Edition #50
July 15, 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
Corporate communications in the telecommunications sector is traditionally an exercise in damage control, complex jargon, and burying the fine print. Lucy McLellan fundamentally rejects this premise. As the Executive Vice President and Chief Brand and Communications Officer at T-Mobile, she sits at the intersection of public relations, corporate strategy, and global marketing for one of the most notoriously disruptive brands in modern corporate history.
She is responsible for overseeing the telecommunication giant's entire brand narrative, internal communications, and external reputation. She graduated from the University of Miami in Marketing and Monash University with a masters in business. Her leadership is defined by a masterclass in "inside-out" marketing, an unrelenting commitment to radical transparency, and the rare ability to maintain the scrappy, challenger-brand swagger of the "Un-carrier" even as T-Mobile has grown into a dominant, market-leading behemoth.
From Corporate Comms to Cultural Agitator
McLellan’s executive DNA is rooted in the belief that PR and brand marketing are not separate disciplines; they are two sides of the same cultural coin. She built her career in the trenches of corporate communications, navigating the historically rigid and heavily regulated wireless industry. Prior to T-Mobile she oversaw marketing at Stellantis, a constellation of 14 iconic automotive brands. Over her tenure at T-Mobile, she played a vital, behind-the-scenes role in maintaining the company's legendary transition from a failing underdog into the industry's ultimate disruptor.
The Un-carrier Playbook
McLellan approaches brand and communications with a strategy that treats corporate authenticity as the ultimate competitive moat. Her playbook encompasses three critical pillars:
➤ Inside-Out Branding: McLellan operates on the principle that your external marketing is useless if your internal employees don't believe it. She treats T-Mobile's tens of thousands of frontline retail workers and customer service reps as the company's primary brand ambassadors, ensuring that internal corporate communications are just as engaging, transparent, and energized as the company's Super Bowl commercials.
➤ Radical Simplification: In an industry infamous for convoluted contracts and hidden fees, her communications strategy is weaponized clarity. Whether launching a new 5G home internet initiative or announcing a major corporate partnership, McLellan ensures the brand speaks in plain, unapologetic English, actively contrasting T-Mobile against the bureaucratic tone of its primary legacy competitors.
➤ Maintaining the Challenger Mindset: The hardest transition in business is going from the scrappy underdog to the undisputed market leader without becoming the corporate villain you originally set out to destroy. McLellan meticulously calibrates T-Mobile’s PR and marketing to ensure the brand remains an "agitator," constantly finding new consumer pain points to solve so the company never loses its revolutionary edge.
Lessons on Authentic Agitation
McLellan has built a career on the philosophy that modern consumers, particularly younger demographics, have a zero-tolerance policy for traditional corporate-speak. She leads with the understanding that a brand must be willing to occasionally polarize its audience if it wants to build genuine, fierce loyalty.
Crucially, she is an advocate for executive accessibility. McLellan pushes T-Mobile's leadership team to be highly visible and relentlessly active on social media, treating platforms like X and LinkedIn not as digital press release wires, but as direct, unfiltered channels for customer service and cultural engagement. Her success proves that true brand equity isn't built by shielding executives behind PR walls, but by putting them on the front lines of the cultural conversation.
Takeaways
➤ Culture is Your Best Marketing Campaign: McLellan’s strategy proves that if you invest heavily in your internal corporate culture and empower your employees, they will organically market the brand more effectively than any paid advertisement.
➤ Jargon is the Enemy of Trust: The telecom industry thrives on confusion; T-Mobile thrives on clarity. Her leadership demonstrates that speaking to consumers like real human beings is a massive competitive advantage.
➤ The Underdog is a Mindset, Not a Market Share: Her ability to keep T-Mobile feeling like a scrappy disruptor, even while boasting massive market dominance, shows that a brand's narrative identity must remain focused on solving consumer problems, not just celebrating corporate profits.
➤ Tear Down the Executive Wall: By encouraging leadership to engage directly with consumers online, McLellan shows that modern PR is about accessibility and accountability, not just highly sanitized press releases.
Read. Watch. Listen.
READ: McLellan talks with Adweek about the company’s Super Bowl ad featuring The Backstreet Boys and how it drives home the message that customers should question what their wireless carriers actually do for them. (link)
READ: In a sitdown with Yahoo, McLellan explains how creators power real-time sports storytelling and fan connection and why the brand is approaching Formula 1 as more than just a sponsorship opportunity, but a platform for immersive, creator-powered storytelling. (link)
READ: McLellan talks about her previous role with Stellantis in an interview with Ad Age’s E.J. Schultz. (link)
Quote to Remember
Success starts with building genuine, long-term relationships with creators who become true ambassadors for T-Mobile as an extension of the brand. We look for partnerships where we can collaborate toward shared goals and create compelling content their communities are excited to engage with. Success is always about repeated experiences and the extension of a relationship beyond one moment.
