Brian M. Lalley
Bay Village,OH
Summary
Proven professional with a strong work ethic, academic background, and advanced skill set seeking a professional position that will benefit from an innovative spirit and entrepreneurial focus. Experienced in developing and coordinating programs at the national level, with a demonstrated ability to positively develop programs, effective teams, and organizations. Outgoing and focused, brings a wealth of experience and a drive for success to any role undertaken.
Overview
16
16
years of professional experience
Work History
National Camp Director & Vice President
Xcelerate Nike Lacrosse Camps
01.2018 - Current
- Coordinate camps on a national level, communicating with event coordinators, camp staff, lacrosse coaches and our company partner, US Sports Camps to administer and run boys' and girls' camps across the country
- Direct up to 9 camp locations a summer
- Implemented project management system to facilitate sharing information between coaches and staff
- Implemented camper/parent communication system to communicate information in a timely manner
- Implemented a player evaluation system to give campers and parents more information of player's strengths and areas of improvement
- Designed a detailed curriculum to provide more continuity and value-added content for participants
- Oversaw team of counselors and support team members.
- Recruited high-quality personnel by promoting a positive workplace culture, resulting in a skilled and dedicated team of counselors and support staff.
- Addressed disciplinary issues among campers fairly and consistently, creating an atmosphere of respect and accountability within the camp community.
- Communicated with parents, staff and teachers regarding children or program issues.
- Implemented safety protocols that significantly reduced the number of accidents or incidents at the camp.
- Answered phones quickly, addressing questions, taking messages and forwarding calls.
- Trained and mentored new camp counselors in operations practices and camper-focused activities.
- Developed strong relationships with parents and guardians by maintaining open lines of communication and addressing concerns promptly, fostering trust in the camp environment.
- Enhanced staff performance through comprehensive training programs, resulting in higher retention rates and improved overall camp experience.
- Trained staff in proper implementation of program systems, familiarizing with camp traditions and verifying basic knowledge of activities.
Program/Sales & Marketing Director
Xcelerate Nike Lacrosse Camps
09.2013 - Current
- Coordinate national 360 marketing efforts including calling, emailing, mailing, social media, graphic design, market analysis, innovative outreach strategies, content creation, social media strategies, and promotions
- Coordinate partnership with Nike to ensure strong brand recognition, meet the expectations of the corporate sponsor, and to cross-promote brand product lines
- Direct local travel teams and coaching staff, ensuring high degrees of professionalism, current coaching and training techniques, and youth development strategies
- Direct clinics held across the nation, coordinating with local professionals, managing promotions and recruitment, and overseeing operations during clinics
- National Director of multiple camp locations, ensuring that each camp maintains corporate expectations and maximizes opportunities for diverse athletes
- Coordinate efforts with CEO including but not limited to business development, 360 marketing strategy, and long-term strategic planning
Interim President | National Program Director
Xcelerate Nike Lacrosse Camps
01.2013 - Current
- Business Development - Grew company by more than 200% by expanding boys market share, launching girl's camps, developing an advanced customer relationship management system, and building social platforms - achieved largest camper numbers in company history (3,148)
- Strategic Planning & Vision - Set and refine company vision around growth areas such as new camp locations, expanding program offerings, and enhancing partnerships
- Operational Oversight - Ensure smooth operations across departments (marketing, finance, camp logistics, staffing) and establish clear processes for consistent program delivery
- Financial Management - Assist in the creation of, and provide oversight of each event budget to maximize profitability and ensure strategic use of funds
- Project Management - Developed and maintain a company operating system utilizing elements from organizational methods including GTD, PARA, EOS, Scaling Up, Scalable, and PPV operating systems
- Staffing & Leadership - hire and onboard camp directors and staff members, building company culture through values building, creating fun learning environments, and enhancing camp experiences for all
- Business Development - Cultivate relationships with location and director partners and institute new marketing efforts including blogs, video, and aggressive/targeted social media campaigns
- Compliance & Risk Management - Ensuring all camps adhere to safety protocols, legal standards, and insurance requirements
- Customer & Community Engagement - Developing outreach strategies, fostering community relations, and ensuring high satisfaction rates among campers and parents
- Partnership Management - Providing regular updates to stakeholders, such as owners, board members, or major partners, with clear insights into the business's performance and progress toward goals
