Since her time in Columbia’s Sports Management program, Stephanie Marciano (’12SPS) has become a groundbreaking leader in sports business, particularly the expanding world of women’s sports.
Stephanie is the head of sports and entertainment marketing at Ally Financial. She is responsible for the strategic direction and performance of her portfolio, which includes the National Women's Soccer League, United States Golf Association, NASCAR, and the Las Vegas Aces, among others.
In 2023, Stephanie coordinated a multiyear, multimillion-dollar package with ESPN that allocated 90% of the investment into women’s sports media and secured the first title sponsorships for the Atlantic Coast Conference’s women’s basketball and soccer championships. This year, she's added the USGA, Las Vegas Aces, and Unrivaled to Ally's growing sports portfolio.
We spoke to Stephanie about her experience in the program, inclusivity in sports, and how she defines impact.
#YourColumbia
Why did you choose Columbia’s Sports Management program?
After a long, athletic career, playing basketball at Yale and coaching women’s basketball at Bucknell and NYU, I became interested in the business of sports. I wasn’t well-connected in my twenties, and I was confident that Columbia would help me network with others, refine my skills, and expose me to opportunities.
How did the program advance your career?
At Columbia, I started building professional relationships and my personal brand. One of my many impressive peers helped me land my first corporate job in sports by connecting me with ESPN, and it was a very tough market at the time.
#YourCity
How was your experience studying in New York City?
Going to Columbia and being in the city was inspiring, fast-paced, exciting, and challenging. While studying, I also worked, coaching the women’s basketball team at NYU and living in New Jersey. I traveled to and from New York City multiple times a week on a tight budget. I learned how to prioritize and maintain composure under heavy workloads and high pressure. I had to put in a lot of effort to advance, but it opened a door for me, and I ran through it.
How did you overcome those challenges and achieve success?
I came out of my comfort zone and stretched myself to study, communicate, and listen in new ways. I improved daily and filled knowledge gaps to become the strongest student, athlete, and employee.
#YourFaculty
Looking back at your professors at Columbia, which ones stand out as having the most significant impact on you?
Program Director Scott Rosner, Neil Pilson, Bill Squires, Joe Favorito, Carla Varriale-Barker, and Michael Neuman are fantastic and inspiring. All of them were very knowledgeable, well-connected in the industry, and demonstrated the right leadership and soft skills.
#YourCurriculum
What advice would you give to Sports Management students?
Become a generalist in the field. Learn media, marketing, data and research, PR, etc., so you can be valuable in any conversation and keep doors open for yourself. Also, be comfortable jumping around early in your career. While you’re at a company, be as loyal and hard-working as possible, but when you’ve maxed out your learning and feel it’s time to leave, you can find the next opportunity that will help with your professional development and advancement.
To push boundaries, you have to be comfortable attacking the status quo, which means being disruptive, taking some healthy risks, and leading from the front.
Being a true fan also helps.
What skills or experiences should they prioritize?
In my opinion, early on in your career, nothing is more important than your social skills and ability to command an audience. Confidence and delivery are always as important as the material. As you advance in your career and become more of a leader or subject matter expert, strategic thinking and decision-making will be critical skills, but early on, just be personable and engaging, make eye contact, and be open to taking on tough tasks.
#YourStory
How do you hope to make a positive impact?
To me, having an impact means advancing the sports landscape (for athletes and fans) and driving business results. I’m passionate about equity in sports, so I’m committed to strengthening women’s sports and the economic mobility of women athletes.
In what ways are you working to promote inclusivity and create a more equitable sports landscape?
In 2022, Ally launched the 50/50 pledge, committing to equal investment across women’s and men’s sports media. We’re also working with athletes from various backgrounds to ensure representation among our ambassador roster, a group of athletes that help advise on our sports strategy and connect with our diverse customer base.
In racing, we aim to make the sport more inclusive and welcoming. In golf, we work to break down financial barriers for young golfers regardless of their geographical, financial, or cultural background. We also advance youth financial literacy initiatives with our hometown partnerships. Every investment is intentional and comes with a commitment to leaving a space better off than we found it.
About the Program
The Columbia University M.S. in Sports Management provides students with a comprehensive curriculum and access to sports industry practitioners and influencers. Students acquire skills in areas such as entrepreneurship and innovation, global sports management, facility and event management, and sports law and ethics.
