Latest / Teach Me Something Hosted By DJ Prostyle & Penny Dellas / From the Boardroom to the Pitch with Lauren Scrima

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From the Boardroom to the Pitch with Lauren Scrima · Teach Me Something Hosted By DJ Prostyle & Penny Dellas

0:00
Speaker 1: Hey, what's up?
0:00
Speaker 2: This is DJ pro Style and this is Penny Tells.
0:03
Speaker 1: And this is Teach Me Something.
0:05
Speaker 2: Brought to you by Berkeley College. Welcome back to Teach
0:09
Speaker 2: Me Something.
0:10
Speaker 1: Where experience meets elevation.
0:14
Speaker 2: From the boardroom to the pitch, with our very special guest,
0:18
Speaker 2: Laurence Screamer.
0:20
Speaker 1: Hey, Hello, what's up?
0:22
Speaker 3: Oh, by the way, if you don't know, because we
0:23
Speaker 3: didn't properly say we did not, probably this is DJ
0:26
Speaker 3: pro Style, this is Penny.
0:27
Speaker 2: Do I think they know us by now?
0:30
Speaker 1: You're not following the scripture?
0:31
Speaker 4: Who?
0:32
Speaker 2: But who they're going to get to know today is
0:35
Speaker 2: the vice president of Marketing at New York City FC,
0:40
Speaker 2: official partner of Berkeley College. We are so excited to
0:44
Speaker 2: have you with us today, and first and foremost, thank
0:47
Speaker 2: you to you and your team for highlighting this podcast
0:51
Speaker 2: at Yankee Stadium Pleasure. It was so amazing. It was
0:56
Speaker 2: insane to be on the pitch and see it. You know,
1:00
Speaker 2: it was pretty cool?
1:01
Speaker 5: Good, well good, We're happy to so.
1:02
Speaker 2: Lauren, your career has spanned everything from global CpG brands
1:09
Speaker 2: to sports marketing. Tell us a little bit about your
1:11
Speaker 2: journey and how that ended in YCFC.
1:15
Speaker 6: Yes, I'll try not to be too long winded, but
1:18
Speaker 6: I think it's important to point out that in my
1:20
Speaker 6: college days, I really wanted to be in politics, which
1:23
Speaker 6: is so different obviously than what I'm doing now, and
1:27
Speaker 6: tried a bunch of you know, experiences and internships and
1:30
Speaker 6: realized there's a lot of red tape and I'm a
1:33
Speaker 6: person that likes to move fast, and it just was
1:35
Speaker 6: not a.
1:35
Speaker 5: Good fit, clearly.
1:36
Speaker 6: And so the way I fell into this career path
1:39
Speaker 6: is a friend of mine who was working at Condon
1:42
Speaker 6: nast at Self magazine RIP.
1:44
Speaker 5: I don't think it exists anymore.
1:46
Speaker 6: Knew of a job opportunity at the New Yorker magazine
1:49
Speaker 6: in sales, and I had no idea what I wanted
1:51
Speaker 6: to do with my life, so I said, sure, that
1:52
Speaker 6: sounds great, and that set me off on my journey
1:56
Speaker 6: to ultimately end up in marketing, because that's really where
1:59
Speaker 6: I learned about brand management and marketing and brands, and
2:02
Speaker 6: I was really sort of mesmerized by all of it,
2:05
Speaker 6: and so went back and got my NBA and then
2:08
Speaker 6: ended up spending about ten years in CpG, which gave
2:12
Speaker 6: me sort of a really solid marketing foundation, and after
2:16
Speaker 6: that time period I wanted to try something different, and
2:18
Speaker 6: so I jumped into the startup world, which I loved.
2:21
Speaker 6: I loved the excitement and kind of the chaos and
2:25
Speaker 6: the impact that I could have in that world. And
2:28
Speaker 6: then when I was looking for my next gig, New
2:30
Speaker 6: York City FC actually popped up. I wasn't necessarily looking
2:34
Speaker 6: to get into sports, even though I had worked in
2:37
Speaker 6: sports when I was working on big beer brands and
2:39
Speaker 6: I'm a sports fan, but I wasn't necessarily sort of
2:43
Speaker 6: trying to have a career in sports. But I was
2:46
Speaker 6: really captivated by the story of the club. When I
2:49
Speaker 6: met with all of the people that I interviewed with,
2:52
Speaker 6: you could tell there was this culture that was like
2:55
Speaker 6: a family, which I know sounds very cliche, but it's true.
2:58
Speaker 6: And I've been in cultures that are not like that,
3:00
Speaker 6: and so it really stuck out as something that was
3:02
Speaker 6: really special. And then on top of all of that,
3:05
Speaker 6: you know, this was back in twenty twenty two when
3:06
Speaker 6: I was interviewing, they had just announced during my interview
3:10
Speaker 6: process that they would be opening a stadium in Queens,
3:13
Speaker 6: and I thought, wow, you know, that's a once in
3:15
Speaker 6: a career opportunity to be able to work on such
3:18
Speaker 6: a meaningful project for New York City, which is, you know,
3:22
Speaker 6: essentially my hometown.
