Edition #49
July 12, 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
In an era where consumer attention is infinitely fractured across millions of screens, simply launching a great television show is no longer enough to guarantee survival. The content must become an inescapable cultural event. As the Chief Marketing Officer of Netflix, Marian Lee sits at the helm of the world’s most powerful hype machine.
She is responsible for marketing a massive, multi-billion-dollar slate of global content, navigating the company's aggressive pivot into ad-supported streaming, and transforming the streaming giant from a digital platform into a tangible lifestyle brand. Her leadership is defined by an unparalleled mastery of the modern zeitgeist, a fierce dedication to building localized fandoms at a global scale, and the vision to seamlessly blur the lines between what consumers watch on their screens and what they experience in the real world.
From High Fashion to High Bandwidth
Lee’s executive DNA was not forged in traditional Hollywood studios, but rather at the intersection of high fashion, music, and digital disruption. She honed her deep understanding of consumer aesthetics and brand prestige during her tenure in the fashion publishing world, working at Condé Nast, the publisher of Vogue, and GQ, before leading marketing initiatives at J.Crew.
However, her ability to turn cultural passion into measurable data was truly weaponized at Spotify. Serving as the Vice President and Global Co-Head of Music, she mastered the art of leveraging global fandoms and digital audio trends to drive user acquisition. She brought this unique, cross-industry perspective to Netflix in 2021 as VP of Marketing for the U.S. and Canada, before quickly being elevated to global CMO in early 2022. By the time she took the top marketing job, she possessed a rare, tri-sector playbook: she understood the aesthetic curation of fashion, the viral velocity of music, and the ruthless algorithmic scale of big tech.
The Netflix Playbook
Lee approaches global marketing with a strategy that treats the viewer not as a passive audience member, but as an active participant in a shared cultural moment. Her playbook encompasses three critical pillars:
➤ Fueling the Fandom: Under Lee’s guidance, Netflix marketing doesn't just drop trailers; it sparks global trends. She recognizes that the most powerful marketing doesn't come from the brand itself, but from empowering fans to co-create the narrative. Whether it’s leaning into the viral Wednesday Addams TikTok dance or orchestrating the massive chart resurgence of Kate Bush via Stranger Things, her team acts as a massive amplifier for organic fan passion.
➤ Experiential Dominance: Lee is leading Netflix's aggressive push to take its intellectual property entirely offline. She has overseen a massive expansion into live, immersive events—from Bridgerton balls and Squid Game: The Trials to the highly anticipated launch of "Netflix House" permanent retail and dining locations. By transforming IP into physical experiences, she ensures the brand remains relevant even when users put their remotes down.
➤ Navigating Structural Pivots: Lee took over as CMO during one of the most turbulent periods in Netflix's history, marked by subscriber dips, the controversial password-sharing crackdown, and the launch of the ad-supported tier. She successfully marketed these potentially alienating business shifts by keeping the core focus strictly on the undeniable quality of the content, proving that brand loyalty can survive structural friction if the product remains culturally indispensable.
Lessons on Immersion and Viral Velocity
Lee has built a career on the philosophy that a marketing campaign is only successful if it completely penetrates the cultural watercooler. She leads with the belief that a brand cannot simply buy its way into the cultural conversation; it has to earn its place by creating frictionless entry points for fans to engage, share, and obsess.
She operates with the understanding that global scale requires hyper-local execution. A show like Squid Game or Lupin doesn't become a worldwide phenomenon through a standardized, one-size-fits-all global ad buy. Her success proves that true executive influence requires trusting regional marketing teams to translate global IP into localized, culturally specific campaigns that resonate authentically in different international markets.
Takeaways
➤ Marketing is an Experience, Not a Billboard: Lee’s push into physical retail and live events proves that modern entertainment brands must find ways to monetize and engage their audiences in the real world, extending the lifecycle of a show far beyond its binge-window.
➤ Empower the Co-Creators: The most effective marketing campaigns are the ones users build for you. Lee’s strategy shows that brands should provide the spark (the content) and then seamlessly step back to let the audience fuel the viral fire on social media.
➤ Cross-Industry DNA is a Superpower: Her unique background across fashion (Vogue), music (Spotify), and streaming (Netflix) demonstrates that the best marketers are those who can synthesize consumer behavior across multiple distinct lifestyle sectors.
➤ Protect the Brand During the Pivot: When rolling out unpopular operational changes (like paid sharing), the marketing team's job is to double down on the core value proposition. Lee kept consumers focused on the must-see content, effectively shielding the brand's reputation during a risky corporate transition.
Read. Watch. Listen.
READ: As Netflix continues to expand into gaming and video podcasting, Lee tells Marketing Week’s Niamh Carroll that it is essential to maintain a “through-line” of consistency while remaining nimble enough to react to what fans want. (link)
READ: Lee and Netflix President of Advertising Amy Reinhard participated in a panel discussion at Cannes Lions, where they made the case that Netflix has earned the right to be trusted. The session covered topics ranging from Mexican boxing to vertical video to binge-watching as an attention metric. (link)
LISTEN: On ADWEEK’s Adspeak podcast, Lee discusses how to build a marketing strategy around culture, not campaigns; the Flexibility First marketing framework; why authentic brand partnerships require custodianship of storytelling; how to translate digital fandom into measurable real-world experiences and more. (link)
Quote to Remember
Fandom doesn’t turn off after you’ve binged a show. When you engage so deeply in a story or feel so connected to a character, you want to be immersed in the universe.
IN CASE YOU MISSED IT
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
Linda Rendle – Chief Executive Officer, The Clorox Company
Publication Date: Wednesday, July 1
W Jobs is a dedicated distribution channel that highlights leadership and professional opportunities in college athletics for women who want greater visibility into the full range of roles across the industry.
Positions featured here are also posted on the comprehensive CollegeSports.jobs site and are open to all qualified candidates. W Jobs exists to expand awareness, not define who a role is for, because every job in college athletics should be accessible to women. Employers choose to amplify their postings through W Jobs to reach a broader audience and demonstrate their commitment to equitable access to opportunity.
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(Posted from most recent over the last 15 days)
(NEW!) 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.
(NEW!) 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.