We’re kicking off the New Year and closing out the college football season with a Mom whose team experienced a lot of excitement in 2018! Erin Kraebber is the Associate Athletic Director for Marketing at UAB Athletics, which just completed a historic year on the football field, going 11-3 in only their 2nd year back after the program was elimnated in 2014.
Erin and I connected on LinkedIn in the fall, and after I noticed she was running a parenting related website of her own (more on that below), I knew our common interests meant we had to talk and that I wanted to know her story. Not only has she shared with me a few tips to better manage my time with this page, she also knows past Sports Biz Mom interviewee, Corrie Schantz. It never ceases to amaze me just how small this industry is, and I continue to be grateful for that as it has given me the opportunity to meet so many women who are generous with their time and genuine in their intentions.
If you have been following this blog, I encourage you to check out Erin’s – I know I’ll be keeping a close watch!
Erin Kraebber joined the UAB Athletics staff in 2016 as Associate Athletic Director for Marketing. She is responsible for the operations of the sports marketing department including branding, advertising, in-game promotions, game production and community engagement.
Kraebber joined the UAB staff following three years at the NCAA National Office. Working in the Championships Marketing, Broadcast and Alliances area, Erin served as the primary liaison to NCAA Corporate Champions and Corporate Partners: AT&T, Infiniti, Lowes, Scott’s Miracle Grow, UPS and Werner Ladder. She developed fan engagement programs and assisted corporate partners in their activation of the NCAA platform at key events including Men’s College Cup, Women’s Volleyball Championship, Men’s Final Four, Women’s Final Four and Women’s College World Series.
Prior to moving to the NCAA National Office, Kraebber served as the Director of Marketing at Bradley University from 2010 to 2013 and the Assistant Director of Promotions and Advertising at Purdue University from 2006 to 2010.
A two-time Purdue University graduate, Kraebber earned a bachelor’s degree in management in 2004 and master’s degree in organizational leadership in 2006. She is a board member of the National Association of Collegiate Marketing Administrators and has been recognized with several national awards for her successful marketing efforts.
Erin is also the creator of Her Generation Project, a site focused on connecting mothers of daughters with other mothers of daughters to build a network of #GirlMoms. Her Generation Project was recently recognized as one of the “33 Best Mom Blogs You Haven’t Read Yet” by the Stay Sane Mom.
A native of Oshkosh, Wis., she resides in Hoover, Alabama with her husband Karl and daughters Allyson and Hadley. Connect with her on LinkedIn.
What are your day-to-day responsibilities with UAB Athletics?
In my role as Associate Athletics Director of Marketing, I have oversight over a variety of different operational elements within the UAB Athletics department. I am responsible for the branding, advertising and ticketing strategy that directly impacts how we position our program in the community and on campus. My team works to determine advertising campaigns, creative concepts, sales opportunities, ticket packages, fan experiences, community engagement, campus engagement and more. I determine how our budget is allocated to reach our ticket sales, event attendance and fan engagement goals.
My marketing team also manages the live event operations for our 8 ticketed sports (football, volleyball, men’s soccer, women’s soccer, men’s basketball, women’s basketball, baseball, softball). I have direct oversight of every piece of the fan experience for football and men’s basketball, and oversee the two staff members handling this for the other six programs. This is everything from the music that gets played to the use of band and cheer to fireworks, to fun contests for fans during the games and the scripting of the game for the announcer.
What sort of daily or weekly routines have you established to keep your family on track?
Now that the girls are both in elementary school and very close to the same daily schedule, this has gotten a lot easier to manage. My husband is a major piece of this puzzle and we have a pretty set routine we try to stick to on the school days. Luckily we both have somewhat flexible schedules (on average) and aren’t racing around as much these days. We also use a shared Google calendar for everything for all of us – this includes game days, the kids’ school events, their sports, work travel, etc…
Our girls wake at 6:15 AM and I do the dressing while Dad does breakfast and packs lunches (we have one that straight up refuses school lunch). Breakfast at our house is a microwave Eggo product of some kind or peanut butter toast. After breakfast they do teeth and hair brushing while I close up backpacks. They are out the door for the bus to arrive at 6:50 AM. It’s quick but we find that giving them the minimal amount of time works best. This way, they can’t ask for playtime or expect to watch TV before school. Once they are out, I get myself going and to work by 8:30 AM. I am not an early morning person at all!