3:24
Speaker 1: Only the biggest city in the world.
3:25
Speaker 5: Exactly the FC made. That's the tagline I love actually said,
3:30
Speaker 5: you know.
3:30
Speaker 3: And I work with like these big you know, beer
3:32
Speaker 3: brands like Budweiser.
3:34
Speaker 1: Yeah.
3:35
Speaker 3: Right, so you've managed you know, household names like Budweiser
3:38
Speaker 3: to Canada Dry. What lessons from brand management have carried
3:42
Speaker 3: over into the world.
3:42
Speaker 6: Of sports quite a few, you know, I always I've
3:46
Speaker 6: now switched industries a few times, and of course there's
3:49
Speaker 6: a learning curve when you do that. But in marketing
3:51
Speaker 6: there's a lot of things that are consistent, and so
3:54
Speaker 6: one of those is data. So that was a lesson
3:57
Speaker 6: that I learned when I was at ABNBEV is the
3:59
Speaker 6: importance of knowing your data, understanding your business, and knowing
4:02
Speaker 6: your consumer. And so one of the first things I
4:04
Speaker 6: did when I came over to New York City FC
4:07
Speaker 6: was to understand the landscape of what data we had
4:09
Speaker 6: access to, what we knew about our fan and we
4:11
Speaker 6: knew some but not enough for my liking. And so
4:14
Speaker 6: I probably spent the first six months just gathering data
4:17
Speaker 6: and commissioning studies and you know, making sure that we
4:20
Speaker 6: had that deep understanding, because that's then what really is
4:24
Speaker 6: the starting point for good marketing and brand work.
4:26
Speaker 1: Knowing the clientele, knowing your fan base exactly.
4:28
Speaker 6: And understanding where your business is doing well and where
4:31
Speaker 6: it's not, and being able to sort of look at
4:33
Speaker 6: that on a you know, regular basis is really important.
4:36
Speaker 6: And so that that was one of the first things
4:39
Speaker 6: I would say content as well. Content is king, as
4:42
Speaker 6: they say. And so, you know, when I started my
4:45
Speaker 6: journey in CpG, yes, content.
4:49
Speaker 5: He already knows me.
4:49
Speaker 2: I'm always dropping the marketing.
4:53
Speaker 3: Contact, behind the scenes videos record this.
4:57
Speaker 6: So when I started my CpG journey back in twenty twelve,
5:01
Speaker 6: that was still the age of you know, big TV
5:04
Speaker 6: campaigns and productions, and that was really, you know, one
5:07
Speaker 6: of the primary ways that marketing sort of happened. And
5:12
Speaker 6: in that almost ten year journey, toward the end it
5:15
Speaker 6: was really changing and there was a lot of questioning
5:17
Speaker 6: being done about the value of those traditional mediums as
5:20
Speaker 6: it should be as.
5:21
Speaker 5: Digital sort of rising and rising.
5:23
Speaker 6: And I think toward the end of that time, you know,
5:25
Speaker 6: at ABI, we started to experiment with an internal creative
5:30
Speaker 6: agency and starting to do.
5:31
Speaker 5: Things on our own versus using big agencies.
5:33
Speaker 6: And so I could already see the value of sort
5:36
Speaker 6: of experimenting with that model and really investing in your
5:39
Speaker 6: owned channels and your owned brand voice versus these very expensive,
5:44
Speaker 6: you know, sort of paid ad campaigns. And when done right,
5:48
Speaker 6: you know, you can almost replace some, if not all,
5:51
Speaker 6: in some brands instances of your paid media budget if
5:54
Speaker 6: you do it really, really well. And so that's a
5:57
Speaker 6: mentality that I brought in to New York City FC,
6:00
Speaker 6: and it's one that the parent company, City Football Group
6:03
Speaker 6: shares as well, which is this you know, very very
6:06
Speaker 6: big priority placed.
6:07
Speaker 5: On investing in content and using that.
6:10
Speaker 6: As a vehicle to really sort of tell the story
6:12
Speaker 6: of our brand. And again, the good part about it is,
6:16
Speaker 6: you know, it's it's free, you know, except for of course,
6:19
Speaker 6: the people that you're bringing in to do it. But again,
6:22
Speaker 6: if you do it well, then you don't have to
6:24
Speaker 6: spend as much on paid media. And so that was
6:26
Speaker 6: something that I had known before and like really spent
6:29
Speaker 6: a lot of time in the first couple of years
6:31
Speaker 6: of the role making sure that I brought in to
6:35
Speaker 6: New York City FC.
