Octagon
Colleen Cummings
Group Director, Digital, Octagon
Age: 29
Born: Nyack, N.Y.
Education: Syracuse University, S.I. Newhouse School of Public Communications, B.S., advertising
A mainstay in her family’s Irish band and at Octagon, Colleen Cummings’ background in digital media buying and planning proved valuable as she led the agency’s shift in sports marketing to media activation while directing its media distribution and social activation business.
more About you
Most important lesson learned in 2020: Keep everything in perspective.
Ways to network or stay connected with peers this year: The best ways to stay connected in a meaningful way are to celebrate the small victories, practice gratitude, and remember everyone’s birthday.
Go-to person when I need help: My parents. They deliver advice that is always honest and always ends with a good laugh (the solution for anything).
My inspiration: My girlfriends. They are resilient, loyal and selfless.
In the industry
Biggest surprise when I started my career: You don’t need to know everything about sports to work in sports. You need to know what it feels like to be passionate about something — and that feeling is universal to sports and being a sports fan.
Most exciting aspect of sports business: I geek out over using data to inform sports sponsorship decisions. We get the opportunity to use this information to provide fans with meaningful content and experiences that are customized to their fandom. This year pushed the industry out of its comfort zone in this area, and it’s exciting to have a voice in ensuring we maintain this momentum.
How my generation is changing sports: As the industry shifts more toward digital and gives an unfiltered voice to leagues, teams, and athletes, our generation is listening to these voices and empowering them to use their platforms in constructive, creative and meaningful ways.
Sports industry needs to do a better job of … : Looking outside sports for digital inspiration.
