Episode 5: Maximizing the potential of the team with Raven Jemison
Raven Jemison oversees business operations for the Milwaukee Bucks, Fiserv Forum, the Deer District and the Wisconsin Herd. She is a trusted team leader, a results-oriented decision-maker and the owner of an irrationally large sneaker collection…
In this episode, Raven shares some of the defining moments of her career — like the time her team’s show of faith pulled her back from a breaking point. She tells us what she did to get to where she is today, and provides her perspective on HOW sports and entertainment organizations can achieve balanced and equitable representation in the C-suite.
Be really good at what you do.
Before stepping into her current role, Raven spent six years with the NBA League office in the Team Marketing and Business Operations (TMBO) department. Her job was to work with teams across the NBA, GLeague, WNBA and their 2k League to help teams maximize business potential.
“Follow the money and learn how to add value.”
Raven’s role as the strategic partner for the six team accounts she managed gave her exposure to different team presidents and CEOs. She worked hard at her job and built great rapport with team executives. This eventually landed her the number two spot at the NBA’s Milwaukee Bucks reporting into team President, Peter Feigin. Currently, Raven gets to grow the business from the top with a winning team (can we say NBA Finals?) and brand new building.
Be intellectually curious.
Raven shared that she always leans in on her thirst for knowledge. She is always trying to find the purpose in what she does to better add value. The constant theme throughout the interview was to learn why and how things are done -- figure out how you contribute to the overall bottomline so you can continue to follow the money. Raven also advises to try the managing up approach; ask your boss what you can take off their plate to make them do their job better.
“Never wait for someone to teach you the business; take control of your own development. If you can figure out how to add maximum value in your current role, you have the leverage needed to seek the next step.”
Add value and then continue to add value.
This concept goes hand-in-hand with being intellectually curious. Raven cited her previous selling experience along with a focus on how her roles contributed to making money for the company as a few of the reasons why she is in the position she is in currently. Raven also shared that putting your best effort into your job highlights your value to the company as well.
“When it comes to being in business, particularly one as competitive sports business, I just try to lean in and learn why and how something's done. So why do we sell tickets this way? Why do companies want to do business with us? I feel like I've always needed to have a purpose in what I'm doing. So I can then know how I can add value.”
Understand that leadership is a team effort.
Raven likes to lead with fairness, empathy, integrity, and humbleness. She also surrounds herself with people who are smarter than her and who can add value in different ways than her. In a previous position, Raven was leading a team who was charged with opening a new venue -- Levi’s Stadium. Raven explained how taxing the experience was on her and her team both physically and mentally.
Just two months before the opening, Raven reached a breaking point and typed up her letter of resignation. As she was printing out the letter, her team came into her office to thank her for being their leader. Raven changed her mind in a split second from that simple gesture. Leaders do not always have to have all of the answers or be perfect. Leaders also need the support and encouragement from their team.
Celebrate your successes together.
A successful team is made up of more than just the bosses and the team members. You need the skill sets and the chemistry to get the job done. Raven explains that a strong team bond is extremely important because the sports business -- running a pro team -- is a team job. It takes everyone working together to achieve the best results. As a leader, Raven’s main focus at this moment is celebrating success- no matter the size, giving credit where it is due, and being present for her team.
“I need them to know that I trust you guys to do the work that's ahead of us. But how can we do it together, leaning on each other, so that we can go as far as we need to go as a unit, and not just being a siloed group with folks just focused on head down what they do from a day to day standpoint.”
Be a champion of diversity, equity and inclusion in the C-Suite.
Now more than ever, it's important for sports business executives to understand the significance of championing DE&I in the boardroom. Raven gave us her keys to success:
Sports executives need to set an example and lead from the front. With sports being popular and everyone watching and keeping up, they need to start the process of hiring more diverse candidates from other industries to emulate and follow.
Be intentional in the hiring process. Women are capable of being more than HR reps or leaders of diversity. There are plenty of studies that show women are great sellers and can have a huge impact on any business.
Invest in mid-level talent. There are a lot of great candidates who just have not been given the chance. Conversations on growth, development, and expectations should be had when hiring from within.
Understand that there are unique challenges that women face. Do not make women feel like they always have to choose between a family and their career. Allow room for women to still be women without sacrificing everything.
Create an environment of inclusion. Cultivate an environment in which women want to work there and feel comfortable with making the tough decisions.
“But it’s not enough for us to just be successful in these roles. So maybe someone else gives another woman or another black woman or another queer black woman or another queer woman a chance. It’s up to us to really lead from the front, and be advocates and vocal advocates when it comes to bringing in and creating an inclusive environment for diverse talent.”
Thank you Raven for sharing your story with us.
This interview was powered by WINS, our exclusive media membership for women in sports and entertainment. Learn more about the membership.
Deja Wiggins is the Sales Coordinator for Ticket Operations at Madison Square Garden Sports.