Thayer Lavielle

Thayer Lavielle

Executive Vice President


Speaker Bio

Thayer Lavielle joined Wasserman in 2011 and currently serves as Executive Vice
President, The Collective, leading the division that aims to raise the visibility of women and
drive inclusion of in sports and entertainment. As part of The Collective, Lavielle
spearheaded the formation of The Collective Marketplace in 2021 and The Collective Think
Tank in 2020 – both first-of-its-kind innovations for women in sports.
Prior to the launch of The Collective in 2019, Lavielle led Talent Marketing and Operations
across Wasserman’s Team Sports, Broadcast, Coaching and Women’s groups from 2017-
2019, as well as the sales and marketing team responsible for creating marketing platforms
and singular ideas to support Wasserman agents in their ability to monetize their talent
clients. She was also previously Wasserman’s EVP, Corporate Growth and Development
from 2015-2017 and was responsible for the company’s brand retainer client portfolio from
2013-2015, working with global clients including PepsiCo, Microsoft, Diageo and American
Express.
Lavielle came to Wasserman from Brandthink, a full-service agency in Charlotte, NC, where,
as a partner, she developed numerous projects for sports-related clients. Prior to
Brandthink, Lavielle led the business initiatives of JR Motorsports, where she played the
lead role in developing the Dale Earnhardt Jr. brand. She began her career in journalism as
a producer at ABC News on World News Tonight and Good Morning America before
transitioning into the marketing world, working on both the agency side and directly for
brands. Her longest tenure was at L’Oréal, where she had roles in PR and Marketing,
eventually running Lancôme’s $400 million promotional marketing business.
Throughout her career, Lavielle has negotiated over $250 million worth of talent, brand,
property and venue deals in sports and entertainment. Well-versed in brand and talent
strategy, partnerships, events and hospitality, she has been at the forefront of innovations in
consumer engagement, including app development and integration, personalized
experiences, retail integration, ticketing and delivering thought leadership.
Lavielle is a graduate of Colgate University and lives in Cary, NC, with her husband and
three children.

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