Today we’d like to introduce you to Maureen Kelly.
Hi Maureen, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
The Journey: From Global Sports to Strategic Brand Leadership
My story began in the high-stakes, fast-paced world of New York. While I started in finance, I was quickly fascinated by the world of sports marketing and dived headfirst into the industry. My early career was a whirlwind of iconic events—from working on projects with the NHL and the US Open to being part of two Olympic Games. Following those experiences, I spent five years at a sports marketing agency, learning how to manage complex brand ecosystems on a global stage. Those early years taught me that at the heart of every great brand is a story that can unite and inspire a massive audience.
The Brand-Side Evolution Eventually, I transitioned from the agency side to the brand side and settled in Atlanta, beginning with four years at ING. This move allowed me to bridge my financial background with my sports marketing expertise, focusing on sponsorship strategies within the financial sector. Most recently, I spent a decade as the Head of Brand and Content Marketing for a specialist insurer. Leading that brand’s story for ten years where I focused on moving the needle through emotional storytelling and integrated platforms.
The Current Chapter: After a decade in my last role, I’ve entered a purposeful and active transition period. While I’m ultimately looking for my next full-time brand leadership home, I’m currently leveraging my twenty-plus years of experience through consulting and staying deeply embedded in the Atlanta marketing scene.
A highlight of this time has been serving on the Sponsorship Committee for AMA Atlanta. It has been incredibly rewarding to work alongside so many wonderful people and give back to the professional community here. This phase has also been a fantastic opportunity to reconnect with old colleagues and industry friends, reminding me of the strength of the relationships built over a career.
This stage is also about personal endurance and finding fresh energy. I’ve recently picked up running again and just completed a half marathon. Whether it’s on the pavement or in a boardroom, I’ve always believed in the “long game.” I’m enjoying the agility of this current moment and the wonderful people I’m meeting along the way, and I’m genuinely excited to see where I’ll bring my experience and passion next.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
In the early stages of my career, especially while navigating the project-based world of sports marketing and agencies, the biggest challenge was the “what’s next?” factor. There’s a certain level of grit required when you aren’t always sure where your next project will come from. However, I was incredibly fortunate that my network became my safety net. Because I focused on building genuine relationships and delivering high-quality work, I found that one project almost always led to the next. It taught me early on that your reputation is your most valuable currency.
During my corporate years, the challenge shifted. As a brand marketer, you are essentially a champion for the future. You’re working to create “future demand”—building the emotional resonance and trust that will pay off months or years down the line. In a world often driven by immediate results and quarterly KPIs, fighting for brand investment can be an uphill battle.
It requires a lot of “internal marketing” to help stakeholders understand that while brand building isn’t always a straight line to an instant sale, it is the foundation that makes every other sale and marketing effort more effective. Navigating those conversations and proving the long-term value of brand storytelling was a challenge, but it’s also what made the eventual successes—like seeing brand awareness more than double during my last tenure—so much more fulfilling.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
At my core, I’m a brand builder who loves the challenge of a complex “puzzle.” My specialization is in high-stakes brand marketing—specifically within financial and professional services—where I bridge the gap between business strategy and creative execution. I don’t just look at a brand as a logo; I look at it as an ecosystem of advertising, media, and sponsorships that need to work in harmony. I’m most at home when I’m taking a multifaceted business and distilling it into a clear, emotional story that actually resonates with people.
Professionally, I’m most proud of the growth I’ve helped spark. During my last ten-year tenure, I led a brand transformation that more than doubled our brand awareness, but the way we did it—through storytelling and genuine connection—is what stays with me. Personally, I’m incredibly proud of the teams I’ve built and the people I’ve mentored. Seeing a former team member thrive is just as rewarding as any successful campaign launch.
So maybe we end on discussing what matters most to you and why?
At this stage of my life and career, what matters most to me is the quality of the connections I’ve built. Whether it’s reconnecting with old colleagues, collaborating with the wonderful people on the AMA Atlanta sponsorship committee, or mentoring the next generation of marketers, I’ve realized that the “work” is only as good as the people you do it with. I value integrity and collaboration above all else.
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