Next Woman Up: Nancy Gold, Vice President of Brand Strategy for the New Orleans Saints

Women are rising up the ranks throughout professional football, earning positions of power in a space that for too long was ruled almost exclusively by men. We’re seeing more and more women breaking barriers in the sport, but what are the stories beyond the headlines? Who are the women shaping and influencing the NFL today? Answering those questions is the aim of the Next Woman Up series. While the conversational Q&As are edited and condensed for clarity, this is a forum for impactful women to share experiences in their own words. Without further ado, we introduce:

Nancy Gold, New Orleans Saints

Position: Vice President of Brand Strategy

How did you get your start in a career in football?

I’ve always been passionate about football, it was my first love. In high school, I attended a New York Jets game with a friend, whose friend’s father was a coach. We watched the Jets play against the Miami Dolphins at Giants Stadium, and after the game, we found ourselves waiting in a tunnel. It was my first time seeing a professional athlete up close, and I distinctly remember seeing Dan Marino in that tunnel. It seemed as if he was holding the moon. That experience greatly influenced me. While I didn’t know then that I would follow this path, I somehow knew I wanted to be involved in football. I just wasn’t certain how.

I had always envisioned myself pursuing a career in medicine. My parents, along with all my aunts and uncles, were fixated on a handful of professions. I believe their immigration journey to this country influenced this, as they sought out roles that were universally applicable. Up until college, I viewed work merely as a means to earn a living. However, during my time at the University of Albany, I discovered that a career could also be a passion and something you truly love, rather than just a way to support oneself.

My first internship in profession sports was with the New York Islanders when I was in college. The only thing I really knew about hockey was Blades of Steel on Nintendo, but I started a few days before the 1999 NHL Draft and I was put in general manager Mike Milbury’s office. We ended up trading Ziggy Palffy and the phones absolutely lit up. I’m this intern answering phones, and I was being cursed out left and right. I remember going home that day thinking it was so exhilarating. Later that night, I was with my mom, a nurse at the time, in the kitchen, and after I told her about my day, she asked me a question I’ll never forget: “Do you think you could be happy getting a normal job and just buying tickets to whatever sports team you like?” I thought that was a smart question for her to ask because it made me wonder if I could pursue a safer route. I thought long and hard about it during that internship with the Islanders, and I thought, No. I want to be in it.Now I just have to figure out how.

My initiation into football began when I was a collegiate athlete at the University of Albany, where the New York Giants held their training camp. The athletic director proposed that I take up any available job with them, and I did.

During my tenure at the Women’s Sports Foundation in Long Island, New York, the New York Jets used to have their practice sessions at Hofstra University, which was nearby. A friend of mine provided me with the opportunity to join their game night staff in the public relations department. My duties included distributing press notes, making photocopies and fulfilling any other required tasks. I managed to juggle these responsibilities with other full-time jobs for nearly ten years. My main goal during this period was to secure a full-time position in football, even as I was working for other sports-related companies.

And how did you arrive at the New Orleans Saints?

I never envisioned myself in New Orleans, being a native New Yorker with the typical belief of never leaving my home state. The sports business sector isn’t bursting with job opportunities, so you seldom have the luxury of choosing your destination. During my tenure at Pepsi from 2016 to 2021, I had the chance to visit the Superdome as a guest of the Pittsburgh Steelers due to one of our collaborations. The experience was electrifying, prompting me to declare to my husband that it was the most enjoyable football game I had ever attended. The local fans were not only gracious and inviting, but also exuded an infectious passion for their team. The stadium was buzzing with energy, and the enduring traditions of the franchise were a sight to behold. An unforgettable experience was had, making me oblivious to the fact that I was attending the city’s best party at midday on a Sunday. The memory has stayed with me.

In 2022, I received a call from a recruiter searching for someone to step into my current position, an opportunity to influence how the Saints’ brand is perceived. No words can encapsulate the team’s bond with the city, a connection further strengthened by Hurricane Katrina. The role seemed like an exciting challenge, keeping in mind there are two generations post-Katrina who didn’t witness it nor perhaps feel the same connection to the team. Moreover, these younger generations have a completely different perspective on sports than I had in my youth. With the advent of video games and fantasy football, they are familiar with many players across various teams. The struggle to captivate their attention is intense, given the myriad of options technology provides them. The prospect of rejuvenating a franchise with such a rich legacy was deeply compelling to me.

Another unique aspect of my football career, which includes serving as the director of marketing in Buffalo for almost two years from 2015 and now working in New Orleans, is that I’ve had the opportunity to work for two dynamic female owners – Kim Pegula of Buffalo and Gayle Benson of New Orleans. This was certainly not a coincidence.

