NWSL Bay FC

Bay FC Hires Former Warriors Exec as COO

Published on July 18, 2023 under National Women's Soccer League (NWSL)
Bay FC News Release


San Francisco - Bay FC, the new women's professional soccer franchise representing the Bay Area, today announced Jen Millet as its first Chief Operating Officer (COO). Millet will oversee day-to-day operations for the new National Women's Soccer League (NWSL) club, leading insight-driven strategy for the organization and cultivating meaningful experiences for fans.

Millet joins Bay FC from the National Basketball Association's Golden State Warriors, where as Chief Marketing Officer she led the team and the Chase Center on all things brand, including web and digital platforms, game entertainment, and retail operations.

At the Warriors, Millet worked across the organization to unlock the strength of the Bay Area sports community and steered the team to lead the NBA in ticket, sponsorship, and retail revenue, as well as in brand health metrics. As part of Warriors leadership, she oversaw logistics for the opening of the Chase Center and created a shared goals framework to establish organizational vision, mission, and values. Jen and her team's achievements contributed to the Warriors being named "Franchise of the Decade" by Sports Business Journal in 2019. Before her time with the Warriors, Millet led an award-winning brand redesign and new product line launches at Pandora, and held marketing leadership roles at StubHub, Rdio, and Live Nation.

"Jen's reputation for growing and elevating global sports franchises is second to none, having made a remarkable impact for the Warriors both here in the Bay Area and on the global stage," said Brady Stewart, CEO of Bay FC. "As we build out the Bay FC team with top-tier talent both on and off the pitch, Jen will be an incredible asset ramping up operations to create a world-class organization."

She brings deep expertise in sports, consumer experiences, and live events to Bay FC, which she will leverage to create a top global sports franchise environment, driving engagement and transformational growth for the team in its inaugural 2024 season and beyond.

"Throughout my career, I've worked to build organizations and brands that forge deep community and fan connections through strategies that drive growth and engagement," said Millet. "It's an incredible time to be involved in women's sports, and I'm honored to work alongside the team's founders, leadership, and players to create a lasting legacy for Bay FC and the entire region."

Millet will ensure Bay FC fosters and instills a culture of inclusivity for both the team and its fans. She'll lean on her marketing and start-up experience to create operational efficiencies, ensuring the team remains flexible and resilient to drive the business forward.

Millet will work closely with Bay FC CEO Brady Stewart and General Manager Lucy Rushton to continue building the team's front office and field a team for the 2024 kick-off. Ticket deposits are now open for Bay FC's inaugural season and new merchandise can be purchased at BayFC.com. Fans can also follow @wearebayfc on social channels for more exciting announcements to come.

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