November 26, 2025 • 26 mins
In this episode of Teach Me Something, hosts DJ Prostyle and Penny Dellas sit down with Lauren Scrima, Vice President of Marketing at New York City FC.
Lauren brings a powerhouse mix of experience in sports, consumer goods, health tech, and media, having built and led marketing campaigns for some of the world’s most recognized brands.
From Budweiser to Canada Dry to the electric atmosphere of Yankee Stadium on match day, Lauren shares what it takes to shape brand storytelling across industries.
She also opens up about navigating leadership as a woman in sports and business, balancing creativity with strategy, and inspiring the next generation of leaders.
🎧 This episode explores how passion, adaptability, and innovation can transform a career from the boardroom to the big stage.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey, what's up?
Speaker 2 (00:00):
This is DJ pro Style and this is Penny Tells.
Speaker 1 (00:03):
And this is Teach Me Something.
Speaker 2 (00:05):
Brought to you by Berkeley College. Welcome back to Teach
Me Something.
Speaker 1 (00:10):
Where experience meets elevation.
Speaker 2 (00:14):
From the boardroom to the pitch, with our very special guest,
Laurence Screamer.
Speaker 1 (00:20):
Hey, Hello, what's up?
Speaker 3 (00:22):
Oh, by the way, if you don't know, because we
didn't properly say we did not, probably this is DJ
pro Style, this is Penny.
Speaker 2 (00:27):
Do I think they know us by now?
Speaker 1 (00:30):
You're not following the scripture?
Speaker 4 (00:31):
Who?
Speaker 2 (00:32):
But who they're going to get to know today is
the vice president of Marketing at New York City FC,
official partner of Berkeley College. We are so excited to
have you with us today, and first and foremost, thank
you to you and your team for highlighting this podcast
at Yankee Stadium Pleasure. It was so amazing. It was
(00:56):
insane to be on the pitch and see it. You know,
it was pretty cool?
Speaker 5 (01:01):
Good, well good, We're happy to so.
Speaker 2 (01:02):
Lauren, your career has spanned everything from global CpG brands
to sports marketing. Tell us a little bit about your
journey and how that ended in YCFC.
Speaker 6 (01:15):
Yes, I'll try not to be too long winded, but
I think it's important to point out that in my
college days, I really wanted to be in politics, which
is so different obviously than what I'm doing now, and
tried a bunch of you know, experiences and internships and
realized there's a lot of red tape and I'm a
person that likes to move fast, and it just was
(01:35):
not a.
Speaker 5 (01:35):
Good fit, clearly.
Speaker 6 (01:36):
And so the way I fell into this career path
is a friend of mine who was working at Condon
nast at Self magazine RIP.
Speaker 5 (01:44):
I don't think it exists anymore.
Speaker 6 (01:46):
Knew of a job opportunity at the New Yorker magazine
in sales, and I had no idea what I wanted
to do with my life, so I said, sure, that
sounds great, and that set me off on my journey
to ultimately end up in marketing, because that's really where
I learned about brand management and marketing and brands, and
I was really sort of mesmerized by all of it,
and so went back and got my NBA and then
(02:08):
ended up spending about ten years in CpG, which gave
me sort of a really solid marketing foundation, and after
that time period I wanted to try something different, and
so I jumped into the startup world, which I loved.
I loved the excitement and kind of the chaos and
the impact that I could have in that world. And
then when I was looking for my next gig, New
(02:30):
York City FC actually popped up. I wasn't necessarily looking
to get into sports, even though I had worked in
sports when I was working on big beer brands and
I'm a sports fan, but I wasn't necessarily sort of
trying to have a career in sports. But I was
really captivated by the story of the club. When I
met with all of the people that I interviewed with,
(02:52):
you could tell there was this culture that was like
a family, which I know sounds very cliche, but it's true.
And I've been in cultures that are not like that,
and so it really stuck out as something that was
really special. And then on top of all of that,
you know, this was back in twenty twenty two when
I was interviewing, they had just announced during my interview
process that they would be opening a stadium in Queens,
(03:13):
and I thought, wow, you know, that's a once in
a career opportunity to be able to work on such
a meaningful project for New York City, which is, you know,
essentially my hometown.
Speaker 1 (03:24):
Only the biggest city in the world.
Speaker 5 (03:25):
Exactly the FC made. That's the tagline I love actually said,
you know.
Speaker 3 (03:30):
And I work with like these big you know, beer
brands like Budweiser.
Speaker 1 (03:34):
Yeah.
Speaker 3 (03:35):
Right, so you've managed you know, household names like Budweiser
to Canada Dry. What lessons from brand management have carried
over into the world.
Speaker 6 (03:42):
Of sports quite a few, you know, I always I've
now switched industries a few times, and of course there's
a learning curve when you do that. But in marketing
there's a lot of things that are consistent, and so
one of those is data. So that was a lesson
that I learned when I was at ABNBEV is the
importance of knowing your data, understanding your business, and knowing
your consumer. And so one of the first things I
(04:04):
did when I came over to New York City FC
was to understand the landscape of what data we had
access to, what we knew about our fan and we
knew some but not enough for my liking. And so
I probably spent the first six months just gathering data
and commissioning studies and you know, making sure that we
had that deep understanding, because that's then what really is
the starting point for good marketing and brand work.
Speaker 1 (04:26):
Knowing the clientele, knowing your fan base exactly.
Speaker 6 (04:28):
And understanding where your business is doing well and where
it's not, and being able to sort of look at
that on a you know, regular basis is really important.
And so that that was one of the first things
I would say content as well. Content is king, as
they say. And so, you know, when I started my
journey in CpG, yes, content.
Speaker 5 (04:49):
He already knows me.
Speaker 2 (04:49):
I'm always dropping the marketing.
Speaker 3 (04:53):
Contact, behind the scenes videos record this.
Speaker 6 (04:57):
So when I started my CpG journey back in twenty twelve,
that was still the age of you know, big TV
campaigns and productions, and that was really, you know, one
of the primary ways that marketing sort of happened. And
in that almost ten year journey, toward the end it
was really changing and there was a lot of questioning
being done about the value of those traditional mediums as
(05:20):
it should be as.
Speaker 5 (05:21):
Digital sort of rising and rising.
Speaker 6 (05:23):
And I think toward the end of that time, you know,
at ABI, we started to experiment with an internal creative
agency and starting to do.
Speaker 5 (05:31):
Things on our own versus using big agencies.
Speaker 6 (05:33):
And so I could already see the value of sort
of experimenting with that model and really investing in your
owned channels and your owned brand voice versus these very expensive,
you know, sort of paid ad campaigns. And when done right,
you know, you can almost replace some, if not all,
in some brands instances of your paid media budget if
(05:54):
you do it really, really well. And so that's a
mentality that I brought in to New York City FC,
and it's one that the parent company, City Football Group
shares as well, which is this you know, very very
big priority placed.
Speaker 5 (06:07):
On investing in content and using that.
