On this episode of the Superpowers podcast, Bill and Chris invite Deirdre Lester, Chief Revenue Officer at Barstool Sports, to share her experience moving up the ranks of the sports industry as a mother and competitive digital marketing icon. Deirdre was born in New Jersey as the middle child between two brothers before attaining her BA in English literature from the University of Vermont. After a short-lived stint in the finance world, Deirdre took the leap to digital sports media at CNET.com. She told the hosts, “It was so new and innovative and was changing people’s lives.” Soon Deirdre had risen through the ranks of sales at CNET and moved on to ESPN. There she committed herself to a career in digital despite being offered a leading role in the television department. She told Bill and Chris, “I that felt getting into the digital forefront was an opportunity to grow… to be entrepreneurial.” After collecting a vast knowledge of the sports industry and working at other companies like Rivals.com and MLB.com, Deirdre joined Barstool sports in 2018. She saw the potential in Barstool and its strong millennials fan base. “It was eye-opening for me… Barstool was built off the backs of hardworking people.” At Barstool Deirdre helped grow the sales team from 6 people to 33 and has facilitated numerous partnerships. Her superpower is that she’s diligently passionate. Throughout her career, Deirdre not only balanced the responsibilities of motherhood with the demands of corporate leadership, but also diligently identified where industry trends were going, well before they arrived at their destination.
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