Tim Ellis recognized that league-level marketing wasn't enough. He diagnosed competency gaps across the 32 teams and provided a blueprint for a modern club marketing organization, elevating the entire ecosystem.
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A CMO's primary job is not just external promotion but also internal marketing. This involves consistently communicating marketing's vision, progress, and wins to other departments to secure buy-in, resources, and cross-functional collaboration.
The NBA fosters a community where marketing leaders from competing teams openly share ideas. Because teams primarily operate in different local markets, they are not direct commercial rivals. This "coopetition" allows them to learn from each other's successes and failures, elevating the marketing of the entire league.
To modernize her team, Ally's CMO designed a new structure based on core capabilities (Insights, Execution, Creative, Measurement) rather than traditional functional silos. This model, benchmarked against other high-performing organizations, creates clearer ownership and a more effective workflow.
Instead of holding back, Tim Ellis laid out his entire strategic vision for reviving the NFL brand during his interviews. This display of confidence and clarity convinced leadership he was the right choice.
Tim Ellis argued the NFL's loyal 35+ male fanbase was secure, and future growth depended on attracting new, previously neglected segments like youth and women, even if it made core fans uncomfortable.
Tim Ellis doesn't just approve creative briefs; he actively participates at every stage, including sitting with editors. He believes this deep, hands-on involvement is crucial for shaping work that connects with audiences on an emotional level.
The NFL CMO warns that one-off international events only create temporary interest. True global growth requires applying classic marketing principles to educate new audiences and build lasting cultural relevance.
Instead of just asking players to promote the NFL, Tim Ellis focused on their personal goals (e.g., fashion, gaming). By consistently making them "look cool," he earned their trust and enthusiastic collaboration.
The transition to CMO is a shift from doing marketing to enabling it. Success requires mastering politics, finance, and cross-functional leadership. The best marketers often struggle because the job is more "Chief" than "Marketer."
A CMO's role extends beyond lead generation. By analyzing operational data, they can identify bottlenecks and opportunities, creating strategic alignment across marketing, sales, and operations to improve the entire customer experience and drive efficiency.