Speaker 6 (06:10):
As a vehicle to really sort of tell the story
of our brand. And again, the good part about it is,
you know, it's it's free, you know, except for of course,
the people that you're bringing in to do it. But again,
if you do it well, then you don't have to
spend as much on paid media. And so that was
something that I had known before and like really spent
a lot of time in the first couple of years
(06:31):
of the role making sure that I brought in to
New York City FC.
Speaker 2 (06:37):
And you'll have done a tremendous job. I mean with
the ten year rollout, I think it's phenomenal covering all
five Burroughs, and the fandom behind New York City FC
is insane. I mean when you're at the stadium and
you hear those drums and you just feel the momentum
of the crowd, it's like no other experience. Yeah, it's beautiful.
Speaker 6 (07:01):
Yeah, no, I agree, it's It's something I think about
a lot. I talk to a lot of people who
are just getting started in marketing and they'll you know,
the last questions about sort of like what's it like
to be in all these these industries? And to me,
that's that's the most special thing about sports that I
guess I didn't really appreciate until I was in it.
Of course I've been on the fan side, but as
(07:22):
a marketer, you have this this duty to really deliver
sort of.
Speaker 5 (07:28):
What the fans are looking for. I mean, it's no pressure,
it's well right, I mean, no pressure.
Speaker 6 (07:32):
It's such a passion point and it's such an integral
part of people's lives in a way that a beer
or a soda or a you know, medicine brand like
cannot be And so there's there's a big responsibility with that,
but it's also just so joyful when you see it
come to life in the best way and how much impact. Yeah,
it can have fun people. I mean, people have tattoos
(07:53):
of this club and you know it's a family tradition
and so it's it's amazing to watch.
Speaker 3 (07:58):
It kind of leads into the next question with which
is what is the secret to creating the unforgettable stadium
experience for people? And that's what you guys sit in
the backgrounds and create and plan out because I go
to events all the time, and that's the greatest thing
about sports.
Speaker 1 (08:12):
It's like, is the energy.
Speaker 3 (08:14):
There's nothing drums and that it's nothing like I mean
watching it on TV versus actually being there in person.
Speaker 1 (08:20):
It's just nine and day and there's so much happening.
Speaker 3 (08:23):
Yes, you know, like if for the people obviously listening
or watching, if you've ever been to any sort of
professional you know, sports thing, there's so much going on
when the team's not actually playing, and all you guys
have to plan all that out.
Speaker 6 (08:36):
We do, I mean, and it's a lot. That was
a new world for me. That was probably the thing
I knew the least about when I went into sports
was we call it match presentation or gain presentation and
other other sports. But everything that has to be planned
out for the video boards and for the hosts that
are on the field and the PA announcer, you.
Speaker 1 (08:54):
Know, all these things. Wants to do that.
Speaker 5 (08:55):
By the way, come up to the booth anytime.
Speaker 1 (09:00):
Loved avent she Hadomy's shooting.
Speaker 2 (09:04):
Oh the launchers for commencement.
Speaker 1 (09:09):
Shooting.
Speaker 2 (09:11):
Okay, so you'll go with CJ mode from the music
and then I'll go, okay, shout out to GJ mode. Yeah,
it's awesome in Troy as well. Yeah, so cool. So
our students actually shadow both in office right on the
corporate side, but also in stadium, and they've had the
opportunity to shadow that activation of pre production and they
(09:33):
go all the way really interest a sound to a
v and doing all these things. And it's from ticketing
and it's interesting, all of those moving pieces they had
it down to the second.
Speaker 5 (09:44):
I have so much respect for It's a job I could.
Speaker 2 (09:46):
Have package like fifty pages.
Speaker 6 (09:48):
It's yes, crazy, Yes, I've got a very brilliant director
who runs all of that and has a long career
in that world and it's it. You have to be
very detail oriented, but you also have to be creative
and have a vision for what you want the crowd
to take away, you know, from each each moment, and
it depends on how the team's been doing lately, and
you have to factor.
Speaker 5 (10:07):
All of that in.
Speaker 1 (10:08):
And some of these games are televised, I'm not mistake correct.
Speaker 5 (10:11):
Yes, well you have to travel.
Speaker 3 (10:13):
Yeah, you talk about everything being timed out. I mean
you have to, yes, going to commercial rate come out.
Speaker 6 (10:18):
Of and if you're late, you got to find Yeah,
to really have to really be on the time of it.
My approach has always been that we want to give
as much of a platform as possible to our fans because,
as they say, they are the twelfth Man right like
they really are, and so what we can do is
just support them. And so we'll always try to find
opportunities and content to highlight them.
Speaker 5 (10:40):
You know, if we can sort of give them.
Speaker 6 (10:42):
A space to do their own rituals in the stadium,
we will do that. And all of that I think
will be even more so when we get into our
own building.
Speaker 5 (10:49):
So that's really the mentality.
Speaker 2 (10:51):
Yes, I do want to pivot a little bit for
those that are listening that perhaps aspire to be a
marketer or are just curious. Right, let's speak about what
a typical day in your life looks like in sports marketing,
because people tend to think that marketers do a commercial
or a billboard, m or social media, and we do.
(11:12):
It's a marketing mix, but that's not all we do.
Speaker 6 (11:15):
Yeah, yes, well there is no typical day, which of
course is probably how everyone answers that question, but it
is true. I yes, I mean so I wear so
many different hats. So not only is there sort of
your traditional advertising and the match presentation that we just
spoke about, but I also oversee retail, so the jersey
(11:36):
design and the process to sort of sell those and
commercialize them.
Speaker 5 (11:40):
That's that's under me as well.
Speaker 6 (11:41):
Content, which we talked about a minute ago, and so
about half my team is dedicated just content production and distribution,
and so that's a huge job. We're essentially running a
media company if you think about it, because we've always
got to be feeding those social channels with new information
that's relevant, reacting to what's going on in the world,
and so that's that's a massive part of what we're doing.
Speaker 5 (12:03):
Events is another one.
Speaker 6 (12:04):
So you see sort of like the big fan zones
outside of the stadium. But then we like to be
out and about in the city as well. So we're
at the Puerto Rican Day Parade, We're at the Dominican
Day Parade, all these kind of big events. We want
to make sure that our club is there so we
can kind of tell everybody about it.
Speaker 5 (12:19):
And then and then.
Speaker 6 (12:20):
There's there's all the other stuff email sms, I mean,
so the list goes on and on and so any
at any given time, I could be working on any
number of those things. And in my role now it's
more so like guidance, and so I really try to
empower my team to be the leaders and the subject
matter experts in all of those fields.
Speaker 5 (12:38):
And then I come in.
Speaker 6 (12:38):
If there's a barrier or if there's sort of like
a question about something, and you know I can I
can help them sort of get to the next phase.
Speaker 2 (12:46):
Then you have your community's team. Yes, it does so
much in the community and building pitches around the boroughs,
and our students have volunteered, so it's that's great. It's
a great community effort. As a female in leadership, what
advice would you give young women looking to break into
(13:07):
male dominated industries like sports.