6:37
Speaker 2: And you'll have done a tremendous job. I mean with
6:39
Speaker 2: the ten year rollout, I think it's phenomenal covering all
6:43
Speaker 2: five Burroughs, and the fandom behind New York City FC
6:48
Speaker 2: is insane. I mean when you're at the stadium and
6:52
Speaker 2: you hear those drums and you just feel the momentum
6:56
Speaker 2: of the crowd, it's like no other experience. Yeah, it's beautiful.
7:01
Speaker 6: Yeah, no, I agree, it's It's something I think about
7:04
Speaker 6: a lot. I talk to a lot of people who
7:06
Speaker 6: are just getting started in marketing and they'll you know,
7:08
Speaker 6: the last questions about sort of like what's it like
7:10
Speaker 6: to be in all these these industries? And to me,
7:14
Speaker 6: that's that's the most special thing about sports that I
7:17
Speaker 6: guess I didn't really appreciate until I was in it.
7:20
Speaker 6: Of course I've been on the fan side, but as
7:22
Speaker 6: a marketer, you have this this duty to really deliver
7:28
Speaker 6: sort of.
7:28
Speaker 5: What the fans are looking for. I mean, it's no pressure,
7:30
Speaker 5: it's well right, I mean, no pressure.
7:32
Speaker 6: It's such a passion point and it's such an integral
7:35
Speaker 6: part of people's lives in a way that a beer
7:38
Speaker 6: or a soda or a you know, medicine brand like
7:41
Speaker 6: cannot be And so there's there's a big responsibility with that,
7:45
Speaker 6: but it's also just so joyful when you see it
7:47
Speaker 6: come to life in the best way and how much impact. Yeah,
7:51
Speaker 6: it can have fun people. I mean, people have tattoos
7:53
Speaker 6: of this club and you know it's a family tradition
7:56
Speaker 6: and so it's it's amazing to watch.
7:58
Speaker 3: It kind of leads into the next question with which
8:00
Speaker 3: is what is the secret to creating the unforgettable stadium
8:04
Speaker 3: experience for people? And that's what you guys sit in
8:05
Speaker 3: the backgrounds and create and plan out because I go
8:09
Speaker 3: to events all the time, and that's the greatest thing
8:12
Speaker 3: about sports.
8:12
Speaker 1: It's like, is the energy.
8:14
Speaker 3: There's nothing drums and that it's nothing like I mean
8:17
Speaker 3: watching it on TV versus actually being there in person.
8:20
Speaker 1: It's just nine and day and there's so much happening.
8:23
Speaker 3: Yes, you know, like if for the people obviously listening
8:26
Speaker 3: or watching, if you've ever been to any sort of
8:28
Speaker 3: professional you know, sports thing, there's so much going on
8:32
Speaker 3: when the team's not actually playing, and all you guys
8:35
Speaker 3: have to plan all that out.
8:36
Speaker 6: We do, I mean, and it's a lot. That was
8:38
Speaker 6: a new world for me. That was probably the thing
8:40
Speaker 6: I knew the least about when I went into sports
8:42
Speaker 6: was we call it match presentation or gain presentation and
8:45
Speaker 6: other other sports. But everything that has to be planned
8:48
Speaker 6: out for the video boards and for the hosts that
8:51
Speaker 6: are on the field and the PA announcer, you.
8:54
Speaker 1: Know, all these things. Wants to do that.
8:55
Speaker 5: By the way, come up to the booth anytime.
9:00
Speaker 1: Loved avent she Hadomy's shooting.
9:04
Speaker 2: Oh the launchers for commencement.
9:09
Speaker 1: Shooting.
9:11
Speaker 2: Okay, so you'll go with CJ mode from the music
9:15
Speaker 2: and then I'll go, okay, shout out to GJ mode. Yeah,
9:19
Speaker 2: it's awesome in Troy as well. Yeah, so cool. So
9:22
Speaker 2: our students actually shadow both in office right on the
9:26
Speaker 2: corporate side, but also in stadium, and they've had the
9:29
Speaker 2: opportunity to shadow that activation of pre production and they
9:33
Speaker 2: go all the way really interest a sound to a
9:36
Speaker 2: v and doing all these things. And it's from ticketing
9:39
Speaker 2: and it's interesting, all of those moving pieces they had
9:42
Speaker 2: it down to the second.
9:44
Speaker 5: I have so much respect for It's a job I could.
9:46
Speaker 2: Have package like fifty pages.
9:48
Speaker 6: It's yes, crazy, Yes, I've got a very brilliant director
9:52
Speaker 6: who runs all of that and has a long career
9:54
Speaker 6: in that world and it's it. You have to be
9:56
Speaker 6: very detail oriented, but you also have to be creative
9:59
Speaker 6: and have a vision for what you want the crowd
10:02
Speaker 6: to take away, you know, from each each moment, and
10:04
Speaker 6: it depends on how the team's been doing lately, and
10:07
Speaker 6: you have to factor.
