Senior Brand and Partnership Strategist
Passion to Legacy
Kelly is a Senior Brand and Partnership Strategist whose background is in traditional sports, athletics and collegiates. She has a background in marketing and sponsorships that she has applied across many different avenues. Most of her work intersects between brand strategy, partnerships, and integrated marketing.
She completed a three year global stint in Cape Town, South Africa, with Grassroot Soccer; a youth empowerment and HIV prevention organization using the power of sports for change. While there, she developed and executed private and public partnerships.
Passion to Legacy, a Sports Business Podcast
in this episode,
We discuss what it's like to work in traditional sports. My guest, Kelly Baird, gives insight into working in the marketing and sponsorship sector, as well as how to apply brand strategy partnerships and integrated marketing through different avenues in your career.
Sports side vs agency side
The role of a Brand Partnership Strategist can look different on the sports events side vs agency side.
“Events are planning for something to happen and then it has to happen whether you're ready or not. Whereas on the agency side, you have more space to sit down and really plan out what the brand’s objectives are.”
Passion to Legacy
The qualities needed for this type of role include, attention to detail and having a curiosity to understand a new industry and brand.
Brand strategy, partnerships & integrated marketing
OPINION: Do you need a Master’s Degree?
When asked if a Master’s degree is vital for getting a leg-up in the industry, Kelly explains that work experience is key.
“If you have the opportunity to work on an agency, a brand, and a property, you're going to learn every angle of the business of sport. Getting experience in the field, as well as experience managing people, is more effective than a Master's degree.”
Growing up as an Army brat and moving every three years, soccer was Kelly’s consistent sport and her entry into making friends and finding leadership opportunities. Sports have always been an important piece of her life.
“The alignment of what sport does and the power of how to apply it into the world. That’s what really interested me growing up, and continues to interest me throughout my career. It's less about caring about a particular sport and knowing all the players and all the names. It's really more about the business of sport.”
Opportunities in the industry
With the digital world exploding due to the changes brought on by COVID-19, there are now more opportunities than ever in the sports industry.
Research, such as insights, data analytics, and market research are all huge within the sport world right now. People are now working across digital departments and creative departments to bring a sport to life.
Advice
Kelly’s biggest piece of advice for entering into the sports world is to move around and give yourself time to learn. Once you've plateaued in a specific area, be transparent about that with your manager.
“The opportunities will come if you continue to ask and put yourself in situations to continue to learn.”
In this episode, we cover:
The day to day role as a Brand Partnership Strategist and the qualities needed for this role
Should you get a Master’s degree?
Current opportunities in brand activation and partnerships, as well as current challenges
Tips and advice for those wanting to get into the sports industry
Plus much more!
Be sure to listen to part 2 of my interview with Kelly (episode 9) where we discuss her charitable involvements!
CONNECT WITH ME ON:
LinkedIn - Emma Vertolli
Twitter - emm_vert
Instagram - @itsemmavert
MORE ABOUT THE PASSION TO LEGACY PODCAST:
Passion To Legacy allows listeners to get a true behind-the-scenes look at the various careers inside the sports industry; even as detailed as the day-to-day duties and operations. Learn what it takes to land your dream role. Gain clarity on what your future career could be. Take action and kick start your humanitarian spirit.
Emma Vertolli is a marketing strategist whose career has centered around growing and nurturing communities. Early on in her professional career she felt stagnant, unfulfilled, and in search for more. She dove into sports business courses, books, & networking. To her surprise, she learned that if you want to break into the sports industry AND accelerate your career, it all comes down to who you know. There was a trend that kept coming up: people need to learn how to network & people need a space to be able to do so.
In Passion To Legacy, Emma shares impactful conversations with professionals working behind the scenes in the sports industry. The bases are loaded in this podcast, we’re chatting all about career goals, hurdles & charity. So grab a pen and pull up a seat - you’re going to want to take notes!
As a listener, you can expect to:
- Gain motivation and inspiration for pursuing your dreams
- Get an insider's perspective into what it’s like working in the sports industry
- Gain insight for getting involved in charitable work
- Learn networking tips for landing a role in the sports industry
- Plus much more!
Pro tip: new episodes drop every Tuesday & Thursday. Be sure to subscribe so you don't miss a session!