Speaker 6 (13:10):
Yes, I would say the thing that I've learned because
I've now worked for most of my life in male
dominated industries and rooms, and I am often the only
woman at the table, which is fine, But I think
in the earlier part of my career it was very
tempting to sort of feel like I had to behave
(13:31):
or lead or run a project in the same way
that my counterparts did. And I learned, you know, now
that I've been doing this for a little while, that
you have to find what works for you and you
have to stick to it, because trying to do something
that you are uncomfortable doing is never going to work,
and you're not going to feel confident leading or managing
in that way. And so, you know, throughout my career,
(13:53):
I've been able to identify a handful of mentors where
I might see a certain style that they have or
a tactic that they use to get buy in, and
so I've sort of been collecting these things over time,
and that that now makes up, you.
Speaker 5 (14:05):
Know, how I like to lead and how I.
Speaker 6 (14:08):
Like to solve problems, which is maybe a bit more subtle.
I don't think I'm the loudest voice in the room.
Speaker 5 (14:13):
But I have.
Speaker 6 (14:14):
Learned that you know, you have to be firm with
your views, and especially if they're backed by data that
carries a lot of weight, and so you know, you
don't necessarily need to shout about it as long as
you have a really sound case for sort of what
you believe in and why, And so I think that's
that's really my advice is figure out what your personal
brand is and then stick to that.
Speaker 5 (14:35):
I love that advice.
Speaker 2 (14:36):
Spoken like a marketer.
Speaker 3 (14:38):
Yes, it's fund of talking about going back to what
you said about wearing so many hats. You know, these
kind of careers, there is no there's no people say
well when do you You know a lot of times
you always ask me when do you sleep?
Speaker 1 (14:49):
Right? Because there's no set schedule right right? I mean
there is.
Speaker 3 (14:52):
You find yourself working on a project at home at
ten PM while you're watching TV, or when you wake
up in the morning, you're doing it and it's all
to out the day. How do you find the balance
with your career and with family?
Speaker 6 (15:06):
Yes, I think I now have two girls, they're four
and six.
Speaker 1 (15:11):
Amazing a, so much fun.
Speaker 6 (15:13):
I'm so glad we're not in like two and four
anymore because that was tough.
Speaker 1 (15:17):
I have a four, seven and nine year old, so
I'm right there.
Speaker 6 (15:20):
Yeah, you know, you know, I think when I had
my first child, it was it was essential to figure
out how to draw those boundaries. And I kind of
knew that having watched a lot of peers go through
it already, that you know, you have to, of course
sort of meet the style and the culture of where
you work. But as long as you have a place
(15:42):
that is understanding of that, saying I have to leave
at five today, or I'm actually going to be offline
from five to eight because I'm going to be with
my kids, and I'll get to that later. You know,
whatever the boundary is, more times than not, people will
understand and accept that. I think when you're not delivering
things that of course that gets called into question. But
(16:02):
as long as you're delivering exactly, then I think you
have sort of like the agency to say this.
Speaker 5 (16:07):
Is what I need to be able to do my
job well.
Speaker 6 (16:09):
And I've actually found me I used to be one
of these people that would sort of like work all
weekend and power through a bunch of stuff. And now
looking back on that, I think a lot of it
was very inefficient, especially when you're doing that and you're
very tired or you're not really focused, and so I
draw the boundaries. But I'm also very diligent now about
meditating every single day, which was really hard at first
(16:30):
because I think I used to be a bit scattered.
But that ability to just really focus on something and
do it in a shorter amount of time is critical
because again, of all the hats I'm wearing and all
the things I have to do, and then you go
home and then you're a mom, so it you know,
it's sort of all the time.
Speaker 1 (16:47):
When did you start with? So meditating is funny, I've
never never done that.
Speaker 2 (16:50):
You've never meditated. It's life changing. It's life changing.
Speaker 1 (16:57):
I can never meditate that accounts.
Speaker 5 (17:00):
I had to start with a very short amount of.
Speaker 3 (17:04):
Every time Penny goes and no meditating. That's that's interesting.
Does that has that helped you out with with work?
Speaker 5 (17:11):
I think it has.
Speaker 6 (17:12):
I've actually never really thought about it until now, but
it has. I think my ability now to focus has really.
Speaker 5 (17:19):
Come from that.
Speaker 6 (17:20):
And so I decided to do it when I was
pregnant with my first child because I think I realized
sort of how you know, crazy my schedule was, and said,
I need to figure out a different way of working here, and.
Speaker 5 (17:30):
So I bought this book.
Speaker 6 (17:32):
I don't remember the title, but it basically taught you
how to meditate in an eight week period and so
each week you would sort of learn different things.
Speaker 1 (17:39):
And you put headsets on and all that.
Speaker 5 (17:40):
It or yes, yeah, yeah I did this or whatever
it is.
Speaker 1 (17:43):
Yeah, well it.
Speaker 3 (17:45):
Was a It was at some event I did, and
they had a room like there's a lot of different
things going on at this event, and one room was promoting, uh, meditation.
So you go in the and you put the headsets on,
and the guy, you know, the guy was telling you,
like right now, think about this or thing about that,
But it was so much still going on that you
could still kind of hear in the background, like they
weren't like really noise.
Speaker 6 (18:07):
It's less about like being calm or like eliminating stuff.
It's more about being present, which then as a parent too,
is awesome.
Speaker 5 (18:14):
Like I feel like I was.
Speaker 6 (18:15):
Not as good at that in the beginning and would
be distracted on my phone, and now I feel like
I'm better at putting the phone away and I'm only
focused on right now, I'm not worried about what I
have to go do later tonight or tomorrow or whatever
it is. So yeah, I would definitely. And now now
I'm just advertising for meditation.
Speaker 1 (18:32):
Highly recommend welcome to teach me how to meditate.
Speaker 2 (18:35):
Yes, exactly, No meditation helps.
Speaker 5 (18:38):
Yeah, a body scan. Body scans are the best.
Speaker 3 (18:41):
I'm over here losing weight and telling her how to
help her how to do a meal.
Speaker 1 (18:47):
You're like relaxing, losing weight.
Speaker 2 (18:50):
Something. Why I should do ade?
Speaker 1 (18:54):
Should you have that voice, Lauren, you're gonna come back.
Speaker 2 (18:56):
We're going to do a meditator.
Speaker 1 (18:58):
That voice if you close your has a meditating voice.
Speaker 2 (19:03):
Thank you.
Speaker 1 (19:03):
I'd annoying. I'd be like, no, No.
Speaker 2 (19:08):
I started meditating because at Berkeley, shout out to Shan
and she used to do meditation mondays for the students.
So we learned all about meditation and we would do
body scans and fifteen minute sessions. Some people would end
up snoring, you know, meditative process. But it does in
(19:28):
a world of chaos, because marketing is it's like a symphony.
There's a little bit of chaos, but there's organization, right,
and it all ends up well at the end. But
because everything's at a constant movement, right, and sometimes you
feel like you're in a hamster wheel and it's just
(19:49):
never stopping. The meditation just allows you to break.
Speaker 5 (19:53):
Yep.
Speaker 2 (19:53):
And if it wasn't for that and the boundaries that
you spoke about earlier, we would all be crying under own.
I know.
