A
lex Baldwin, a corporate consulting executive in the golf division of CAA Sports, works with major brands on their activation plans around golf. Recent deals she’s worked on include a partnership between Concur and golfer Jason Day, and helping CVS Caremark develop an activation plan around the annual CVS Caremark Charity Classic.
Baldwin joined CAA Sports just over a year ago. In the 20 years prior, she’d built a career in the sports industry working on events and athlete representation before shifting to focus on brands and corporate consulting.
Her career began in 1992 as an intern at IMG, where she went on to represent a slate of golfers that included Suzann Pettersen, Karrie Webb, Brad Faxon and Carlos Franco. After 10 years at IMG, Baldwin joined Fenway Sports Management, where she worked with golf consulting clients and drove sales efforts around select golf properties, including the Deutsche Bank Championship.
Baldwin said that working with golfers and brands activating around golf afforded her different viewpoints of the business.
“Ironically, the experience I had working with brands in many ways might make me a better player agent,” she said, “but right now, I really like working with brands.”
— Liz Mullen