After school its much of the same. If I do not have an event, I try to get home by 5:45 PM and my husband usually is about the same or earlier. We try our best for no work between the time we leave the office and the kids go to bed. Dinnertime is critical family time for us. My husband does all the cooking. ALL THE COOKING. Every dinner we go around the table and share about our day.
After dinner we go through backpacks and try to do as much as we can to be ready for the next day. They both now have activities – so it’s dance two nights every week and then volleyball is seasonal. I typically do all things related to dance and try to pick days for activities that align with our schedules the best. On those nights we might just meet out for dinner and everything does get a bit rushed.
Once the kids go to bed, I’m back on my laptop; creating game scripts, working on graphics, sending emails and getting myself prepped for the next day. Often times, I have so many meeting during the work day that I feel like I get nothing done. My husband often hates it that I work late at night but I just haven’t figured out another way to be more efficient during the day hours. I don’t like to feel the stress of unfinished projects and deadlines weighing me down. I also enjoy the quiet of my home to do work at night from the comfort of my couch.
If it’s an event night for me, their routine doesn’t change but it is all on Dad to execute. I get home when I get home and catch up with them in the morning to do it over again. Weekends are different and a toss up as to how much family time we get.
How do you integrate your girls into your busy sports lifestyle?
Honestly, they just don’t know any other way. They were born into it and have always been around college sports. Their grandparents are highly involved at our alma mater (My husband is a 3rd generation Boilermaker – which is also where we met) so they have a love of all things Purdue and know a lot about the different sports. My husband and I both love sports, so naturally it’s on a lot at home and they are big Purdue, Wisconsin, UAB, and Packer fans. They also pick up random teams based on wins, jersey color and mascot.
But on a more serious note, they don’t always get integrated. We have learned that it’s best for them not to really see me at games. They know when they come to football or basketball, Mom can wave but they can’t really come down to the score table/field and spend time with me. I can’t do my job and keep track of them at the same time. It caused issues when they were younger and didn’t understand “Mommy is working” so sometimes they just didn’t come. Now that they are older they like being fans but coming to games that start at their school day bedtime is not an option.
As they get older, they do want to come to more, and they will ask to go to weekend events to help. If my husband is out of town or just one of them wants to come, they are good enough to entertain themselves or be helpful to me while Im working. They like handing out programs or rolling posters. I really don’t let them around the sidelines, be ball kids or anything like that. I probably could but I just don’t want them taking away a spot for a fan or getting too much special treatment.
My staff becomes part of our family so people I work closest with are really great to my kids and my kids enjoy seeing them more than me most of the time!
The sports industry, and in particular collegiate athletics, is notorious for its demanding schedule and long hours. As a leader in your organization, how would you suggest women and/or parents approach the subject of flexibility with their supervisors?
This is a tough one because every organization has its own culture and cycles of demanding times. I’m a proponent of flexibility for all employees, not just those with kids. It’s tough when you are just starting out in a career to make any type of demands but I think with experience comes more flexibility.
You learn how you work best and can create a system that allows you to get your work done and still do the other things that are important to you. The best piece of advice I can give is to be honest and realistic with your asks for flexibility. I didn’t start out saying I refuse to work from 5:00 – 8:30 PM on school nights, but that has evolved over time because I have shown I am someone that gets work done and that family time is important. Start with the things that are the most important and show that you can fulfill your responsibility to earn flexibility.
You also need a really good support system to parent in this career. I could not do this without my husband and his flexible schedule and the help of neighbors, babysitters, co-workers, etc… Our closest family is over 400 miles away so it’s not easy. When a kid gets sick, or has an appointment during the day, or an activity at school they want you to be a part of, we have to find a way to make it work. I have to ask for help and support when it’s important to me. As a supervisor, my staff knows this stuff is important to me and I know what’s important to them. We can advocate for each other.
What motivates you to continue to pursue your career in sports?
I really seem to gravitate towards challenging positions. I enjoy the process of building/rebuilding, so seeing small successes over time is fulfilling. It is true that our jobs are easier and more enjoyable when our teams win but we have little to do with that.
I love the brand-building side of things and also watching the programs, individual athletes and members of my marketing team grow. The traditions and fan loyalty of college programs cannot be found everywhere. Those things are unique to college sports and I enjoy working hard to keep improving them.
