🏆 Career Insights: CMO Strategies for Growth

From Psychology to Marketing

Kim began her career focusing on clinical psychology at Cornell University but soon realized it wasn’t the right fit. “I realized there was a disconnect between who I am and what it would entail to be a clinical psychologist,” she reflects. This insight led her to marketing, where she could apply her understanding of consumer behavior. While earning an MBA at Wharton, she interned at Disney, managing brand plans for major franchises like the Avengers and Spider-Man. Her career then took her through roles at Google, FitMob (now ClassPass), Lyft, Under Armour, and National Geographic (Disney) each contributing to her growth and expertise in brand and product marketing

At Google, she found B2B marketing less fulfilling than direct-to-consumer approaches, which better suited her interest in consumer behavior. Her time at ClassPass allowed her to dive deeply into data and customer retention, "wearing many hats" and embracing the dynamic nature of startup culture. Her stint at Lyft was a significant learning period, where she was deeply involved in the pre-IPO marketing efforts. At Under Armour, she was responsible for marketing MyFitnessPal, MapMyRun, and Under Armour Connected Shoes, allowing her to combine her passion for sports, fitness, and technology. Her experience at National Geographic (Disney) also provided valuable insights, as she drew parallels between the audience development challenges faced in the media industry and fan growth and engagement challenges in sports leagues.

Bridging Art and Science in Marketing

Kim believes that while data is essential, it should not be the sole driver of marketing and brand decisions. "Marketing is an art but also a science," she explains. She notes that data should inform decisions but not dictate them entirely. Her philosophy includes trusting instincts and balancing data insights with creative thinking.

This balanced approach was crucial at Disney and is now pivotal at the Nationals, where Bolt engages a younger, more diverse audience. “I never imagined there would be parallels between a 130-year-old print magazine and a DC baseball team, but here I am. Many successful tactics and strategies we used at Nat Geo to reach a younger, more diverse audience are just as applicable here at the Nationals.” The skills she honed in previous roles—particularly in understanding consumers and leveraging brand identity— are being used in her current role  to ensure the brand remains strong and relevant.

Finding Your Superpower & Key Traits of Successful People

Kim offers practical advice for those aspiring to break into sports: “Know your superpower. Identify what you’re exceptional at and find ways to leverage it.” Her superpower lies in data-informed storytelling—a skill she developed through her diverse experiences and continues to use effectively in her current role. She notes the importance of understanding one’s unique strengths and how they can be applied in the sports industry or any field. Second, she advises, "Identify what truly drives you, what you’re passionate about." Kim believes the magic happens when your skills, passions, and business needs intersect. “It’s not always your first job out of college, but finding that sweet spot can lead to the most fulfilling, career-defining experiences.”

Throughout her career, Kim has identified key traits that make people stand out. “Humble and hungry” is a mantra she values, a lesson from her time at Under Armour, where even the cafeteria was named after these values. This ethos reinforces the importance of maintaining humility and drive in leadership roles. Kim also highlights the significance of a growth mindset and servant leadership, fostering an environment where her teams are encouraged to be curious, proactive, and self-reliant. “My job as a leader is about setting a clear strategy and then giving people the autonomy to be the experts in their own craft,” she says. Her leadership style is deeply rooted in creating a culture of continuous learning and mentorship, paving the way for others to succeed.

Embracing Feedback as a Gift

Kim's journey has taught her the power of embracing feedback. "One of the most valuable lessons I’ve learned is to see feedback as a gift, even if it’s delivered bluntly or in a way I wouldn’t prefer," she says. Rather than focusing on the delivery, she notes the importance of finding the truth in every piece of feedback. “There’s always a nugget of insight, something I can use to grow.” This mindset has been crucial in her growth and is a practice she encourages others to adopt for continuous improvement and success.

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