IN CASE YOU MISSED IT
Marian Lee – Chief Marketing Officer, Netflix
Publication Date: Sunday, July 12
Anna Manz – Executive Vice President and Chief Financial Officer, Nestlé
Publication Date: Wednesday, July 8
Jane Fraser – Chair and Chief Executive Officer, Citigroup
Publication Date: Sunday, July 5
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(Posted from most recent over the last 15 days)
(NEW!) Compliance Intern (Army West Point / West Point, NY): Interns in Athletics Compliance will gain experience in NCAA bylaw regulation, federal Title IX regulation, legislative affairs, and data analytics and reporting. More details HERE.
(NEW!) Video Coordinator - Athletics (Missouri State University / Springfield, MO): The Video Coordinator will plan, shoot, edit, and produce all video content used by the Athletics department in support of the promotion and success of its intercollegiate athletics programs. More details HERE.
(NEW!) Marketing Coordinator (College Coaches Skills Camp (CCSC) / Remote): You’ll work directly with the CEO to execute the company’s marketing vision while owning the day-to-day execution of the marketing engine that drives athlete registrations. More details HERE.
(NEW!) Assistant Director of Development, Leadership Giving (University of Texas – Austin / Austin, TX): This position is in charge of maximizing revenues from leadership fundraising initiatives, including capital, DeLoss Dodds Leadership Team, the United Texas Circle, and endowed giving opportunities. More details HERE.
(NEW!) Assoc. Head Women's Swimming & Diving Coach (Army West Point / West Point, NY): Coaching Cadet-athletes, recruiting, monitoring Cadet-athletes’ academic progress, scheduling, managing travel, overseeing the discipline and conduct of the Cadet-athletes. More details HERE.
(NEW!) Assistant Athletic Director, Major Gifts (University of Arizona / Tucson, AZ): Join Arizona Athletics and help fuel championship excellence by building meaningful donor relationships and securing major gifts that support scholarships, programs, and facilities. More details HERE.
Assistant Baseball Coach (Loras College / Dubuque, IA): Performs baseball coaching and management activities, including recruitment of student-athletes in a National Collegiate Athletic Association--Division III intercollegiate baseball program. More details HERE.
Compliance Coordinator (Florida International University / Miami, FL): Assists with daily responsibilities within the Athletic Compliance Department. Supports FIU's system-wide compliance program and is instrumental in promoting a culture of ethical behavior, etc... More details HERE.
Account Executive, Ticket Sales (University of Arizona / Tucson, AZ): Fuel the future of Arizona Athletics by driving ticket sales, growing fan engagement, and delivering exceptional service from first contact to game day. More details HERE.
Athletics Director of Business Operations and Finance (Wichita State University / Wichita, KS): Responsible for leading revenue generation, partnerships, and operational strategy to maximize performance, strengthen collaboration, & align execution with the Athletics Department’s operating model. More details HERE.
Assistant Director, Marketing & Fan Engagement (University of Arizona / Tucson, AZ): Be the driving force behind game day energy! Lead marketing and promotions for assigned sports, collaborating across teams to create unforgettable fan experiences and grow the Wildcat fan base. More details HERE.
Assistant Coach Men's Heavyweight Crew (Massachusetts Institute of Technology – MIT / Cambridge, MA): This is a full-time assistant coaching position assisting the Head Coach of Heavyweight Men’s Crew with all aspects of conducting a successful crew program (Division 1). More details HERE.
Associate Director, Strategic Communications (University of Arizona / Tucson, AZ): Join Arizona Athletics to craft impactful stories, lead media relations, and bring championship moments to life through strategic communications and digital media. (Baseball & Assigned Olympic Sports) More details HERE.
Assistant Athletic Trainer (Gymnastics, Spirit Squad) - Sports Health Performance (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Assist in delivering athletic training services to student athletes. Provide coverage for training facility. Transition-to practice position that provides a high level of mentorship and support. More details HERE.
Senior Director of Gators VIP Experience - Gators VIP Experience (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Elevate the end-to-end experience for donors/partners/premium clients across all Gators Athletics programs. Oversees hospitality, gifting, procurement, and experience strategy to ensure excellence. More details HERE.
Assistant Coach Softball - Pitching Coach (Florida International University / Miami, FL): Provides assistance to the Head Coach with activities associated with the Softball program and student athletes, including recruitment, monitoring academic performance and social development, etc... More details HERE.
Performance Dietitian - Nutrition (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Responsible for all aspects of nutrition related to wellness/performance for assigned sports. Educates student-athletes on appropriate nutrition for optimum health and superior athletic performance. More details HERE.
Scholastic Supervisor (Texas A&M University / College Station, TX): Texas A&M Athletics seeks a Scholastic Supervisor (WBB & Equestrian) to provide academic support, mentorship, and eligibility oversight for student-athletes. Apply today. More details HERE.