10:07
Speaker 5: All of that in.
10:08
Speaker 1: And some of these games are televised, I'm not mistake correct.
10:11
Speaker 5: Yes, well you have to travel.
10:13
Speaker 3: Yeah, you talk about everything being timed out. I mean
10:16
Speaker 3: you have to, yes, going to commercial rate come out.
10:18
Speaker 6: Of and if you're late, you got to find Yeah,
10:20
Speaker 6: to really have to really be on the time of it.
10:23
Speaker 6: My approach has always been that we want to give
10:26
Speaker 6: as much of a platform as possible to our fans because,
10:29
Speaker 6: as they say, they are the twelfth Man right like
10:32
Speaker 6: they really are, and so what we can do is
10:35
Speaker 6: just support them. And so we'll always try to find
10:38
Speaker 6: opportunities and content to highlight them.
10:40
Speaker 5: You know, if we can sort of give them.
10:42
Speaker 6: A space to do their own rituals in the stadium,
10:44
Speaker 6: we will do that. And all of that I think
10:46
Speaker 6: will be even more so when we get into our
10:48
Speaker 6: own building.
10:49
Speaker 5: So that's really the mentality.
10:51
Speaker 2: Yes, I do want to pivot a little bit for
10:54
Speaker 2: those that are listening that perhaps aspire to be a
10:57
Speaker 2: marketer or are just curious. Right, let's speak about what
11:00
Speaker 2: a typical day in your life looks like in sports marketing,
11:03
Speaker 2: because people tend to think that marketers do a commercial
11:07
Speaker 2: or a billboard, m or social media, and we do.
11:12
Speaker 2: It's a marketing mix, but that's not all we do.
11:15
Speaker 6: Yeah, yes, well there is no typical day, which of
11:18
Speaker 6: course is probably how everyone answers that question, but it
11:20
Speaker 6: is true. I yes, I mean so I wear so
11:25
Speaker 6: many different hats. So not only is there sort of
11:29
Speaker 6: your traditional advertising and the match presentation that we just
11:32
Speaker 6: spoke about, but I also oversee retail, so the jersey
11:36
Speaker 6: design and the process to sort of sell those and
11:39
Speaker 6: commercialize them.
11:40
Speaker 5: That's that's under me as well.
11:41
Speaker 6: Content, which we talked about a minute ago, and so
11:44
Speaker 6: about half my team is dedicated just content production and distribution,
11:48
Speaker 6: and so that's a huge job. We're essentially running a
11:52
Speaker 6: media company if you think about it, because we've always
11:54
Speaker 6: got to be feeding those social channels with new information
11:57
Speaker 6: that's relevant, reacting to what's going on in the world,
12:00
Speaker 6: and so that's that's a massive part of what we're doing.
12:03
Speaker 5: Events is another one.
12:04
Speaker 6: So you see sort of like the big fan zones
12:07
Speaker 6: outside of the stadium. But then we like to be
12:09
Speaker 6: out and about in the city as well. So we're
12:11
Speaker 6: at the Puerto Rican Day Parade, We're at the Dominican
12:13
Speaker 6: Day Parade, all these kind of big events. We want
12:15
Speaker 6: to make sure that our club is there so we
12:16
Speaker 6: can kind of tell everybody about it.
12:19
Speaker 5: And then and then.
12:20
Speaker 6: There's there's all the other stuff email sms, I mean,
12:23
Speaker 6: so the list goes on and on and so any
12:25
Speaker 6: at any given time, I could be working on any
12:27
Speaker 6: number of those things. And in my role now it's
12:30
Speaker 6: more so like guidance, and so I really try to
12:33
Speaker 6: empower my team to be the leaders and the subject
12:36
Speaker 6: matter experts in all of those fields.
12:38
Speaker 5: And then I come in.
12:38
Speaker 6: If there's a barrier or if there's sort of like
12:41
Speaker 6: a question about something, and you know I can I
12:43
Speaker 6: can help them sort of get to the next phase.
12:46
Speaker 2: Then you have your community's team. Yes, it does so
12:48
Speaker 2: much in the community and building pitches around the boroughs,
12:51
Speaker 2: and our students have volunteered, so it's that's great. It's
12:54
Speaker 2: a great community effort. As a female in leadership, what
13:02
Speaker 2: advice would you give young women looking to break into
13:07
Speaker 2: male dominated industries like sports.
