What does it take to build a high-performing marketing operation in a fast-paced, fan-driven industry? In this session, the Senior Vice President of Marketing for an NFL team shares how they launched a formal marketing department from scratch – starting with the right people, the right data foundation, and a marketing cloud to unify customer insights. Learn how their team uses personalized strategies to connect with the full spectrum of consumers, from casual observers to loyal superfans. Discover how data-informed decision-making, tech-enabled segmentation, and continuous adaptation to market shifts drive growth, relevance, and real business outcomes. Whether you're building a department or scaling one, this session offers a playbook for delivering impact through audience understanding and incremental innovation.