Alumna Kelly Baker ’24 is hitting her stride at Nike Running

Kelly Baker, a recent graduate from the University of North Carolina (Class of 2024), has seamlessly transitioned into her role as a North America Partner Marketing Specialist for Nike Running, embodying the intersection of sports, marketing, and personal passion. Her journey at UNC and subsequent steps into the professional world serve as an inspiring narrative for aspiring athletes and marketers alike.

### Educational Background and Career Beginnings

Baker arrived at UNC with an undecided major but quickly found her niche by pursuing both exercise and sport science alongside journalism at the Hussman School of Journalism and Media. This interdisciplinary approach not only honed her writing and analytical skills but also deepened her understanding of sports marketing and consumer engagement strategies.

Her initial foray into the professional realm came through Nike’s internship program, discovered through a serendipitous check of her spam mail during her sophomore year. Baker’s stint as an intern was transformative; she described it as a decisive moment that unveiled the brand’s potential impact on her career trajectory. Following a successful second internship, she received a full-time offer, setting the stage for her current role.

### A Day in the Life at Nike

In her position at Nike, Baker’s typical day is dynamic, incorporating an array of marketing initiatives, meetings, and physical activity. A firm believer in the company’s commitment to fitness, she often engages in workouts at Nike’s campus. Her responsibilities fluctuate daily, encompassing collaborations on marketing assets, managing relationships with specialty partners, and strategizing for major events like the After Dark Tour and the Chicago Marathon.

Baker finds fulfillment in her role by connecting with communities of runners. “I fit Nike Running’s consumer muse like a glove,” she explains, noting that her work closely aligns with her personal interests in running and sports. This alignment enhances her motivation and effectiveness in the role, as she collaborates with partners and athletes to execute initiatives designed to elevate the running experience for consumers.

### Influential UNC Courses and Experiences

Baker cherishes the coursework she undertook at UNC, particularly highlighting two classes that significantly shaped her professional outlook. One standout was “Fundamentals of Sport Marketing,” where she partnered with ESPN to craft consumer engagement strategies focusing on women’s sports initiatives—an area she is passionate about. This collaborative project not only provided practical experience but also aligned with her career goals.

In the Hussman School, Baker praised the course “The Branding of Me,” led by Gary Kayye, for its emphasis on personal branding. The course encouraged students to leverage platforms like LinkedIn to showcase their skills, personalities, and aspirations. This proactive approach paid dividends for Baker, as it expanded her network and influenced her career path.

### Lessons from the Rowing Team

Baker’s involvement with the women’s rowing team at UNC proved to be a transformative experience. Having walked on to the team during the challenging era of COVID-19, she discovered the value of discipline, teamwork, and personal growth. Rowing not only taught her about perseverance but also emphasized the importance of credibility in balancing passion and accountability.

As Baker’s career begins to unfold, she applies these insights to her new role at Nike, using them to navigate the complexities and demands of her profession.

### Reflections on the UNC Experience

If given the opportunity to revisit her days at UNC, Baker expresses a desire to relive her cherished routines—running around campus, catching a basketball game, or socializing with friends. This nostalgia reinforces her strong connection to the university and the community that helped cultivate her passions.

### Advice for Current Students

Baker’s reflections carry valuable advice for students currently navigating their college journeys. Firstly, she emphasizes the significance of pursuing independent studies, encouraging students to explore topics that resonate with their interests, akin to her focus on women’s college sports.

Secondly, she urges students not to overlook the potential of platforms like Handshake for job opportunities and LinkedIn for personal branding. By showcasing their passions and skills effectively, students can maximize their networking opportunities and better position themselves for success in their future careers.

### Conclusion

Kelly Baker’s journey from a student at UNC to a professional at Nike exemplifies the power of passion, strategic education, and the importance of building meaningful relationships in the sports industry. Through her multidimensional approach, she not only enhances her own career but also contributes to the larger narrative of women in sports marketing. Her story serves as a reminder for emerging professionals to leverage their interests, embrace challenges, and actively build networks to realize their career aspirations in a competitive landscape. As Baker continues to hit her stride at Nike, her experiences are a testament to the value of pursuing one’s passions while remaining adaptable and driven in a rapidly evolving industry.

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