SBJ/October 10-16, 2011/Game Changers

Game Changers: Tamera Green

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JEFF HOWLETT
Green has a reputation for developing the young talent that she surrounds herself with at GMR Marketing.
Tamera Green
GMR Marketing
VP, Group Account Director

Tamera Green has protégés everywhere. All told, more than 100 people in the sports business got their start courtesy of the GMR consulting executive. Step into a NASCAR shop, the sanctioning body’s headquarters or one of almost two dozen agencies servicing the sport, and you’ll likely find one.

Green has a reputation for identifying and developing new talent in the sports industry. Her management style, which is big on delegating and supervising the work of new hires, allows young people to take chances, generate ideas of their own and implement the best ideas for GMR’s corporate clients.

Over the years, her employees have had a hand in launching such innovative programs as Gillette’s Young Guns, which featured some of NASCAR’s up-and-coming drivers promoting the company’s line of razors and skin care products, and Best Buy’s Retailgate, a 12-market hospitality program that brings top retail customers to the track.

It’s programs like these that have stood out during Green’s two-decade career in sports.

— Tripp Mickle
  • First job: Cashier at Winn-Dixie.
  • Crowning professional achievement: Helping Charlotte and Jerry Richardson win an NFL expansion franchise.
  • Biggest professional disappointment: Seeing Jim Beam end its NASCAR sponsorship.
  • What is the best advice you’ve ever received?: Don’t be afraid to walk away from a deal.
  • Person who had the biggest influence on your career in sports: Max Muhleman, because he gave me a chance to work in sports and taught me how to convince people to say yes. 
  • Woman in sports business you’d most like to meet: Heidi Ueberroth, because of her global responsibilities at the NBA.
  • The biggest challenge I face working in the sports business is …: Creating measurement metrics to show success with marketing programs.
  • One attribute I look for when hiring is …: Good judgment. I give hypothetical scenarios and evaluate the decisions people make.
  • If I had to do it all over again, I would …: Have relaxed more early in my career. I wanted to do so well at times that I let pressure build, and with hindsight, I recognize things work out if you do the best you can.
  • Ten years from now, I hope to be …: Teaching a class on the side. The professors who taught me the most were the ones with real experience, and I’d like to share my experience.

WHAT OTHERS ARE SAYING

“A lot of the principles Tamera taught — simple things like honesty, working hard, being in early, going home late, leading by example and developing client relationships — are principles I’ve used to grow our business now that I manage a team of my own. She’s clearly an outstanding manager, and those principles you’ll see in anyone who worked for her.”

  • Harper Lee, vice president, HB&M Sports
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