Nicole Kankam is an accomplished marketing executive with a track record of developing award-winning campaigns and driving revenue growth in the sports and entertainment industry. With a passion for music cultivated from an early age, Nicole’s journey began in the music industry before transitioning to roles with MTV and Atlantic Records. Recognizing the importance of education and seeking to advance her career, Nicole pursued an MBA at NYU Stern, positioning herself for strategic marketing roles.

Now with the USTA, the governing body for the sport of tennis, and the owner and operator of the US Open, Nicole’s impact and leadership within the organization has greatly expanded.  Recognizing her skill set, the organization has entrusted her with all marketing, entertainment, and special events that support America’s Grand Slam. As an accomplished leader, she and her team have spearheaded the elevation of the US Open into an unrivalled global entertainment spectacle. Her passion and drive has fostered the growth of this world-class event, while always supporting the USTA’s number one goal of driving fan engagement and inspiring new tennis players.

Fighting for Gender Equality in Sports Media

Nicole’s dedication to excellence has been recognized throughout the sports and entertainment industry.  She has received many prestigious awards and honors, including marketing Clios for her leadership in purpose-driven campaigns. Recognized by Sports Illustrated as one of the most influential Black women in sports and recently was named a 2023 Sports Business Journal Game Changer honoree.

Among the many impactful campaigns she has spearheaded at the USTA, Nicole highlights two particularly memorable initiatives. The #WomenWorthWatching campaign was developed to coincide with Women’s Equality Day during the US Open, aiming to address the disparity in sports media coverage of women athletes. By featuring female athletes from various sports and encouraging fans to support women’s sports through social advocacy and viewership, the campaign underscored tennis, and the US Open in particular, as leaders in promoting gender equality in sports.

Another notable campaign led by Nicole was the “Be Open” social impact initiative launched during the pandemic-hit 2020 US Open. Amidst social unrest following the murder of George Floyd, Nicole and her team developed a campaign centered on the theme of keeping an open mind for positive change. This initiative celebrated tennis activists like Arthur Ashe and Billie Jean King, promoting inclusivity and equity in the sport. Notably, the campaign transformed the absence of fans in the stands into an opportunity to showcase BIPOC artists and support the USTA Foundation and other charitable causes.

Nicole’s proudest achievement is the enduring legacy of the Be Open campaign, which has become an annual tradition at the US Open, symbolizing the event’s commitment to inclusivity and diversity. Last year, the campaign celebrated 50 years of equal prize money, paying tribute to trailblazers like Billie Jean King. This culminated in a special tribute on Opening Night featuring notable figures such as former first lady Michelle Obama and award-winning artist Sara Bareilles, amplifying women’s voices and commemorating a significant milestone in tennis, and this country’s, history.

Inclusivity as a Business Imperative

Nicole firmly believes that integrating her personal lived experiences and authentic self into her marketing approach enhances her effectiveness as a marketer and drives tangible business results. She remains steadfast in her commitment to championing underrepresented voices, ensuring that inclusivity permeates every aspect of her marketing strategy.

Drawing on her expertise in consumer marketing, event marketing, and digital/social/mobile marketing, Nicole adopts a holistic approach to crafting comprehensive strategies aimed at driving audience engagement and revenue growth. She employs a diverse array of tactics, from creating experiences that resonate with diverse audiences to ensuring that overarching campaigns, such as those for the US Open, remain culturally relevant. Nicole’s goal is to foster a sense of inclusivity in all her marketing endeavors, recognizing the value of diverse perspectives and experiences in connecting with audiences authentically. By championing underrepresented voices and embracing diversity in her strategies, she not only drives business success but also contributes to positive social impact.

Striking the Right Balance

Nicole emphasizes the increasing importance of data in modern marketing, with her team dedicating significant efforts to gathering data on their current and potential audience to inform future strategies. However, she also heeds the advice of industry leaders like Linda Boff, who stress the importance of being idea-led rather than solely data-driven. By striking this balance, Nicole ensures that she and her team do not limit the creation of breakthrough ideas.

