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EXHCHANGE Title: Sports Marketing and Entrepreneurship
Lisa Cotter begins her fourth season as vice president of marketing for the Orlando Magic. She joined the team in August 2013, bringing more than 20 years of experience to the role. Cotter provides strategic vision and leadership for the team’s marketing department.
Prior to joining the Magic, Cotter served as vice president of marketing for Pebble Beach Company, owner and operator of the world-famous Pebble Beach Resorts, which is home to four renowned golf courses, three world-class hotels, a spa, numerous restaurants and retail shops. She was responsible for all marketing strategies, planning and execution -- from traditional advertising to digital programs, direct marketing, public relations, licensing and creative development.
Cotter spent the majority of her career with The Walt Disney Company in various marketing roles. She started out on the Brand Management team at the Walt Disney World Resort, eventually transferring to Disneyland Resort as vice president of marketing strategy. Through the creation of innovative marketing strategies and the execution of integrated tactical marketing plans, including the global plan for the 50th anniversary of Disneyland, Cotter helped set records for attendance and operating income, while optimizing Disney’s loyalty program.
Prior to Disney, Cotter worked at Hershey Foods, where she handled the marketing for some of the company’s most famous candy brands including Hershey’s Kisses, Kit Kat and York Peppermint Patties.
Cotter has a bachelor’s degree from the University of Southern California and a master’s degree from the University of Michigan.
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