Krista Sullivan

Corporate Partnership Account Manager @ St Louis Cardinals

Thank you, Krista Sullivan, Corporate Partnership Account Manager for the St. Louis Cardinals, for sharing your journey! Krista leads the execution, fulfillment, and optimization of corporate sponsorships, transforming ideas into impactful activations while guiding a team that strengthens partnerships every day.

With a background in Mass Communications and Sport Management, Krista discovered the art of storytelling and its power to connect people with brands. Her career milestone came when she transitioned from brand marketing to the agency side, gaining experience across industries that set her apart in her current role.

She embraces authenticity in a male-dominated industry, leaning into her femininity while letting her work speak for itself. Krista also values work-life harmony over balance, mentorship as an essential tool for growth, and the importance of transparency in moving toward gender equality.

Her advice? Lean into your femininity, build a strong personal brand, and let your work speak louder than your resume

– Zara

Please describe your role & responsibilities at that position?

I lead the execution, fulfillment, and optimization of our most impactful corporate sponsorships, transforming ideas into activations that deliver real results. Beyond strategy, I guide a dedicated team that manages the day-to-day: building relationships, crafting activation plans, and ensuring every detail strengthens our partnerships.

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

I studied Mass Communications with an emphasis in Public Relations and complemented it with a minor in Sport Management. Along the way, I discovered the true art of storytelling and the powerful role it plays in shaping perception and driving connection.Through media and marketing, I’ve mastered the ability to link people with brands in ways that feel authentic, engaging, and impactful for business growth. At the core, it all begins with understanding your audience, who are the consumers that you aim to turn into fans. Creating experiences that entertain and resonate keeps them coming back, and that loyalty is the heartbeat of the sports business.”

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

A key milestone in my career was transitioning from the brand side of marketing to the agency side. That shift was pivotal because it taught me how to craft strategies for diverse audiences across multiple industries at once. It pushed me to stretch my creative muscles and accelerate the growth of my portfolio.That experience not only set me apart as a candidate for my current role but also equipped me to deliver value immediately. Many of our key partners come from industries where I’ve already driven success, allowing me to fill a need and be a true asset to my team.

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

I’m still new to the sports industry, and stepping into a predominantly male field has been a powerful learning experience. Rather than trying to “be one of the boys,” I’ve leaned fully into being myself. I don’t conform to an “ideal sports persona.” I embrace my femininity and ensure my identity isn’t defined solely by my role, no matter how much I love what I do.At the end of the day, I let my work speak for itself. That’s where my confidence comes from, and that’s what truly earns respect from any gender.

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

I don’t believe in work-life balance. I believe in work-life harmony. As a wife, mother, and ambitious professional, I’ve learned that I can’t be everything to everyone, including myself. Instead, I focus on showing up as my best while my priorities shift day by day.For me, harmony comes from flexibility and intentional planning. When I want uninterrupted time with my family, I use my PTO. When I need to prepare for an important client meeting, I’ll put in the extra hours. When it’s time for a date night with my husband, I book the babysitter. Life’s demands ebb and flow, and the key is learning to ride the wave instead of fighting the current.

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?

“Mentorship isn’t just important for women in sports; it’s essential in life. When we look to those who’ve paved the way before us, we not only honor their journey but also make our own paths a little smoother, opening the door to greater success for all of us.I’ve been fortunate to have mentors both within the sports industry and beyond, and each one helps me grow into the multifaceted woman I strive to be. I have mentors for my career, my marriage, motherhood, and even for navigating life as a woman in today’s world. Their wisdom has taught me how to stand out, how to define myself by who I am rather than what I do, how to raise my daughter in this generation, and how to stay grounded without losing myself along the way.The knowledge I’ve gained through mentorship has been more valuable than any classroom could ever provide.”

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 believe this issue goes far beyond sports. Across industries, too many women still earn less while doing more than their male counterparts. The first step toward real gender equality is transparency.Open, honest conversations about compensation beyond just salary or hourly pay, but full packages including bonuses, equity, etc., can open eyes and minds. Only then can we start making meaningful progress in closing the pay gap.”

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

I’m passionate about creating memorable experiences that truly resonate with people. For me, the most rewarding part of my work is seeing those moments come to life. At the same time, one of the biggest challenges is helping others recognize the value of an activation, especially when its impact goes beyond what can be measured on paper.

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

Lean into your femininity, it’s your superpower. Let your work speak for itself. Focus on building a portfolio of work, not your resume. Develop a strong personal brand so that opportunities can find you.

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

My goals are to continue to build my dream life is one where I have true autonomy. A life where personal fulfillment and professional success flow seamlessly together.

Any fun facts or interesting things you’d like the world to learn about you? Favorite food, hobbies, pet peeves, etc.?

“Favorite Food: SushiHobbies: Pickleball, Pilates, Flower Arranging, and HostingKids: Girl Mom of 1Pet Peeves: Non-communicators. Favorite Artists: Beyonce and Kendrick Lamar.Best Piece of Advice: A man will always choose himself, so always choose yourself.”