In her new post, just over a year into MLB’s efforts, Karin Timpon has her fingers crossed to enter the cultural conversation. For the former Marriott Global CMO, he started by structuring the league’s marketing team.
“Across the league, in our clubs, in our partners, we want to tell the same story that we all focus on,” said Timpone, who aims to improve communication and efficiency as a broader marketing goal.
For example, digital marketing staff are now part of the new Audience Development team, which includes player marketing, club marketing and marketing operations.
Timpon’s team will oversee the development and excellence around MLB’s All-Star Week activities in Los Angeles, including activities – at Dodger Stadium and LA Live in downtown Los Angeles – and new elements such as MLB’s first oceanfront event at the Santa Monica Pier. The free event, presented by Capital One, featured youth activities, a beach cleanup and yoga classes.
In her previous role, Timpone led the creation of Marriott Bonvoy, where she tripled the loyalty program audience in the travel hospitality category. She now has her sights set on MLB’s loyalty program. Without elaborating, he said, “We’re definitely quietly doing a little bit of work on that. … We lean into something that’s very experiential, and it doesn’t seem like I would call it a traditional loyalty program, so we’re not using that. [phrasing]. But I will say it looks very fresh and we are very excited about what is to come.
Executive Vice President and Chief Marketing Officer, Strategy, Technology and Innovation, Major League Baseball
Born: Middletown, NJ
Education: Bryn Mawr College, BA; New York University, MA; Harvard, fintech certification; MIT Sloan, blockchain proof
Family: Spouse, Greg (married 31 years in October)
More about Karin
guilty pleasure; Weekend sleep.
Advice to my youth: Wear more sunscreen.
The biggest challenge of the year: Making sure our marketing matches our amazing stars on the field.
My leadership style is… I have a deep appreciation for our company culture and aim to bring out the best in their leadership.
Proudest Professional Achievement: Designing a department that takes us to the next level by combining our extraordinary previous experience and knowledge with additional capabilities.
I wish I had known earlier in my career: My instinct for mixing innovation and technology in business becomes paramount.
Advice for young people who want to work in the sports business: Gain a deep understanding of the fans you’re trying to reach – their behavior, trends and motivations.