NEW YORK, USA // For over 20 years, Jennifer has been a trailblazer in the world of sports marketing –revolutionizing the way brands identify, construct, and activate sports partnerships to yield maximum ROI.
As Senior Vice President, Global Sports Marketing at PepsiCo, Jennifer was responsible for developing and implementing an integrated global sports strategy that drove brand equity, consumer engagement and business growth across PepsiCo’s portfolio of brands, including 22 flagship global billion dollar brands such as Pepsi, Lay’s, Gatorade, Mountain Dew and Quaker, among others. Jennifer crafted strategic direction; leading and evolving the sports marketing vision and approach for PepsiCo’s multi-brand deals and owned the relationships for PepsiCo’s sports initiatives including the National Football League, Major League Baseball, National Basketball Association, National Hockey League, International Cricket Council, as well as many team and player partnerships. Jennifer oversaw and renewed more than 40 key sports marketing partnerships and was the architect of the Company’s sports consumer engagement strategy.
Prior to assuming her company-wide role, Jennifer served as senior vice president of sports and event marketing for Gatorade, a division of PepsiCo. At Gatorade she served as the lead negotiator on PepsiCo's renewal of a multi-billion dollar deal with the NFL, as well as successfully renewing partnerships and overseeing relationships with the NBA, MLB, WNBA, NHL, US Soccer, Major League Soccer and other professional, collegiate and amateur team properties around the world. At Gatorade, Storms led a team of sports marketing professionals charged with communicating the scientific benefits of Gatorade’s unrivaled hydration portfolio to leagues, teams, athletes and a vast array of athletic influencers such as coaches, athletic trainers and nutritionists. Through those unique partnerships, Storms and her team strived to unlock and evaluate insights to help the brand continue to develop innovative products that met the growing needs of today’s athletes.
In addition to managing the brand’s core relationships, Jennifer was crucial in the strategic renewal of over 30 partnerships with athletes, which included some of the world’s greatest professionals across a wide spectrum of sports, such as Peyton Manning, Serena Williams, Derek Jeter, Usain Bolt, Jimmie Johnson, Dwyane Wade and Michael Jordan. Jennifer’s solid leadership, vast sports knowledge and unparalleled media savvy helped maximize the brand’s exposure in paid and earned media channels, and helped Gatorade move beyond the traditional sports sidelines to reach a broader range of athletes and active people than ever before. She was the key developer and architect of the Gatorade Sports Science Institute in Florida, a sports performance and innovation center.
Jennifer joined Gatorade in June 2009 after 14 years of hands-on experience with Turner
Broadcasting Systems (TBS Inc.); where she rose through the ranks to serve as senior vice president of Turner Sports Marketing & Programming. During her tenure at Turner Sports,
Storms was instrumental in overseeing sports programming on both TBS and TNT networks as well as the division's online properties including the NBA Digital Portfolio, NASCAR.COM and PGA.com among others. She also oversaw business and strategy development for the network's four major sports television properties NBA, NASCAR, MLB, and professional golf, and managed the internal promotion agency responsible for all on-air and off-channel creative development.
Prior to joining Turner Sports, Storms worked for the United States Olympic Committee (USOC). She served as the International Games preparation liaison and lived in Mar Del Plata, Argentina, from 1994 to 1995 working on the Pan American Games.
For three consecutive years, Storms has been named to Sports Business Journal’s “40 Under 40” list earning her an induction into the award's Hall of Fame. In 2008, Storms was named one of the “Marketers of the New Generation" by Brandweek.
Jennifer is a graduate of Northwestern University where she earned a Bachelor of Arts degree. Throughout her career, Storms has been a frequent guest speaker on Sports Marketing at the Northwest University’s Kellogg School of Management.