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Valerie Tyson

Valerie Tyson


Head of Strategy and Sports

Austin, Texas

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My Role

As the Head of Strategy and Sports for Unrivaled Group, I am responsible for creating a company’s vision, strategically communicating our brand to both internal and external stakeholders, executing the business initiatives and sustaining all brand implementation efforts.

Duties involved also include:
Overseeing all corporate branding, messaging and communications
Finding projects, potential targets and partnership opportunities with a focus on women and sports
Ensure any applicable metrics and performance pointers are in place to measure all progress
Identifying strategic risks and helping reduce these risks

What I love most about my role

Throughout my career, I have been lucky to have worked for and with some of the most talented people in the sports and entertainment industries. At each level, my role has evolved and grown, and I have been so fortunate for each experience.

In my current role, I love that I am changing the games of business and sports for women and creating something that has never been done before. I have the opportunity to work strategically through software and data to open new doors for the next generation of women in sports and business. With our software, I get the chance to democratize the workforce for women, and that is pretty remarkable. After 20 years of working in male-dominated fields, I have a responsibility to create a better path for the next generation of female leaders. I am proud to say that is now what I get to do each day.

How I define success

Having worked in the sports industry for the majority of my career, I find a lot of inspiration from athletes striving for and achieving great things. My favorite quote and a great inspiration for success comes from Kobe Bryant. His Mamba Mentality helped him find another gear and remove all barriers to his success. Kobe once said, “Once you know what failure feels like, determination chases success.” So, for me, success is staying steadfast in my determination to be the best version of myself and bringing my best effort to my team and my personal life every single day.

The best piece of business advice I ever received was

Build your own personal board of directors that will be a mirror for you, that holds you accountable, provides honest feedback/advice, relentlessly cheer for you and commit to helping carve your path forward.

What would I tell my younger self

I have two pieces of advice that I would give my younger self and to women in any industry:

Know your worth and what you bring to the team, and be unapologetic about it.

Be the most prepared person at the table. That makes you invaluable across any organization.

What 2B Bolder mean to me

2B Bolder means to step up, find another gear and relentlessly, unapologetically be you, chase down your dreams and live life to the fullest. No regrets.

Years of Experience

20+ years

I recommend you focus on developing these 3 skills to succeed in a role like mine

Marketing I Brand Development I Digital & Content Strategy

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