ALEXANDRIA WILLIAMS
Dallas
Summary
Dynamic marketing leader with a proven track record at the Dallas Mavericks, driving 107% merchandise revenue growth through innovative brand strategies and cross-functional collaboration. Expert in sponsorship and partnership strategy, leveraging analytics and performance measurement to enhance fan engagement and brand visibility. Adept at leading diverse teams to achieve ambitious marketing objectives.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Director of Marketing, Corporate Sponsorships & Merchandise
Dallas Mavericks
Dallas
10.2023 - Current
- Lead enterprise marketing strategy for corporate sponsorships and merchandise, driving brand visibility, fan engagement, and revenue growth.
- Directed creative merchandise marketing strategy, resulting in 107% year-over-year merchandise sales growth.
- Directed a comprehensive rebrand of the Dallas Mavericks merchandise department, overseeing the development of a new visual aesthetic, logo creation, upgraded website and URL, and full-scale photoshoots (styling, models, creative direction), delivering a more elevated and cohesive brand experience.
- Spearheaded Festival de los Mavs / Mavs Mercado, highlighting Texas-based Latinx designers through capsule collections during Hispanic Heritage Month.
- Led 2023-24 Playoffs marketing campaigns, including city-wide chalk art installations, the Mavs Scavenger Hunt, and the Mavs Fan Fit fan-generated content series driving competitive engagement and ticket acquisition.
- Co-led Sneakeasy, a sneaker culture activation integrating music, fashion, and art with high-profile artists and local partners.
- Led All-Star Weekend 2024-25 and City Edition 2024-25 marketing campaigns across in-game, concourse, influencer, and external media placements.
- Partner closely with Corporate Sponsorship senior leadership to market sponsorship campaigns, identify target markets, and ensure alignment between partner objectives, league guidelines, and business goals.
- Serve as a strategic partner to executive leadership, aligning marketing initiatives with revenue, brand, and fan growth objectives.
- Drove 107% year-over-year merchandise revenue growth through a reimagined merchandising strategy, elevated creative direction, and integrated retail marketing approach.
- Led the end-to-end rebrand of the Mavericks merchandise business, strengthening brand equity and modernizing the fan retail experience across digital and physical touchpoints.
- Executive produced and creative directed the first-ever Dallas Mavericks photoshoot at the Dallas Museum of Art for the 2025-26 season, overseeing concept development, budget management, art licensing, and cross-institutional collaboration; managed a multi-disciplinary team of models, creatives, and staff to deliver a landmark cultural brand moment.
- Directed enterprise marketing strategy for the 45th Anniversary Hardwood Classic launch (2025-26)-a once-every-five-years franchise moment-aligning heritage storytelling, merchandise, and fan engagement into a cohesive, high-impact rollout.
- Delivered high-impact Playoffs and All-Star marketing activations, increasing fan participation, social engagement, and city-wide brand visibility during marquee league moments.
- Launched culturally relevant initiatives such as Festival de los Mavs / Mavs Mercado, expanding reach with multicultural audiences and deepening community and designer partnerships.
- Own marketing strategy and project management for food & beverage across the Dallas Mavericks and American Airlines Center, aligning in-venue brand experience, partner visibility, and fan engagement.
- Lead enterprise-wide merchandise marketing strategy across licensee and collaboration partners, overseeing creative production and go-to-market execution for brands including Sneaker Politics, Fear of God, Mitchell & Ness, Brand Seen, and others over the past three seasons.
- Strengthened corporate sponsorship value by aligning marketing strategy with partner objectives, target markets, and league standards-supporting long-term revenue growth and retention.
Media Investment Strategy Manager
Target Corporation
11.2021 - 10.2023
- Led award-winning media programs generating $190M in marketing-driven sales, 3.5M store visits, and a $22 ROAS.
- Headed REACH Best initiatives for flagship store openings in Bronx (2022) and Inglewood (2023), driving multicultural audience engagement.
- Directed multicultural and influencer media strategies delivering 574M+ impressions, 817K clicks, and 228M video completions in Q4 FY22.
- Orchestrated the MLS All-Star Game media partnership with Metro Transit, increasing ridership by 10.4%.
- Awarded OAAA 2022 Gold Award for innovative programmatic Out-of-Home strategy.
Director of Brand Marketing
University of North Texas at Dallas
Dallas
08.2020 - 10.2021
- Set and executed brand marketing strategy across digital, print, broadcast, OOH, and web platforms.
