SVP, Projects and Multicultural Marketing, Wasserman Media Group
Heidi Pellerano joined Wasserman Media Group in 2007, and as Senior Vice President Projects and Multicultural Marketing, she is responsible for leading Wasserman’s different consulting projects and multicultural practice. In this capacity, Pellerano consults with clients on a short-term, non-retainer basis on a wide range of business challenges including sponsorship portfolio assessments, asset valuations and measurement strategies. Additionally, she leads Wasserman’s multicultural team in Miami with a focus on developing partnership and activation strategies for clients targeting the Hispanic segment.
Prior to Wasserman, Pellerano served as a Director with Raleigh, North Carolina-based sports and entertainment consulting firm OnSport, which was acquired in 2007 by Wasserman. In that role, Pellerano was responsible for strategy and client management for Nokia’s sports and music properties. In this capacity, the team developed a comprehensive music strategy for Nokia that resulted in the successful launch of two venue partnerships including the Nokia Theatre LA LIVE and Club Nokia. Pellerano joined OnSport in 2004 as a member of the American Express team, where she was involved with the analysis of American Express’ portfolio of sports, venue, entertainment and ticketing partnerships.
Previously, Pellerano was a coordinator of player programs with the WNBA, where she developed promotional initiatives to raise the national profile of the WNBA. She also created the player development program to help prepare WNBA players for their post-WNBA careers.
Pellerano holds a Bachelor of Science degree in electrical engineering from Duke University, a Master of Science in sports management from the University of Massachusetts at Amherst, and an MBA from Duke’s Fuqua School of Business. She is a native of Puerto Rico and currently resides in Miami.