Speaker 4 (20:00):
I think that's that we don't speak about the rigor.
I know, but it's it's rough.
Speaker 2 (20:06):
You know.
Speaker 4 (20:06):
We love what we do, but it's extremely rigorous. Yeah,
and it's I mean, it's been great.
Speaker 6 (20:11):
I've I've got a few people that have recently sort
of gotten promoted on my team, and it's it's awesome
to see people progress. And you know, occasionally they'll come
to me and say, like, how do you deal with
this calendar that you have? And so that that's usually
my advice is you've got to set the boundaries and
you've got to take your vacation because a lot of
people don't want to or they think there's a bad
reputation if you do it, and the opposite.
Speaker 2 (20:34):
It is you we call them pretend time off my team.
Speaker 3 (20:38):
I am an It's funny because my job, you're always
but it's never really off because I'm going somewhere for work.
Speaker 1 (20:45):
It's always tidy.
Speaker 2 (20:46):
You're doing something.
Speaker 3 (20:46):
I'm doing something that's sied into work. And right now
somebody my boss listens podcasts like this guy is definitely
not saying no, Like if you go in my like work, went.
Speaker 2 (20:56):
On a trip to Vegas. It was fun, but I
was DJAM or two events.
Speaker 3 (20:59):
Yeah, I never really go somewhere where it's like you
know when people say, like, just try to leave your
phone in your computer, Like, yeah, right, it's really hard,
it's impossible. I probably be more stressed out link somewhere
without my phone, like, oh my god, I'm missing out now.
Speaker 2 (21:11):
There's always there's always something, you know, the corporate terms
that we love so much, a fire drill or something
going on. But in our worlds there are and you know,
especially your end you didn't speak about. You have partners
that are abroad in other countries, other time zones, so
you really are on call. Yeah, twenty four to seven.
So it's great that you have those boundaries. That's beautiful.
(21:32):
What is next for the FC, what's the next big
thing with marketing?
Speaker 6 (21:37):
Well, I mean, I'm sure you know twenty twenty six
is a big year because.
Speaker 5 (21:42):
Of the World Cup. So we're very excited about what.
Speaker 6 (21:45):
Role we can play in that, how we can use
that to keep growing our fan base. It's a huge opportunity,
not just for our club, for the entire league. So
there's a lot of work happening now to sort.
Speaker 5 (21:55):
Of figure out how that will look.
Speaker 6 (21:57):
Next summer and then the even more exciting you know
a thing coming up next year, and then the year
after is the opening of Vetti ed Park and so yes, yes,
yes we'll for that.
Speaker 5 (22:10):
So excited.
Speaker 6 (22:11):
But twenty twenty six is then kind of this make
or break year for us, where we've got this big
opportunity to continue to grow our fan base, continue to
establish the club here in the city ahead of you know,
essentially the biggest moment that we've had in our history
of opening the stadium, and so there's a lot of
work to do, but it's I'm excited. It's going to
be a lot of fun.
Speaker 2 (22:31):
We're so excited. Shout out to Brent Simmons. Yes, from
our partnership side, who we work closely with. He sends
us the updated screenshots of the stadium every time there's
something new going on, So shout out to Brent yea
and Ashton, Yes, they're great. Course, so Lauren. At Berkeley College,
(22:52):
we ask our students to describe what Berkeley means to
them in one word. So we're gonna flip it and
ask you in one word, if you could articulate this,
what would your legacy be.
Speaker 5 (23:06):
Change?
Speaker 3 (23:07):
Oh?
Speaker 1 (23:07):
I like that she was firm changed.
Speaker 2 (23:10):
Change.
Speaker 3 (23:11):
That's amazing. That's a good one. We haven't had nobody's
had changed either.
Speaker 5 (23:14):
Yeah, it was.
Speaker 6 (23:16):
Yeah, I think because you know, when I think about
like what excites me and the problems that I love
to tackle, it's usually something that involves like trying something new,
or doing something for the first time, or figuring something out.
Speaker 5 (23:31):
That's not been solved yet.
Speaker 6 (23:34):
And so I think then the outcome, hopefully if I
can modify it and put an adjective on it would
be sort of like positive change. But that's the thing
that I think is most exciting in this career.
Speaker 2 (23:44):
We love that, and everything you're doing is exactly that.
It's the fortitude and change. So shout out to you.
Thank you this marketing powerhouse and everything that you're doing,
it's you know, commendable with your whole team, So kudos
to all of you.
Speaker 3 (24:00):
What would you if for somebody out there listening right
now who wants to market themselves, And because marketing can fall,
I mean there's so many from artists to this, you know,
anybody in their career, how would you what steps would
you tell them to take to begin.
Speaker 6 (24:15):
It's a tough question because marketing is so many things.
I think if someone is interested in content, that is
probably the most accessible way to start, especially.
Speaker 5 (24:25):
If you are a young person.
Speaker 6 (24:26):
And I'm going to make a generalization that a lot
of gen z.
Speaker 3 (24:30):
Is the platform generation Instagram, and they're already.
Speaker 6 (24:33):
Already familiar with a lot of those spaces, and so
you know, if marketing is of interest, that's a great
place to start to start to study. You know, why
are the accounts that are so popular or popular?
Speaker 5 (24:44):
What are they doing? How are they marketing themselves?
Speaker 6 (24:46):
And then to think about, you know, if they're selling
a product or they're selling a service, like, how are
they weaving that in in a way that doesn't make
you recoil and makes you really interested in what that is?
And so much of marketing is storytelling, and so I
think in today's day and age, it's really done primarily
through social and so you know, starting to take stock
of what those successful accounts are. And you know, if
(25:08):
you are an artist or you're whatever it is, and
you're marketing yourself, thinking about how can you apply some
of those lessons and tools to the thing that you're
trying to sell, which might be yourself. Yeah, I think
that's probably the easiest way to get in. And then
you know, I've interviewed so many people, and some of
them are very young and very inexperienced, but they could
come to me and say, I know exactly what needs
(25:30):
to be done for New York City FC. I've seen
that you're trying to do this. I've seen that you
haven't tried this tactic. I've seen that this worked really
well over here. You should try this, And to me,
that's really impressive. So it doesn't you don't necessarily need
to have years of experience, but you do need to
have an understanding of sort of what's working in the world.
Speaker 5 (25:47):
And what's great about that too, is.
Speaker 6 (25:49):
You know, I'm an older millennial. I will not consider
myself like a TikTok expert. I will often rely on
people that are entry level to tell me what the
best strategy is in those worlds. Because I know that
I don't know the answer, but I know that they do.
So there's this nice like leader value yep, yep. So
I think that's a great way to start.
Speaker 2 (26:09):
Awesome, beautiful, awesome. Well, thank you for reminding us that
passion and leadership can create impact both on and off
the pitch. Ladies and gentlemen. Laurence GREENMA with New York
City FC, thank you, thank you for having me. Yes,
thank you for listening. And if you want to reach
out to Lauren, follow New York City FC on Instagram,
(26:31):
send a DM and they'll connect you where you need
to be.