Assistant Swimming & Diving Coach (Army West Point / West Point, NY): Recruiting, monitoring Cadet-athletes’ academic progress, scheduling, managing travel, and overseeing the discipline and conduct of the Cadet-athletes. More details HERE.
Assistant Swimming & Diving Coach (Ops) (Army West Point / West Point, NY): Coaching & recruiting Cadet-athletes, monitoring academic progress, and fostering their development, discipline, and conduct, overseeing the planning and execution of team operations and logistics. More details HERE.
Vice President and Director of Athletics (Florida Atlantic University / Boca Raton, FL): Visionary leader to oversee FAU Athletics, driving competitive success, revenue growth, student-athlete excellence, and strategic leadership while serving on the President's Executive Leadership Team. More details HERE. What would it cost to move to Boca Raton? Click HERE.
Athletics Travel Coordinator (Princeton University / Princeton, NJ): This role coordinates team and recruiting travel for up to 22 varsity sports and also business operations that include report reconciliation, departmental deposits, policy review and enforcement. More details HERE.
Assistant Coach - Women's Lacrosse (Duquesne University / Pittsburgh, PA): Reporting to the Head Coach, this position has the responsibility for assisting the head coach with all aspects of a Division I Lacrosse program. This is a full-time, 12-month position. More details HERE.
Head Women's Lacrosse Coach (Virginia Wesleyan University / Virginia Beach, VA): Virginia Wesleyan (becoming Batten University 7/1), a NCAA Division III institution and a member of the Old Dominion Athletic Conference, is accepting applications for a Head Women’s Lacrosse Coach. More details HERE. What would it cost to move to Virginia Beach? Click HERE.
Vice President of Athletics and Recreation (St. Mary's College of Maryland / St. Mary's City, MD): Senior Cabinet leader responsible for strategic oversight of athletics and recreation, including enrollment, fundraising, and athletic excellence while supporting SMCM’s mission and long-term vision. More details HERE. What would it cost to move to St. Mary's City? Click HERE.
Head Acrobatics & Tumbling Coach (West Virginia State University / Institute, WV): Responsible for all aspects of the Acrobatics & Tumbling program. More details HERE. What would it cost to move to Institute? Click HERE.
Diving Coach (Florida International University / Miami, FL): Provides assistance to the Head Coach with activities associated with the Swimming & Diving program and student athletes, including recruitment, monitoring academic performance and social development. More details HERE.
Assistant Athletic Trainer (Florida International University / Miami, FL): Florida International University's Athletics Department is seeking an Athletic Trainer to support the health, safety, and performance of student-athletes. More details HERE.
Assistant Coach, Women's Lacrosse (Kennesaw State University / Kennesaw, GA): Assists with coaching, recruiting, scheduling, budgeting, fundraising, player development, academic support & administrative duties while ensuring compliance with KSU, NCAA & conference regulations. More details HERE.
Assistant Strength and Conditioning Coach (Florida International University / Miami, FL): Enhances the physical and mental development of student-athletes through the establishment of specific training programs and activities to increase the performance of student-athletes. More details HERE.
Sr. Assoc. AD for Revenue Generation (Southern Methodist University – SMU / Dallas, TX): The Senior Associate A.D. for Revenue Generation will assist with the implementation and execution of key strategic revenue generation initiatives across the department. More details HERE. What would it cost to move to Dallas? Click HERE.
Director, Wrestling Operations (Army West Point / West Point, NY): Manage internal team operations and logistics: team travel, team meals, on-campus recruiting, and off-campus recruiting for coaching staff. Support external efforts: designing social media strategy. More details HERE.
Director of Sports Communication (SUNY New Paltz / New Paltz, NY): Oversees all facets of athletics communications including media relations, digital strategy, website management, social media, branding, game-day operations, including live stats and event coverage. More details HERE.
Athletics Mental Health and Performance Counselor (University of Arizona / Tucson, AZ): Help Arizona student-athletes thrive. Lead mental health care, performance psychology, and wellness initiatives while shaping a championship-focused culture of growth, resilience, and success. More details HERE.
Director, Business Office, Accountant (Army West Point / West Point, NY): Focused on accounts payable, purchase orders, cash & travel advances, month end close, audits, United States Military Academy (“USMA”) and related party transactions and vendor payment processing More details HERE.
Associate Director, Development (Athletics) (Kennesaw State University / Kennesaw, GA): Join the team at Kennesaw State University and become part of a supportive and thriving community. More details HERE.
Assistant Men's Soccer Coach (Army West Point / West Point, NY): Coaching Cadet-athletes, recruiting, monitoring Cadet-athletes’ academic progress, scheduling, managing travel, overseeing the discipline and conduct of the Cadet-athletes. More details HERE.
Assistant Coach - Baseball (Missouri State University / Springfield, MO): The Assistant Coach is responsible for specifically designated aspects of the sport, exercises independent judgment in providing technical expertise in the fundamentals of the sport. More details HERE.