What professional accomplishment are you most proud of?
I’ve had a lot of memorable experiences over the years, but not much can compare to the re-birth of UAB Football in 2017. I came to UAB after the program was shut down in 2014, amid some major backlash from the community and a lot of local politics. The program was reinstated but still had 2 years with no games and not much of a team when I arrived. Coach Clark stayed and a lot of people worked tirelessly to build a new brand and a totally new identity for UAB football. We shattered every record from a ticket sales, attendance, national media, on-field performance standpoint that had ever existed for UAB and Conference USA.
Watching what this team has done for the community and the brand of UAB as an institution has been amazing. No one believed it but those of us working on it from the inside. The team was picked to finish dead last in all of college football in 2017, went on to a program best season until just this year when we went 10-3 and won the program’s first conference title in just its 2nd year back. It’s a truly amazing story and I have no doubt it will be made into a movie someday.
Outside of work, you also run, author and maintain the Her Generation Project website/blog. Can you tell us more about what lead you to create this site and what you hope it can provide to other parents?
I launched this passion project in March of 2018 as a result of some conversations with other mothers I spend time with – when I do have the time to spare. We are all mothers with daughters, going through different struggles on how to do “the right thing” as parents. Kids are growing up in a much different world these days!
The more I listened, I learned that all moms, no matter what they do or how they parent, are struggling with something. We all want to know that there is someone out there that can relate to our insecurities and tell us it’s all going to work out. To tell us they have been there and we aren’t going to screw our kids up for life. It’s a legit fear!
The website itself is a blog based repository of stories and experiences targeted at mothers of daughters. Its real life situations and how I or another mother has handled them. A blueprint of sorts that a mom can read and take pieces from and apply it to her own situation. It covers a variety of age groups and some things are light-hearted and fun and others are more serious.
The other component, and the most special I think is the social network that goes with it. Readers are invited to join the Project Network which is a closed Facebook group of moms that share advice, seek feedback, answer questions and more. It’s a safe space for judgement-free conversation with the goal of easing fears and connecting to moms in similar situations. It’s about real life things and nothing is off-limits.
I hope to push out quality content that is relatable for parents. To let them know that it’s all going to be okay and that they are doing a good job – whatever that looks like for them and their current situation. I want to grow this network to give Moms a place to come to for honest feedback from other Moms that are doing it in real time. They can take a little bit from everyone in the group and find something that will work for them. There is no one way or best way to parent and that is absolutely okay.
If anyone would like to join the Her Generation Project community, how should they get in touch with you?
The Her Generation Project Network is a closed Facebook group but access is available to any Facebook member that would like to join. The page can be searched and is also linked directly from the Her Generation Project website or the Her Generation Project Facebook account. When you request to join the page via Facebook, you will be prompted to answer a couple of questions about yourself. I field all the requests and typically get them processed in less than 24 hours.
The closed group is really where the networking and real conversations happen. Its a judgement free zone where members are invited to post comments, share experiences and ask for advice on any parenting topic. No matter what it is, silly or serious, chances are very good that someone in this great group of ladies has been there and done that. If a member is ever uncomfortable asking a question or sharing feedback under their own name, they are welcome to use the messaging feature to send it to the Her Generation Project account and it will be posted anonymously on their behalf.
You can also follow along on the public Facebook page or on our Instagram Account (@hergenerationproject).
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SPORTS BIZ MOM KEYS TO THE GAME:
- Use routines to help keep your family on track – Control what you can to limit surprises. Eliminate distractions in the morning, make your lunch the night before, pick out your clothes before you go to bed, etc. – your kids wil take comfort in knowing what to expect and you will all get out the door in a less chaotic form.
- Fulfill your responsibility to earn your flexibility – Life happens and we all want to work for an organization that respects our time outside of the office. Prove that your work and word is reliable before you need the flexibility and you’re much more likely to receive it.
- Build a support system and don’t be afraid to ask it for help – Whether it’s a spouse, grandparents, a back-up babysitter, or even your co-workers – you’re going to need some help to take care of your family every once in awhile in this business. Your toddler will undoubtedly come down with pink eye the week of your team’s big rivalry game. Make sure you have a plan with your village AND your boss to before you’re all quarantined.