Brand Management Committee Meeting

Welcome and Opening Remarks (11:00AM - 11:15 ET)

Session I. Putting a Legacy Sports Franchise Back on the Front Foot (11:20 -11:45 ET)
After years of change and upheaval, from a relocation to their stint under French ownership, Seattle’s iconic NWSL club was finally returning home, reclaiming its roots—and its crown. The Reign faced a pivotal challenge: how to re-establish its identity with fans, players, and the greater Seattle community, while also simultaneously charting a bold, future-facing course. This presentation by Seattle Reign FC and its brand consultancy partner, Redscout, will dive into how they reimagined the brand for its next era—and for the next era of women’s sports—to reignite Seattle’s pride and show the city, and the world, they’ve arrived.

Speakers:
Ashley Shaffer, Chief Marketing Officer, Redscout
Courtney Carter, Chief Revenue Officer, Seattle Sounders FC & Seattle Reign FC

Session II.  Turning Football Season into a Win for Hellmann’s Mayonnaise with Star Talent-Centric Campaign (11:50 - 12:15 ET)
This session will walk through the strategy and execution behind Hellmann's REGGIE Award-winning multiplatform campaign, Mayotivations, which tapped NFL talent to drive sales during what is typically a slow period for the brand. Leveraging humorous and mayo-pun filled motivational quotes, Hellmann's harnessed the power of football season to stay top of mind for consumers across various touchpoints in their customer journey.

Speaker:
Jenna Dowd, Associate Marketing Director of Condiments, Unilever
Samantha Bernstein, Account Director, VML

Closing Remarks

**Schedule subject to change

 SPEAKER BIOS

Courtney Carter

Courtney Carter is the Chief Revenue Officer of two North American soccer powerhouses, the MLS’ Seattle Sounders and NWSL’s Seattle Reign. Courtney drives all revenue generation across both clubs through membership, innovative partnerships, consumer products and commercially powerful cultural activations.

In her short tenure with the clubs, Courtney’s accomplishments include:leading the Seattle Reign’s award-winning R15E campaign in partnership with Google Pixel, a Rolling Stone–praised anthem song and documentary film with local Seattle music artist Brittany Davis, and also oversaw the Reign’s full brand re-introduction that deepens the soccer rich history of the Club that strengthens fan connection and unlocks scalable, sustainable business. Most recently, she launched the Sounders’ globally recognized FIFA Club World Cup cultural collaboration which included a capsule collection with streetwear brand HOMETEAM and a unique partnership with Warner Records’ newly signed Seattle hip-hop artist Yonny.

Her approach to revenue is rooted in decades of experience at the intersection of culture and commerce. Prior to joining the Sounders and Reign, Courtney ran Carter Media Group, where she managed diverse, innovative and inclusive talent like Liza Koshy, Ghetto Gastro, Selema Masekela and Matt Bellsassai. In this boutique and deep approach to talent brand management CMG focused on producing revenue-generating IP across TV, film, audio, and consumer products—including Liza on Demand (YouTube Originals), CRUXXGG Appliances (BLACK POWER KITCHEN (Artisan) & IN THE CUT with Ghetto Gastro (Audible), Afrosurf with Selema Masekela, and campaigns for brands like Awake NY, Tommy Hilfiger, and Mercedes AMG F1.

Her storied career in sports has been spent across major strategy & creative roles at ESPN, FOX Sports, Soccer United, and CAA. Highlights include leading commercial success of the launch of Women’s Professional Soccer (WPS), producing high-impact campaigns like the Nissan Heisman House, and trailblazing the Digital Talent & Brand Partnerships division at CAA.

Courtney is known by her colleagues and partners for bringing a singular focus: turning culture into commerce—through ideas, platforms, partnerships, and storytelling that move both people and the bottom line. She resides in Seattle, Washington where she delights in culinary adventures, peaceful walks through the region's parks and the grounding rhythm of the ceramics wheel.

Ashley Shaffer

Ashley Shaffer is a brand marketer who loves finding innovative ways to answer clients’ toughest challenges. As CMO of brand consultancy Redscout, she is focused on company growth and oversees all marketing and new business initiatives.

Before joining Redscout, she honed human-centered design strategies at IDEO, served as Chief Brand Officer at the mission-driven apparel brand, Outerknown, and led Brand Strategy at Netflix. Her love of sport, entertainment, and consumer brands has come in handy throughout her career, and she's worked with brands including Major League Soccer, Seattle Reign, ESPN, The National Women’s Soccer League, Netflix, HOKA, Ben & Jerry’s, and Lands’ End. Ashley also served as Fractional CMO for Seattle Reign FC during a 4-month stint as the club underwent a relaunch.

 Jenna Dowd

Jenna Dowd is the Associate Director of Condiments Demand Creation at Unilever, where she leads brand strategy and creative development for Hellmann’s Mayonnaise—the largest food brand in Unilever North America. She is the force behind culturally resonant campaigns that drive both brand love and business impact, including the Super Bowl spot “When Sally Met Hellmann’s” and the “Mayotivations” fall football campaign, which delivered an 11% sales uplift and earned two Reggie Awards for its innovative approach to fan engagement.
Jenna’s career spans global and U.S. brand leadership across Unilever’s portfolio. Before Hellmann’s, she led Masterbrand creative for Knorr, fueling three consecutive years of bouillon growth and elevating the brand’s social impact around affordable nutrition. Earlier in her career, she worked on Vaseline Global, contributing to core lotions innovation strategy.
Known for her ability to connect creative excellence with commercial results, Jenna has also contributed to breakthrough work across categories—from skincare to savory—earning recognition for her leadership in driving behavior change through bold storytelling and strategic partnerships.
Jenna holds degrees in Marketing and International Business from The Pennsylvania State University, where she was a proud Nittany Lion. She lives in Hoboken, New Jersey with her husband and enjoys exploring new restaurants, waterfront walks, and boxing at her local Rumble studio.

 Samantha Bernstein

Samantha Bernstein, an Account Director at VML for the past five years, works across multiple Unilever brands, with a focus on Hellmann's journey into football culture. She's been deeply involved in every step of their five-year push, contributing significantly to their major Football Season campaigns and Super Bowl campaigns, helping Hellmann's authentically connect with fans. Samantha excels at building strong client relationships, translating strategic vision into impactful campaigns, and collaborating with cross-functional teams to deliver breakthrough work, all fueled by her passion for how food, entertainment, and consumer brands truly intersect.