Speaker 1 (26:34):
And once again, thank you for listening.
Speaker 3 (26:36):
This is Teach Me Something with Pennydellas and DJ Prostyle.
Speaker 2 (26:40):
Catch us next week. Berkeley College, Hey, thanks for listening.
Tune in next week for all
Speaker 3 (26:46):
New episode of Teach Me Something, brought to you by
Berkeley College.
Hey, what's up?
Speaker 2 (00:00):
This is DJ pro Style and this is Penny Tells.
Speaker 1 (00:03):
And this is Teach Me Something.
Speaker 2 (00:05):
Brought to you by Berkeley College. Welcome back to Teach
Me Something.
Speaker 1 (00:10):
Where experience meets elevation.
Speaker 2 (00:14):
From the boardroom to the pitch, with our very special guest,
Laurence Screamer.
Speaker 1 (00:20):
Hey, Hello, what's up?
Speaker 3 (00:22):
Oh, by the way, if you don't know, because we
didn't properly say we did not, probably this is DJ
pro Style, this is Penny.
Speaker 2 (00:27):
Do I think they know us by now?
Speaker 1 (00:30):
You're not following the scripture?
Speaker 4 (00:31):
Who?
Speaker 2 (00:32):
But who they're going to get to know today is
the vice president of Marketing at New York City FC,
official partner of Berkeley College. We are so excited to
have you with us today, and first and foremost, thank
you to you and your team for highlighting this podcast
at Yankee Stadium Pleasure. It was so amazing. It was
(00:56):
insane to be on the pitch and see it. You know,
it was pretty cool?
Speaker 5 (01:01):
Good, well good, We're happy to so.
Speaker 2 (01:02):
Lauren, your career has spanned everything from global CpG brands
to sports marketing. Tell us a little bit about your
journey and how that ended in YCFC.
Speaker 6 (01:15):
Yes, I'll try not to be too long winded, but
I think it's important to point out that in my
college days, I really wanted to be in politics, which
is so different obviously than what I'm doing now, and
tried a bunch of you know, experiences and internships and
realized there's a lot of red tape and I'm a
person that likes to move fast, and it just was
(01:35):
not a.
Speaker 5 (01:35):
Good fit, clearly.
Speaker 6 (01:36):
And so the way I fell into this career path
is a friend of mine who was working at Condon
nast at Self magazine RIP.
Speaker 5 (01:44):
I don't think it exists anymore.
Speaker 6 (01:46):
Knew of a job opportunity at the New Yorker magazine
in sales, and I had no idea what I wanted
to do with my life, so I said, sure, that
sounds great, and that set me off on my journey
to ultimately end up in marketing, because that's really where
I learned about brand management and marketing and brands, and
I was really sort of mesmerized by all of it,
and so went back and got my NBA and then
(02:08):
ended up spending about ten years in CpG, which gave
me sort of a really solid marketing foundation, and after
that time period I wanted to try something different, and
so I jumped into the startup world, which I loved.
I loved the excitement and kind of the chaos and
the impact that I could have in that world. And
then when I was looking for my next gig, New
(02:30):
York City FC actually popped up. I wasn't necessarily looking
to get into sports, even though I had worked in
sports when I was working on big beer brands and
I'm a sports fan, but I wasn't necessarily sort of
trying to have a career in sports. But I was
really captivated by the story of the club. When I
met with all of the people that I interviewed with,
(02:52):
you could tell there was this culture that was like
a family, which I know sounds very cliche, but it's true.
And I've been in cultures that are not like that,
and so it really stuck out as something that was
really special. And then on top of all of that,
you know, this was back in twenty twenty two when
I was interviewing, they had just announced during my interview
process that they would be opening a stadium in Queens,
(03:13):
and I thought, wow, you know, that's a once in
a career opportunity to be able to work on such
a meaningful project for New York City, which is, you know,
essentially my hometown.
Speaker 1 (03:24):
Only the biggest city in the world.
Speaker 5 (03:25):
Exactly the FC made. That's the tagline I love actually said,
you know.
Speaker 3 (03:30):
And I work with like these big you know, beer
brands like Budweiser.
Speaker 1 (03:34):
Yeah.
Speaker 3 (03:35):
Right, so you've managed you know, household names like Budweiser
to Canada Dry. What lessons from brand management have carried
over into the world.
Speaker 6 (03:42):
Of sports quite a few, you know, I always I've
now switched industries a few times, and of course there's
a learning curve when you do that. But in marketing
there's a lot of things that are consistent, and so
one of those is data. So that was a lesson
that I learned when I was at ABNBEV is the
importance of knowing your data, understanding your business, and knowing
your consumer. And so one of the first things I
(04:04):
did when I came over to New York City FC
was to understand the landscape of what data we had
access to, what we knew about our fan and we
knew some but not enough for my liking. And so
I probably spent the first six months just gathering data
and commissioning studies and you know, making sure that we
had that deep understanding, because that's then what really is
the starting point for good marketing and brand work.
Speaker 1 (04:26):
Knowing the clientele, knowing your fan base exactly.
Speaker 6 (04:28):
And understanding where your business is doing well and where
it's not, and being able to sort of look at
that on a you know, regular basis is really important.
And so that that was one of the first things
I would say content as well. Content is king, as
they say. And so, you know, when I started my
journey in CpG, yes, content.
Speaker 5 (04:49):
He already knows me.
Speaker 2 (04:49):
I'm always dropping the marketing.
Speaker 3 (04:53):
Contact, behind the scenes videos record this.
Speaker 6 (04:57):
So when I started my CpG journey back in twenty twelve,
that was still the age of you know, big TV
campaigns and productions, and that was really, you know, one
of the primary ways that marketing sort of happened. And
in that almost ten year journey, toward the end it
was really changing and there was a lot of questioning
being done about the value of those traditional mediums as
(05:20):
it should be as.
Speaker 5 (05:21):
Digital sort of rising and rising.
Speaker 6 (05:23):
And I think toward the end of that time, you know,
at ABI, we started to experiment with an internal creative
agency and starting to do.
Speaker 5 (05:31):
Things on our own versus using big agencies.
Speaker 6 (05:33):
And so I could already see the value of sort
of experimenting with that model and really investing in your
owned channels and your owned brand voice versus these very expensive,
you know, sort of paid ad campaigns. And when done right,
you know, you can almost replace some, if not all,
in some brands instances of your paid media budget if
(05:54):
you do it really, really well. And so that's a
mentality that I brought in to New York City FC,
and it's one that the parent company, City Football Group
shares as well, which is this you know, very very
big priority placed.
Speaker 5 (06:07):
On investing in content and using that.
Speaker 6 (06:10):
As a vehicle to really sort of tell the story
of our brand. And again, the good part about it is,
you know, it's it's free, you know, except for of course,
the people that you're bringing in to do it. But again,
if you do it well, then you don't have to
spend as much on paid media. And so that was
something that I had known before and like really spent
a lot of time in the first couple of years
(06:31):
of the role making sure that I brought in to
New York City FC.
