​Marketing heads steer a company's marketing efforts, overseeing the team that shapes public perception and communicates the organization's values, goals, and story. To hit targets like boosting brand recognition and sales, marketing heads create an environment where the team can develop and execute tactics that work. Top marketing leaders employ certain best practices.

Strategic planning builds the base for reaching long-term marketing goals. Leaders should develop a plan that provides clear direction and focus and align the team with set goals and purpose. Building a strong plan requires digging into market trends and genuinely understanding what customers need and want. The plan should help teams employ a data-driven approach when making choices rather than simply reacting; it should also set clear ways to measure success and milestones to enable necessary adjustments.

Seasoned marketing managers build teams based on goals and what the company needs. Recruitment focuses on finding people with the right skills, experience, and cultural fit to support team goals. Some leaders focus on growing talent from within to give people opportunities to grow and save resources. After finding the right people, onboarding helps new hires fit in, understand marketing goals, and become productive quickly. Hiring people of different backgrounds fuels fresh views and understanding of varied market segments.

When a marketing team needs highly specialized skills, perhaps in areas such as conversion rate optimization, smart leaders often bring in outside professionals. Turning to freelancers or agencies makes sense when time is tight, or when the cost and effort of hiring and training full-time staff for a specific, potentially temporary role don't add up.

Seasoned marketing leaders also manage with real intention, understanding that their actions impact their team members’ lives and business outcomes. Focusing solely on hitting targets without considering the human element leads to burnout and erodes morale. Successful leaders recognize this connection, so they build supportive environments that care for all team needs to build inner motivation.

Leading a marketing team also requires boldness. Leaders must stand up for their team's new ideas, even when others in the company doubt them. Boldness isn't about being reckless; it's about conviction, being willing to stretch limits thoughtfully, and questioning old ways. Bold leaders give team members the freedom to own their projects. This freedom helps the team create original and impactful marketing work.

Beyond setting clear, solid processes, marketing leaders need to train teams thoroughly on those steps and the tools they'll use to succeed. Good leaders encourage continuous learning to help team members adapt to changing market and industry trends. They facilitate access to growth and development, whether through internal programs or external courses, and recognize when team members hit learning milestones.

Marketing leaders face unique challenges related to their profession. One main concern is the gap between their strategies and the actual execution. This operational gap results from not regularly revisiting or communicating strategic plans well, causing a disconnect between daily activities and business aims. To bridge this gap, leaders can create concrete operational plans outlining specific roles, timelines, resource needs, communication flows, and how the team can dodge roadblocks or adapt to market changes.

Additionally, top executives watch marketing leaders closely, putting pressure on them to show tangible returns on investment. Meeting these demands requires accountability, which comes from tracking and reporting how well campaigns work. Metrics that show customer acquisition costs, contribution to revenue, or performance benchmarks are crucial. This analysis justifies the budget and pinpoints areas needing attention. It also encourages team members to see how their work adds to campaign success.

​Sports marketing involves crafting strategies to promote sports-related elements: teams, merchandise, athletes, or experiences. Sports marketers work to build a recognizable brand, cultivate fan loyalty, drive attendance and sales, and support teams and their partners. Marketing pros use various approaches in this field.

Crafting a solid marketing plan starts with picking the right focus area. One common path is promoting sports deals to the public. Another is marketing through sports, where a non-sports business aligns itself with teams or events to reach a sports-oriented audience or benefit from the positive association. Then there's grassroots marketing, focused on making minor leagues and local teams popular; this often attracts support from government bodies, charities, or brands wanting to invest in communities, promote healthy activity, and engage with a broader audience.

Before diving into any campaign, experienced sports marketers start by deeply understanding their target audience. Knowing their location helps tailor local or regional efforts. Understanding their genuine interests pinpoints which sports resonate most strongly. Lifestyle also matters; is the target audience active participants or dedicated spectators? Income shapes the audience's spending habits and the events or activities that hook them, while age informs the most effective marketing channels and the content that will capture their attention.

