FC Dallas Grabs New Marketing Head from Dallas Morning News
November 12th, 2008 . By: Buzz CarrickMultiple 3rd Degree sources have confirmed that FC Dallas has hired Kelly Weller away from the Dallas Morning News to be the new head of Marketing and Sponsorships for the franchise. Weller has left her position as Director of Sales and Marketing for Quick, Belo’s free daily news sheet targeted at the 20 to 30 demographic, to move into the sports arena with FCD. Although her exact job title has not been confirmed by FCD, Weller will likely head up public relations, communications, and the FC Dallas Foundation in addition to sponsorship and marketing. Weller was described by one source familiar with her work as “high regarded, media savvy, and energetic.” Weller’s versatility in grass routes and modern media marketing, as well as the local connections in the biggest Dallas media organization, should help take FC Dallas to the next level. A new major sponsorship and a high caliber jersey sponsor deal are likely to be high on the list of priorities in the next few months for Weller. As part of the restructuring in the front office that includes the Weller hire, as well as the three firings 3rd Degree reported last week, current General Manager Micheal Hitchcock will be refocusing on improving ticket sales, the specialty for which he developed his original strong reputation. Hitchcock will also continue to oversee the FC Dallas first team, mainly in the area of contract negotiations, and the FC Dallas Youth club. Schellas Hyndman remains firmly in charge of all player personnel decisions with the assistance of right hand man John Elligner. In addition our sources indicate Hunt Sports Group President John Wagner will be taking a more direct role in the FCD organization. While it’s unclear yet where Weller will fit in the corporate structure, our source indicate it’s highly probable she will report directly to Wagner. Concerts and Pizza Hut Park venue operations will remain the auspice of Executive Vice President of Operations Damon Boettcher and Director of Business Operations, Nick Shafer. Buzz says: On paper, I like the look of this hire. A media savvy and news connected person with the background in both major media (Morning News) and new grass route endeavors (Quick), Weller should really help the organization. I also applaud the move to put Hitchcock directly in charge of tickets, an area where he has a proven track record. What HSG/FCD was doing wasn’t working, at the very least they deserve credit for trying something new to get FCD back to the top off the field. 13 Comments Comments RSS TrackBack Identifier URI Leave a comment |
FCD has a new Director of Ticket Sales also.
Quick ?
The free newspaper that the DMN couldn’t give away?
OMG Why not just hire someone from AIG, Enron or any other failed business.
I would read the Quick every day on the train. Also, the lady who gave them away frequently would be out of stock, so don’t know where you’re comin from tater.
It’s grassroots. Not grass routes.
maybe we can actually get a sponsor on our jerseys.
John Wagner getting more involved w/ FCD… Why does Southlake come to mind?
As for PR rep. Kudos to FCD. Since her expertise relates to young people, her efforts are apealing to Concert goers as well.
FCD/PHP doesn’t have anything to do with promoting concerts…that’s solely the responsibility of AEG (the promoter).
Head of sponsorships — so she’s a sales person? Not sure Quick had sponsorships do they?
So marketing will be giving out tickets at train stations? Probably won’t run out…HA!
I don’t like this hire. She doesn’t have a stellar reputation (one of her co-workers at DMN works with me now). People have a misguided perception that having worked for the DMN is some sort of glorious resume bullet. My experience tells me otherwise. Having said that, the promotions and marketing arm of FC Dallas haven’t done much better, so let’s see what she can do.
hmmm, how many 20 to 30 year olds get the newspaper?? Hope that does not translate to him getting 20 to 30 year olds to go to games
Comment by Casey C.:
“I would read the Quick every day on the train. Also, the lady who gave them away frequently would be out of stock, so don’t know where you’re comin from tater.”
Uh, dude it hasn’t been a daily freebie for quite some time. Now it’s a weekly freebie.
Think about the marketing saavy needed to give away something for free.
She apparently has never sold anything but advertising in a free newspaper that looses $$$ every quarter.
This goes down as another great hire in the likes of Greg Elliot, Mark Janko, and every other marketing & PR type that thinks they know soccer.
First I am not an expert but i have been involved with helping get sponsorships for free papers. The only way they are free is by the sponsors paying enough money for the paper to still be published. They also tend to have a hire turn over in Adverstising and sponsorship than things that are paid for because it is harder to track how many people are actually getting the information. Lets see what she can do. She can not do worse than what we have struggled with under Hitches direction.
Does she love soccer? If not, bad hire. That simple.
No, she’s not a soccer person. And she also just had a baby I’m told. I’m sure that won’t distract her from filling the stands.