- Led university-wide social media strategy, content creation, and scheduling.
- Collaborated with executive leadership and deans to support enrollment, retention, and reputation initiatives.
- Directed marketing, advertising, and web teams while overseeing major brand campaigns and platform redesigns.
Marketing & Promotions Manager
Cinemark World Headquarters
02.2019 - 06.2020
- Managed brand marketing strategy for 90+ theaters across multiple DMAs.
- Oversaw $500K+ annual marketing budgets for new builds, remodels, and special initiatives.
- Delivered 20M+ media impressions for major theater grand openings.
- Served as regional PR spokesperson through live TV and radio appearances.
Community Relations & Public Relations Specialist
CBS-TV (KHOU 11)
02.2016 - 02.2019
- Led large-scale community marketing campaigns tied to marquee events including the Super Bowl and Final Four.
- Managed partnerships with major nonprofits, civic organizations, and media entities.
- Launched KHOU's first TEGNA grant program, distributing $105K-$125K annually to local nonprofits.
Education
M.S. - Communications
Purdue University
01-2015
B.S. - Marketing
Prairie View A&M University
Houston, TXSkills
- Executive Marketing Leadership
- Brand & Integrated Marketing Strategy
- Revenue Growth & Commercialization
- Sponsorship & Partnership Strategy
- Experiential & Event Marketing
- Merchandising & Retail Marketing
- Multicultural & Audience-Led Marketing
- Media Strategy & Investment
- Influencer & Creator Strategy
- Organizational Leadership
- Budgeting & P&L Oversight
- Analytics & Performance Measurement
- Team leadership
- Marketing strategy
- Brand management
- Cross-functional collaboration
- Problem solving
- Key decision making
Board Leadership Affiliations
- Black Sports Professionals of North Texas, Events Board Member Chair, Lead strategic planning and execution of professional development, networking, and community-focused events supporting Black leaders across the sports industry.
- Big Brothers Big Sisters Greater Dallas, Board Member, 08/01/25, Present, Provide governance, fundraising support, and strategic guidance to advance youth mentorship and community impact initiatives.
Certification
- Google Digital Garage - Fundamentals of Digital Marketing
- Google Analytics Academy - Google Analytics for Beginners
- HubSpot - Social Media Management
Affiliations Contributions
- Contributing Writer, PaperCity Dallas, CultureMap Dallas/Houston, Houstonia Magazine
- Member, American Marketing Association
Personal Information
Title: Strategic Marketing & Brand Partnerships Leader
Awards Recognition
- 2024 Sports Executive of the Year - Cosign Magazine
- 2024 Dallas Mavericks Rookie of the Year
- 2022 OAAA Gold Award - Programmatic OOH
- STAR Media Awards Nominee - Community Partnerships & Marketing
Core Expertise
- Executive Marketing Leadership
- Brand & Integrated Marketing Strategy
- Revenue Growth & Commercialization
- Sponsorship & Partnership Strategy
- Experiential & Event Marketing
- Merchandising & Retail Marketing
- Multicultural & Audience-Led Marketing
- Media Strategy & Investment
- Influencer & Creator Strategy
- Organizational Leadership
- Budgeting & P&L Oversight
- Analytics & Performance Measurement
Accomplishments
AWARDS & RECOGNITION
* 2024 Sports Executive of the Year – Cosign Magazine
* 2024 Dallas Mavericks Rookie of the Year
* 2022 OAAA Gold Award – Programmatic OOH
* STAR Media Awards Nominee – Community Partnerships & Marketing
* 2024 Sports Executive of the Year – Cosign Magazine
* 2024 Dallas Mavericks Rookie of the Year
* 2022 OAAA Gold Award – Programmatic OOH
* STAR Media Awards Nominee – Community Partnerships & Marketing
Timeline
Director of Marketing, Corporate Sponsorships & Merchandise
Dallas Mavericks
10.2023 - Current
Media Investment Strategy Manager
Target Corporation
11.2021 - 10.2023
Director of Brand Marketing
University of North Texas at Dallas
08.2020 - 10.2021
Marketing & Promotions Manager
Cinemark World Headquarters
02.2019 - 06.2020
Community Relations & Public Relations Specialist
CBS-TV (KHOU 11)
02.2016 - 02.2019
M.S. - Communications
Purdue University
B.S. - Marketing
Prairie View A&M University