From Excel Sports Management to McLaren Racing and now Wasserman, Alexis has worked for some of the biggest names in sports. Keep reading to learn more about Alexis’s experience in the industry and current role in Talent Marketing and Operations.
5 Mins Read
Can you give our readers a bit of background on yourself and when you knew you wanted to work in sports?
Greetings! I’m Alexis Brown, currently serving as the Director of Marketing and Operations for Wasserman’s Talent Group. My professional focus includes navigating the intersection of talent and brand partnerships, particularly in the sectors of wellness, luxury, travel, and home. Outside of my professional endeavours, I dedicate my spare time to engaging in home DIY projects and collaborating with animal shelters dedicated to rescuing dogs.
My adoration for the business of sports started very early, with my first sporting event (NY Rangers vs. Flyers) occurring in 1996. I recall a fight breaking out on the glass, and it brought me to tears… “Why are they fighting?” I asked my Father. He responded, “It’s part of the game and people like it”. Looking back, it was my first lesson in sports marketing. Many years later, my collegiate tennis experience played a pivotal role in shaping my professional aspirations within the sports industry. Working in a college setting exposed me to the hundreds of professions that would allow me to stay close to the competition I loved.
What does your current role as Director of Talent Marketing & Operations entail?
The Director of Talent Marketing plays a pivotal role in shaping and implementing strategies to attract, engage, and retain athletes, artists, influencers, and entertainers and oversees the processes that inform leadership. This includes collaborating with internal stakeholders to understand the talent needs, developing comprehensive marketing strategies and sourcing opportunities externally for our 8000+ clients globally. Additionally, a Director of Talent Marketing may analyze market trends and competitor positioning to ensure the organization remains competitive in the talent landscape for our 500+ agents across 40+ different representation verticals.
What are three skills you think are essential to your role?
What would you say are misconceptions that people have about your role?
The biggest one I receive on LinkedIn is that people are reaching out because they believe I work in an HR function. Talent Marketing is often an HR function, but in the agency representation setting, it means to represent the talent’s commercial interest. Talent includes any person of notoriety.
One of the biggest challenges for young people who want to work in sports is the lack of knowledge about available opportunities. Do you know of any initiatives Wasserman runs to help young people gain industry experience?
At Wasserman, we run a robust internship program that can expose you to everything from music tour marketing, NBA research and insights, PR/communications and, of course, talent marketing. We focus on impact over intention and strive to have diverse representation and equitable practices while promoting inclusivity across our business.
What do you look for from applicants when hiring for internships and entry-level positions?
When a candidate lacks professional work experience, a lot of what I focus on are intangibles that would complement my style. These include qualities like great communicators, go-getters, knowledgeable about brand partnerships, and extremely inquisitive and organized.
Have you faced any challenges or obstacles in the industry as a woman of colour? If so, how have you been able to overcome them?
We could be here all day…. So, I’ll keep it short. Do not interrupt your peace/health/sanity for pay or prestige. If your experiences are consistently challenging any of those three items, rally your support circle and begin to seek a different opportunity.
What is one piece of advice you would give to a young person who is looking to enter into the sports industry?
When looking for a job, make sure you’re matching for your style. Choosing a work environment that aligns with your style is crucial for optimizing your professional growth and contribution. For instance, if you thrive in collaborative settings, a team-oriented and open communication workplace that fosters your creativity and problem-solving skills, make sure you choose an employer who fits that description.
If you were to choose one person to shine a light on in the industry, who would it be and why?
I want to highlight my current organization and our Senior Director of Diversity, Equity and Inclusion, Lindsay LaBennett. At our company, promoting a culture of inclusivity and diversity is not just a commitment but a cornerstone of our values. It’s a big reason why I wanted to work here. We believe that a diverse team is essential for reflecting the diverse world we serve and for cultivating an environment where every employee feels valued and empowered.
Want to connect with Alexis? Head over to our Networks page to find out more!