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Michelle Palmer is President, Sports and Experiential for The Marketing Arm (TMA), consistently recognized as one of America’s leading sports marketing agencies. Palmer leads TMA’s sports and experiential practices, helping brands tap into these emotional platforms to drive positive brand value. In September 2016, Palmer was named by Sports Business Journal as a Game Changer, an industry award recognizing women making an impact in the sports industry. Palmer is an accomplished integrated marketing executive, with over two decades of experience building strategies and programs that create a deeper relationship between consumer and brand. She combines a wide breadth of experience, including strategy and consulting, partnership marketing, activation, asset management, digital, mobile, retail, content, experiential, promotions and measurement. On behalf of clients such as AT&T, State Farm, Hilton, TopGolf, Nissan, and others, Palmer and her teams manage hundreds of millions in client budgets. Each year, she and her team negotiate hundreds of sponsorship deals on behalf of agency clients, as well as manage team, league and property relationships and brand activation programs across professional, amateur, and collegiate sports, entertainment and lifestyle platforms. During her career, Palmer’s team has earned over 40 industry awards for client work. Prior to joining The Marketing Arm in 2000, Palmer served in a number of brand and agency marketing roles. As Corporate Manager/Advertising at SBC Communications (now AT&T), she created integrated advertising campaigns for the brand’s wireless category, including television, radio, print, point-of-sale, as well as sponsorship marketing programs in both sports and entertainment. Her extensive background in marketing includes experience on the agency side at Bates Southwest in Houston, creating integrated campaigns for GTE Mobilnet (now Verizon). Palmer began her career at GSD&M in Austin where she created advertising and promotional campaigns for the launch of the Texas Lottery, Ballet Austin and La Quinta, while serving on the Corporate Advisory Board for Texas CASA (Court-Appointed Special Advocates for children). Palmer earned a Bachelor’s degree in Business Administration from Colorado State University, and a Master of Arts degree in Advertising from the University of Texas at Austin. Based in The Marketing Arm’s Dallas office, Palmer and her husband have two daughters.