In the competitive landscape of sports marketing, authenticity has become a powerful currency. Few understand this better than Alexandria Williams, Director of Marketing, Corporate Sponsorships and Merchandise for the Dallas Mavericks, whose distinctive approach has revitalized the NBA team’s brand identity. With over 11 years of experience spanning roles at Target, Cinemark Movie Theatres, CBS-TV, and as an Adjunct Professor at the University of Houston, Williams brings a unique perspective to the Mavericks organization, where she leads initiatives enhancing brand partnerships and driving strategic growth.
The Prairie View A&M University graduate and former collegiate volleyball player, who also holds a master’s degree from Purdue University, recently shared insights about her journey, challenges, and triumphs in the sports business world with Rolling Out.
What was the defining moment when you realized your voice and presence in this industry was making a difference?
A defining moment for me in this industry was our merchandise rebrand last summer. Our URL changed, the logo, our entire aesthetic. At that moment, I showed up authentically for both the team and myself, sparking a cultural shift in how our lifestyle elements are expressed as a sports team.
As a sister with super power, what would you name as your super power?
My super power, I would have to say, is showing up authentically as myself, with the heels, the nails, the lips, all the things. That’s what we’re going to do.
What advice would you give to your younger self when you first got out of college?
To my younger self, I would say trust the process and give yourself grace.
Where do you see yourself in five years?
In five years, I see myself continuously still filled with joy, happy, and living a very soft girl life.
What do you consider one of your toughest times on your path to where you are today?
I was working for Cinemark Movie Theaters, literally March, 2020. We all know what happened then. I got laid off during that time. I always had circle jobs. That was hard for me because I was like, what’s next? I think getting through that, make my back a little bit higher and then my crown adjusted, as you see, my crown right here, adjusted my crown by myself because I’m doing amazing. You’re going to get through this. I would just say a layoff would probably be my toughest time that I got through.
What do you think really got you through that period?
My faith in God, Jesus, big J.
What was it like walking into the room and seeing so much diverse representation?
Seeing everybody that looks like me showing up authentically, whether it be just their confidence or it could be braids or nails or just smiles with being themselves. I felt very safe in that moment and very appreciative to even be in the room.
