Shauni Cartwright is a senior communications manager with a career goal of becoming the head of media and marketing for the Seattle Kraken, and aims to secure an entry-level position in marketing/media with an NFL/NHL team after graduating in 2026. She has extensive experience in media relations and brand communication, notable roles with hockey teams, and a strong online professional presence. Cartwright's vision is to transform sports media by enhancing connections between fans and players through engaging digital content.

1. PERSONAL BRAND
EXPLORATION
Shauni Cartwright
Sports Marketing & Media
January 17, 2025

2. GOA
LS
Short Term Goal:
Immediately after graduation,
2026
Acquire an entry level
marketing/media position
with an NFL/NHL Team
Apply for entry level positions
in fall 2026
Long Term Goal:
Become to Head of Media and
Marketing for the Seattle
Kraken while also being an
author in my free time.

3. OCCUPATION
Senior Communications Manager
Potential Job Titles:
• Media Relations Specialist
• Media Relations Coordinator
• Manager of Media Relations

4. TARGET
AUDIEN
CE Advertising
Agencies
Sports
Organizations
Digital
Marketing
Agencies
Small Business
Groups I most want
to work with
Groups I have
networked within
Groups I have the
most knowledge
about
Groups I have
dreamed for, and
want to learn from

5. COMPETITION:
Work Experience:
• 1yr3mo Media Relations Manager
• 2yrs 7mo Brand Communication & PR Manager
Education:
• Entertainment Business, M.S.
• Public Relations M.S.
• Communication & Media Studies B.A.
Noteworthy Experiences:
• Only worked with hockey teams , has had
prominent roles within the Seattle Kraken for
over 4 years.
• SEM Mentor at Seattle University
Skills & Proficiencies:
• Korean
• Sports Media/ Entertainment
Overall Online Presence:
• 500+ connections, professional headshots, not
Work Experience:
• 3 years Media relations Manager
• 5mo Senior Communications Manager
Education:
• Communications, B.A.
Noteworthy Experiences:
• Sports intern for 2 NFL Teams and 2 NHL
Teams, working from an entry level position to
a senior position in under a decade
Skills & Proficiencies:
• Microsoft Office- 1 endorsement
• Social Media/ Social Media Marketing- 12
endorsements
Overall Online Presence:
• 500+ connections, she has professional
headshots, active on social media

6. IDENTITY
Core Values:
1. Honor
2. Commitment
3. Reliability
4. Creativity
5. Accountability
Why you do what you do?
Changing how the people view the world of
sports. Helping the teams increase their
social media to correlate with increased
tickets sales and interest
How you do what you do?
Creating Different types of media post that
share a story for the public,.
What do you do?
Digital Media and Marketing for NHL & NFL
teams/ Professionals
Vision:
To change the way the media views sports and their players. To show
the world that they are worth more than being “Celebrities” to
Passion:
Creativity in all Forms
SuperPower:
Using Media to make
viewers feel emotions
they haven’t before.
Guiding Principle:
“The greatest pleasure in life is
doing what people say you cannot
do.”
Golden Circle:

7. PROMISE POSITION
The content I create
connects fans with the
teams they love with
engaging and
impactful social media
content and strategies.
This build lasting
relationships that can
transfer throughout
generations.
Transformin
g
Sport’s
Media

8. NETWORKING
DigiMarCon
Austin, TX July1-2, 2025
Objectives:
Hear from some of the most audacious
and thought-provoking speakers in the
digital marketing, media and advertising
industry. Network with leaders,
collaborate with your peers and build
your professional network.
SBJ Media Innovators
November 18, 2025 New York,
NY
Objective:
To learn about new way to
market and create content,
while also networking with
leadership within the industry.
INDUSTRY EVENTS:
Elevator Pitch:
You know how most Social Media and Marketing teams, just post the on the
field content, or limited locker room content? This content while good for
marketing the team is impersonal, it doesn’t show you the player behind the
jersey. Most Media Teams have now jumped on the band wagon of doing
popular trends that involve the player sometimes. That is what I do all the time;
I will spend the time to make sure that I am marketing the players and team
doing what they do best. What I also do is show the player behind the jersey,
giving the fans someone they can connect with. Give them things they want to
know about their favorite player without invading the players privacy.
Mentor: A Senior level executive with 10-20 years of experience in the Sports
Media world. LGBTQIA Friendly and preferably a Woman of Color.

