By Joy Williams

“I know for some people this position is the ultimate ‘dream job.” For me it has been a great opportunity to tie all of my skills and experiences together. I consider myself first and foremost to be a marketing and sales person,” says Janice Moore, Senior Manager, Corporate Sponsorship, NFL Properties, Inc. This gives me the framework to affect any business. The greatest challenge in transitioning from Lifetime to the NFL was to get up to speed with the industry knowledge. When entering most other industries you need to submerge yourself into industry information. With the NFL there is the added element of getting into the mind set of people who are passionate about the product, and I was rather detached.”

Many may have expected some difficulty in Janice’s move from Lifetime: television for women to NFL Properties, Inc., but for Janice Moore it has been a comfortable and almost effortless transition into an arena where many imagine being. Janice learned early on the fundamental skills, which she believes, are applicable in a variety of business situations. When focusing on marketing and sales ‘every business is the same and the same disciplines apply. You must learn quickly how the product is being made, and how everything moves along the chain from one place to the next. You must quickly learn about the competition as well.

An executive search brought Janice to NFL Properties four years ago. Her eight years of packaged goods experience along with six years of account managing experience and this combination has proven beneficial to NFL Properties. While NFL Properties culture is evolving toward people with solid business skills and the ability to market and sell their product (football) in addition to a love for the game. The skills of the staff at NFL Properties are the classic business skills, which are easily transferable from a variety of other business settings.

Beginning her career at Whitehall Laboratories (now Whitehall Robins, Inc.), Janice advanced from Sales Promotion Manager to Product Manager. It is in this capacity that she achieved her initial packaged goods success. Janice developed the early efforts that gave Advil the competitive advantage from which the product still benefits as market leader.

Faberge, Incorporated, (before their acquisition by Chesebrough-Pond’s) appreciated Janice’s approach and entrusted her with the responsibilities of Marketing Manager. Making this move caused Janice to shift focus from the analgesic category to fragrances. It was her marketing and sales skills that enabled her to successfully tackle the fragrance industry. Redefining the target audience for the Babe Toiletries Line and implementing a complete restage enabled Janice to demonstrate her superior marketing aptitude. Janice did not stop there; she completed another restage of the Faberge Organics Shampoo and Condition with Advance Collagen Formula while at Faberge, Inc. Additionally, she directed New Product Development with the Research and Development for fragrances and toiletries. The marketing and sales that had become Janice’s core remained so in her next move to Lifetime Television. As an Account Executive, Janice was geared initially toward medical programming. In time as the network reformatted itself, Janice was ready to take on the increasing challenges of Regional Account Manager, Affiliate Sale and Marketing as she sold a broader spectrum of women’s television programming. Janice initiated special event marketing campaigns, directed advertising agencies, and design firms in efforts to increase network awareness while simultaneously leading sales drive.

Some regional marketing efforts included community public affairs programs with local cable systems to augment the networks national marketing and sales platforms, all with a goal of increasing exposure and ultimately increasing sales.

One outstanding example of her work was the full year community public affairs program that focus on Breast Cancer Awareness through on air programming, pins and brochures.

Stepping into the ranks of NFL Properties in 1994 was yet another opportunity for Janice to use an approach that had proven successful several times before. She would keep marketing and sales as her foundation and she would work to learn the industry was an effort quite similar to her past. Learning all she could about football was an effort quite similar to how she had learned about analgesics, fragrances and woman’s television programming. New in this mix was Janice’s search to discover what it means to be a fan and how fans respond.

Once she had gained an understanding of her industry, Janice was ready to effectively engage in the assignments of her job. Janice works with more than 20 consumer products companies, such as General Mills, S.C. Johnson, Hershey and Oscar Mayer, to develop sponsorships that meet the mutual marketing objectives of these firms, whose primary purchasers are women, the “gatekeepers” of the household. Since women represent about 43% of the NFL fan base, these companies provide key opportunities.

Her accomplishments can be seen on the shelves of your local grocery store. The next time you pick up any number of grocery items with NFL emblem, or see an in-store NFL promotion, think of Janice. In addition, the NFL Sunday newspaper inserts in October and January are evidence of Janice’s work for the News America FSI (Free Standing Inserts) media program to 45 million homes nationally.

The NFL Properties approach and atmosphere enhance Janice’s enjoyment of her work. “I like what we’re doing, trying to make a property and market it like a classic product,” says Janice. As a traditional marketer she appreciates, “working with sponsors as a marketing consultant. We work with our sponsors as true partners in an atmosphere of mutual respect.”

People often ask what they should do to get into sports. Janice encourages people to keep the focus on what exactly they could bring to the industry.“ You may have to start somewhere else, but solid business skills will eventually be appreciated in the sports industry,” she says. In order to stay competitive in the marketplace, Janice in enrolled in the Hofstra University MBA program for a marketing degree.

For continued career success, Janice recognizes that networking plays an important role in enhancing your current position as well as future opportunities. Networking not only provides connections to people, but provides opportunity for shared learning. Actively seeking out networking situations can help in your own development. Joining professional organizations can provide valuable assistance. One organization, which Janice belongs, is Women In Sports and Events (WISE). “WISE” is probably the most effective networking organization I have ever been involved in. The speakers share candid and strategic overviews from high levels. The information provided would probably not be shared elsewhere. Most of us are in busy and hectic environments, so it is important to know that meetings are substantive and efficiently run.”

NFL Properties continues to provide Janice with an enjoyable environment. She is always looking to increase her skill and knowledge base and believes that she is on a good platform from which to continue to grow.