13:10
Speaker 6: Yes, I would say the thing that I've learned because
13:14
Speaker 6: I've now worked for most of my life in male
13:17
Speaker 6: dominated industries and rooms, and I am often the only
13:20
Speaker 6: woman at the table, which is fine, But I think
13:24
Speaker 6: in the earlier part of my career it was very
13:27
Speaker 6: tempting to sort of feel like I had to behave
13:31
Speaker 6: or lead or run a project in the same way
13:33
Speaker 6: that my counterparts did. And I learned, you know, now
13:38
Speaker 6: that I've been doing this for a little while, that
13:40
Speaker 6: you have to find what works for you and you
13:42
Speaker 6: have to stick to it, because trying to do something
13:45
Speaker 6: that you are uncomfortable doing is never going to work,
13:48
Speaker 6: and you're not going to feel confident leading or managing
13:50
Speaker 6: in that way. And so, you know, throughout my career,
13:53
Speaker 6: I've been able to identify a handful of mentors where
13:56
Speaker 6: I might see a certain style that they have or
13:59
Speaker 6: a tactic that they use to get buy in, and
14:01
Speaker 6: so I've sort of been collecting these things over time,
14:04
Speaker 6: and that that now makes up, you.
14:05
Speaker 5: Know, how I like to lead and how I.
14:08
Speaker 6: Like to solve problems, which is maybe a bit more subtle.
14:11
Speaker 6: I don't think I'm the loudest voice in the room.
14:13
Speaker 5: But I have.
14:14
Speaker 6: Learned that you know, you have to be firm with
14:16
Speaker 6: your views, and especially if they're backed by data that
14:19
Speaker 6: carries a lot of weight, and so you know, you
14:21
Speaker 6: don't necessarily need to shout about it as long as
14:23
Speaker 6: you have a really sound case for sort of what
14:25
Speaker 6: you believe in and why, And so I think that's
14:28
Speaker 6: that's really my advice is figure out what your personal
14:32
Speaker 6: brand is and then stick to that.
14:35
Speaker 5: I love that advice.
14:36
Speaker 2: Spoken like a marketer.
14:38
Speaker 3: Yes, it's fund of talking about going back to what
14:42
Speaker 3: you said about wearing so many hats. You know, these
14:44
Speaker 3: kind of careers, there is no there's no people say
14:46
Speaker 3: well when do you You know a lot of times
14:48
Speaker 3: you always ask me when do you sleep?
14:49
Speaker 1: Right? Because there's no set schedule right right? I mean
14:52
Speaker 1: there is.
14:52
Speaker 3: You find yourself working on a project at home at
14:55
Speaker 3: ten PM while you're watching TV, or when you wake
14:58
Speaker 3: up in the morning, you're doing it and it's all
14:59
Speaker 3: to out the day. How do you find the balance
15:03
Speaker 3: with your career and with family?
15:06
Speaker 6: Yes, I think I now have two girls, they're four
15:09
Speaker 6: and six.
15:11
Speaker 1: Amazing a, so much fun.
15:13
Speaker 6: I'm so glad we're not in like two and four
15:15
Speaker 6: anymore because that was tough.
15:17
Speaker 1: I have a four, seven and nine year old, so
15:19
Speaker 1: I'm right there.
15:20
Speaker 6: Yeah, you know, you know, I think when I had
15:24
Speaker 6: my first child, it was it was essential to figure
15:27
Speaker 6: out how to draw those boundaries. And I kind of
15:30
Speaker 6: knew that having watched a lot of peers go through
15:33
Speaker 6: it already, that you know, you have to, of course
15:37
Speaker 6: sort of meet the style and the culture of where
15:39
Speaker 6: you work. But as long as you have a place
15:42
Speaker 6: that is understanding of that, saying I have to leave
15:45
Speaker 6: at five today, or I'm actually going to be offline
15:48
Speaker 6: from five to eight because I'm going to be with
15:50
Speaker 6: my kids, and I'll get to that later. You know,
15:52
Speaker 6: whatever the boundary is, more times than not, people will
15:56
Speaker 6: understand and accept that. I think when you're not delivering
15:59
Speaker 6: things that of course that gets called into question. But
16:02
Speaker 6: as long as you're delivering exactly, then I think you
16:05
Speaker 6: have sort of like the agency to say this.
16:07
Speaker 5: Is what I need to be able to do my
16:09
Speaker 5: job well.
16:09
Speaker 6: And I've actually found me I used to be one
16:11
Speaker 6: of these people that would sort of like work all
16:13
Speaker 6: weekend and power through a bunch of stuff. And now
16:16
Speaker 6: looking back on that, I think a lot of it
16:18
Speaker 6: was very inefficient, especially when you're doing that and you're
16:21
Speaker 6: very tired or you're not really focused, and so I
16:24
Speaker 6: draw the boundaries. But I'm also very diligent now about
16:27
Speaker 6: meditating every single day, which was really hard at first
16:30
Speaker 6: because I think I used to be a bit scattered.
16:32
Speaker 6: But that ability to just really focus on something and
16:36
Speaker 6: do it in a shorter amount of time is critical
16:38
Speaker 6: because again, of all the hats I'm wearing and all
16:40
Speaker 6: the things I have to do, and then you go
16:42
Speaker 6: home and then you're a mom, so it you know,
16:45
Speaker 6: it's sort of all the time.
