Enhancement and Measurement through a World-Renowned Franchise: Advice from Placement Josh Brickman
By: Megan Meisse, Prodigy Sports
Candidate placed: October 2016
Home of the NHL’s Boston Bruins and the NBA’s Boston Celtics, TD Garden hosts over 3.5 million people a year, between its 19,600-seat arena, top-notch premium areas and award-winning technology. With two professional sports teams and a record breaking concert season the energy around the building has been buzzing.
Imagine, your first day of work at New England’s largest sports and entertainment arena happens to also be the home opener for the Boston Bruins. From his very first day of his new job with TD Garden, Josh Brickman experienced what it’s like to be a part of a 90+ year old franchise and become part of one of the most passionate fan bases in the country.
Prodigy Sports was pleased to place Brickman in his role as Vice President of Business Strategy for the Boston Bruins and TD Garden. In this role, Brickman reports directly to Glen Thornborough, Chief Revenue Officer for TD Garden and Boston Bruins, and is responsible for the newly created digital team, which includes digital marketing, data solutions and analytics. As the Vice President of Business Strategy, Brickman works to streamline Boston Bruins and TD Garden research and strategy efforts in conjunction and collaboration with marketing, ticket sales, corporate partnerships, premium, retail, and other business lines.
Brickman and his team provide direction on consumer marketing, customer analytics, retention and sales strategy, retail operations, CRM and sales planning, in addition to, general market research to keep TD Garden as an industry leader in digital trends and maximization.
“It’s been a really incredible experience getting familiar with everything. The transition worked well and I was able to bring in some of my own flavor to the organization,” Brickman stated.
Many of the projects he is currently working on started before he came in, but Brickman’s role helped to get them these initiatives off the ground. One major task is the launch of SAS, which uses data collection from a variety of sources to help better serve fans in the future. Brickman explained that his responsibility is to lead the SAS project from start to finish, including TD Garden website and mobile application integration.
When asked what one of the most essential elements in using customer relationship management information systems is, Brickman stated, “it’s really two things; have a clear understanding of your goal and be able to clearly communicate the process.” He mentioned how important it is to be good at communicating what he and his staff are trying to achieve, both internally and externally.
In his prior experience at Monumental Sports & Entertainment, Brickman served as Vice President, Strategy & Research, which was a very similar role to his now with the Bruins and TD Garden. One of the biggest differences in his current role is being more involved with the day to day operations with the arena. Brickman attributes much of his knowledge and understanding of certain processes from his education and earliest experience at his first job, where he could apply his economics background to his role.
Although many strategies have changed since his first job, Brickman is excited for emerging trends in the industry. Brickman states, “the opportunity to get away from ‘all to one is possible’. The ability to target an email campaign based on a fans actual behaviors and past interactions with the arena and team is a significant opportunity for us and a great benefit for fans. However, he also shared how it takes time and dedication to get to those next steps. “Anyone can do this work manually but once it is built in the system or in SAS, these tools allow you to build on that process,” stated Brickman.
Having grown up in Connecticut, he always enjoyed that market but admitted it is not easy to move a family. However, there is great benefit in utilizing your resources like family, friends and colleagues for someone looking for a career change. Brickman believes there is incredible value in sports management programs. Though it is not an easy industry to get into, if you leverage your early relationships and build you network, you are quickly reminded of why it is one of the best industries to be in.
For those looking for a career move or to get into the sports industry, Brickman emphasized the importance of understanding the pace of the game and the industry as a whole, something that someone with a sports background may understand at a higher level. However, he went on to state that there is room for every type of background in this industry, especially if you are willing to start in any role to get your foot in the door. “As companies try to keep up with their counterparts, there is deeper need for an individual with a mixed background. Sometimes those backgrounds see it from an outside view and do it better than us!” stated Brickman.
As the evolution of technology emerges, there are exciting new projects to come and look forward to the continued success of Brickman, TD Garden, and the Boston Bruins.