Jessica Gelman

VP of Customer Marketing & Strategy, The Kraft Sports Group


As The Kraft Sports Group’s Vice President of Customer Marketing & Strategy, Gelman leads multiple marketing, operating and strategic planning functions for the New England Patriots, New England Revolution, Gillette Stadium, and Patriot Place.

Since joining the organization in 2002, Jessica has created and implemented an analytics-focused strategy for understanding and marketing to customers across the organization. Her responsibilities encompass four areas: leading the ticketing and retail business lines; driving the customer marketing function including database marketing, market research, branding, analytics and direct marketing; building new businesses to extend the Patriots’ assets; and working closely with other functional areas to further develop business strategy/operations.

In 2012, Gelman earned selection to the Sports Business Journal “Game Changers″ which honors women who are leading and innovating in sports business. This past year, she earned selection to the Sports Business Journal “Forty under 40″ Class of 2014, which honors the most promising young executives in sports business under the age of 40. Gelman represents the New England Patriots on several NFL committees, including Customer Data Management and Fan Engagement Research Advisory.  Additionally, she was selected to be part of Ticketmaster’s Sports Technology Advisors Group.

Prior to the Kraft Sports Group, Gelman worked as a strategy consultant at the Mitchell Madison Group. Her primary areas of focus were the entertainment and financial services industries.

Gelman earned an MBA from Harvard Business School and a BA, cum laude in psychology, from Harvard College. She is an elected board member of the Harvard Alumni Association.

While at Harvard, she was honored as Harvard Female Athlete of the Year after leading Harvard to consecutive Ivy League Basketball titles and NCAA Tournament appearances. Subsequently, she played professionally in Europe. Gelman has been inducted into both the New England Basketball Hall of Fame and The Connecticut Women’s Basketball Hall of Fame.

Gelman co-founded and continues to chair the annual MIT Sloan Sports Analytics conference, the first and largest analytically focused sports conference. In 2012, Fast Company ranked the MIT Sloan Sports Analytics Conference third among its Most Innovative Companies in Sports, trailing only the NFL and MLB Advanced Media.

Gelman is married, has a son, and resides in the greater Boston suburbs.

Jessica can be reached at