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Sarah Hollis Hired as USATF’s Chief Marketing and Revenue Officer, USATF Announces Additional Staff Changes


INDIANAPOLIS — USATF introduced veteran marketing professional Sarah Hollis as Chief Marketing and Revenue Officer and announced a number of internal staff changes Thursday.


“Sarah Hollis is a tremendous individual whose skill set will benefit the organization immediately.” said USATF CEO Max Siegel. “Our staffing continues to evolve as our business and strategic objectives evolve.“



Chief Marketing and Revenue Officer

Sarah Hollis will be joining USA Track & Field in January 2019 as Chief Marketing and Revenue Officer. In her role at USATF, Sarah will have executive oversight of USATF Integrated Marketing, Sales, and Partnership Marketing including sponsorship, social media, branding and community outreach.


Sarah joins USATF from FOX Sports where she served as the Vice President of Sports Brand Partnerships, Brand Communications and Head of Branded Content. At FOX Sports, Sarah helped build a Sales and Marketing team responsible for creating and executing multimedia communications and brand solutions for America's #1 Sports Network. Sarah was responsible for all sports marketing and sponsor driven ad sales programs across broadcast, cable and Fox digital for the FOX’s NFL, MLB, NASCAR/Motorsports, FoxSports1 and digital media properties. Prior to FOX Sports, Sarah was hired by Time Warner Cable Media to build a cross-functional Product Marketing team, where she was charged with defining and implementing the product marketing strategy across all TWC Media product lines (linear, digital, social, VOD and TVE).


Prior to TWCM, Sarah was hired in 2012 by the U.S. Olympic Committee to lead a team responsible for the development of Team USA’s digital network, YouTube channel, social media strategy, digital marketing and broadcast licensing, services and production for the London Games. Before joining the USOC, Sarah held the position of Sr. Director of Marketing Solutions at ESPN from 2000-2012. At ESPN, she was responsible for all sponsor-driven content programs across ESPN News Shows (SportsCenter, PTI, SportsNation, etc),, ESPN The Magazine and ESPN digital properties. Early in her career, Sarah was Deputy GM of Medals Plaza for the Salt Lake Olympic Organizing Committee and held key sponsorship, creative and youth program positions at Major League Soccer.


Sarah graduated from the University of Rochester with a degree in biology and was a field hockey and lacrosse athlete.



Managing Director of Communications

Hazzard leads the USATF communications department and oversees the organization’s overall communications and social media strategies. In this role, she serves as spokesperson for the organization and a key advisor to executive staff. A member of the USATF staff since 2000, Hazzard managed media operations for multiple USATF Championships, the 2014 IAAF Junior World Championships and 2016 IAAF World Indoor Championships. She also managed the operations at USATF’s Black Tie and Sneaker Gala, as well as the recent Night of Legends. She served as Press Officer at three Olympic Games and five World Championships.


She has moved through the ranks at USATF as Publications Manager (2000), Associate Director of Communications (2003) and Director of Public Relations (2013).


Hazzard is an award-winning graphic artist who served as athletics publications director at the University of Kentucky and Louisiana State University. She created the University of Kentucky athletics logo that was used for 20 years and has won multiple CoSIDA and Addy awards. She started her career in sports as the marketing director at the Nick Bollettieri Tennis Academy (now IMG Academy) in Bradenton, Fla.



Associate Director of Outreach & Grass Roots Programs

A member of USATF’s staff since 2011, Lori is responsible for managing the overall responsibilities of the membership area, serving both individual and club members. Bird serves as the primary contact for all USATF local associations and provides ongoing training sessions for membership. She has been and will continue to be an integral part of the annual convention planning process.



Associate Director of International Teams

Sims’ nearly 13-year career at USATF began in 2006 and has seen her progress through the ranks in the High Performance and International Teams department. Sims has been team leader of several international junior and senior teams, managing everything from practice shuttles to hotel accommodations. She will continue to take a leadership role on International Teams and in the administration of those staffs and athletes.



Senior Manager, Marketing and Communications

Ashley Mitchell joined USATF as a marketing and communications manager in August 2016. She has promoted and raised the profile of USATF through traditional and social media, focusing on lifestyle and mainstream coverage, and serves as press officer at domestic and international events. USATF’s social media growth the past two years is in large part due to Mitchell’s leadership.



Senior Manager, Branding

Originally joining USATF as a merchandise sales coordinator in 2012, Chelsey transitioned to a full-time design position in 2014. As the Senior Brand Manager, Chelsey continues to manage and enforce USATF’s brand standards across the organization. She also serves as the traffic manager for the USATF creative brief process, managing the flow of creative projects to and from USATF’s branding agencies.



Associate Director of Accounting and Payroll

Lori has been with USA Track and Field since 2014 after a long career as an accountant with various entities.  As Associate Director, Lori is primarily responsible for overseeing Accounts Payable, Accounts Receivable and Payroll processing. She also will manage employee benefits.  She will be assisting the CFO with managing the responsibilities and staff of USA Track and Field Finance department.



High Performance Programs & Finance Support Manager

Beka has a dual role in supporting High Performance Programs and Accounting in her position. She brings much industry knowledge to her areas of expertise and is in charge of large portions of USATF’s budget process, USOC funding administration and reporting, and communication concerning elite athlete support and payments.

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