Additionally, Nicole approaches data collection with a mindset of action orientation, ensuring that the data gathered is used effectively to drive business results rather than merely collected for its own sake. Continuous learning, networking with industry peers, and attending conferences are integral parts of Nicole’s approach to staying informed about new trends in marketing. Additionally, she relies on her team of young and growing marketers for their creative thinking and fresh perspectives. By combining data-informed strategies with innovative ideas and continuous learning, Nicole effectively drives success in her marketing, entertainment and event activations.

The Heart of Leadership

Nicole’s leadership philosophy revolves around fostering an environment of transparency, collaboration, and empowerment within her teams. She believes in cultivating a culture of trust and open communication, where creativity and innovation are encouraged, and diversity and inclusion are prioritized to ensure that all voices are heard and celebrated.

Leading with empathy and integrity, Nicole inspires her team members to reach their full potential and contribute to collective success. She values the passion and dedication of her team of marketing professionals, recognizing them as all-stars who are instrumental in achieving shared objectives.

The supportive and collaborative atmosphere within the organization is one of the key reasons why Nicole has remained with the company for an extended period. By nurturing talent and promoting a culture of mutual respect and support, Nicole strives to create a positive and fulfilling work environment where everyone can thrive and succeed together.

Finding Strength in Adversity

Leading the marketing efforts for the 2020 US Open presented Nicole with one of her biggest challenges in the face of the COVID-19 pandemic. Living in New Rochelle, a focal point of the pandemic, added a personal dimension to the challenge as Nicole navigated the complexities of ensuring her family’s safety while managing professional responsibilities.

The uncertainty surrounding the event, compounded by the racial crisis gripping the nation, made for an exceptionally difficult period both personally and professionally. The team faced the daunting task of scenario planning without knowing how the US Open would unfold, all while grappling with the possibility of significant financial losses due to the absence of on-site fans.

Despite these challenges, Nicole and her team rose to the occasion, ultimately launching the successful “Be Open” campaign that resonated with audiences. Looking back, Nicole acknowledges the invaluable lessons learned during this tumultuous time, including the importance of resilience, leading with empathy, and gaining confidence in her ability to overcome adversity.

Making Tennis Accessible

Nicole views marketing as instrumental in shaping the future growth of sports and entertainment, offering a platform to showcase events and engage diverse audiences. By amplifying diverse voices, challenging traditional norms, and championing inclusive initiatives, marketers play a pivotal role in fostering an equitable and representative industry landscape. Nicole is deeply committed to driving positive change through her marketing efforts, inspiring others to join in this mission.

Recognizing the USTA’s overarching mission of increasing participation in tennis and its transformative impact on people’s lives, Nicole understands the responsibility of ensuring diverse representation at the US Open, the premier showcase for the sport. This commitment underscores her dedication to making tennis accessible and inclusive for all.

Community Champion

Nicole is committed to continuing her positive impact in the marketing and entertainment industry. Professionally, she aims to enhance her leadership role at the USTA, drive innovation in marketing and entertainment strategies, and mentor the next generation of marketing professionals. Outside of work, Nicole seeks opportunities to contribute to her community, such as serving on the board of directors of New York Junior Tennis and Learning, an organization dedicated to improving the lives of underresourced youth in New York through tennis and education, and actively engaging in organizations like Jack and Jill of America, Inc. in fostering future Black leaders. Above all, Nicole is dedicated to providing a model for her children, Essien and Estelle, demonstrating that they can achieve anything they set their minds to, with the unwavering support of her husband, Kofi.

Vision for Social Impact

Nicole’s passion for marketing and entertainment stems from her desire to create impactful experiences, amplify diverse voices, and contribute to positive societal hange. She finds motivation in the opportunity to connect with audiences on a profound level, inspire action, and make a meaningful difference in the world. The US Open, with its legacy of championing equality, serves as an ideal platform for Nicole to fulfill her personal mission. Her unwavering commitment to excellence and genuine love for storytelling drive her continued dedication to the field, ensuring that her work leaves a lasting impact.

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