- Human Resources - Facilitate hiring and onboarding of two new full-time national employees
- Strategic Partnerships - Manage relationship between internal team and our national partners at US Sports Camps including location securing, director securing, staffing, staff clearances and background checks, location logistics, participant communications, website and SEO, national email campaigns, social media campaigns, customer service, certificates of insurance, tournament sponsorships, LinkedIn campaigns, market research, surveys, media professional hiring, and partnership cultivation
Club and Clinic Lacrosse Director
Xcelerate Nike Lacrosse Camps
01.2014 - 01.2021
- Developed a club program, planning, coordinating, and running in and off-season programming that teaches lacrosse skills, IQ, character, leadership and team development
- Program Logistics - order gear, schedule practices, and tournaments, coordinate with tournament directors, and coordinate with hotels for team room blocks
Head Coach
St. Edward High School
01.2014 - 01.2020
- Culture - Implementation of a program identity through building a culture playbook, communicating it with parents, players and coaches and holding the standard that aligns with the mission and the vision of a Holy Cross institution
- Lacrosse - Development and implementation of lacrosse systems, communication and curriculum to continuously build freshmen players through senior year
- Marketing - Market a private institution and program while following the rules set forth by the OHSAA (Ohio HS Athletic Association)
- Program Logistics - bussing, scheduling, meals, following program budget, program communication, working with athletic administration along each initiative
Assistant Coach
Rocky River High School
01.2013 - 01.2014
- Offensive Coordinator - development of offensive language, system, and practice plans
Assistant Lacrosse Coach, Division I
Canisius College
01.2009 - 01.2013
- Offensive Coordinator - develop offensive language, systems, practice plans and players
- Film and Scout Coordinator - clipped our program and opponent film, put together team film session reels and opponent scouts
- Recruiting Coordinator - attend tournaments and high school games, communicate with coaches, players and parents, host recruits, work with admissions, sell them on the school and the program
- Assist with the management of the program budget
- Plan and coordinate program logistics including meals, hotels, travel, gear, etc
- Mentored collegiate athletes on and off the field, complementing physical and strategic development with the cultivation of leadership and career-related skills beneficial to achieving long-term goals
- Managed various administrative activities like team travel, player recruitment, and scheduling
- Worked within the coaching team to lead the team to winning the Conference Championship and a spot in the NCAA Tournament in 2012
Camp Director & Instructor
Canisius College Lacrosse Camp
01.2012
- Developed marketing materials and camp program that attracted regional and state-level players with various levels of ability, cultivating physical, social, and leadership skills for success on and off the field
Education
Master of Education - Physical Education
Canisius College
Buffalo, New York01.2012
Master of Science - Sports Administration
Canisius College
Buffalo, New York01.2011
Bachelor of Science - Human Ecology, Family Resource Management, Business with Concentration in Coaching
The Ohio State University
Columbus, Ohio06.2009
Skills
- Demonstrated Leadership Skills
- Results Oriented
- Highly Professional
- Persuasive Communicator
- Creative Problem-Solving
- Active Learning Model
- Business Development
- Project Management
- Marketing/Promotions
- Youth Leadership/Development
- Staff Supervision/Development
- Financial Management
- Sports/Event Management
- SEO Google Analytics
- Social Media Strategy
- Microsoft Word
- Microsoft Excel
- Microsoft PowerPoint
- Notion
- Miro
- Slack
- Google Business Suite
- Trello
- Evernote
- Team communication
- Curriculum coordination
- Camp schedule management
- Safety procedures
- Instructional methods
- Camper retention
- Recreational sports
- Staff training
- Parent communication
- Operations management
- Staff management
- Activity planning
- Child development
- Logistics oversight
- Marketing
- Team leadership
Accomplishments
- Ohio State Scholar-Athlete, 2006, 2007, 2008
- Academic All-Big Ten Student-Athlete, 2007, 2008
- Most Improved Player Award for 2008 Box Lacrosse Team
Professional Development
- Heads Up Concussion Training
- NYS AHPERD Membership
- Basic First Aid & CPR
- AAPHERD Membership
- Anti-Bullying Training
- Virtus
Timeline
National Camp Director & Vice President
Xcelerate Nike Lacrosse Camps
01.2018 - Current
Club and Clinic Lacrosse Director
Xcelerate Nike Lacrosse Camps
01.2014 - 01.2021
Head Coach
St. Edward High School
01.2014 - 01.2020
Program/Sales & Marketing Director
Xcelerate Nike Lacrosse Camps
09.2013 - Current
Interim President | National Program Director
Xcelerate Nike Lacrosse Camps
01.2013 - Current
Assistant Coach
Rocky River High School
01.2013 - 01.2014
Camp Director & Instructor
Canisius College Lacrosse Camp
01.2012
Assistant Lacrosse Coach, Division I
Canisius College
01.2009 - 01.2013
Master of Science - Sports Administration
Canisius College
Bachelor of Science - Human Ecology, Family Resource Management, Business with Concentration in Coaching
The Ohio State University
Master of Education - Physical Education
Canisius College
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