16:47
Speaker 1: When did you start with? So meditating is funny, I've
16:49
Speaker 1: never never done that.
16:50
Speaker 2: You've never meditated. It's life changing. It's life changing.
16:57
Speaker 1: I can never meditate that accounts.
17:00
Speaker 5: I had to start with a very short amount of.
17:04
Speaker 3: Every time Penny goes and no meditating. That's that's interesting.
17:09
Speaker 3: Does that has that helped you out with with work?
17:11
Speaker 5: I think it has.
17:12
Speaker 6: I've actually never really thought about it until now, but
17:15
Speaker 6: it has. I think my ability now to focus has really.
17:19
Speaker 5: Come from that.
17:20
Speaker 6: And so I decided to do it when I was
17:22
Speaker 6: pregnant with my first child because I think I realized
17:24
Speaker 6: sort of how you know, crazy my schedule was, and said,
17:28
Speaker 6: I need to figure out a different way of working here, and.
17:30
Speaker 5: So I bought this book.
17:32
Speaker 6: I don't remember the title, but it basically taught you
17:34
Speaker 6: how to meditate in an eight week period and so
17:37
Speaker 6: each week you would sort of learn different things.
17:39
Speaker 1: And you put headsets on and all that.
17:40
Speaker 5: It or yes, yeah, yeah I did this or whatever
17:43
Speaker 5: it is.
17:43
Speaker 1: Yeah, well it.
17:45
Speaker 3: Was a It was at some event I did, and
17:46
Speaker 3: they had a room like there's a lot of different
17:48
Speaker 3: things going on at this event, and one room was promoting, uh, meditation.
17:54
Speaker 3: So you go in the and you put the headsets on,
17:56
Speaker 3: and the guy, you know, the guy was telling you,
17:57
Speaker 3: like right now, think about this or thing about that,
18:00
Speaker 3: But it was so much still going on that you
18:02
Speaker 3: could still kind of hear in the background, like they
18:04
Speaker 3: weren't like really noise.
18:07
Speaker 6: It's less about like being calm or like eliminating stuff.
18:10
Speaker 6: It's more about being present, which then as a parent too,
18:14
Speaker 6: is awesome.
18:14
Speaker 5: Like I feel like I was.
18:15
Speaker 6: Not as good at that in the beginning and would
18:17
Speaker 6: be distracted on my phone, and now I feel like
18:19
Speaker 6: I'm better at putting the phone away and I'm only
18:22
Speaker 6: focused on right now, I'm not worried about what I
18:24
Speaker 6: have to go do later tonight or tomorrow or whatever
18:27
Speaker 6: it is. So yeah, I would definitely. And now now
18:29
Speaker 6: I'm just advertising for meditation.
18:32
Speaker 1: Highly recommend welcome to teach me how to meditate.
18:35
Speaker 2: Yes, exactly, No meditation helps.
18:38
Speaker 5: Yeah, a body scan. Body scans are the best.
18:41
Speaker 3: I'm over here losing weight and telling her how to
18:46
Speaker 3: help her how to do a meal.
18:47
Speaker 1: You're like relaxing, losing weight.
18:50
Speaker 2: Something. Why I should do ade?
18:54
Speaker 1: Should you have that voice, Lauren, you're gonna come back.
18:56
Speaker 2: We're going to do a meditator.
18:58
Speaker 1: That voice if you close your has a meditating voice.
19:03
Speaker 2: Thank you.
19:03
Speaker 1: I'd annoying. I'd be like, no, No.
19:08
Speaker 2: I started meditating because at Berkeley, shout out to Shan
19:11
Speaker 2: and she used to do meditation mondays for the students.
19:17
Speaker 2: So we learned all about meditation and we would do
19:20
Speaker 2: body scans and fifteen minute sessions. Some people would end
19:23
Speaker 2: up snoring, you know, meditative process. But it does in
19:28
Speaker 2: a world of chaos, because marketing is it's like a symphony.
19:37
Speaker 2: There's a little bit of chaos, but there's organization, right,
19:39
Speaker 2: and it all ends up well at the end. But
19:43
Speaker 2: because everything's at a constant movement, right, and sometimes you
19:47
Speaker 2: feel like you're in a hamster wheel and it's just
19:49
Speaker 2: never stopping. The meditation just allows you to break.
19:53
Speaker 5: Yep.
19:53
Speaker 2: And if it wasn't for that and the boundaries that
19:56
Speaker 2: you spoke about earlier, we would all be crying under own.
20:00
Speaker 2: I know.
20:00
Speaker 4: I think that's that we don't speak about the rigor.
20:03
Speaker 4: I know, but it's it's rough.
20:06
Speaker 2: You know.
20:06
Speaker 4: We love what we do, but it's extremely rigorous. Yeah,
20:10
Speaker 4: and it's I mean, it's been great.
