Hayes brings fifteen years of industry experience in media and entertainment with a passion for sports to True’s Games, Entertainment, Media, & Sports (GEMS) practice. Prior to joining True, Hayes built and led a creative agency and content studio at Hasbro while working with some of the industry's top entertainment and gaming partners. Most recently, he served as the VP of innovation, brand and CX at The Vermont Teddy Bear, Co., a 100 million dollar portfolio of consumer product brands. Hayes and his wife Rebecca have four children and live in Rhode Island, where they love to enjoy the ocean in the summer and snowy mountains of New England in the winter.