Edition #61
August 23, 2026
Welcome to The W Profile, a study of the women leading at the intersection of sports, media, and global business. As college athletics adopts professional structures, it is instructive to look to the visionaries who have already mastered the complexities of the corporate world. By bringing C-Suite lessons to the athletics community, this series will provide leaders with the insights necessary to build a lasting legacy.
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Introduction
Launching an expansion franchise is typically an exercise in slow, methodical market building. The WNBA's Golden State Valkyries, however, opted for a strategy of immediate commercial dominance. To redefine the financial ceiling of women's basketball from the ground up, the ownership group hired an executive who had already revolutionized the sports industry partnership approach. As the President of the Golden State Valkyries, Jess Smith sits at the helm of the most highly anticipated expansion launch in WNBA history.
She is responsible for overseeing all business operations for the franchise, leveraging her deep expertise in ticket sales, strategic partnerships, and operations. Her leadership is defined by an unparalleled ability to monetize fandom, an innovative approach to corporate sponsorships, and a fierce, foundational belief that professional sports teams can drive massive commercial revenue while simultaneously embedding deep, purpose-driven equity into the community.
From The Diamond to the Front Office
Smith earned a Journalism degree from State University of New York at Oswego and a master’s degree from Ohio University. Her early career spanned a grueling, highly foundational decade within Major League Baseball and the NHL, holding ticketing and sponsorship roles for the Oakland Athletics and the Columbus Blue Jackets. She later served as Vice President of Sponsorship for the San Jose Earthquakes (MLS), where she notably secured the largest academy-specific jersey partnership in league history.
However, her reputation as a commercial visionary was globally cemented during her tenure as for the National Women’s Soccer League’s Angel City Football Club from its inception in 2020 through early 2024, starting as the Head of Corporate Partnerships before being promoted to Head of Revenue. In Los Angeles, she completely rewrote the traditional sports business playbook. Rather than simply selling ad space, she designed an entirely new corporate structure where financial growth and social equity were inextricably linked. This highly disruptive perspective provided her with the perfect, modern playbook for returning to the Bay Area in February 2024 to build the Valkyries' business operations from scratch, culminating in her being named the inaugural WNBA Business Executive Leadership Award Presented by Deloitte in 2025 following a record-breaking inaugural season.
The Valkyries Playbook
Smith approaches the launch of an expansion franchise with a strategy that treats community investment and player empowerment not as charitable side projects, but as core commercial drivers. Her playbook encompasses three critical pillars:
➤ Purpose-Driven Partnerships: During her time at Angel City, Smith pioneered a revolutionary model where 10% of all sponsorship revenues were strictly reinvested into local community initiatives focusing on equity, essentials, and education. This strategy didn't deter corporate sponsors; it actively attracted massive, global brands eager to align their capital with tangible social impact. She brings this exact ethos to the Valkyries, ensuring the team's commercial success directly benefits the Bay Area.
➤ Monetizing the Player Ecosystem: Smith operates with the belief that athletes are a franchise's most valuable commercial assets and should share in the financial upside they create. She famously launched the "Fan Fueled Player Fund" at Angel City, allowing players to receive a percentage of net ticketing proceeds for driving sales using their own name and likeness. This strategy directly aligns the financial incentives of the front office with the players on the court.
➤ The "Day 1" Energy: Leading an expansion team requires capitalizing on unprecedented hype while building a sustainable infrastructure. Under Smith's leadership, the Valkyries haven't just prepared to play; they've prepared to dominate the market. By treating the Bay Area fanbase as true stakeholders and heavily focusing on the fan experience, she ensures that initial excitement translates into the massive, sustained season ticket renewals she achieved at her previous organizations
Lessons on Growth and Alignment
Smith has built a historic career out of proving that "good business" and "doing good" are not mutually exclusive. In an era where sports fans are hyper-aware of corporate authenticity, she leads with the philosophy that a franchise must actually stand for something to capture true market share.
Crucially, she is an advocate for structural innovation. She doesn't just ask sponsors for checks; she asks them to buy into a movement. Her success proves that true executive power comes from aligning the priorities of the ownership group, the corporate sponsors, the local community, and the athletes into one unified, highly profitable commercial engine.
Takeaways
➤ Social Impact is a Revenue Driver: Smith’s 10% community reinvestment model proves that embedding social equity directly into corporate sponsorships is the most effective way to secure massive, long-term brand partnerships.
