The American Cancer Society engaged me in March 2022 to help evaluate and evolve its relationship with the National Football League, identifying new opportunities to strengthen athlete engagement, deepen league participation, and create a more sustainable long-term partnership model through their Sports Ambassador Program.

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Rather than treating the partnership as a seasonal awareness campaign, the focus shifted toward building a year-round strategy centered on stakeholder collaboration, integrated storytelling, athlete participation, and meaningful activation across the league. Going into it's 5th year, the strategy resulted in exceptional success metrics and evolved into an ongoing advisory relationship supporting sports strategy across the NFL, NBA, WNBA, MLS, the Olympic movement, professional golf, collegiate athletics, and additional sports properties.

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Today, that work continues to focus on identifying new opportunities for collaboration, strengthening relationships across the sports ecosystem, and creating partnerships that generate meaningful business and community impact.