Smart sports marketing incorporates brand management. Sports brands stand out with clear visual markers: logos, colors, and design styles embodying the team or organization's goals. Beyond looks, good sports branding defines the core values and establishes a clear position in the market, helping attract the right fans and partners.

Engaging content drives sports marketing success. Leading brands recognize the deep emotional ties fans have with athletes and teams. Leveraging these connections through collaborations with popular sports figures or celebrities allows brands to reach a broader audience beyond core fanbase. Well-known brands like Nike execute this strategy masterfully. Nike partners with established stars and fresh athletes to create marketing content that resonates powerfully.

The content itself also has to resonate with the target audience. Seasoned marketers create magnetic content using engaging narratives, such as behind-the-scenes glimpses of players' lives or team journeys. High-quality media and graphics grab attention, while weaving in fan-created content builds a sense of community.

Timing is everything in sports marketing; leading brands know that different moments call for various kinds of fan engagement. Before a big game, pro marketers use event-focused strategies to build anticipation. Once the action starts, the game itself becomes the most attractive content for fans.

The real creative challenge often lies in the off-season. Beyond routine updates on player transfers or team news, brands need compelling content that makes fans want to spend money, such as pushing limited-edition merchandise or interactive experiences like virtual meet-and-greets with players.

Various avenues exist for creating and distributing content, with social media offering the most visibility. A Burst Media report shows that over 45 percent of fans use gadgets to access sports-related content online. On platforms like X (formerly Twitter), brands can jump into the conversation during live games, sharing scores and fostering discussion afterward to create a community feel. Traditional channels like TV and radio still hold value, particularly for running short, impactful ads during game breaks.

Finally, responsible practices aren't just good ethics; they are good business. Fans notice and appreciate brands that support charitable work, champion inclusivity, or commit to environmental efforts. Misleading promotions or manipulative tactics can quickly damage a hard-earned reputation. Staying in tune with a society's values and morals helps marketers avoid causing offense or unnecessary controversies.

​A brand strategy outlines how a business positions its brand to the public, aiming to shape perception. It goes beyond logos and taglines, building an identity rooted in a clear grasp of the business's core, audience, and the value it delivers. To stand out from rivals, businesses need smart brand marketing, which consists of key elements, such as purpose.

The purpose states why the brand exists. A brand should identify what problem it solves and communicate it explicitly to its target audience. Next, consider brand value. Firms should discover what customers care about and build a brand that matches and sticks to those values. The brand's story, another element, showcases what sets a business apart, whether it is its emotional ties or unique selling points. Often, businesses highlight key milestones and the brand's impact on customers when crafting a compelling story.

Understanding the target audience anchors the whole brand strategy. Businesses need a clear picture of their ideal customers - traits, desires, and struggles - to shape their branding efforts. Research uncovers facts like demographics and what drives customer behavior. One study found that about 60 percent of customers expect businesses to know them well enough to offer better service. Focusing on the audience ensures а brand's message resonates well with existing and prospective customers.

In their brand marketing strategy, business owners should establish a unique market position by defining how the target market/audience should perceive their offerings compared to rivals. Companies that stick to plain, common tactics often blend into the crowd, becoming forgettable to consumers. One way to stand out is to picture the business as a person with distinct personalities. By defining the traits and voice of this imagined person, business owners can gain clarity on the desired brand attributes.

Excellent customer experience boosts brand marketing. Businesses should tailor interactions and offer unique services that rivals can't copy. When people feel a brand cares about them and addresses their concerns, as small as they might appear, they happily spend more and stick around. Happy customers also become brand ambassadors, spreading the word to friends, writing reviews, and sharing with followers online. As such, companies should go beyond just "good enough" service.

Consistency ties all aspects of branding together. For customer experience, every brand touchpoint - online or in-store - should feel the same and match the brand's identity; the audience needs that steady quality no matter where they connect. Uniform communication also builds trust and strengthens the brand. Additionally, visual elements like colors, logos, and text styles should stay the same everywhere to build recognition and show that the business is professional and reliable.