➤ Align Player Incentives: Initiatives like the "Fan Fueled Player Fund" demonstrate that elite executives view players not just as employees, but as active commercial partners whose individual influence can directly drive the team's bottom line.
➤ Experience Breeds Execution: Her gritty, foundational years in MLB, the NHL, and MLS provided her with the rigorous operational stamina required to successfully launch an entirely new franchise in the hyper-competitive WNBA market.
➤ Community is the Ultimate Stakeholder: A team cannot succeed in a vacuum. Smith's leadership highlights that long-term commercial survival requires a franchise to actively reflect the energy, values, and diversity of the city it calls home.
Read. Watch. Listen.
READ: Coverage in Sports Business Journal highlighting her inclusion in the prestigious 40 Under 40 list and an appearance on SBJ on Stage to discuss her thoughts on the growth of women’s sports, leveraging technology and more. (link)
WATCH: Her appearance on the Redefined video series by Front Office Sports, where she breaks down her transition from building Angel City FC to launching the Golden State Valkyries, and what it truly takes to build a winning culture from day one. (link)
LISTEN: To her multiple appearances on the Masters of Scale podcast, where she discusses the incredible ticket sales and "big brand energy" driving the Valkyries' launch, how she sets new standards for community-driven sports business and lots more. (link)
Quote to Remember
I think for so long, one of the things people have assumed about women’s sports is that it is a women’s product for women. When in fact the audience is 50% men and 50% women. … The audience scope is actually much bigger than people have assumed all along.
IN CASE YOU MISSED IT
Raquel Ferreira – Executive Vice President and Assistant General Manager, Boston Red Sox
Publication Date: Wednesday, August 19
Annemarie Roe – President, BaAM Productions
Publication Date: Sunday, August 16
Kristi Coleman – President, Carolina Panthers
Publication Date: Wednesday, August 12
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(Posted from most recent over the last 15 days)
(NEW!) Director of Aquatics (Trinity University – Texas / San Antonio, TX): Responsible for operating, staffing, maintaining, and oversight for Hixon Natatorium and the outdoor pool. More details HERE.
(NEW!) Assistant Athletic Director, Development (California Polytechnic State University – San Luis Obispo / San Luis Obispo, CA): Serve as a professional in the Athletic Department to cultivate & solicit former student athletes & coaches, alumni, parents, friends, community members, foundations & corporations for contributions. More details HERE.
(NEW!) Associate Director of Athletics, Wellness, & Recreation - Operations (SUNY New Paltz / New Paltz, NY): The Associate Director of Athletics, Wellness, & Recreation - Operations serves as the department's lead administrator for operational needs and event management. More details HERE.
(NEW!) Assistant Athletic Trainer - 10-month Position (Loras College / Dubuque, IA): Assists in the oversight of all aspects of health care for Loras College student-athletics within the guidelines set forth by Loras College, the American Rivers Conference, and the NCAA Division III. More details HERE.
(NEW!) Assistant Director, Live Events & Video Services (Army West Point / West Point, NY): Execution of live events by overseeing equipment, ideation, and the creative process in preparation of graphics and videos. More details HERE.
(NEW!) Assistant Director, Strategic Communications (University of Arizona / Tucson, AZ): Drive the Arizona Athletics brand through strategic storytelling, media relations, digital content, and championship-caliber communications that inspire fans and stakeholders. More details HERE.
Assistant Coach, Men's & Women's Tennis, Part Time (Loyola University Maryland / Baltimore, MD): Assist Head Tennis Coach in daily coaching and training operations, as well as support programs in all aspects to create a positive Division I student-athlete experience. More details HERE.
Assistant Coach, Men's and Women's Cross Country & Women's Track (Loyola University Maryland / Baltimore, MD): Work in conjunction with the Head XC/Track & Field Coach in daily coaching and training operations, as well as support programs to create a positive Division I student-athlete experience. More details HERE.
Assistant Coach - Cross Country and Track & Field (Cleveland State University / Cleveland, OH): Serve as the Assistant Cross Country and Track and Field Coach for our Women program nesseled in downtown Cleveland, Ohio. More details HERE.
Director of Compliance & Governance (Pac-12 Conference / San Ramon, CA): The Director of Compliance and Governance plays a critical role in supporting and administering the Pac-12 Conference’s NCAA and Conference compliance programs. More details HERE.
