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Volume 22 No. 27
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Pamela Murrin, WWE

Photo: Courtesy of WWE

No, Pamela Murrin doesn’t think that WWE will give her a title belt to wear around the office in honor of her Game Changers award. “Those are reserved for the real superstars,” she said, laughing.

 

Pamela Murrin

Senior Vice President, Data Strategy, WWE

Born: Troy, N.Y.
Education: Northeastern University, B.S., marketing/stats 

Maybe WWE should consider having one made. Murrin wrangles an unrelenting firehose of data into smart decision-making tools that elevate her company’s already substantial business.

After productive years at American Express, Time Warner and HBO, Murrin in 2016 joined WWE, where leadership was primed to oversee a data revolution. Fan360, a database containing millions of data points about fans, is one of Murrin’s premier contributions during her three years with the company. Fan360 can potentially contain thousands of data points about each fan, including demographic information, which social media posts they’re engaging with and what they’re viewing and how.

“I think it’s evolved into something that’s just so powerful,” Murrin said. “It helps us understand what to give them more of, but also how to personalize their experience and our communication with them.”

Murrin and her team of 60 data scientists touch every aspect of WWE, even the creative writing department. WWE has more than a billion total followers on 18 social media platforms, giving Murrin and company a huge amount of information from which to glean insights. The feedback helps WWE writers track reaction to storylines and match outcomes, information they can use as they plot their stars’ next moves. — Bret McCormick

Getting to know...

Favorite day-off activity: Boating.

Guilty pleasure: French fries.

Something your friends would consider "so you": Big impulse purchases.

Attribute I look for when hiring:A passion for the work. In my world, that involves a love of data, appreciation for problem solving and inherent curiosity.

Proudest professional achievement: My team. We built up a 60-person team of talented data experts in under four years starting from a much smaller, more narrow department.

Woman in sports business you’d like to meet: Dee Caffari, skipper of Turn the Tide on Plastic for Volvo Ocean Race. The event takes guts!