SFIA Excelerator Program

Maddy Cooper is a social media and marketing professional currently serving as Manager of Social Media Marketing at the National Hockey League (NHL). In her role, she leads creator-driven initiatives and collaborates with teams, players, and partners to produce engaging, culturally relevant content that strengthens the league’s digital presence and expands the NHL’s audience.

After studying at Vanderbilt University, Maddy began her career at ESPN as an NHL Marketing Coordinator, where she helped launch the NHL property on ESPN platforms for the first time in over fifteen years. She later joined the league’s marketing team, working with U.S. and Canadian rightsholders before transitioning into social media, where she now operates at the intersection of marketing and content.

Known for her creative storytelling and strategic mindset, Maddy has a track record of developing high-performing, fan-first campaigns that resonate across digital channels. She is particularly skilled at translating moments into compelling social narratives and leveraging player personalities to drive engagement.

Passionate about finding the intersection of sports and culture, Maddy is dedicated to growing the game of hockey by reaching new audiences and creating innovative, inclusive content experiences that connect with fans worldwide.

Sam Desmarais is originally from York, Maine, where he grew up playing sports and spending most of his time outdoors surfing, skiing, and competing. Those early experiences sparked his interest in sporting brands and the influence marketing has on how athletes and consumers make decisions. He went on to attend Endicott College, where he played lacrosse and studied marketing, completing three internships across agency, institutional, and established brand environments that helped shape his understanding of the industry.

After graduating, Sam began his career at the Boston agency Belfort Group, where he built a strong foundation in paid advertising platforms. That experience led him to New Balance North America, initially specializing in paid search before transitioning into a broader role within Team Sports. Today, Sam leads marketing across digital channels, event strategy, marketing production, and strategic partnerships, helping define how New Balance shows up for athletes, clubs, and communities.

Sam lives in Boston’s South End and has developed a passion for marathon running and travel. As he continues to grow as a leader, he’s eager to broaden his perspective on team sports marketing strategies used across the industry and deepen his understanding of product development to better connect athletes with the gear that fuels their performance.

Caitlyn Houston is an Area Sales Manager – Southwest Michigan at BSN SPORTS, where she partners with schools and organizations to deliver customized team solutions, while leading and supporting a high-performing sales team across the region. She is known for her strong relationship-building and attention to detail, helping her team and customers succeed and be prepared on and off the field.

Passionate about the role sports play in building communities, she is committed to creating positive, inclusive experiences for athletes, coaches, and programs at every level. As a participant in SFIA’s Excelerator Program, Caitlyn is excited to expand her leadership skills and industry network while contributing to the next generation of sports and fitness leaders. She aspires to continue growing as a people-first leader, empowering her team to reach their full potential while driving meaningful impact across the industry.

Taryn Jakubowski is a driven marketing professional currently working with Molten USA, where she supports brand growth across both grassroots and elite levels of sport. She focuses on grassroots sales and marketing, and social media initiatives, helping expand Molten’s presence and premium equipment while reinforcing the quality, performance, and reputation the brand carries across all sports. She also contributes to key partnerships and major events, working alongside organizations such as Concacaf and supporting the NCAA Volleyball Championships

Before her career in the sports industry, Taryn competed as a Division I soccer player at Creighton University and later played professionally in Finland. She then returned to the collegiate level as a Division I coach. During this time, Taryn developed a strong interest in the emotional and mental demands of sports, as well as an understanding of the critical role the right equipment plays in enabling athletes to perform, compete, and connect with the game at the highest level. This experience furthered her understanding of athlete performance, development, and team culture. Taryn’s background in psychology and business, combined with her experiences as both a player and a coach, has shaped her approach to the intersection of performance and personal growth.

A career-ending injury transformed Taryn’s outlook and inspired her to give back to the community. She is dedicated to making a meaningful impact by aligning performance and products with purpose, using high-quality sports equipment as a platform to support athletes in reaching their peak while finding purpose beyond the game.

Jenna is an Associate Graphic Designer at Riddell Sports, a role she’s held since August 2022. Jenna graduated from Iowa State University with a degree in graphic design, along with minors in advertising and entrepreneurship. In her current position, she supports the Marketing and Communications team by creating a wide range of visual assets, including 3D helmet graphics, product catalogs, and social media content. One of the most meaningful projects that she has been leading is the Her Fit Cleats project in collaboration with Riddell’s female leadership team. This initiative focuses on designing flag football cleats specifically for women, by women. Being part of a project that prioritizes innovation for women and girls has been rewarding for Jenna. Outside of work, she enjoys watercolor painting, reading, and spending time on the golf course with friends and family.

Emma is a Consumer Insights Manager at the NFL, where she designs and leads research that strengthens fan and brand engagement while driving business impact. Focused on growing the game of football, she investigates the motivations and barriers shaping tackle and flag participation to support the long-term health of the sport, as well as the pipeline of future football fans. Emma’s approach focuses on data-driven storytelling to drive global marketing strategy and key league initiatives.