9. DIGITAL MARKETING
Online ID
Calculator Scores:
• Volume: 1 High
• Relevance: 1 High
• Purity Low
• Diversity : 1 High
• Validation: -2 Low
Brand Archetype:
Archetype: Creator
Description:
A person who expresses themselves
through doing, making, or curating. To
be imaginative and creative
Digital Marketing Strategy to improve Online ID Calc.
Scores While Exuding Brand Archetype:
• Focus Variable(s): Validation& Purity
• Type of Content: Videos telling people things they didn’t know about the NHL and NFL; 10-
minute videos, Twice a week
• Primary Tools for Distribution: Instagram, TikTok, Facebook- making promo photos and
clips- networking with different sportscasters and players within the industry

10. PERFESSIONAL DEVELOPMENT
TECHNICAL TRANSFERABLE
SKILL 1: CRM Systems
• Task: Complete CRM Certification
• Org: Hub Spot Academy
• Date: May 2025
SKILL 2: SEO
Optimization
• Task: Complete SEO Certification
• Org: Hub Spot Academy
• Date: June 2025
SKILL 1: Professional
Writing
• Task: take Writing Courses
• Org: Professional Writing Academy
• Date: July 2025
SKILL 2: Social Media
Marketing
• Task: Complete Social Media
Management
• Org: Coursera
• Date: April 2025

11. REFERENCES
• 382 sports marketing jobs in Los Angeles. 382 Sports Marketing jobs in Los Angeles. (n.d.). https://www.linkedin.com/jobs/sports-
marketing-jobs-los-angeles-ca
• 10 jobs in sports marketing (with salaries) | indeed.com. (n.d.-a). https://www.indeed.com/career-advice/finding-a-job/marketing-in-
sports-jobs
• Types of careers in sports marketing (with salaries and tips) | indeed.com. (n.d.-c).
https://www.indeed.com/career-advice/finding-a-job/careers-in-sports-marketing
• Port, M., & Wallace, J. (n.d.). Book yourself solid illustrated: The fastest, easiest, and most reliable system for getting more clients than you can
handle even if you hate marketing and selling. O’Reilly Online Learning.
https://learning.oreilly.com/library/view/book-yourself-solid/9781118611357/9781118611357c2.xhtml#c02_level1_1
• De’Aira Anderson - Seattle kraken. LinkedIn. (n.d.). https://www.linkedin.com/in/deairaanderson
• Lindsey Brown - manager, Media Relations - Seattle kraken | linkedin. (n.d.). https://www.linkedin.com/in/lindseybrown330/
• HubSpot. (n.d.). Hubspot CRM. HubSpot CRM. https://www.hubspot.com/crm/am1-cr069?
irclickid=xe3zxNTCrxyKRRB2lF08ET46UksxWUU2Iye6200&irgwc=1&mpid=2213888&utm_id=am2213888&utm_medium=am&utm_source
=am2213888&utm_campaign=amcid_xe3zxNTCrxyKRRB2lF08ET46UksxWUU2Iye6200_irpid_2213888
• HubSpot, Inc. (n.d.-b). Hubspot Academy. https://academy.hubspot.com/courses/seo-training?
utm_id=607086105590&utm_term=academy_seo+course_EN&utm_campaign=Academy_Portals_EN_NAM_NAM_SEOTrack_e_c_campaigni
d1351921589_agid56973836311_google&utm_source=google&utm_medium=paid&utm_content=_&hsa_acc=9694350438&hsa_cam=135
1921589&hsa_grp=56973836311&hsa_ad=607086105590&hsa_src=g&hsa_tgt=kwd-
349966288&hsa_kw=seo+course&hsa_mt=e&hsa_net=adwords&hsa_ver=3&gad_source=1&gbraid=0AAAAADq1Uhzo28P6Mf6NsAXxVlzP
fKy2l&gclid=Cj0KCQiAv628BhC2ARIsAIJIiK-NFOjbOQxjkBcEOuUBBpH_Ls8VVqDFluP6ntgbbortO8eaIXE2VTMaAuoCEALw_wcB
• Best Social Media Marketing Courses & Certificates [2025]: Coursera learn online. Coursera. (n.d.).
• https://www.coursera.org/courses?query=social+media+marketing
• The Professional Writing Academy. Professional Writing Academy. (2024, November 27). https://www.profwritingacademy.com/