I was one of the very first hires Kim Pegula made. Her impact and accessibility to the staff and to the things she cared about, which were things that followed under my purview, are definitely not lost on me. For Mrs. Benson, I appreciate her southern hospitality and appreciation for heritage and tradition, while having an appetite to move forward. The organization is going through change in the best of ways. The Superdome is going through a huge renovation, and that is one of the “feather in your cap” moments you don’t always get in your career from a brand standpoint. I appreciate her for this project, particularly because I’m not from New Orleans and she was an interior designer at one point. I have someone whom I admire very much to impress. I’m looking forward to bringing a modern yet traditional take to that building to help it grow up, and I’m looking forward to hosting the biggest event in the world in Super Bowl LIX.

Is the Superdome renovation the biggest project you’ve been a part of in your career?

In terms of both football and brand aspects, I would agree. As the brand monitor, my responsibility is to make it feel like the Saints’ home, while also ensuring our valued partners have a mutual voice. Striking a balance and harmony in each relationship has posed a significant challenge for my team and me as they wish to present themselves distinctively. It has been great trying to figure out how each of them can find their spot in our building and connect with our fans authentically.

In your words, what does your job entail?

Our definition of marketing here is multifaceted. It encompasses game entertainment, such as music, videos, dance and cheer teams, and the atmosphere we create. It includes brand marketing, reflecting how we present ourselves, our brand values, and what we stand for. It involves events and creative services, covering all activities hosted outside the stadium on game days or events like draft-day parties. It also includes performance marketing, engaging audiences through digital and social platforms. This dynamic and busy environment is what I find most exciting.

Having your hand in so many areas, what would you say is the most challenging part of your position?

As a marketing professional, technology is a double-edged sword. It provides direct access to our audience but is always evolving. Complacency is not an option in this role. You must be inquisitive and always willing to learn. While I may not be performing TikTok dances in my personal life, understanding such platforms and their potential for brand enhancement is crucial in this role. Being perpetually tech-savvy is the most challenging aspect of this job.

That makes total sense. How does the on-field performance of the team affect your job?

Naturally, when the team is victorious, the morale is high. However, as a marketer, I view the periods when the team is underperforming as golden opportunities to foster a stronger connection with the fans by sharing stories about the team’s players and coaches. Virtually every roster is packed with captivating, dynamic, multi-talented individuals. These are extraordinary individuals doing incredible work, and I relish the opportunity to reveal their personalities to the fans.

Looking back on my time with the Bills, the team wasn’t where it wanted to be and we also hadn’t taken many risks from a marketing standpoint. I had the idea of doing mean tweets with some of our players and coaches, and Kim Pegula was the one who gave everyone the stamp of approval. The video went viral, in part because of Rex Ryan, which was great. I appreciated her giving me the leeway to fail and I’m glad I didn’t. But that gave me the confidence to do some other out-of-the-box things.

When I departed Buffalo, a relatively small market, we had achieved a top-five ranking in the NFL for engagement across various digital and social platforms. I believe I managed to link the brand with the fans in a unique way, and I intend to replicate this success in New Orleans.

Do you have mentors, and what advice have you received from them?

I have been fortunate to work with and for a lot of wonderful people. One in particular who sticks out is Kenny Mitchell, CMO at Levi Strauss and Co. I remember early on in my career that he said something like, “It’s not just doing the job, but how you did it.” This job demands a lot of hours and dedication, and I want to be the type of colleague and manager that, when others hear you’re on the team, they want to be on the team with me. We can disagree and have different points of view — and we should — but I don’t want anyone to leave with a bad taste in their mouth of how I went about it. Rather, to be a manager and colleague others would run through a wall for. I try to do a great job, but I care a great deal about how I do it.

What advice do you have for women interested in a career in football?

I’ve gained substantial experience in various settings, occasionally finding myself in challenging situations where job applications are rejected, leading me to question my current status. However, in retrospect, every job plays a role in equipping you for your ultimate destination.

Having been in the sports industry for over 20 years, how have you seen the industry change for women?

A million different ways. We’re not pigeonholed into particular categories anymore. There’s not a path women can’t take or avenue we can’t pursue — coaching, athletic training, football operations — and there are women thriving at every level, from ownership on down. I have a son, and the way I hope he sees women is that we are capable of anything. Today, it’s really about what you bring to the table. It’s not about gender — it’s about talent and skill. I do think I see that in the younger generation. They are aspirational and don’t necessarily see the walls that I saw.

It’s great that you’ve seen so much change. Lastly, what are you most proud of in your career?

I took my 4-year-old son to his first ever preseason Saints game. The following week, as we drove past the Superdome on his school run, I asked him if he’d like to see the Saints play again. He expressed his excitement to return, having thoroughly enjoyed his first experience. It warmed my heart to see him so enthusiastic. Sharing football experiences is one way we bond, and in that moment, he’s also my consumer. My hope is for every guest to feel the joy he did, whether they’re lifelong Saints fans or first-time game-goers. My team and I strive to provide the best fan experience from start to finish for all our fans and their guests.