Assistant Athletic Director for Creative Strategy & Social Media (University of Texas at Dallas / Richardson, TX): The Assistant Athletic Director for Creative Strategy and Social Media serves as the Athletics Department coordinator of game-day promotions, social media and marketing. More details HERE.
Athletic Assistant Director of Compliance (Kennesaw State University / Kennesaw, GA): Oversees athletic compliance with NCAA, conference, and university regulations; monitors adherence, provides training, and supports development and implementation of compliance policies. More details HERE.
Assistant Women's Bowling Coach, Part-time (Duquesne University / Pittsburgh, PA): Under the general direction of the Head Coach, the Asst. Women's Bowling Coach is responsible for the overall development, recruitment, training and competitive success of the women's bowling program. More details HERE.
Assistant Equipment Manager (Army West Point / West Point, NY): Procuring, supervising, and maintaining uniforms, equipment, and gear for all athletes, coaches, and support staff, ensuring that all health and safety measures are implemented and maintained. More details HERE.
Athletic Trainer (Army West Point / West Point, NY): Provides care, prevention, treatment, and rehabilitation of athletic injuries and related problems in cadet-athletes. Assumes primary responsibility for assigned team - Men's Soccer. More details HERE.
Part-Time Assistant Men's Volleyball Coach (Loras College / Dubuque, IA): Performs volleyball coaching and management activities, including recruitment of student-athletes in a National Collegiate Athletic Association--Division III intercollegiate Men's Volleyball program. More details HERE.
Coordinator, Creative Video & Reporter (Army West Point / West Point, NY): Developing, producing, and executing original multimedia content that enhances the visibility and reputation of Army West Point Athletics. More details HERE.
Director, Marketing and Fan Experience, Athletics (Kennesaw State University / Kennesaw, GA): Assists with coaching, recruiting, scheduling, budgeting, fundraising, player development, academic support, & administrative duties while ensuring compliance with KSU, NCAA, & conference regulations. More details HERE.
Coordinator of Intercollegiate Programming (Princeton University / Princeton, NJ): As the primary scheduler, the coordinator issues contracts for varsity contests, serves as game day event ops manager, provides support to Director, and coordinates the use of Teamworks for Athletics. More details HERE.
Associate Director of Athletic Compliance (Syracuse University / Syracuse, NY): Manages day-to-day compliance operations for 4 NCAA Division I sports. This role leads the admissions, VISA/ I-20 logistics and initial eligibility certification for all sports. More details HERE.
Assistant Athletic Director, Marketing (California Polytechnic State University – San Luis Obispo / San Luis Obispo, CA): Cal Poly Athletics is seeking an experienced athletics marketing professional to join our team. More details HERE.
Director of Athletics Eligibility & Institutional Services (Colgate University / Hamilton, NY): A critical role within Colgate Athletics' student-athlete holistic support structure, primarily overseeing athletics eligibility and institutional services supporting the student-athlete experience. More details HERE.
Director, Social Media & Digital Content (University of Arizona / Tucson, AZ): Turn moments into movements. Lead Arizona Athletics' social media strategy and digital storytelling to connect, engage, and grow the Wildcat community. More details HERE.
Assistant Director, Financial Reporting & Analysis (University of Notre Dame / Notre Dame, IN): The Assistant Director, Financial Reporting & Analysis serves as a key financial contributor responsible for operational execution and analytical oversight of the department's financial activities. More details HERE.
Assistant Athletic Director of Business and Finance (Florida International University / Miami, FL): Manages daily operations and financial impact of sport team activities in assigned area and oversees the coordination of travel for intercollegiate athletics Teams, etc... More details HERE.
Strength & Conditioning Coach (Army West Point / West Point, NY): Directly supervise the performance training program of Olympic sports assigned teams. Contributing to the wellness of cadet-athletes, assisting cadet-athletes in optimizing competitive performance. More details HERE.
Executive Associate / Assistant Director of Administration (University of Arizona / Tucson, AZ): Support executive leadership at Arizona Athletics by managing high-level operations, confidential communications, and the daily functions of the Director of Athletics' office. More details HERE.
Assistant Athletic Director, Communications (California Polytechnic State University – San Luis Obispo / San Luis Obispo, CA): Cal Poly is looking for an experienced Sports Information Professional to join our team. More details HERE.
Strength & Conditioning Intern (Army West Point / West Point, NY): Gain exposure to Division I athletics and military/tactical training, continuing professional education, the opportunity to further develop as coaches in a practical setting. More details HERE.