20:11
Speaker 6: I've I've got a few people that have recently sort
20:13
Speaker 6: of gotten promoted on my team, and it's it's awesome
20:16
Speaker 6: to see people progress. And you know, occasionally they'll come
20:19
Speaker 6: to me and say, like, how do you deal with
20:20
Speaker 6: this calendar that you have? And so that that's usually
20:23
Speaker 6: my advice is you've got to set the boundaries and
20:26
Speaker 6: you've got to take your vacation because a lot of
20:28
Speaker 6: people don't want to or they think there's a bad
20:31
Speaker 6: reputation if you do it, and the opposite.
20:34
Speaker 2: It is you we call them pretend time off my team.
20:38
Speaker 3: I am an It's funny because my job, you're always
20:42
Speaker 3: but it's never really off because I'm going somewhere for work.
20:45
Speaker 1: It's always tidy.
20:46
Speaker 2: You're doing something.
20:46
Speaker 3: I'm doing something that's sied into work. And right now
20:49
Speaker 3: somebody my boss listens podcasts like this guy is definitely
20:52
Speaker 3: not saying no, Like if you go in my like work, went.
20:56
Speaker 2: On a trip to Vegas. It was fun, but I
20:58
Speaker 2: was DJAM or two events.
20:59
Speaker 3: Yeah, I never really go somewhere where it's like you
21:01
Speaker 3: know when people say, like, just try to leave your
21:03
Speaker 3: phone in your computer, Like, yeah, right, it's really hard,
21:06
Speaker 3: it's impossible. I probably be more stressed out link somewhere
21:09
Speaker 3: without my phone, like, oh my god, I'm missing out now.
21:11
Speaker 2: There's always there's always something, you know, the corporate terms
21:14
Speaker 2: that we love so much, a fire drill or something
21:16
Speaker 2: going on. But in our worlds there are and you know,
21:19
Speaker 2: especially your end you didn't speak about. You have partners
21:22
Speaker 2: that are abroad in other countries, other time zones, so
21:24
Speaker 2: you really are on call. Yeah, twenty four to seven.
21:28
Speaker 2: So it's great that you have those boundaries. That's beautiful.
21:32
Speaker 2: What is next for the FC, what's the next big
21:36
Speaker 2: thing with marketing?
21:37
Speaker 6: Well, I mean, I'm sure you know twenty twenty six
21:40
Speaker 6: is a big year because.
21:42
Speaker 5: Of the World Cup. So we're very excited about what.
21:45
Speaker 6: Role we can play in that, how we can use
21:47
Speaker 6: that to keep growing our fan base. It's a huge opportunity,
21:50
Speaker 6: not just for our club, for the entire league. So
21:53
Speaker 6: there's a lot of work happening now to sort.
21:55
Speaker 5: Of figure out how that will look.
21:57
Speaker 6: Next summer and then the even more exciting you know
22:01
Speaker 6: a thing coming up next year, and then the year
22:03
Speaker 6: after is the opening of Vetti ed Park and so yes, yes,
22:08
Speaker 6: yes we'll for that.
22:10
Speaker 5: So excited.
22:11
Speaker 6: But twenty twenty six is then kind of this make
22:13
Speaker 6: or break year for us, where we've got this big
22:16
Speaker 6: opportunity to continue to grow our fan base, continue to
22:19
Speaker 6: establish the club here in the city ahead of you know,
22:23
Speaker 6: essentially the biggest moment that we've had in our history
22:25
Speaker 6: of opening the stadium, and so there's a lot of
22:28
Speaker 6: work to do, but it's I'm excited. It's going to
22:29
Speaker 6: be a lot of fun.
22:31
Speaker 2: We're so excited. Shout out to Brent Simmons. Yes, from
22:34
Speaker 2: our partnership side, who we work closely with. He sends
22:38
Speaker 2: us the updated screenshots of the stadium every time there's
22:43
Speaker 2: something new going on, So shout out to Brent yea
22:46
Speaker 2: and Ashton, Yes, they're great. Course, so Lauren. At Berkeley College,
22:52
Speaker 2: we ask our students to describe what Berkeley means to
22:55
Speaker 2: them in one word. So we're gonna flip it and
22:59
Speaker 2: ask you in one word, if you could articulate this,
23:03
Speaker 2: what would your legacy be.
23:06
Speaker 5: Change?
23:07
Speaker 3: Oh?
23:07
Speaker 1: I like that she was firm changed.
23:10
Speaker 2: Change.
23:11
Speaker 3: That's amazing. That's a good one. We haven't had nobody's
23:14
Speaker 3: had changed either.
23:14
Speaker 5: Yeah, it was.
23:16
Speaker 6: Yeah, I think because you know, when I think about
23:20
Speaker 6: like what excites me and the problems that I love
23:24
Speaker 6: to tackle, it's usually something that involves like trying something new,
23:28
Speaker 6: or doing something for the first time, or figuring something out.