Speaker 2 (06:37):
And you'll have done a tremendous job. I mean with
the ten year rollout, I think it's phenomenal covering all
five Burroughs, and the fandom behind New York City FC
is insane. I mean when you're at the stadium and
you hear those drums and you just feel the momentum
of the crowd, it's like no other experience. Yeah, it's beautiful.
Speaker 6 (07:01):
Yeah, no, I agree, it's It's something I think about
a lot. I talk to a lot of people who
are just getting started in marketing and they'll you know,
the last questions about sort of like what's it like
to be in all these these industries? And to me,
that's that's the most special thing about sports that I
guess I didn't really appreciate until I was in it.
Of course I've been on the fan side, but as
(07:22):
a marketer, you have this this duty to really deliver
sort of.
Speaker 5 (07:28):
What the fans are looking for. I mean, it's no pressure,
it's well right, I mean, no pressure.
Speaker 6 (07:32):
It's such a passion point and it's such an integral
part of people's lives in a way that a beer
or a soda or a you know, medicine brand like
cannot be And so there's there's a big responsibility with that,
but it's also just so joyful when you see it
come to life in the best way and how much impact. Yeah,
it can have fun people. I mean, people have tattoos
(07:53):
of this club and you know it's a family tradition
and so it's it's amazing to watch.
Speaker 3 (07:58):
It kind of leads into the next question with which
is what is the secret to creating the unforgettable stadium
experience for people? And that's what you guys sit in
the backgrounds and create and plan out because I go
to events all the time, and that's the greatest thing
about sports.
Speaker 1 (08:12):
It's like, is the energy.
Speaker 3 (08:14):
There's nothing drums and that it's nothing like I mean
watching it on TV versus actually being there in person.
Speaker 1 (08:20):
It's just nine and day and there's so much happening.
Speaker 3 (08:23):
Yes, you know, like if for the people obviously listening
or watching, if you've ever been to any sort of
professional you know, sports thing, there's so much going on
when the team's not actually playing, and all you guys
have to plan all that out.
Speaker 6 (08:36):
We do, I mean, and it's a lot. That was
a new world for me. That was probably the thing
I knew the least about when I went into sports
was we call it match presentation or gain presentation and
other other sports. But everything that has to be planned
out for the video boards and for the hosts that
are on the field and the PA announcer, you.
Speaker 1 (08:54):
Know, all these things. Wants to do that.
Speaker 5 (08:55):
By the way, come up to the booth anytime.
Speaker 1 (09:00):
Loved avent she Hadomy's shooting.
Speaker 2 (09:04):
Oh the launchers for commencement.
Speaker 1 (09:09):
Shooting.
Speaker 2 (09:11):
Okay, so you'll go with CJ mode from the music
and then I'll go, okay, shout out to GJ mode. Yeah,
it's awesome in Troy as well. Yeah, so cool. So
our students actually shadow both in office right on the
corporate side, but also in stadium, and they've had the
opportunity to shadow that activation of pre production and they
(09:33):
go all the way really interest a sound to a
v and doing all these things. And it's from ticketing
and it's interesting, all of those moving pieces they had
it down to the second.
Speaker 5 (09:44):
I have so much respect for It's a job I could.
Speaker 2 (09:46):
Have package like fifty pages.
Speaker 6 (09:48):
It's yes, crazy, Yes, I've got a very brilliant director
who runs all of that and has a long career
in that world and it's it. You have to be
very detail oriented, but you also have to be creative
and have a vision for what you want the crowd
to take away, you know, from each each moment, and
it depends on how the team's been doing lately, and
you have to factor.
Speaker 5 (10:07):
All of that in.
Speaker 1 (10:08):
And some of these games are televised, I'm not mistake correct.
Speaker 5 (10:11):
Yes, well you have to travel.
Speaker 3 (10:13):
Yeah, you talk about everything being timed out. I mean
you have to, yes, going to commercial rate come out.
Speaker 6 (10:18):
Of and if you're late, you got to find Yeah,
to really have to really be on the time of it.
My approach has always been that we want to give
as much of a platform as possible to our fans because,
as they say, they are the twelfth Man right like
they really are, and so what we can do is
just support them. And so we'll always try to find
opportunities and content to highlight them.
Speaker 5 (10:40):
You know, if we can sort of give them.
Speaker 6 (10:42):
A space to do their own rituals in the stadium,
we will do that. And all of that I think
will be even more so when we get into our
own building.
Speaker 5 (10:49):
So that's really the mentality.
Speaker 2 (10:51):
Yes, I do want to pivot a little bit for
those that are listening that perhaps aspire to be a
marketer or are just curious. Right, let's speak about what
a typical day in your life looks like in sports marketing,
because people tend to think that marketers do a commercial
or a billboard, m or social media, and we do.
(11:12):
It's a marketing mix, but that's not all we do.
Speaker 6 (11:15):
Yeah, yes, well there is no typical day, which of
course is probably how everyone answers that question, but it
is true. I yes, I mean so I wear so
many different hats. So not only is there sort of
your traditional advertising and the match presentation that we just
spoke about, but I also oversee retail, so the jersey
(11:36):
design and the process to sort of sell those and
commercialize them.
Speaker 5 (11:40):
That's that's under me as well.
Speaker 6 (11:41):
Content, which we talked about a minute ago, and so
about half my team is dedicated just content production and distribution,
and so that's a huge job. We're essentially running a
media company if you think about it, because we've always
got to be feeding those social channels with new information
that's relevant, reacting to what's going on in the world,
and so that's that's a massive part of what we're doing.
Speaker 5 (12:03):
Events is another one.
Speaker 6 (12:04):
So you see sort of like the big fan zones
outside of the stadium. But then we like to be
out and about in the city as well. So we're
at the Puerto Rican Day Parade, We're at the Dominican
Day Parade, all these kind of big events. We want
to make sure that our club is there so we
can kind of tell everybody about it.
Speaker 5 (12:19):
And then and then.
Speaker 6 (12:20):
There's there's all the other stuff email sms, I mean,
so the list goes on and on and so any
at any given time, I could be working on any
number of those things. And in my role now it's
more so like guidance, and so I really try to
empower my team to be the leaders and the subject
matter experts in all of those fields.
Speaker 5 (12:38):
And then I come in.
Speaker 6 (12:38):
If there's a barrier or if there's sort of like
a question about something, and you know I can I
can help them sort of get to the next phase.
Speaker 2 (12:46):
Then you have your community's team. Yes, it does so
much in the community and building pitches around the boroughs,
and our students have volunteered, so it's that's great. It's
a great community effort. As a female in leadership, what
advice would you give young women looking to break into
(13:07):
male dominated industries like sports.
Speaker 6 (13:10):
Yes, I would say the thing that I've learned because
I've now worked for most of my life in male
dominated industries and rooms, and I am often the only
woman at the table, which is fine, But I think
in the earlier part of my career it was very
tempting to sort of feel like I had to behave
(13:31):
or lead or run a project in the same way
that my counterparts did. And I learned, you know, now
that I've been doing this for a little while, that
you have to find what works for you and you
have to stick to it, because trying to do something
that you are uncomfortable doing is never going to work,
and you're not going to feel confident leading or managing
in that way. And so, you know, throughout my career,
(13:53):
I've been able to identify a handful of mentors where
I might see a certain style that they have or
a tactic that they use to get buy in, and
so I've sort of been collecting these things over time,
and that that now makes up, you.
