As the NHL's chief operating officer beginning in August 2008, Collins was the architect of a brand and business strategy that helped transform the NHL and drove unprecedented levels of popularity and financial growth over the past decade. His strategic vision for the NHL brand focused on three pillars: build national scale for a sport, business and fan base that has been historically more tribal than other leagues; foster innovation and deploy the latest technology to create the best content for fans across new and multiple platforms; and expand the League's reach in North America and new international markets through innovative and strategic partnerships.