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Game Changers

Heidi Browning, National Hockey League

Michael Benabib / National Hockey League

It’s taken years of educating the hockey ecosystem for players, coaches, general managers and owners to recognize the benefits of social media. In large part, that’s been led by Heidi Browning, the NHL’s chief marketing officer who came from music streaming company Pandora in late 2016.

Browning, who spent a few decades in the Bay Area at the intersection of entertainment, media, digital and technology, said that during her 5 1/2 years at Pandora, she learned the power of personalization and one-to-one communication with an audience. 

Her overarching mandate with the NHL? “Grow our fan base,” she said. 

Heidi Browning

Chief Marketing Officer, National Hockey League

Born: Bozeman, Mont.
Education: University of Colorado, B.A., international affairs

Under Browning’s watch, the NHL’s growth across Facebook, Twitter and Instagram has seen a 33% uptick while video streams on the same channels have increased 111%. Newer content initiatives have included an expanded relationship between the NHL and Snapchat and a formal partnership with Opendorse, a social media marketing platform. Browning said “human storytelling” will continue to be a “huge mission” for the league and its clubs. 

“Humans are greater than highlights,” she said. “As you look at all of the content we publish over the year, the content that resonates the most … is about human moments. 

“[Young fans] really want to know who [players] are because they aspire to be like them. They look to them for cultural guidance and how they should conduct themselves.”  — Mark J. Burns

More about Heidi

Biggest work/life adjustment in quarantine: Every aspect of quarantine is a huge adjustment for me. I’m a hugger who loves to be social, meet people, travel, and experience live music and sports. I miss real-life human connection moments the most.
Guilty pleasures: I have many guilty pleasures: American Ninja Warrior, disco music and ice cream.
Advice to my younger self: Don’t fear failure. Failure is a badge of honor. It means you challenged yourself and took risks. You tried something new and you learned from it. It provides the gift of wisdom to help you grow personally and professionally.
I wish I’d known at my career’s start: Try a bunch of different roles to learn about yourself, your skills and what sparks the fire in your belly.
Change I’d make related to women working in sports: I would like to see more women in senior leadership roles across the board.

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