Colleen Helak

Director of Guest Experience, Baltimore Ravens

“Colleen Helak leads the Guest Experience team, ensuring that every fan and team member at M&T Bank Stadium enjoys a memorable game-day experience. She oversees team member training, guest services, premium staffing, and rewards programs while helping bring the Ravens’ “One Team” culture to life.

She studied Sports Management at St. John Fisher University and began her career with The Walt Disney Company, where a decade in hospitality helped shape her leadership approach to guest service and team culture.

Colleen believes success in sports comes from hard work, strong relationships, and a willingness to say yes to opportunities—even the less glamorous ones that help the entire team succeed. She is passionate about creating unforgettable fan experiences and mentoring the next generation of sports and hospitality leaders.

Thank you, Colleen, for sharing your story and valuable insights with us. Your passion for hospitality and leadership in sports is truly inspiring.“

– Zara

Please describe your role & responsibilities at that position?

My role as Director of Guest Experience wears many hats (or helmets 😊) My job is to make sure all our guests and team members at the stadium have a great experience from start to finish. I oversee the creating and facilitating of Team Member Trainings, the programming and execution of our Rewards & Recognition Program for all stadium team members, staffing of Premium Spaces and Guest Service Locations through our Guest Experience Ambassador program. We field guest concerns and help guest celebrate special moments in event or post event. I work very closely with all Stadium Partners to help spread the Ravens culture, One Team Philosophy.

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

I studied Sports Management at St. John Fisher University. My major required an internship, and I was fortunate enough to intern with the Walt Disney Company at their Hilton Head Island Location in Recreation. It is there where I fell in love with Hospitality and did various roles both in Hilton Head and Disney Orlando for 10 years. My learning of hospitality from the greatest hospitality and entertainment company in the world, led me to my current role. Some of the sports focused classes I took helped with my general knowledge of business, finance and marketing but it was really all the hands on experiences from my internship that helped me to further my career.

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

I have had a few key milestones that were the turning point in my career. I was put in a position early on in my Disney internship to be put in a F&B role that I did not want. But I was put there to be a change maker. It was hard but I accepted the role as my leadership handpicked me to take on the challenge. This helped me see what I was capable of. It led me to other opportunities and having leaders see me as the go-to team member who will do what they can for the good of the team. I was able to carry that with me throughout all my roles at Disney and here at the Ravens. Some jobs are not the most glamourous in sports- filling coolers, moving bike rack, cleaning up protein spills, taking the brunt of guest’s frustration, but you handle all these things because it is what helps make the team be successful.

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

I think others have paved the way more than I have to see that woman in sports now a days is more common. I personally have not faced any challenges in the workplace due to my gender. The sports industry respects hard work and as long as you come ready to work, with a positive attitude, you will be able to earn your spot no matter your gender.

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

Our organization has done a great job and providing that work life balance. That was one of the main reason for me taking the role 8 years ago. We are lucky that we know our schedule for the months of August – January in May. This allows my team and I to plan training and work around other events we have in the building to make sure we don’t get burned out. We also know that the season can be a grid so we take time when we can a mentally prepare for those long stretches. The key is also always having something to look forward to. I usually always have at least one trip booked or have ideas of some activities to do that keep me motivated.

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?

It is always great to have someone in your corner, to give you advice, support you, & also tell you how it is, and hold you accountable for the good and the bad. Some of my mentors go back to high school with my volleyball coach who taught me the importance of being on time, teamwork and really putting in the work to be the best. She was tough but I truly think she was the foundation. My current leader, Rich, has been a huge mentor/ role model throughout both my personal and professional development with Disney and the Ravens. From the day I started as an intern at Disney’s Hilton Head Island Resort to my current role he has always been there to see the potential in me when I did not see it. He has but me in roles and experiences that I would not have placed myself in and that is the reason I am even in sports today. He created a space where I can express my ideas or disagreements freely. We have that trust which allows me to lead my team, and he is always there to get advice from or to help talk about both life and career struggles. I would not be here in this role today if he hadn’t taken a chance on me 19 years ago.

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?

From my experience, my opportunities have come based off the work ethic I have and my character more than anything. As I mentioned few questions ago, hard work is what is noticed in the sports industry. How you build relationships and perform goes a long way. I am lucky to work in an organization that woman are in VP and SVP roles. We get to make a difference with NFL & Ravens initiatives that help support females in sports, from flag football to symposiums.

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

I enjoy anytime I get to interact with our gameday team members or our guests. Welcoming our 3,000 team members to work every gameday with music, candy and some dancing to help get them motivated to serve our guests gets me excited for the day ahead. Seeing a guest come to their 1st game or what may be their last really reminds you why you put in all those hours. I get to make each guest that walks in our building feel like a VIP. Most challenging would be keeping our team members engaged in service. Not everyone has the same mindset but getting them to put themselves in the guest shoes to want to create the best experience. Policy over purpose is something I also find challenging. As we are a business in the end but sometimes, I have to catch myself to remember the purpose of why where are here. It’s a fine balancing act that I also have to trickle down to my team.

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

Say yes to all the opportunities and put yourself in uncomfortable situations. It may not be the most glamorous thing, but you will learn a lot about yourself and what you are capable of. Remember if you are in the room it’s because you belong there, don’t be afraid to show that, be confident that you know just as much as everyone else there.

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

I’ll be honest, long- term goal setting is a weakness of mine. Professionally, I want to help make M&T Bank Stadium a destination place for not only football but major concerts and events. Put Baltimore on the map for providing a great experience to all those who visit our complex. Personally, just continue to learn and be a sponge in this growing business and be able to help shape what hospitality in sports looks like. Continue to help the next generation of industry leaders.

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

I was and maybe I still am a thrill seeker. I have been bungee jumping in New Zealand, sky diving in Hawaii, repelled waterfalls and went white water rafting in Costa Rica. Also, I enjoy a nice vacation anywhere there is sun and sand. You will probably most likely find me somewhere around Orlando on my time off visiting the Mouse! I have also been fortunate enough to be a part of the A- Team working the F1 Miami Grand Prix since 2022. I was the officiant at my brothers wedding and looking to do the same for my sister’s wedding in 2027.