COLUMBUS – The Columbus Crew today announced that Heidi Dettmer has been named Chief Marketing Officer. A sports marketing and technology leader with team-side experience in MLS, the NFL and the NHL, Dettmer will drive the Club’s brand and fan engagement efforts. In her new role, Dettmer will directly oversee all Marketing functions including branding, advertising, creative services, special events, social media, grassroots and community impact and content production. Joining the Crew this week, Dettmer will play a key role within the organization in fostering deeper connections with the supporter base, corporate partners, and the greater Columbus community.
“Heidi has built two very strong sports brands in Seattle with Sounders FC and the Kraken, in addition to having significant experience in the tech industry,” said Columbus Crew President of Business Operations Kristin Bernert. “She will be a wonderful addition to the Crew team while spearheading the growth of our fan base, driving our impact in the community, and taking the fan experience at Lower.com Field from great to exceptional. We are thrilled to welcome her to Columbus, a city that we are so proud to represent.”
Dettmer served as the Vice President of Marketing & Broadcast for the Seattle Kraken from 2018-2021, where she drove the successful brand launch for the expansion team. In 2020, the Kraken set the NHL expansion team merchandise sales record for Fanatics and was recognized as the “Best New Brand of 2020” by Sports Business Journal. The following fall, the team set the NHL record for highest-selling newly released sweater in its first five days of availability from Sept. 15-21, 2021.
“It is my privilege to join the Crew and call the vibrant city of Columbus my home,” said Dettmer. “I am eager to serve this community and relentlessly pursue a first-in-class fan experience, with the ultimate goal of achieving more MLS Cup championships. Soccer is the greatest sport in the world; as a lifelong fan and player, I cannot wait to share this passion with the people of Columbus. I thank Kristin Bernert and Haslam Sports Group for welcoming me to the team.”
From 2016-2019, Dettmer served as the Regional Marketing Manager, Pacific Northwest for Lyft, where she managed key partnerships and developed an integrating marketing strategy for the region which grew ridership by more than 30 percent. Dettmer additionally spent 2016 as the Director of Marketing for Enthrall Sports Technology, where she developed strategies to create market-leading software and technology in the sports industry.
Dettmer began her career in professional sports when she joined the Seattle Sounders FC and Seattle Seahawks organization. Dettmer oversaw the development of the overall brand, retail, marketing and media plans for the franchise, ultimately rising to the position of Director of Marketing for the Sounders, a role which she held through September 2016. She managed the relationship with ad agency Wexley School for Girls, which earned one gold and three silver ADDY awards for Sounders FC campaigns in 2014.
Dettmer graduated from Jacksonville University with a degree in marketing and communications. While at Jacksonville, she appeared in 82 matches, serving as a team captain for the Dolphins’ Division 1 Women’s Soccer team.
TurnkeyZRG assisted in the Crew’s hiring process for its Chief Marketing Officer position. TurnkeyZRG is regarded as the leading talent recruiting firm in sports, entertainment and sport media.
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