The Impact Series: Tiffany Hollins
Tiffany Hollins has had an extensive career in the area of entertainment marketing and customer service. In 2015 she graduated with a Masters of Business Administration with a concentration in Marketing and Innovation. Since then, she has done freelance work in Italy and held roles such as Sales and Marketing Brand Manager, Content Marketing Contributor and Writer and Digital Marketing Communications Specialist. In the most recent 9 months Tiffany secured a position as a Global Partnerships Activation Manager with Ultimate Fighting Championship (UFC).
This week The Sponsorship Space had the opportunity to speak with Tiffany about her vast experience in this industry and the skill set she has developed to remain successful.
Q: What inspired you to pursue a career in the marketing industry?
As a kid, I always loved TV commercials and magazine ads, but I was also a huge science geek and wanted to become a doctor. It wasn't until I was in high school when I saw a segment on TV about how companies use color psychology in marketing and knew that was what I wanted to do. I just love that you can do so many different things in marketing and there is always something new. After that, I was hooked on marketing. I started college as a Pre-Medicine and Business Marketing major, but I eventually ended up making marketing my concentration during my undergrad and MBA.
Q: What do your day-to-day responsibilities look like in your current role (Global Partnerships Activation Manager - UFC)?
The day-to-day responsibilities at UFC vary so much since we have an event almost every weekend. During a typical week, I have weekly check-in meetings with all of my partners to make sure we have all of their live events, digital and social media assets secured and scheduled for upcoming events. Had this been a regular, non-pandemic year, I would also be assisting in setting up in-person appearances for UFC athletes, photoshoots and making sure the partners are set-up with hospitality for our events.
Q: What are the major differences in the Italian marketing landscape in comparison to the American marketing landscape?
I think American marketing is a little more diverse at the moment, but it makes sense America is known as the world's melting pot. I will say that the one marketing difference is that certain things Americans find risque or taboo in marketing wouldn't be a big deal in Italy.
Q: What are some differences you have noticed in marketing communications and campaigns since COVID-19 started?
The main thing that I have noticed in marketing communications since COVID-19 is the tone brands use now. I feel like brands have shifted to a more understanding and appreciative tone. They know it's a difficult time for many and are really happy to keep their customers around. I also notice people social distancing and ordering take-out instead of going to restaurants. I think it's fitting for the times.
Q: How were your internships able to help you develop as a business professional?
I think internships have changed a lot over the past decade. Before, an intern used to just be a young professional that was only given simple clerical and administrative tasks. Now, I feel like interns are actually being given real tasks and projects that can really make an impact in a company and for them professionally. When I did my MBA internship for Campari Group in Milan, my main task was to manage the day-to-day sponsorship deal between one of Campari's brands, Aperol, and Manchester United. It was one of the best internships that I had because I was able to work with seasoned sports professionals at Manchester United and got to work closely with several different vendors at all once. This internship really gave me the hands on experience that I was looking for and needed.
Q: What are some soft skills and hard skills that are necessary to be successful in this industry?
Some soft skills that are necessary in this industry are teamwork, communication and flexibility. Depending on which side you work on, you end up working with so many different people and things can change at the drop of a dime. I think a degree in marketing would be a great hard skill to have, but not 100% necessary. Also, another great hard skill would be a foreign language.
Q: What extracurricular activities do you participate in outside of work?
Pre-COVID-19, I was an avid traveler. I would do races and go to concerts in other states and countries all the time. I just love exploring new places and cultures. I also really love running and hiking. Basically, anything that gets me out in nature.
Q: Where do you see your career headed in the next 5 years?
I would still love to be working in the sports industry. It's my passion. Ideally, I would still love to be in the sponsorship and marketing space and maybe managing a team of talented professionals.