Partnering with influencers benefits brand marketing, allowing brands to connect with people better than through regular ads. When brands work with trusted voices in specific groups, they leverage the influencer's trust to promote products authentically. Alongside this approach, brands should stay active on social platforms where influencers send followers. Solid engagement means replying to comments and user posts about the brand and participating in relevant conversations.

Consumers lose patience quickly; one bad moment can destroy their loyalty or hurt a brand's image. To keep trust and protect their name, businesses should deliver on the value they promise. That means checking the market often, running surveys, and gathering user feedback to tweak their game plan.

Regularly checking how well brand marketing works is key to success. It gives businesses solid proof of how they are doing toward their targets, whether boosting visibility or building customer loyalty. It also shows which approaches yield the best results, enabling informed modifications. This ensures that strategies remain agile, efficient, and aligned with the brand's core objectives and evolving market conditions.

​Rollerblading, a brand name-associated form of inline skating, has its roots in the 18th century. In 1735, the Belgian John Joseph Merlin designed a pair of inline skates with small metallic wheels. Merlin was also a musical instrument designer, and it’s documented that he attended a masquerade at an estate on the skates, where he sought to demonstrate their utility while playing a violin. Then, as now, stopping was the major challenge, and Merlin ran into an expensive mirror, shattering it and in the process sustaining serious injuries.

The commercial roller skate, featuring two sets of paired wheels on each skate, was developed in the US in 1863 and stood as the industry norm for more than a century. While various manufacturers did experiment with inline skates, attempting to replicate the maneuverability and efficiency of ice skates, they lacked shock-absorbent wheels and ball bearings, and found very limited commercial success. A landmark design created by the Chicago Skate Company in 1960 looked much like today’s Rollerblade, but failed to take off with the skating public.

In 1980 a pair of Minnesota brothers began developing what was to become the Rollerblade. Training for hockey in the summer, Scott Olson found an old pair of inline skates at a used sporting goods store. With his brother Brennan, he modified the wheels and materials, with the goal of maximizing the skate’s potential for off-season hockey training. Creating the initial Rollerblade models in their parents’ basement, the brothers found that their bespoke skates were a hit. Hockey players and skiers took to the streets and started training on the blades during Minnesota’s summer months. This steady demand led them to launch commercial manufacturing in 1983.

Unfortunately, the proto-Rollerblades had design flaws related to challenges in putting them on and adjusting the tightness. In addition, the wheels were easily damaged, the ball bearings rapidly collected moisture and dirt, and brakes were the basic front mounted toe-brake type common on roller skates of the era.

The Olson brothers sold their venture to Minneapolis entrepreneur Bob Naegele Jr. in 1984. He formally established Rollerblade, Inc., introducing innovative fiberglass skate construction on the landmark Lightning TRS model. In addition, wheel bearings were now protected and more reliable brakes placed at the back. In 1989, Rollerblade replaced traditional long-threaded laces in Aeroblades and Macro models with three plastic buckles that could be adjusted tightly around the ankle. The next year, Rollerblade shifted over to the use of glass-reinforced thermoplastic resin, which brought the weight down by 50 percent and made for a freer and easier inline skating experience.

A final major innovation occurred in 1993 with introduction of Active Brake Technology (ABT) brakes. Combining a fiberglass post with a hinged back-wheel chassis that held a rubber brake, the design delivered stability when braking. Before, inline skaters needed to tilt their foot back when braking, taking the front wheels off the ground. With ABT, Rollerbladers activated the braking system through simply straightening the leg and sliding the brake foot forward. This increased braking responsiveness and safety, and is still present on today's Rollerblade ABT models.

