Summary
Overview
Work History
Education
Timeline
Generic

Kelly Eddy

Jacksonville Beach,FL

Summary

Dynamic and strategic-thinking individual experienced in building tournaments and partnerships from the ground up, repairing constituent relationships, turning low-performing tournaments into high-achievers and instituting new programs and strategies across departments.

Overview

24
24
years of professional experience

Work History

Director, Tournament Business Affairs – PGA TOUR Champions

PGA TOUR
08.2021 - Current
  • Drove 30% tournament local revenue growth across past two years with annual sales planning and consistent focus on metrics.
  • On-boarded two new title sponsors and one brand new tournament, overseeing development from ground up.
  • Evaluate tournaments and debrief with title sponsors annually to elicit growth mindset and YOY performance improvement.
  • Added additional $275K in player partnership revenue to title sponsor agreements.
  • Executed nine tournament agreements, five title agreements and three facility agreements across two years.
  • Collaborate with rules, agronomy, player relations, Shotlink, communications, security and television to exceed standards with five of my eight tournaments winning awards.
  • Assist in hiring process for tournament staff when warranted; revamped sales team for Mitsubishi Electric Classic which is now tracking four months ahead of prior years.
  • Serve as department lead for PGA TOUR Champions brand and marketing, planning and execution of Annual Tournament Meetings and for DEI and political advocacy initiatives.
  • Established and continue to develop PGA TOUR Sustainability strategy as part of small task force; designed internal communication plan, employee training modules and manage relationship with consultant.
  • Mentor and manage direct report.
  • Co-Chaired Advancing Women in Leadership (AWIL) employee resource group and grew membership by 12%

Sr. Mgr., Tourn Business & Sponsor Relations – Korn Ferry Tour

PGA TOUR
08.2017 - 08.2021
  • Developed relationships, anticipated needs and maintained day-to-day communication with tournaments, title sponsors and host facilities, to focus on growth, stability and successful activation of title sponsorship assets.
  • Led and managed contract and extension process for tournament, title and facility agreements, collaborating with TOUR finance and legal departments.
  • Worked with TOUR business development to prospect and pitch title sponsorship.
  • Formulated tournament goals and strategic business plans for each tournament, assessing post-event and adjusting annually with goal of eliminating TOUR financial assistance, stabilizing and elevating tournaments to be the best practice.
  • Drove growth of tournament local revenue and net proceeds.
  • Served as department lead for tournament best practices including creation of KFT best practices Teams channel, Pro-Am Playbook, Tournament Level Marketing Playbook, tournament success newsletter and tournament staff professional development initiatives.
  • Adapted, wrote and continually revised Korn Ferry Tour’s COVID-19 Return to Golf Implementation Guide and Return to Pro-Am protocols.
  • Ensured proper preparation and tournament operational success by collaborating with rules, agronomy, player relations, Shotlink, communications, security and television to effectively communicate standards.
  • Collaborated with and assisted tournaments in hiring process for tournament staff.
  • Created PGA TOUR Sustainability platform as part of small cross-departmental task force with guidance from executive leadership.
  • Hired, managed and developed direct reports.
  • Served as Events Chair for Advancing Women in Leadership (AWIL) employee resource group.
  • Organized and led quarterly cross-tour Tournament Business Affairs gatherings to share best practices across organization.

Executive Director

Digital Ally Open
04.2014 - 08.2017
  • Responsible for profit and loss, annual budget and overall operation of 501(c)3 non-profit foundation and 501(c)6 non-profit tournament host organization.
  • Served as Tournament Director for four years of Digital Ally Open (currently Advent Health Championship) on Korn Ferry Tour.
  • Increased local revenue and net proceeds year over year, propelling tournament to its first profitable year.
  • Prospected, negotiated, and secured first tournament title sponsor.
  • Negotiated extensions of facility agreement and tournament agreement.
  • Managed and hired tournament staff including sales director, junior sales rep, operations director, coordinator and interns.
  • Developed and oversaw execution of tournament strategic business plan, sales plan and marketing plan, working closely with title, host facility, key community influencers and TOUR to grow and amplify tournament.
  • Reported to KC Crusader board of directors and oversaw host organization member committees, tournament chairs and volunteer captains year-round.
  • Conducted and organized monthly KC Crusader board of director meetings.
  • Increased annual tournament attendance and elevated fan engagement, instituting 'walk-up music' for first time in TOUR-sanctioned event.
  • Responsible for annual 990 tax filing, 1099s and learned Quickbooks to maintain tournament financials for a term without appointed host org accountant.
  • Awarded Korn Ferry Tour 'Outstanding Achievement' (2015) and 'Best Social Media' (2017).

Counselor & Golf Coach

Blue Valley Public Schools
08.2010 - 06.2014

Counselor

Union Public Schools
08.2008 - 07.2010

Beginning Golf Instructor & Research Assistant

Oklahoma State University
08.2006 - 08.2008

Case Manager

Big Brothers Big Sisters
12.2005 - 06.2006

Pro Shop Assistant

Tallgrass C.C. (American Golf Corp)
01.2000 - 12.2005

Education

M.S., Counseling (60-hour CACREP accredited program) -

Oklahoma State University - Tulsa
Tulsa, OK
2008

B.A., Psychology, minors in Spanish and strategic communication -

Wichita State University
Wichita, KS
2006

International Baccalaureate Programme
2002

Timeline

Director, Tournament Business Affairs – PGA TOUR Champions

PGA TOUR
08.2021 - Current

Sr. Mgr., Tourn Business & Sponsor Relations – Korn Ferry Tour

PGA TOUR
08.2017 - 08.2021

Executive Director

Digital Ally Open
04.2014 - 08.2017

Counselor & Golf Coach

Blue Valley Public Schools
08.2010 - 06.2014

Counselor

Union Public Schools
08.2008 - 07.2010

Beginning Golf Instructor & Research Assistant

Oklahoma State University
08.2006 - 08.2008

Case Manager

Big Brothers Big Sisters
12.2005 - 06.2006

Pro Shop Assistant

Tallgrass C.C. (American Golf Corp)
01.2000 - 12.2005

M.S., Counseling (60-hour CACREP accredited program) -

Oklahoma State University - Tulsa

B.A., Psychology, minors in Spanish and strategic communication -

Wichita State University

International Baccalaureate Programme

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Kelly Eddy