Heidi Pellerano joined Concacaf in February 2019 and is responsible for leading the Commercial division. In this capacity, Pellerano is responsible for developing and managing strategic partnerships to maximize the commercial opportunities of the organization. She has direct oversight of the departments of Business Development, Partnership Marketing, Digital and Emerging Technologies, Strategy, Media Distribution, and Broadcast Productions. She is also a member of the executive leadership of the Confederation.
Prior to Concacaf, Pellerano was an Executive Vice President at sports marketing agency Wasserman where she was responsible for leading Wasserman’s brands consulting division and multicultural practice. During her time at Wasserman, Pellerano consulted for leading brand retainer and projects clients such as AT&T, American Express, and Target on a wide range of business challenges including sponsorship strategies, negotiations, and measurement across sports, entertainment, and music. Additionally, she led Wasserman’s multicultural team in Miami with a focus on developing partnership and activation strategies for clients targeting the Hispanic segment in the United States as well as Mexico.
Previously, Pellerano served as a Director with Raleigh, North Carolina-based sports, and entertainment consulting agency 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 including the development of a comprehensive music strategy 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 including the NBA, USTA and Madison Square Garden.
Pellerano began her career in sports marketing as 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 started her professional career as a consultant at research firm Analytic Services (ANSER) in northern Virginia. At ANSER she was assigned to the B-1 Team embedded at the Pentagon charged with evolving the bomber’s electronic countermeasures defense system so the aircraft could play a different role in the US military strategy.
Pellerano holds a Bachelor of Science degree in electrical engineering from Duke University with a specialization in robotics, a Master of Science in sports management from the University of Massachusetts at Amherst, and an M.B.A. from Duke’s Fuqua School of Business. She is a native of Puerto Rico, born to Dominican parents. She currently resides in Miami.