There are currently more than 60 brands of inline skates, many with their own technological innovations. An example is Powerslide’s proprietary Height Adjustable Brake System (HABS), which allows skaters to adjust the brake pad height (and thus braking angle) to support a specific skating style. Not only does this ensure a comfortable braking height, but it enables adjustments that help prevent brake wear and tear.

​Workplace culture describes employees' shared attitudes, beliefs, and assumptions at a business. Leaders must determine the optimal culture for their business, hire staff who fit into it, and promote it. Numerous workplace trends in 2024 can help leaders shape their corporate culture for the future.

A Great Place to Work Survey from employee solutions provider Quantum Workplace found that employees use different terms to describe a positive workplace culture, including rewarding, challenging, collaborative, and motivating. Some words use contradictory terms, such as busy and comfortable. 

Trust is a staple of strong workplace cultures. In 2024, leaders will face many threats to the trust they have established with teams. For example, the rise of artificial intelligence (AI) has become the latest in a series of major transformations impacting the digital information systems that form the foundation of countless global industries. The proliferation of AI has prompted questions from consumers and employees alike.

Leaders must understand that answering questions about AI integration impacts trust in the present and for years as companies continue to launch new technologies that radically change everyday life. The ethical and transparent use of new technology will strongly influence workplace culture for decades.

Mental wellness is another workplace trend to monitor in 2024 and beyond. A 2023 Great Place To Work market survey found that mental health has stagnated at the average American workplace. Just 55 percent of workers feel they work in environments conducive to psychological and emotional health.

The concept of “fairness” is at the heart of many interpersonal and mental health issues. Employees feel they do not receive adequate shares of company profits, equitable opportunities for advancement, or fair treatment from managers. If leaders do not account for mental health when developing workplace culture policies, they risk increased employee burnout and fatigue.

Many employees yearn to feel valued at work, so leaders must show it. Companies can improve retention and employee culture through upskilling and talent development initiatives. These efforts benefit employees and employers, who often list talent shortages as a negative factor in short—and long-term business outlooks.

Some still consider diversity, equity, and inclusion (DEI) a major part of workplace culture policies and strategies in 2024. Leaders who implement and develop DEI programs must take strategic approaches. Studies show that DEI programs with clear business outcomes and revenue have started to disappear.

National politics represent a sensitive subject but should factor into effective workplace culture strategies. According to a report by the Society of Human Resources Managers, nearly half of employees in the United States have come into conflict with peers at work due to politics, yet less than 10 percent of workplaces have clear guidelines for political discussions in the office. As conflicts increase, productivity decreases, per a Market Place report.

Lastly, business leaders must pay attention to the importance of workplace culture trends. Research shows that 94 percent of executives and 88 percent of employees view a distinct workplace culture as key to a business’s success. A strong workplace culture leads to an increased rate of quality hires, improved employee retention and engagement, and decreased turnover, which hinders productivity and profitability.

​For a long time, the image of golf has been one of exclusivity, dominated by a specific demographic. However, the PGA of America's PGA Works initiative is actively changing that narrative. Launched in 2014, PGA Works is a key program to diversify the golf industry workforce by creating opportunities for women and minorities. Through fellowships, scholarships, career exploration events, and the signature PGA WORKS Collegiate Championship, PGA Works is tackling the issue of underrepresentation, ensuring the sport reflects America's rich and diverse demographics.

At the heart of PGA Works lies the PGA WORKS Fellowships. Funded by PGA REACH, the charitable arm of the PGA of America, these fellowships provide fully funded, immersive experiences for individuals from diverse backgrounds. Fellows spend a year working alongside PGA Professionals at top golf courses across the country to gain invaluable hands-on experience in various aspects of the golf industry, from tournament operations and club management to instruction and merchandising.

Since its launch, the fellowship program has helped 85 percent of fellows secure full-time positions in the golf industry following their fellowship year. These graduates are now enriching the industry with their diverse perspectives and experiences, fostering a more inclusive environment for everyone.