Speaker 5 (14:05):
Know, how I like to lead and how I.
Speaker 6 (14:08):
Like to solve problems, which is maybe a bit more subtle.
I don't think I'm the loudest voice in the room.
Speaker 5 (14:13):
But I have.
Speaker 6 (14:14):
Learned that you know, you have to be firm with
your views, and especially if they're backed by data that
carries a lot of weight, and so you know, you
don't necessarily need to shout about it as long as
you have a really sound case for sort of what
you believe in and why, And so I think that's
that's really my advice is figure out what your personal
brand is and then stick to that.
Speaker 5 (14:35):
I love that advice.
Speaker 2 (14:36):
Spoken like a marketer.
Speaker 3 (14:38):
Yes, it's fund of talking about going back to what
you said about wearing so many hats. You know, these
kind of careers, there is no there's no people say
well when do you You know a lot of times
you always ask me when do you sleep?
Speaker 1 (14:49):
Right? Because there's no set schedule right right? I mean
there is.
Speaker 3 (14:52):
You find yourself working on a project at home at
ten PM while you're watching TV, or when you wake
up in the morning, you're doing it and it's all
to out the day. How do you find the balance
with your career and with family?
Speaker 6 (15:06):
Yes, I think I now have two girls, they're four
and six.
Speaker 1 (15:11):
Amazing a, so much fun.
Speaker 6 (15:13):
I'm so glad we're not in like two and four
anymore because that was tough.
Speaker 1 (15:17):
I have a four, seven and nine year old, so
I'm right there.
Speaker 6 (15:20):
Yeah, you know, you know, I think when I had
my first child, it was it was essential to figure
out how to draw those boundaries. And I kind of
knew that having watched a lot of peers go through
it already, that you know, you have to, of course
sort of meet the style and the culture of where
you work. But as long as you have a place
(15:42):
that is understanding of that, saying I have to leave
at five today, or I'm actually going to be offline
from five to eight because I'm going to be with
my kids, and I'll get to that later. You know,
whatever the boundary is, more times than not, people will
understand and accept that. I think when you're not delivering
things that of course that gets called into question. But
(16:02):
as long as you're delivering exactly, then I think you
have sort of like the agency to say this.
Speaker 5 (16:07):
Is what I need to be able to do my
job well.
Speaker 6 (16:09):
And I've actually found me I used to be one
of these people that would sort of like work all
weekend and power through a bunch of stuff. And now
looking back on that, I think a lot of it
was very inefficient, especially when you're doing that and you're
very tired or you're not really focused, and so I
draw the boundaries. But I'm also very diligent now about
meditating every single day, which was really hard at first
(16:30):
because I think I used to be a bit scattered.
But that ability to just really focus on something and
do it in a shorter amount of time is critical
because again, of all the hats I'm wearing and all
the things I have to do, and then you go
home and then you're a mom, so it you know,
it's sort of all the time.
Speaker 1 (16:47):
When did you start with? So meditating is funny, I've
never never done that.
Speaker 2 (16:50):
You've never meditated. It's life changing. It's life changing.
Speaker 1 (16:57):
I can never meditate that accounts.
Speaker 5 (17:00):
I had to start with a very short amount of.
Speaker 3 (17:04):
Every time Penny goes and no meditating. That's that's interesting.
Does that has that helped you out with with work?
Speaker 5 (17:11):
I think it has.
Speaker 6 (17:12):
I've actually never really thought about it until now, but
it has. I think my ability now to focus has really.
Speaker 5 (17:19):
Come from that.
Speaker 6 (17:20):
And so I decided to do it when I was
pregnant with my first child because I think I realized
sort of how you know, crazy my schedule was, and said,
I need to figure out a different way of working here, and.
Speaker 5 (17:30):
So I bought this book.
Speaker 6 (17:32):
I don't remember the title, but it basically taught you
how to meditate in an eight week period and so
each week you would sort of learn different things.
Speaker 1 (17:39):
And you put headsets on and all that.
Speaker 5 (17:40):
It or yes, yeah, yeah I did this or whatever
it is.
Speaker 1 (17:43):
Yeah, well it.
Speaker 3 (17:45):
Was a It was at some event I did, and
they had a room like there's a lot of different
things going on at this event, and one room was promoting, uh, meditation.
So you go in the and you put the headsets on,
and the guy, you know, the guy was telling you,
like right now, think about this or thing about that,
But it was so much still going on that you
could still kind of hear in the background, like they
weren't like really noise.
Speaker 6 (18:07):
It's less about like being calm or like eliminating stuff.
It's more about being present, which then as a parent too,
is awesome.
Speaker 5 (18:14):
Like I feel like I was.
Speaker 6 (18:15):
Not as good at that in the beginning and would
be distracted on my phone, and now I feel like
I'm better at putting the phone away and I'm only
focused on right now, I'm not worried about what I
have to go do later tonight or tomorrow or whatever
it is. So yeah, I would definitely. And now now
I'm just advertising for meditation.
Speaker 1 (18:32):
Highly recommend welcome to teach me how to meditate.
Speaker 2 (18:35):
Yes, exactly, No meditation helps.
Speaker 5 (18:38):
Yeah, a body scan. Body scans are the best.
Speaker 3 (18:41):
I'm over here losing weight and telling her how to
help her how to do a meal.
Speaker 1 (18:47):
You're like relaxing, losing weight.
Speaker 2 (18:50):
Something. Why I should do ade?
Speaker 1 (18:54):
Should you have that voice, Lauren, you're gonna come back.
Speaker 2 (18:56):
We're going to do a meditator.
Speaker 1 (18:58):
That voice if you close your has a meditating voice.
Speaker 2 (19:03):
Thank you.
Speaker 1 (19:03):
I'd annoying. I'd be like, no, No.
Speaker 2 (19:08):
I started meditating because at Berkeley, shout out to Shan
and she used to do meditation mondays for the students.
So we learned all about meditation and we would do
body scans and fifteen minute sessions. Some people would end
up snoring, you know, meditative process. But it does in
(19:28):
a world of chaos, because marketing is it's like a symphony.
There's a little bit of chaos, but there's organization, right,
and it all ends up well at the end. But
because everything's at a constant movement, right, and sometimes you
feel like you're in a hamster wheel and it's just
(19:49):
never stopping. The meditation just allows you to break.
Speaker 5 (19:53):
Yep.
Speaker 2 (19:53):
And if it wasn't for that and the boundaries that
you spoke about earlier, we would all be crying under own.
I know.
Speaker 4 (20:00):
I think that's that we don't speak about the rigor.
I know, but it's it's rough.
Speaker 2 (20:06):
You know.
Speaker 4 (20:06):
We love what we do, but it's extremely rigorous. Yeah,
and it's I mean, it's been great.
