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Volume 20 No. 42
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Game Changers: Amy Latimer

Latimer got a chance to spend some time with the
Stanley Cup after the Bruins’ championship, and hopes
to do it again and again in the coming years.
Amy Latimer
Boston Bruins/TD Garden
SVP, Sales and Marketing

Over the past two years, Boston’s TD Garden revamped its premium-seat offerings to include new purchasing options for first-time buyers in both the arena’s balcony and in a converted suite space called The Boardroom. Amy Latimer, senior vice president of sales and marketing for the Boston Bruins and TD Garden, was involved in every step of the strategy, from surveying clients and partners, to conceptualizing new seating options and selling the product. Latimer started with the Garden as director of marketing before ultimately switching to sales, overseeing both ticket sales and sponsorships, over her career with the organization. “I felt like I interacted with more women in marketing or projects related to charitable parts of the team and less in sales,” Latimer said about her early days working in sports in the mid-1990s. “I think that is something that has changed. Our sales force is about 50-50, and it’s not by design. There are more qualified women applying for sales positions.”

— Fred Dreier
  • Crowning professional achievement: Being part of the 2011 Stanley Cup championship.
  • Biggest professional disappointment: The 2005 NHL lockout. They canceled the season on my birthday.
  • What is the best advice you've ever received?: Work smarter, not harder.
  • In 10 words or less, how would you describe your management style?: Empower my team to make decisions. Make mistakes, enjoy success.
  • The biggest challenge I face working in the sports business is …: Not controlling the on-ice product.
  • One attribute I look for when hiring is …: Value of teamwork.
  • If I had to do it all over again, I would …: Perfect my golf game.
  • Ten years from now, I hope to be …: Fitted for my 10th Stanley Cup championship ring.


“Amy is incredibly articulate and has the ability to introduce complex ideas and synthesize them down to the basics. And she’s one of the brightest in the room when we are discussing revenue generation at the team level.”

  • David Peart, Pittsburgh Penguins senior vice president, sales and service