Sports Illustrated and Empower Onyx highlight the diverse journey of black women across sports, from veteran athletes to up-and-coming stars, coaches and executives. Elle-evate: 100 influential black women in sports.
Joselin Monroe is a goal getter. She dreamed of her, aimed at it, and Bullseye: the mission was fulfilled. Skilled entertainment and sports marketing sorcerers only want to share that golden touch with their clients. Realizing their dreams and implementing a system for the next generation of business leaders at the Creative Artists Agency (CAA) is her daily mission.
Since working for Terry Williams, a pioneering public relations and personal brand builder, Monroe has long sought to earn the highest levels of trust and respect from his clients. And whether it’s acting as a liaison between the international megabrand and the NBA, or helping to form and build a DEI at the CAA, Monroe is the first to jump in and in front of you. Stay focused on mastering things.
The coveted Madison Square Garden is where this Albany State University (Bachelor of Marketing) and North Carolina State University (Master of Sport Management) graduates have taken her baby’s steps to become a sports executive. .. Not bad for your first job as a marketer. She jumped into the Terry Williams Agency, where she was brought to launch the agency’s sports division. Allan Houston Enterprise; Later, Chinese sports brand Li Ning was the catalyst for the first deal between China and the NBA.
After a stint at Coca-Cola and OMD USA, Monroe landed at CAA. In her role as a mastermind in entertainment and sports marketing, Monroe says her focus is now on building diversity in the CAA. “I really want young women like me sitting in a small facility to be more aware of the jobs they have available,” Monroe started with a colleague on the CAA golf team. Says. She builds on conversations about diversity.
Through these discussions, CAA has hired a new head of global inclusion strategy. “My personal role in this framework is to go to the HBCU campus and talk to business and communication school students about my journey,” she says. “And if they are interested, to let them know that they have the opportunity to connect with this organization.”
Another step in Monroe’s process is to expand the “exploration” of CAA, a weekend-based virtual program that allows students to hear from various CAA executives. “This is the goal of my job,” says Monroe, who joined the agency in 2018. “And if you’re interested in what we’ve heard from our team, the next step is to consider our internship program, so we have the opportunity to generate end-to-end connections. We are trying to create opportunities for students who don’t even know. “
Adopting connectivity was a major conduit to Monroe’s success. When she was ready to leave Allan Houston Enterprises, she decided that the corporate sector would be her next target. Her best friend Yvette Chavis, who worked for the NBA at the time, knew that Monroe was a perfect fit for a central role in Li Ning (“Nike in China”). Securing this position will not only change Monroe’s life, but will also change her relationship with the NBA’s international sports marketing relationship.
At that time, the largest sporting goods brands owned by China needed help with American players to understand their culture. Monroe was an ideal liaison. Chavis told her, “In order to be able to actually take advantage of the NBA and work together properly, Li Ning needs someone in the United States who has connectivity and can navigate how to work in the American market.” Said.
As Li Ning’s US marketing manager, Monroe laid the foundation for becoming an NBA sponsor as the first Chinese-owned company. It’s a wonderful memory now, but at the time Monroe was afraid of the opportunity. Nevertheless, she made the most of it carefully and strategically.
“It was probably my first real understanding of myself, my ideas, and selling what I brought to the table,” she says. “These were people who had no clue as to who I was. They didn’t know who Terry Williams was, and the school I attended didn’t mean anything to them. I was selling what was in front of me. Me and my brain. “
She went on to explain: “Chinese culture wants to connect with you in a way that goes beyond business. They want us to feel like we are working as a family. That’s very important to them.” Monroe says. “I was a girl in the south of a small town in Georgia, working for a domestic brand and an international brand based in China. I was probably a foreign concept for them as humans.”
In the end, she made Li Ning’s executives feel very capable, which helped lay the real foundation for success in the US market. Monroe moved her next career to OMD Worldwide before Li Ning first signed a contract in the United States. However, she broke the lock to this international affairs and arranged for sports icon Shaquille O’Neal to leave Reebok and sign her Li-Ning. Dwyane Wade, a retired basketball sensation, is celebrating its 10th anniversary in partnership with the brand. “I tried to help them get the attention and lay a great foundation for truly establishing the brand as a viable opportunity for American athletes nationwide,” says Monroe.
Former Coca-Cola marketing manager has been involved in entertainment with some of the music industry celebrities long before he won the Multi-Grammy Awards. She says, “She made a music series called’Uncapped’, at which point she was introducing what unknown artists like Frank Ocean and Kendrick Lamar were.” “Kendrick played on a small stage of 175 people at an indoor skatepark in Portland, very early in his career, when no one knew who he was. It was a great opportunity to harness the power of and work on a brand that is doing great things. ”
The OMD Worldwide Nissan College 100 was the first career that allowed Monroe to begin to focus on the HBCU and diversity mission. She worked on 100 transactions of Japanese car brands with 100 different schools between 6 and 8 weeks. At that time, it was the biggest deal in college sports. “I think we held all Power5 conferences in the country,” she says. “There were 5 or 6 HBCUs, including all 22 sports.”
Former high school cheerleaders and college dance team members continue to support the next generation of executives and help them achieve their dream careers, just as mentors prepare to lead her to success. .. People like Janet Solomon who worked throughout her college days and inspired her to do whatever she wanted to do in her life. And former Coca-Cola executive Darryl Cobin, who played a key role in creating the Sprite’s “Obey Your Thirst” slogan, has contributed to her life. She said, “They opened a treasure trove of knowledge and said,’I am available for you.'”
And she has every intention to keep that heritage strong. “I want people to look back and say that Jocelyn was here and that there are others who have had the opportunity,” says Monroe. “The diversity pipeline is very important to me because it opens up opportunities for color students to participate and succeed, and when we say we make people’s dreams come true, I take it seriously. I want to work with someone in such a way that someone prepays it and opens up opportunities for someone else who looks like me. “
Bryna Jean-Marie Empower OnyxA diverse multi-channel platform that celebrates sports stories and transformative power for black women and girls.
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