking part in weekly production meetings where I worked directly with senior leadership and TV creative to develop compelling digital content that highlighted storylines and characters between their TV appearances. My WWE career spanned 11 years, during which time I collaborated directly with toymaker Mattel on digital content to promote their latest action figure releases (and I might have helped come up with a toy idea or two in the process), worked tirelessly on WWE’s Webby Award-winning second-screen experience, oversaw breaking news across WWE’s digital platforms until, finally, I became WWE’s Director of Digital Content, overseeing creative direction on social media, YouTube and WWE.com, and wrangling a cross-functional team to ensure that we were flexing all the right muscles.

Since departing WWE in the spring of 2021, I was fortunate to be selected to join NBC’s Olympics team for the Tokyo Games, writing event recaps, working alongside video editors to pull entertaining viral moments from the broadcast and ensuring that our titles and descriptions were SEO-optimized. The long hours paid off, as we won an Emmy Award for Outstanding Interactive Experience!

But accolades are difficult if you’re lacking in energy and focus, so it was all-too-appropriate for me to join the G FUEL Energy team as Director of Content & Communications just a few weeks later, where I helped sharpen the brand’s copy, streamlined creative processes, scripted entertaining promo materials and helped tell G FUEL’s company story through press releases, media outreach, product descriptions and targeting paid social campaigns. If there’s a hat to be worn, I have worn it.

Visit my online portfolio to see samples of my work, and be sure to reach out to me at james.wortman@gmail.com if you’d like to learn more!