Succeeding in Media & Sponsorship: Alyson Walker’s Story

Focus on the journey — not the goal.

In an era where people are constantly exposed to multiple streams of content, brands must continue to find ways to effectively engage with their consumers. For Alyson Walker, working for Bell Media means doing just that.

“As Vice President of Brand Partnerships, I lead four teams that focus on developing custom content solutions for our advertising and agency partners. Putting the advertiser’s brand at the heart of our approach, we develop unique and creative ways for brands to tell their stories across multiple content channels and amplify those stories across our powerful media platforms.”

It is no secret that storytelling is an essential component of brand management. However, Alyson explains that one of the biggest challenges encountered in the media and sponsorship industries is its evolving nature. This creates the need to remain on top of current trends and anticipating opportunities.

“My approach has always included a disciplined work ethic and the desire to continue to learn — learn about macro-economic trends, consumer trends and learn from successful partnerships that work. I have always believed that the customer comes first, that building strong relationships are critical. With those beliefs guiding me, I have been fortunate to work for great organizations and learn from tremendous peers.”

Although the media and sponsorship industries have undergone tremendous changes, Alyson recognizes that multiple opportunities come with this. She does note however, that despite this ever-growing cascade of changes, a few things still remain constant.

“Content is king, sport is as exciting as ever, and Canadians are consuming sport content with more vigour than ever — across every media platform simultaneously. The business challenges grow, but the opportunities are greater than ever.”

Before Alyson transitioned to her role at Bell Media, she was recognized in 2012 as one of the top sports business professionals who achieved remarkable career success during her time at the Canadian Olympic Committee. When asked about what it meant to be recognized as a 5 to Watch award winner, Alyson did not hesitate to express the honour and privilege that comes with this distinction.

“I was both humbled and deeply appreciative of the team of people that dedicate their time to recognizing others and motivating the next generation of top performers. If this award can serve to motivate and inspire others, then I feel most proud. 5 to Watch has developed into a coveted award and best in class event, partly because of the diverse and impressive level of talent that the award has recognized.”

Alyson has certainly made a mark in the media and sponsorship industries, but for young professionals and aspiring sports business professionals, what does it take to succeed?

“Focus on becoming an expert at what you do and establish yourself as a high performer with a demonstrated track record for success, regardless of what industry you are in. It is about the journey itself, not just the end goal so make sure you enjoy it along the way.”

Alyson Walker is the Vice President of Brand Partnerships at Bell Media. To learn more about Alyson’s story you can connect with her on LinkedIn.

Do you know someone who's making a mark in sports business?

Nominate them for this year’s 5 to Watch, Canada’s Sports Business Awards by February 28. For more details or to nominate a sports business leader, please click here.