Speaker 6 (20:11):
I've I've got a few people that have recently sort
of gotten promoted on my team, and it's it's awesome
to see people progress. And you know, occasionally they'll come
to me and say, like, how do you deal with
this calendar that you have? And so that that's usually
my advice is you've got to set the boundaries and
you've got to take your vacation because a lot of
people don't want to or they think there's a bad
reputation if you do it, and the opposite.
Speaker 2 (20:34):
It is you we call them pretend time off my team.
Speaker 3 (20:38):
I am an It's funny because my job, you're always
but it's never really off because I'm going somewhere for work.
Speaker 1 (20:45):
It's always tidy.
Speaker 2 (20:46):
You're doing something.
Speaker 3 (20:46):
I'm doing something that's sied into work. And right now
somebody my boss listens podcasts like this guy is definitely
not saying no, Like if you go in my like work, went.
Speaker 2 (20:56):
On a trip to Vegas. It was fun, but I
was DJAM or two events.
Speaker 3 (20:59):
Yeah, I never really go somewhere where it's like you
know when people say, like, just try to leave your
phone in your computer, Like, yeah, right, it's really hard,
it's impossible. I probably be more stressed out link somewhere
without my phone, like, oh my god, I'm missing out now.
Speaker 2 (21:11):
There's always there's always something, you know, the corporate terms
that we love so much, a fire drill or something
going on. But in our worlds there are and you know,
especially your end you didn't speak about. You have partners
that are abroad in other countries, other time zones, so
you really are on call. Yeah, twenty four to seven.
So it's great that you have those boundaries. That's beautiful.
(21:32):
What is next for the FC, what's the next big
thing with marketing?
Speaker 6 (21:37):
Well, I mean, I'm sure you know twenty twenty six
is a big year because.
Speaker 5 (21:42):
Of the World Cup. So we're very excited about what.
Speaker 6 (21:45):
Role we can play in that, how we can use
that to keep growing our fan base. It's a huge opportunity,
not just for our club, for the entire league. So
there's a lot of work happening now to sort.
Speaker 5 (21:55):
Of figure out how that will look.
Speaker 6 (21:57):
Next summer and then the even more exciting you know
a thing coming up next year, and then the year
after is the opening of Vetti ed Park and so yes, yes,
yes we'll for that.
Speaker 5 (22:10):
So excited.
Speaker 6 (22:11):
But twenty twenty six is then kind of this make
or break year for us, where we've got this big
opportunity to continue to grow our fan base, continue to
establish the club here in the city ahead of you know,
essentially the biggest moment that we've had in our history
of opening the stadium, and so there's a lot of
work to do, but it's I'm excited. It's going to
be a lot of fun.
Speaker 2 (22:31):
We're so excited. Shout out to Brent Simmons. Yes, from
our partnership side, who we work closely with. He sends
us the updated screenshots of the stadium every time there's
something new going on, So shout out to Brent yea
and Ashton, Yes, they're great. Course, so Lauren. At Berkeley College,
(22:52):
we ask our students to describe what Berkeley means to
them in one word. So we're gonna flip it and
ask you in one word, if you could articulate this,
what would your legacy be.
Speaker 5 (23:06):
Change?
Speaker 3 (23:07):
Oh?
Speaker 1 (23:07):
I like that she was firm changed.
Speaker 2 (23:10):
Change.
Speaker 3 (23:11):
That's amazing. That's a good one. We haven't had nobody's
had changed either.
Speaker 5 (23:14):
Yeah, it was.
Speaker 6 (23:16):
Yeah, I think because you know, when I think about
like what excites me and the problems that I love
to tackle, it's usually something that involves like trying something new,
or doing something for the first time, or figuring something out.
Speaker 5 (23:31):
That's not been solved yet.
Speaker 6 (23:34):
And so I think then the outcome, hopefully if I
can modify it and put an adjective on it would
be sort of like positive change. But that's the thing
that I think is most exciting in this career.
Speaker 2 (23:44):
We love that, and everything you're doing is exactly that.
It's the fortitude and change. So shout out to you.
Thank you this marketing powerhouse and everything that you're doing,
it's you know, commendable with your whole team, So kudos
to all of you.
Speaker 3 (24:00):
What would you if for somebody out there listening right
now who wants to market themselves, And because marketing can fall,
I mean there's so many from artists to this, you know,
anybody in their career, how would you what steps would
you tell them to take to begin.
Speaker 6 (24:15):
It's a tough question because marketing is so many things.
I think if someone is interested in content, that is
probably the most accessible way to start, especially.
Speaker 5 (24:25):
If you are a young person.
Speaker 6 (24:26):
And I'm going to make a generalization that a lot
of gen z.
Speaker 3 (24:30):
Is the platform generation Instagram, and they're already.
Speaker 6 (24:33):
Already familiar with a lot of those spaces, and so
you know, if marketing is of interest, that's a great
place to start to start to study. You know, why
are the accounts that are so popular or popular?
Speaker 5 (24:44):
What are they doing? How are they marketing themselves?
Speaker 6 (24:46):
And then to think about, you know, if they're selling
a product or they're selling a service, like, how are
they weaving that in in a way that doesn't make
you recoil and makes you really interested in what that is?
And so much of marketing is storytelling, and so I
think in today's day and age, it's really done primarily
through social and so you know, starting to take stock
of what those successful accounts are. And you know, if
(25:08):
you are an artist or you're whatever it is, and
you're marketing yourself, thinking about how can you apply some
of those lessons and tools to the thing that you're
trying to sell, which might be yourself. Yeah, I think
that's probably the easiest way to get in. And then
you know, I've interviewed so many people, and some of
them are very young and very inexperienced, but they could
come to me and say, I know exactly what needs
(25:30):
to be done for New York City FC. I've seen
that you're trying to do this. I've seen that you
haven't tried this tactic. I've seen that this worked really
well over here. You should try this, And to me,
that's really impressive. So it doesn't you don't necessarily need
to have years of experience, but you do need to
have an understanding of sort of what's working in the world.
Speaker 5 (25:47):
And what's great about that too, is.
Speaker 6 (25:49):
You know, I'm an older millennial. I will not consider
myself like a TikTok expert. I will often rely on
people that are entry level to tell me what the
best strategy is in those worlds. Because I know that
I don't know the answer, but I know that they do.
So there's this nice like leader value yep, yep. So
I think that's a great way to start.
Speaker 2 (26:09):
Awesome, beautiful, awesome. Well, thank you for reminding us that
passion and leadership can create impact both on and off
the pitch. Ladies and gentlemen. Laurence GREENMA with New York
City FC, thank you, thank you for having me. Yes,
thank you for listening. And if you want to reach
out to Lauren, follow New York City FC on Instagram,
(26:31):
send a DM and they'll connect you where you need
to be.
Speaker 1 (26:34):
And once again, thank you for listening.
Speaker 3 (26:36):
This is Teach Me Something with Pennydellas and DJ Prostyle.
Speaker 2 (26:40):
Catch us next week. Berkeley College, Hey, thanks for listening.
Tune in next week for all
Speaker 3 (26:46):
New episode of Teach Me Something, brought to you by
Berkeley College.
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