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Thayer Lavielle Announced as Keynote Speaker for PSSBC 2023


Thayer Lavielle, the Executive Vice-President of The Collective at Wasserman, will be speaking at the Penn State Sports Business Conference this year. Lavielle has had an extensive career in marketing and communications, acquiring several high-level positions. She has been with Wasserman for 12 years, holding the roles of Senior Vice President of Business Development for three years, and the Senior Vice President of Consulting for just under five years. In 2019, she led the launch of The Collective, Wasserman’s women-focused division which aims to drive inclusion in the sports and entertainment industries. Throughout running The Collective, Lavielle has successfully negotiated over $250 million in deals, including talent, brand, property, and venue agreements. The Collective has grown, creating new divisions like The Collective Think Tank in 2020, and The Collective Marketplace in 2021.


Lavielle is a strong advocate for women's sports and is committed to eliminating the gender pay gap that female athletes often face. She understands the importance of promoting gender equality and uses her platform to raise awareness about the issue. Lavielle has worked tirelessly to support female athletes and provide them with the resources they need to succeed. Her dedication to promoting women's sports and fighting for equal pay has inspired many and significantly impacted the industry.


Before her time at Wasserman, Lavielle was the Vice President of Marketing & Brand Development at JR Motorsports for three years. There, she created new programs including the Dale Jr. Foundation and JR Nation fan club. She also helped brand the dalejr.com website, and create new partnerships with Sony and Adidas. Lavielle developed Hammerhead Entertainment Dale Earnhardt Jr.’s production company. With her vision, she transformed JR Motorsports into something much larger throughout her tenure with the company.


Some of Lavielle’s other ventures include being the Assistant Vice President, Promotional Marketing of Lancôme and L'Oreal for almost seven years total. Lavielle spearheaded the relaunch of the Drakkar Noir fragrance brand for its 20th anniversary at L'Oreal, elevating it from the 18th spot to the number one position. She also was the Director of Nike Communications, a creative communications agency that is a pioneer in female-led companies in the industry. As the leader of the team, Lavielle secured and maximized press for TAG Heuer, a renowned Swiss watch company, working closely with clients in both the US and Switzerland to boost their exposure as the Official Timekeeper for the World Cup of Ski in Vail, CO and Formula 1.


Lavielle received her Bachelor’s Degree from Colgate double-majoring in French and Religion. The Penn State Sports Business Conference team could not be happier to have Lavielle share her invaluable insights with the attendees at the conference.



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