Complementing the fellowships are the PGA WORKS Scholarships. Awarded to deserving students from Historically Black Colleges and Universities (HBCUs), Hispanic-Serving Institutions (HSIs), and other Minority Serving Institutions (MSIs), these scholarships provide financial assistance to help future generations pursue careers in golf. By removing financial barriers, PGA Works Scholarships are opening doors for talented individuals who might otherwise not have considered a career in the golfing arena.

Beyond financial support, PGA Works also focuses on career exploration. Events like Beyond the Green connect student-athletes from minority-serving institutions with industry professionals. These events provide students with valuable insights into the diverse career paths available in golf, such as business, marketing, agronomy, and event management. By exposing students to the breadth of opportunities within the industry, PGA Works is helping to cultivate a pipeline of diverse talent who can shape the future of golf.

The annual PGA WORKS Collegiate Championship is one of PGA Works' most important initiatives. Held every spring, this event brings together student-athletes from HBCUs, HSIs, and MSIs to compete in a prestigious golf tournament. It serves as a platform to showcase the impact of these collegiate programs and inspire young golfers from underrepresented backgrounds to pursue their dreams in the sport.

In 2024, the PGA WORKS Collegiate Championship attracted over 180 student-athletes from 65 schools, many of whom identified as minorities. This event provides a competitive platform for these athletes and fosters a sense of community and belonging within the sport.

The success of PGA Works hinges on strong partnerships. Notably, Kohler Co., a global leader in innovation and hospitality, has pledged a multi-year commitment to support PGA Works and the PGA WORKS Collegiate Championship. This partnership will provide crucial resources for the program's continued growth, ensuring that even more individuals can build rewarding careers in golf.

Looking ahead, PGA Works remains committed to diversifying golf's image. By fostering a more inclusive environment and equipping individuals from diverse backgrounds with the tools and resources they need to succeed, PGA Works is ensuring that the game remains accessible for generations to come.

​Having a mentor is the closest thing individuals can have to taking a shortcut in their professional or personal life. Mentors provide support, guidance, and tools that allow them to thrive. Mentors also help individuals avoid mistakes and pitfalls. When picking a mentor, individuals should keep a number of things in mind.

Successful mentorship relationships consist of mentors that mentees admire. They have traveled the path that the mentee also hopes to travel. Ideally, the right mentor stands a few steps ahead of the mentee. Moreover, they have the right expertise and knowledge.

Mentors should also have an eagerness to teach and share insights. Mentorship is about teaching. If a prospective mentor lacks a strong desire to teach, he or she may not be ideal.

Individuals should also consider the values of the prospective mentor. A mismatch in motivation, beliefs, and values may strain the mentorship relationship, especially in the area of ethical concerns.

Mentors must believe in their mentee. They should see the abilities of their mentee in a positive light, which cultivates self-confidence. The best mentor will see beyond the rough edges and doubts. After making a choice, the mentee must believe strongly in the mentor to get the most out of the relationship.

Moreover, mentors should believe in the dreams of their mentees. They should challenge them in their pursuit, but not break them. Sometimes, mentors will hurt the feelings of their mentees. However, honest feedback sometimes hurts, but it should not derail the individual.

Effective mentors provide advice based on their experience, perceptions, and observations. Plus, they provide helpful guidance based on listening sessions with their mentees. Thus, good mentors have solid listening and communication skills.

A lack of listening skills indicates poor communication - the last thing individuals should desire in mentors. Poor communication hurts clarity, causing mentees to struggle to understand their mentor. A good listener isn’t eager to offer advice or pass judgment. They listen more and talk less.

Potential mentors respond to their mentees in a timely fashion. Those who have lapses in their responses may have too many things happening or lack consideration. It can strain the mentorship relationship.

When assessing mentors, look beyond the individual and past their expertise and knowledge. It helps to consider their soft skills, like staff management and leadership. Talking to people who work closely with them will answer questions about who they are as a person. Observing how a prospective mentor handles other people can reveal what to expect from the relationship.

