First, let me be clear — I already knew soccer was played in halves, not quarters. So, no, that wasn’t one of my key learnings in my first 100 days as chief marketing officer of the New York Red Bulls. With that said, there’s been no shortage of lessons. Some big, most small – the kind of micro-learnings that surface hour-by-hour in a job that never stops moving.
The pace of this role reminds me of a nickname I picked up in high school soccer: “No Reimer Reason” (my maiden name is Reimer). Back then, it was a nickname coach shouted from the sidelines. Today, it feels almost prophetic. Life in the front office of a professional soccer club mirrors the idiom itself – complex, layered, and always shifting. Just when you think you’ve mapped the play, the ball moves, and you’re forced to adjust on the fly.
Some days it feels like there’s no rhyme or reason at all – and that’s exactly what makes it exhilarating. With that, here are 10 things I’ve learned in my first 100 days in the job.
10. Fans first, always: I’ve always prioritized a customer first approach and in sports, fans don’t just buy the brand — they become it. They take ownership, feel pride, and expect a seat at the table. That passion is both our greatest asset and our biggest responsibility.
9. It’s a complex puzzle: There’s no single lever to pull. Success is the sum of dozens of moving parts all being done right.
8. Game day is the ultimate KPI: In most industries, results show up scattered across markets and channels. Working for a team, it all converges in one place: the stadium. On a match day, everything is on display.
7. Winning is a mindset: Beyond the scoreboard, winning is cultural, too. It’s how we show up, set expectations and believe in ourselves. In truth, we must be the team’s biggest fan first if we expect anyone else to be.
6. Vision keeps chaos in check: Without a brand plan you’re stuck chasing fires and reliving Groundhog Day. A vision ties the moving parts together and steadies the ship when so much is out of your control.
5. Diversity in experience makes us stronger: Our organization is comprised of a mix of lifelong fans, seasoned pros averaging a decade in sports, and newcomers like me with fresh eyes. The blend gives us the edge we need to build something sharper than any group could on their own.
4. Curiosity fuels progress: Thriving in a new role isn’t about having all the answers. It’s having the willingness to ask, listen, and learn quickly. Curiosity turns uncertainty into momentum.
3. Innovation in the intersection: Now in the league’s 30th year, MLS has enjoyed decades of epic battles, legendary seasons and incredible talent on the pitch. Innovation means balancing the tradition that built you with the experimentation that will grow you.
2. Control is always partial: I thought leaving CPG meant leaving supply chain disruptions, tariff escalations and market shifts behind. Instead, I traded them for weather, standings and more. The truth: no business has 100% control. The advantage is how you flex around what you don’t own.
And finally…
1. Meaning > Rhyme or Reason: There may not always be rhyme or reason – but there’s always meaning. And that meaning is what makes this job, and this club, worth every sprint, shift and scramble.
Looking ahead: One hundred days is long enough to know I’ve only just begun. What excites me most isn’t what I’ve learned, it’s what’s still ahead: building alongside this team, amplifying the passion of our fans, and creating experiences that stand out not just in MLS, but across sports.
Here’s to the next 100 days – and all the learning still to come.
Katie Nahoum is the chief marketing officer of the New York Red Bulls.
Rivalry game
Games with NYCFC always have a little extra emphasis. Saturday night will be no different as the Red Bulls host their rival at Sports Illustrated Stadium while continuing their playoff push. For tickets, click here.
