Allie Weiner

Program Manager @ Toca Soccer

Thank you, Cassie Enriquez, Senior Account Manager, Premium Services at the Oklahoma City Thunder, for sharing your journey!

Cassie manages a portfolio of 230 premium Season Ticket Members, customizing their game-night experiences through events, special requests, and exclusive opportunities — all with the goal of building long-term loyalty season after season. With both a Bachelor’s and Master’s in Sport Management, she understands the unique dynamics of the sports business, from how player performance impacts sales to the flexibility required on game days.

Following her professor’s’ advice that ticket sales is the best way to break into pro sports, Cassie built her foundation there — and it opened doors for growth within premium services. While navigating a male-dominated industry hasn’t always been easy, she’s learned that pro sports organizations value the most qualified candidates and that resilience matters.

– Zara

Please describe your role & responsibilities at that position?

Oversees planning, delivery, and quality of youth soccer programs. Manages coaches and schedules, coordinates fields and logistics, ensures player safety and age-appropriate development, and serves as the main point of contact for families. Tracks registrations and budgets, resolves issues, and continuously improves the program experience and outcomes.

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

My education in business management, along with a master’s degree in business with a focus on marketing, laid the foundation for my career as a program manager in the sports industry. It strengthened my ability to plan strategically, manage budgets and operations, and lead teams effectively, while my marketing background sharpened my skills in audience engagement, program promotion, and brand growth. Together, this education allows me to balance operational excellence with participant-focused experiences, helping programs grow sustainably while delivering meaningful value to athletes, families, and partners.

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

My career journey has been shaped by a lifelong connection to soccer and a willingness to take bold, purpose-driven steps. Competing as a Division I women’s soccer player and later at the semi-professional level built a strong foundation in discipline, and high-performance environments. I then launched my own business as a private soccer coach, (still active) gaining hands-on experience in entrepreneurship, client development, and program design. Ultimately, I made a deliberate shift from a career in finance to a less lucrative—but far more fulfilling—path in the sports industry, aligning my professional work with the sport I love and leading me to my current role as a program manager.

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

Being a woman in the sports industry has often meant walking into rooms where I’m not only one of the youngest leaders, but also the only one without a beard—a reality that can spark moments of self-doubt. That awareness may always linger, but I’ve learned not to let it define my seat at the table. Instead, I lead with my experience, preparation, and proven success metrics, allowing results to speak louder than perceptions. By focusing on impact and outcomes, I’ve grown more confident in my leadership and my ability to earn respect in spaces where I once questioned whether I belonged.

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

I’ve found that work–life balance comes more naturally because I genuinely love the work I do, which helps prevent day-to-day stress from feeling overwhelming. I’m also a strong planner and preparer, so I’m able to stay organized, manage my time effectively, and create clear boundaries. That structure allows me to step away from work with confidence and be fully present with friends and family, knowing things are handled.

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 is incredibly important for women in the sports industry, especially in spaces where female leadership is still limited. While I’m still actively seeking a formal mentor within the industry, I deeply understand the value mentorship can bring. I often lean on my partner as a trusted sounding board—she holds a senior leadership role in a very different industry, and I greatly respect her path to success, decision-making style, and perspective. Her guidance has helped shape how I think about leadership and growth. At the same time, the lack of women in leadership roles within my current environment has reinforced my desire to both find and eventually become a mentor who helps create more representation and support for women in sports.

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?

In a male-dominated industry, I think the question of equal opportunity is a complex one, and if I’m honest, I’m not entirely sure the playing field is always level. At my company, it’s noticeable that many of the leadership roles held by women are concentrated in HR, which highlights how representation can still be limited in other areas. That said, I believe meaningful progress comes when promotions and leadership opportunities are driven primarily by clear metrics and performance. When success is measured objectively and advancement is tied to results, it creates a more equitable environment where talent, regardless of gender, has the opportunity to rise.

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

What I enjoy most is being the introduction to soccer for so many young players and watching them grow both their skills and love for the game. I also enjoy seeing the coaches I manage develop the same passion for coaching and building lasting relationships with players and their families. It’s incredibly rewarding to watch athletes pursue—and achieve—their goals, including several who have already reached Division I soccer.

The most challenging part is hearing about negative experiences in club soccer, from high costs to coaches who lack passion. The role of a coach in youth sports is deeply impactful, and it’s hard to see that responsibility taken for granted.

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

My advice to young women aspiring to build a career in the sports industry is to be consistent and intentional in everything you do. If you have the opportunity to work with kids in sports, you need to show up fully every day—your energy, professionalism, and preparation matter. Plan ahead, be thorough and attentive, and understand that the work is demanding but rewarding. Just as importantly, prioritize personal fitness and self-care, not only for your own well-being but because it reinforces credibility and earns respect in a physically driven industry.

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

My long-term goals are to continue growing my private training business while expanding my impact as a program manager, whether at TOCA or another organization. I’ve developed a strong formula that successfully generates revenue, develops young soccer players, and cultivates coaches, and I’m excited to take that model to a much larger scale—reaching more athletes, empowering more coaches, and making an even greater impact in the sport I love.

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

I’m a proud dog mom to Sunny, the most adorable Chihuahua-Corgi mix. I love staying active and often run half marathons and 5Ks with my partner. Family is incredibly important to me, and I cherish the time I get to spend with them.