Before deciding on a mentor, individuals should consider specifically what they might want from their mentorship. The information allows individuals to seek and find the best mentor candidates. For example, a mentee looking to network may prioritize a mentor with a vast network of influential participants in their industry.

Sometimes, the right mentor is already in the individual's life. Numerous people have been mentored to success by relatives, friends, and coworkers. Searches within existing networks can be fruitful, and there are also professional mentorship-finding services, like Mogul, LinkedIn, and MentorCity.

Finally, mentors are humans first. They have shortcomings, and they make mistakes. The key is to find a trustworthy mentor who shares the same values and has time to dedicate to the undertaking. In addition, mentorship relationships should benefit both parties. Individuals should respect their mentor and their time, and give back to their mentor to whatever degree possible.

​Leadership comes in many forms, and great leaders can be extremely different, but they often possess certain qualities that set them apart. While some individuals may be more inclined to lead, many skills of a great leader can be learned. These skills and qualities enable individuals to inspire, motivate, and guide their teams toward shared objectives.

One of the key qualities of leadership is integrity. More than just a personal trait, integrity represents the foundation of trust within a team. A leader with integrity consistently acts according to their values and principles, even when faced with difficult decisions or challenges. By demonstrating honesty and ethical behavior, they set a positive example for their team, encouraging similar values throughout the organization.

In a dynamic and rapidly evolving world, adaptability is another essential trait of successful leaders. Navigating uncertainties and embracing change is crucial for driving innovation and progress. Exceptional leaders remain flexible and resilient, quickly adjusting strategies to face challenges and seize new opportunities.

Beyond reacting to change, successful leaders can anticipate shifts in the market, technology, or industry trends and proactively adjust strategies. This skill is known as agility, and it goes beyond adaptability. More than reacting to change, agile leaders drive change.

Leaders who possess self-awareness better understand their strengths, weaknesses, and emotions. This self-awareness empowers them to leverage their strengths while constantly seeking personal and professional growth opportunities. Leaders who recognize their capabilities and limitations are more open to continuous learning and better equipped to cultivate a growth mindset within their teams. Self-aware leaders inspire their team members to embrace challenges and strive for personal and professional development.

Despite their accomplishments and responsibilities, humble leaders remain open to feedback and willing to acknowledge their mistakes. They prioritize collective success over personal recognition and empower others to contribute meaningfully toward organizational goals. Humble leaders celebrate the accomplishments of their team members and encourage a collaborative and inclusive work environment that values everyone's contributions.

Empathy is another cornerstone of effective leadership, fostering team trust and cooperation. Empathetic leaders build strong interpersonal relationships, resolve conflicts constructively, and create a supportive work environment where everyone feels appreciated. Leaders can cultivate empathy through active listening and genuine interest in understanding others, demonstrating compassion and consideration in their interactions.

Strong communication skills are crucial for effective leadership. Leaders who communicate effectively can share their vision, inspire enthusiasm, and provide constructive feedback. Active listening is an important factor in effective communication, fostering open dialogue within the team. Effective communication allows leaders to build connections, foster understanding among team members, and promote collaboration and synergy within the team.

Leaders must also be able to make decisions, often in challenging and high-pressure situations. Successful leaders possess the ability to analyze information, evaluate alternatives, and make timely decisions with confidence. They understand the importance of balancing risks and rewards while maintaining accountability for outcomes.

Moreover, successful leaders can articulate a compelling vision for the future and inspire others to share in that vision. Great leaders communicate their vision passionately and clearly, motivating their team around common goals.

Transparency is a foundational element of trustworthy leadership. Transparent leaders share information openly, explain their decisions, and inform their team about organizational goals, challenges, and progress. Transparency builds trust and promotes accountability and collaboration within the organization.

Delegating tasks appropriately allows leaders to demonstrate trust in their team's abilities and free up their time to focus on strategic initiatives. Delegation also promotes professional development, accountability, and teamwork.