Why hiring the right marketers matters now more than ever

The growth of women’s sports isn’t hypothetical anymore. It’s happening, and it’s happening fast. From new investment and record ratings to expansion teams and sold-out arenas, we’re watching a major market take shape in real time. But behind the momentum lies a crucial question that teams, leagues, and sponsors need to answer: who are the right people to lead this moment?

If you work in or around sports, it’s worth recognizing that many women’s sports organizations, especially newer leagues and teams, have more in common with startups than they do with the big, established brands we often look to for comparison.

And that matters when it comes to hiring, especially on the marketing side.

Startups and emerging women’s sports properties both operate with a high sense of urgency. They don’t have the luxury of slow build-ups or five-year plans that collect dust. There’s a window right now to capture attention, grow fandom, and generate revenue. The teams that do it best are those who can move quickly and creatively, often with lean staffs and modest budgets.

Both also require vision. Whether you’re building a brand or a business, the ability to craft and sell a clear story to fans, investors, media, and your own staff is essential. It is about storytelling that unlocks belief, action, and loyalty.

And finally, there’s risk. In women’s sports, the margin for error can feel small. Teams are juggling expectations from sponsors, players, fans, and boards, all while proving a commercial model that’s still taking shape. Playing it safe often doesn’t work. The most successful brands in this space are willing to experiment, test, and iterate like a startup would.

Given those conditions, what kind of marketing leader actually thrives here?

The ones with startup DNA:

• They’re builders, not maintainers.
• They’re just as comfortable writing copy as they are setting strategy.
• They understand how marketing connects to revenue, not just brand awareness.
• They listen to fans like users, constantly gathering feedback to guide content, pricing, partnerships, and messaging.
• They can be found outside traditional sports, in entertainment, consumer tech, or mission-driven brands.
• They also have grit. Startups and women’s sports require people who are okay with the unknown, with doing more than what’s on the job description, and with learning on the fly.

One of the biggest challenges I see in executive search is that many marketers who want to be part of the women’s sports movement are used to operating within much more structured environments. They may be talented but not necessarily built for this kind of growth phase. And the ones who are built for it are in demand across industries.

Which means the most forward-thinking teams are hiring differently. They’re widening their lens beyond traditional sports backgrounds. They’re prioritizing agility, storytelling, and growth experience over tenure alone. And they’re moving quickly to get the best people before someone else does.

The right marketer at the right time can change everything. But only if you're recruiting with the same urgency, vision, and boldness that define the space itself.