23:31
Speaker 5: That's not been solved yet.
23:34
Speaker 6: And so I think then the outcome, hopefully if I
23:36
Speaker 6: can modify it and put an adjective on it would
23:38
Speaker 6: be sort of like positive change. But that's the thing
23:41
Speaker 6: that I think is most exciting in this career.
23:44
Speaker 2: We love that, and everything you're doing is exactly that.
23:48
Speaker 2: It's the fortitude and change. So shout out to you.
23:52
Speaker 2: Thank you this marketing powerhouse and everything that you're doing,
23:55
Speaker 2: it's you know, commendable with your whole team, So kudos
23:59
Speaker 2: to all of you.
24:00
Speaker 3: What would you if for somebody out there listening right
24:02
Speaker 3: now who wants to market themselves, And because marketing can fall,
24:06
Speaker 3: I mean there's so many from artists to this, you know,
24:09
Speaker 3: anybody in their career, how would you what steps would
24:11
Speaker 3: you tell them to take to begin.
24:15
Speaker 6: It's a tough question because marketing is so many things.
24:19
Speaker 6: I think if someone is interested in content, that is
24:22
Speaker 6: probably the most accessible way to start, especially.
24:25
Speaker 5: If you are a young person.
24:26
Speaker 6: And I'm going to make a generalization that a lot
24:28
Speaker 6: of gen z.
24:30
Speaker 3: Is the platform generation Instagram, and they're already.
24:33
Speaker 6: Already familiar with a lot of those spaces, and so
24:36
Speaker 6: you know, if marketing is of interest, that's a great
24:38
Speaker 6: place to start to start to study. You know, why
24:41
Speaker 6: are the accounts that are so popular or popular?
24:44
Speaker 5: What are they doing? How are they marketing themselves?
24:46
Speaker 6: And then to think about, you know, if they're selling
24:48
Speaker 6: a product or they're selling a service, like, how are
24:51
Speaker 6: they weaving that in in a way that doesn't make
24:53
Speaker 6: you recoil and makes you really interested in what that is?
24:56
Speaker 6: And so much of marketing is storytelling, and so I
24:58
Speaker 6: think in today's day and age, it's really done primarily
25:02
Speaker 6: through social and so you know, starting to take stock
25:05
Speaker 6: of what those successful accounts are. And you know, if
25:08
Speaker 6: you are an artist or you're whatever it is, and
25:10
Speaker 6: you're marketing yourself, thinking about how can you apply some
25:13
Speaker 6: of those lessons and tools to the thing that you're
25:16
Speaker 6: trying to sell, which might be yourself. Yeah, I think
25:19
Speaker 6: that's probably the easiest way to get in. And then
25:21
Speaker 6: you know, I've interviewed so many people, and some of
25:25
Speaker 6: them are very young and very inexperienced, but they could
25:27
Speaker 6: come to me and say, I know exactly what needs
25:30
Speaker 6: to be done for New York City FC. I've seen
25:32
Speaker 6: that you're trying to do this. I've seen that you
25:33
Speaker 6: haven't tried this tactic. I've seen that this worked really
25:36
Speaker 6: well over here. You should try this, And to me,
25:38
Speaker 6: that's really impressive. So it doesn't you don't necessarily need
25:41
Speaker 6: to have years of experience, but you do need to
25:43
Speaker 6: have an understanding of sort of what's working in the world.
25:47
Speaker 5: And what's great about that too, is.
25:49
Speaker 6: You know, I'm an older millennial. I will not consider
25:52
Speaker 6: myself like a TikTok expert. I will often rely on
25:56
Speaker 6: people that are entry level to tell me what the
25:59
Speaker 6: best strategy is in those worlds. Because I know that
26:01
Speaker 6: I don't know the answer, but I know that they do.
26:03
Speaker 6: So there's this nice like leader value yep, yep. So
26:08
Speaker 6: I think that's a great way to start.
26:09
Speaker 2: Awesome, beautiful, awesome. Well, thank you for reminding us that
26:14
Speaker 2: passion and leadership can create impact both on and off
26:17
Speaker 2: the pitch. Ladies and gentlemen. Laurence GREENMA with New York
26:20
Speaker 2: City FC, thank you, thank you for having me. Yes,
26:25
Speaker 2: thank you for listening. And if you want to reach
26:27
Speaker 2: out to Lauren, follow New York City FC on Instagram,
26:31
Speaker 2: send a DM and they'll connect you where you need
26:33
Speaker 2: to be.
26:34
Speaker 1: And once again, thank you for listening.
26:36
Speaker 3: This is Teach Me Something with Pennydellas and DJ Prostyle.
26:40
Speaker 2: Catch us next week. Berkeley College, Hey, thanks for listening.
26:45
Speaker 2: Tune in next week for all
26:46
Speaker 3: New episode of Teach Me Something, brought to you by
26:49
Speaker 3: Berkeley College.