SBJ/October 10-16, 2011/Game Changers

Game Changers: Christina Miller

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Miller, with Turner’s Lenny Daniels, put MLB images in subway cars in New York City, where she has roots.
Christina Miller
NBA Digital, General Manager
Turner Sports, SVP, Strategy, Marketing and Programming

Christina Miller has seen her industry profile rise this year. In June, she was named general manager of NBA Digital, duties that were added on top of her job as senior vice president of strategy, marketing and programming for Turner Sports. The additional responsibility also comes after NBA Digital registered blockbuster results in terms of viewership off last year’s highly rated NBA season. Still, running NBA Digital as part of Turner’s partnership with the NBA is just part of her responsibilities with the network. Miller also is closely involved in the marketing of the NCAA’s March Madness, which this year found Turner and CBS pairing to broadcast each game of the tournament live across four networks for the first time. Throw in Turner’s MLB, NASCAR and PGA Tour coverage, and it’s a job that has elevated Miller’s visibility and reputation in managing a wide portfolio of major sports properties.

— John Lombardo
  • Crowning professional achievement: Being part of the team that brought you this year’s NCAA March Madness tournament across four television networks with one branded, unified voice for the first time.
  • What is the best advice you’ve ever received?: You have two ears and one mouth; spend more time listening.
  • In 10 words or less, how would you describe your management style?: Choose smart, kind people, take calculated risks and have fun.
  • Person who had the biggest influence on your career in sports: David Levy.
  • Woman in sports business you’d most like to meet: Venus Williams. As an athlete and entrepreneur, she is truly impressive and she has emerged as a modern day Billie Jean King. ... She is an entrepreneur who is true to herself, building her brand for the long term and continuing the battle for equal pay for women that Billie Jean championed for so long.
  • One attribute I look for when hiring is …: Smart and kind; one without the other does not do well in the workplace.
  • If I had to do it all over again, I would …: Have started working for [Turner Sports COO] Lenny Daniels sooner.

WHAT OTHERS ARE SAYING

“Christina has proven herself to be a leader in sports and entertainment marketing. Her strategic approach consistently delivers results that help drive business for Turner Sports and its partners.”

  • Jacqueline Parkes, chief marketing officer, Major League Baseball
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