Director of NIL Creative & Strategy - Creative Services (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Develop innovative strategies to increase athlete NIL value, generate revenue opportunities, strengthen recruiting efforts, and position Florida Athletics as a national leader in athlete branding. More details HERE.
Head Cross Country Coach/Assistant Coach for Men's and Women's Indoor and Outdoor Track & Field/Physical Education & Wellness Instructor (Massachusetts Institute of Technology – MIT / Cambridge, MA): This is a full-time (10-month appointment) benefits eligible position with full oversight of Men's & Women's Cross Country teams, assist with Indoor & Outdoor Track & Field. More details HERE.
Assistant Athletics Director, Athletic Communications (Army West Point / West Point, NY): Provides strategic leadership for all athletic communications, media relations, storytelling, and public relations efforts across 30 NCAA D1 programs. More details HERE.
Athletic Trainer (Missouri State University / Springfield, MO): To assist with the health and safety of student athletes. Assist with the coverage of athletic training services, sport coverage and rehabilitation and treatment of student athletes. More details HERE.
Athletic Trainer (Army West Point / West Point, NY): Provides care, prevention, treatment, and rehabilitation of athletic injuries and related problems in cadet-athletes. Assumes primary responsibility for an assigned athletic team(s). More details HERE.
Assistant Director, Event Management & Championships (Army West Point / West Point, NY): Contributing in the following areas: event management, football gameday operations, the planning & execution of NCAA & conference championships, game & facility scheduling, game contracts, camps, etc. More details HERE.
Head Women's Lacrosse Coach (Juniata College / Huntingdon, PA): Juniata College seeks a dynamic Head Women's Lacrosse Coach to lead, mentor, and build a culture of excellence on and off the field. More details HERE. What would it cost to move to Huntingdon? Click HERE
Head Football Equipment Manager (Florida International University / Miami, FL): Oversee all football equipment operations, including oversight of equipment staff and volunteers, inventory control, equipment reconditioning, communication systems, and the procurement and ordering. More details HERE.
Assistant Director of Compliance (Syracuse University / Syracuse, NY): Responsibilities include but are not limited to coordination of day-to-day compliance activities; primary contact for 4 sports. More details HERE.
Manager, Partnership Marketing (University of Arizona / Tucson, AZ): Join Arizona Sports Enterprises to execute sponsorship activations, strengthen partner relationships, and bring innovative marketing campaigns to life for Arizona Athletics. More details HERE.
Coordinator, Major Gifts (University of Arizona / Tucson, AZ): Join Arizona Athletics as Coordinator of Major Gifts, creating meaningful donor recognition experiences and strengthening relationships that fuel championship excellence. More details HERE.
Director, Major Gifts (University of Arizona / Tucson, AZ): Build meaningful donor relationships and inspire philanthropic investment in Arizona Athletics through strategic stewardship, engagement, and fundraising that fuels Wildcat success. More details HERE.
Compliance Intern (Army West Point / West Point, NY): Interns in Athletics Compliance will gain experience in NCAA bylaw regulation, federal Title IX regulation, legislative affairs, and data analytics and reporting. More details HERE.
Video Coordinator - Athletics (Missouri State University / Springfield, MO): The Video Coordinator will plan, shoot, edit, and produce all video content used by the Athletics department in support of the promotion and success of its intercollegiate athletics programs. More details HERE.
Marketing Coordinator (College Coaches Skills Camp (CCSC) / Remote): You'll work directly with the CEO to execute the company's marketing vision while owning the day-to-day execution of the marketing engine that drives athlete registrations. More details HERE.
Assistant Director of Development, Leadership Giving (University of Texas – Austin / Austin, TX): This position is in charge of maximizing revenues from leadership fundraising initiatives, including capital, DeLoss Dodds Leadership Team, the United Texas Circle, and endowed giving opportunities. More details HERE.
Assoc. Head Women's Swimming & Diving Coach (Army West Point / West Point, NY): Coaching Cadet-athletes, recruiting, monitoring Cadet-athletes' academic progress, scheduling, managing travel, overseeing the discipline and conduct of the Cadet-athletes. More details HERE.
Assistant Athletic Director, Major Gifts (University of Arizona / Tucson, AZ): Join Arizona Athletics and help fuel championship excellence by building meaningful donor relationships and securing major gifts that support scholarships, programs, and facilities. More details HERE.