Edition #53
July 26, 2026
Welcome to The W Profile, a study of the women leading at the intersection of sports, media, and global business. As college athletics adopts professional structures, it is instructive to look to the visionaries who have already mastered the complexities of the corporate world. By bringing C-Suite lessons to the athletics community, this series will provide leaders with the insights necessary to build a lasting legacy.
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Introduction
When the world’s most valuable women’s professional soccer franchise, Angel City Football Club (ACFC), needed an executive to steer its next era of explosive growth, they didn't just look for a traditional sports administrator. They sought a leader who understood how to architect a global lifestyle brand. In July 2026, Angel City appointed Amy Taylor as its Chief Executive Officer, handing her the reins to a club that has fundamentally rewritten the financial and cultural expectations of women’s sports.
She is responsible for overseeing all football, business, and organizational operations for the Los Angeles-based NWSL team. Her leadership is defined by a rare triad of expertise: she is a former elite athlete, a master of modern brand building, and a seasoned public company CEO. Taking over from co-founder Julie Uhrman, Taylor’s mandate is to build upon ACFC's extraordinary foundational momentum, ensuring the club scales its commercial ambitions without sacrificing its deep, purpose-driven connection to the community.
From the Track to the Boardroom
Taylor’s executive DNA is deeply rooted in competitive sports and high-growth consumer products. A former Division I NCAA athlete at James Madison, she possesses a firsthand understanding of elite athletic performance. She parlayed this passion into her early career, serving as Director of Game Operations for the NBA’s Atlanta Hawks and producing events for the 1996 Olympic Games.
However, her reputation as a commercial visionary was cemented during her two-decade tenure at Red Bull. Rising to President and Chief Marketing Officer for North America, Taylor oversaw a $4 billion business, managing over 900 employees and representing the company's ownership interests in the New York Red Bulls MLS franchise. She proved her ability to turn a beverage into an omnipresent cultural force. Most recently, she spent five years as the CEO of Zevia, leading the publicly traded, better-for-you beverage company through a multi-year transformation and returning it to double-digit growth. By the time she arrived at Angel City, Taylor possessed an unparalleled playbook for sitting at the intersection of sports, culture, and community impact.
The Angel City Playbook
Taylor approaches executive leadership with a strategy that treats corporate mission and commercial profitability as mutually reinforcing forces. Her playbook encompasses three critical pillars:
➤ Values-Aligned Scaling: Taylor understands that Angel City was "built differently." The club allocates 10% of its sponsorship revenue directly into community impact projects. Rather than viewing this as a charitable expense, Taylor’s background in brand building allows her to weaponize this purpose-driven model, proving to global sponsors that investing in social equity generates massive commercial returns and fierce fan loyalty.
➤ Cultivating "Brand Heat": Drawing on her decades at Red Bull, Taylor is a master of experiential marketing and cultural relevance. She recognizes that a modern sports franchise cannot rely solely on match-day ticket sales; it must operate as a 365-day-a-year lifestyle brand. She aims to expand Angel City’s influence by turning players into cultural icons and ensuring the brand is inextricably linked to the fabric of Southern California.
➤ Operational and Financial Rigor: While Angel City excels in narrative and hype, Taylor brings the strict governance experience of a public company CEO. Co-owner Willow Bay specifically highlighted Taylor's "financial rigor" upon her hiring. Taylor ensures that the club's lofty cultural ambitions are supported by a flawless, sustainable operational infrastructure capable of supporting a championship-caliber team.
Lessons on Authentic Agitation
Taylor has built a career on the philosophy that true influence requires stepping out of traditional corporate silos. She operates with the belief that a brand must actively participate in the community it serves.
Crucially, she is an advocate for inclusive leadership and diverse pipelines. Having navigated male-dominated industries from sports to consumer packaged goods, she serves on the Board of Directors for The Trevor Project. Her leadership style—described as commercially ambitious yet deeply connected to community—proves that executives do not have to choose between driving ruthless financial growth and building an empathetic, purpose-driven culture.
Takeaways
➤ Purpose is a Commercial Multiplier: Taylor’s career proves that building a "mission-led" brand is not just good PR; it is a vital commercial strategy that drives consumer acquisition and deepens partner investments.
➤ Athletic DNA Translates to Executive Execution: Her background as an elite athlete informs her leadership style, proving that the resilience, team-building, and competitive drive learned on the track translate seamlessly to managing complex, multi-billion-dollar corporate portfolios.
➤ Experience Across Ecosystems is Invaluable: By mastering operations at a legacy sports franchise (Atlanta Hawks), building a global marketing juggernaut (Red Bull), and steering a publicly traded startup (Zevia), Taylor demonstrates that the most effective leaders can adapt their strategies across vastly different corporate environments.
➤ Scale Requires Rigor: A brand can launch on hype and cultural relevance, but long-term survival requires the strict financial and operational governance that Taylor honed in the public sector.
Read. Watch. Listen.
READ: The official press release from Angel City FC announcing Taylor’s appointment as CEO, which details her mandate from co-owners Willow Bay and Julie Uhrman to accelerate the club's growth and redefine what women's sport can achieve. (link)
LISTEN: Her interview from her tenure as Zevia CEO, where she breaks down the strategic executional shifts across product, pricing, and distribution required to transition a niche, purpose-driven brand into a massive, mainstream retail success. (link)
LISTEN: Her appearance on the Fuel Podcast ("Creative Fizzness"), where Taylor details her 20+ year career at Red Bull, her transition into the public beverage sector, and how she utilizes DEI and neurodiversity policies to benefit high-adrenaline challenger companies. (link)
Quote to Remember
Angel City is writing one of the most innovative and compelling chapters in modern sport. They have built a women's football club that operates with mission at the center, and I believe they have the right ingredients to become a championship club and a beacon for women's football... Having spent my career building brands and businesses at the intersection of sport, culture, and community impact, this role brings all of that together.
IN CASE YOU MISSED IT
Kathy Nelson – President and CEO, Visit KC and the Greater Kansas City Sports Commission & Foundation
Publication Date: Wednesday, July 22
Marie-Odile Amaury – President, Groupe Amaury
Publication Date: Sunday, July 19
Lucy McLellan – Executive Vice President and Chief Brand and Communications Officer, T-Mobile
Publication Date: Wednesday, July 15
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(Posted from most recent over the last 15 days)
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