Nicole Armentrout

Marketing SVP at Learfield

“I’d like to thank Nicole for her insightful interview about her career in sports marketing. Nicole’s journey began in journalism, where she honed her consumer-focused approach before transitioning to marketing. She rose to prominence as an Account Director at an agency and later joined CLC, where she discovered a passion for sports marketing. Despite initial challenges in a male-dominated industry, Nicole navigated through learning, making mistakes, and earning respect through perseverance and personal growth. She emphasized the importance of mentorship and dialogue for women in sports, advocating for ongoing efforts to promote gender equality. Nicole finds joy in the industry’s passionate fan base but sees opportunities for more innovative marketing strategies. Her advice for aspiring women includes staying curious, networking extensively, and embracing diverse experiences to build a successful career in sports.” – Zara Halabu

Please describe your role; responsibilities at that position?

Setting the Learfield strategy for developing goal-oriented and data driven marketing plans, branding, campaigns, and executions for internal and external partners that positions, strengthens, and elevates brands. Drawing upon 30 years of marketing experience across diverse industries, Nicole oversees all marketing and creative efforts for Learfield’s Brand Management and Marketing division, working collaboratively across the company to elevate our creative offerings.

What did you study in college and how did your educational background shape your career in the sports industry?

I was a Journalism major at the Grady College of Mass Communications at UGA – focusing on Radio, TV and Film. It had absolutely nothing to do with the sports industry! But it helped shape my interest in overall consumer perspectives and interests, which led me to an interest in Marketing and Client Service in any industry. Also helped me hone my writing and communication skills.

Can you share the key milestones in your career that led you to your current position in the sports industry?

I worked at a full-service marketing agency and grew in my career to an Account Director position, where I was the overall senior lead for specific accounts. I was also responsible for growing business organically and bringing in new business. Through a friend and contact at CLC (Collegiate Licensing Company, which is a part of Learfield), we were hired to develop national campaigns that were geared towards college sports fans to help sell collegiate merchandise. I really loved it and the passion that went along with the industry. Eventually, a position became open at CLC to lead the Marketing department there and I interviewed and got the job. That was over 10 years ago.

What are some of the biggest challenges you’ve faced as a woman in sports business, & how have you overcome them?

Definitely being in the minority because it has been a male-dominated industry but that is changing. Also, I really didn’t know anything about sports before I started here so I had to quickly get up to speed so I didn’t look like an idiot! It’s a very relationship-driven business and I wasn’t “one of the guys” so I felt like I had a lot to prove very quickly. I had to allow myself to be comfortable with not knowing everything (or hardly anything) and not trying too hard to be accepted. I really wanted to quit the first year because those obstacles were so challenging. But once I started to make mistakes, learn from them and then have some wins (which took time), I started to gain respect from others who saw me more as someone that could add value.

Balancing a career is demanding. How do you manage a work -life balance? What strategies have worked well for you?

There’s no such thing as a work-life balance! Sometimes it tips heavily towards work and sometimes towards home. It’s pretty situational, depending on what is going on. But I ensure my personal life is filled with things and people I love and that helps me keep perspective so that work doesn’t overtake my life. It’s important that you have others outside of work that you want to be with and that are depending on you to be with them. And that you have other interests. When you are more diversified, you actually bring a lot more value into your work. But don’t expect that there won’t be some long hours and stress and that you can “balance” that some days/weeks. Just know that it’s all temporary and a moment in time and things will adjust back to a more reasonable pace.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details?

Incredibly important! Most of us wouldn’t be where we are without mentors. Yes, absolutely. People that have told me I was trying too hard to be respected and valued. I had to learn to step back sometimes and be missed/wanted instead of constantly trying to prove myself. I am still learning that. It’s hard. I feel like if I don’t always speak up in meetings or email conversations then I’ll be irrelevant when that’s not the case. Sometimes it’s what you don’t say that says what you need it to.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

I think it’s getting much better because companies, like mine, are making a concerted and purposeful effort to have the tough/uncomfortable conversations that are necessary to evoke change. Have the tough conversations! Make sure people feel safe enough to speak up.

What aspects of your work in the sports industry do you enjoy the most? What parts do you find the most challenging?

The fans! The passion! How much people love sports? It’s just really a fun industry. From a Marketing perspective, though, it’s behind other industries. Because so much is based on athletics performance and the industry thinks that speaks for itself so marketing strategies and tactics aren’t as cutting edge/innovative/meaningful enough sometimes.

What advice do you have for young women aspiring to build a successful career in the sports industry?

I think my advice would be for any industry – not just sports. Ask questions, show interest, be curious. Understand that you have to prove yourself and have some wins before you start asking for a lot of opportunity. But always show interest in opportunities. Try and say yes to everything you can when you are first starting out so you can get a taste of different things and then focus on what you like best and what you feel best at. Connect with others – don’t just stay in your own world, your own department or with only the people you feel comfortable with.

What is your long-term personal goal that you still want to achieve both business wise and personal?

Oh gosh, I’m not sure. I guess I want to continue to make an impact on people’s careers and also with the work I’m doing.

Any fun facts you’d like the world to learn about you? Favorite food, hobbies, number of kids, pet peeves, etc. The more the merrier!!

Hmmm, well, my husband and I have a combined family of 5 kids (he has three and I have two) and a rescue dog we adore named Griffin. We love to travel and visit Maine every summer for two weeks which is where my husband is from and I absolutely love it! I have to get in some kind of exercise every day and I look so forward to watching a favorite show at night (that changes depending on what series I am hooked on). My husband and I also love restaurants and wine! Because of my Journalism background, grammar/writing mistakes can be a pet peeve of mine and I also don’t like when there aren’t any questions – either from my team or from clients. I feel like people aren’t engaged or interested if they don’t ask one question. I’m fascinated by human behavior and always trying to figure it out!