In addition to her insights role, Emma serves as a Football Operations Representative, providing on-site operational support and helping ensure game integrity and club compliance with league policies. She is also a founding member of her office’s Culture Committee, where she helps foster a more inclusive, engaging, and welcoming workplace. Emma holds a Bachelor of Science Management with a focus in Marketing and Social Impact as well as a Bachelor of Arts in Psychology from Boston College. Outside of the workplace, Emma enjoys cheering on Minnesota sports teams, baking, and traveling to new places.

David is a Partnerships Specialist at Good Sports, with a strong passion for ensuring every kid across the United States can play sports. In his role, David creates opportunities for national brands and professional sports teams to build real impact for youth in high-need communities and create authentic relationships with grassroots youth sports programs, helping youth and their families benefit from the life-changing joy, growth, and connection that sports offer. Previously, David has been in community roles with the 2020 U.S. Census, the South Carolina Department of Transportation, and the Rescue Agency. David is a lifelong athlete and alumnus of the University of South Carolina, hailing originally from High Point, North Carolina.

Eric Portillo has been with Brooks Running for four years, and is a Supervisor for the Guru team on the West Coast. He discovered running at the age of 25 and quickly fell in love with the running world. Eric followed that love and passion into the running industry, which led him to Brooks, where he started as a Guru in Houston, TX. After two years, the Guru role led him to find a new passion – leadership. Being able to pair running with leadership has given him a sense of purpose and fulfilment in his professional life that I have never experienced before. No day is ever the same. He is faced with a new challenge every single day, and loves it. There is so much growth that comes from this role, and the chance to be of service to his team truly speaks to his soul. When he’s not working, you can catch Eric riding his motorcycle, at the movies, or just hanging out at home with my wife and two dogs, catching up on the latest TV shows. He is thrilled to be part of the 2026 Excelerator cohort!

Caroline is a Senior Content Designer at Franklin Sports, where she has spent nearly five years collaborating with the in-house creative team to build visual narratives that bring athlete and product stories to life. She focuses on digital experiences, including Amazon content, social media graphics, and landing pages that support product launches and strengthen Franklin’s online presence. While pursuing her degree in graphic design and competing as a collegiate equestrian, she was able to combine art and creativity with her love of sports. She is especially passionate about supporting the growth and visibility of women’s sports and elevating athletes at every level. Outside of work, she enjoys running, hiking, and finding her way back into riding horses competitively again.

Haley Reines is a Product Line Manager for Retail Basketball at Wilson Sporting Goods. She manages the end-to-end product creation process – from ideation through launch – for basketballs designed for a range of athletes and levels of play, while also supporting key partnerships including the NBA and NCAA. Having grown up playing team sports, it’s incredibly rewarding for Haley to work in an industry she’s passionate about and to help inspire movement and competition through the products she brings to life. Outside of work, she enjoys running and staying active, and thrives off starting her day with a walk to a local coffee shop. She also loves spending time with her family, especially her nieces and nephew, and is beyond excited to be getting married this November.

Joey Schwartz is a research analyst at Capelli Sport, a global sportswear company that partners with clubs, leagues, and institutions to provide customized apparel. While the business has a strong foundation in soccer, it is rapidly expanding across multiple sports. Joey is part of the Corporate Strategy and Research team, where he focuses on initiatives such as competitor analysis and go-to-market strategies. His role supports the company’s growth beyond soccer into areas such as volleyball, lacrosse, and institutional athletics. He has also had the opportunity to work closely with senior leadership on a range of expansion/long-term growth-focused projects.

Joey graduated from the University of Michigan with a degree in International Studies, and is extremely interested in building a long-term career in the business and strategy side of sports/soccer.

Previously, Joey interned at Relevent Sports Group, where he worked on event operations for the 2022 Women’s International Champions Cup and supported UEFA Champions League media rights sale efforts. He also interned at Premier Partnerships/Playfly Sports, contributing to sponsorship strategy for the 2026 FIFA World Cup in the New York/New Jersey host-city market, and at FOX Sports, where he worked in production on the 2024 UEFA Euros and Copa América tournaments.

Brooke was born and raised in Detroit, Michigan, and is an alum of Xavier University. Throughout her life, Brooke has always had a deep-rooted passion for sport and fitness. Currently, Brooke works as an Associate Category Manager for Gloves at Rawlings Sporting Goods in St. Louis, Missouri. Prior to her current position, she worked for the Cincinnati Reds in Corporate Partnerships, Ticket Sales, and Merchandising at Rawlings.

In her current role, Brooke has the opportunity to assist in bringing one of the most historic and iconic products in diamond sports to athletes all over the world. She finds no greater sense of pride than seeing that Rawlings patch worn on gloves everywhere, from little league baseball, all the way up through the MLB.

Outside of the office, she continues her passion for sport by keeping up with the Detroit Lions, Tigers, and of course, the Xavier Musketeers. She also considers herself a foodie and enjoy trying new restaurants around the St. Louis area. She is very eager to take a deep-dive with her peers in the sports industry and continue to grow her knowledge with like-minded individuals throughout this program.