Soccer may be the world’s game, but for Radhika Duggal, it’s also a masterclass in marketing, leadership, and consumer obsession. As CMO of Major League Soccer, she’s redefining how a league connects with its fans—through innovation, resilience, and a culture of care that puts people first.
Radhika pulls back the curtain on what it really takes to market a league that’s growing at record pace. From embracing imperfection as a strategy (yes, really) to building a culture of care and speed, she shares how consumer behavior and team dynamics intersect to create moments of fandom that last a lifetime.
We cover it all: resilience in leadership, why feedback is the ultimate gift, the art of operationalizing innovation, and how soccer’s global DNA makes it uniquely positioned to unite rather than divide.
TIMESTAMPS:
00:00 Introduction and Background
02:10 The Role of CMO in Major League Soccer
06:44 Embracing Imperfection and Learning
09:28 Navigating New Challenges in a New Industry
12:33 Goals and Team Dynamics
15:36 Operationalizing Speed and Communication
18:24 Building a Culture of Care and Trust
21:09 Defining Great Leadership
22:53 Feedback and Growth
25:48 Consumer Behavior Insights
28:28 Driving Fan Growth and Engagement
31:00 Measuring Fandom and Emotional Connection
35:07 Innovation in Marketing for MLS
37:10 Understanding Consumer Behavior
39:39 Real-Life Consumer Insights
42:11 The Thread of People in Career
43:55 Resilience as a Key Skill
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