Full Name
Nicole Jeter West
Job Title
Co-Founder
Company
Vanguard Maven Group
Speaker Bio
Nicole Jeter West is a visionary leader with over 25 years of experience in the sports and entertainment industry. As Co-Founder of Vanguard Maven Group (VMG), she leads an innovative agency owned and operated by three dynamic women, specializing in strategy, storytelling, and brand I.P. development across sports, entertainment, and media. Nicole’s expertise in shaping forward-thinking solutions has positioned VMG as a game-changer in the industry. Previously, Nicole served as CEO of Underdog Venture Team, where her strategic leadership led to a successful private equity acquisition. Under her guidance, the firm expanded to 30 clients and invested in early-stage start-ups through its venture studio.
Her career highlights include her transformative role at LA28, the organizing committee for the 2028 Olympic and Paralympic Games, where she introduced the first-ever dynamic brand emblem in Olympic history, redefining global sports branding. She also pioneered a progressive data strategy to enhance the fan and athlete experience.
As Chief Marketing Officer at Legends, Nicole drove global marketing and communications, leading expansions into collegiate fundraising and global attractions. She also played a key role in digital partnerships and ticketing at the US Open during her time as Managing Director of Ticket and Digital at the USTA.
Nicole’s career began at Madison Square Garden and the New York Knicks, where she honed her expertise in marketing. Her entrepreneurial spirit led her to found NJW Marketing Consulting and Evelyn’s Kitchen, showcasing her ability to blend innovation and business acumen.
A dedicated advocate for women in sports and leadership, Nicole serves as Governance Chair on the board of the Women’s Sports Foundation and the University of Delaware Women’s Leadership Initiative. She also sits on the board of Next League, an agency that architects and operates complex technologies for the largest sports brands in the world.
Nicole’s impact has been recognized by Sports Business Journal’s "40 Under 40" and "Power Players" lists, as well as Sports Illustrated’s "100 Influential Black Women in Sports." Her leadership and dedication continue to shape the sports and entertainment landscape, driving innovation and inspiring the next generation.
Her career highlights include her transformative role at LA28, the organizing committee for the 2028 Olympic and Paralympic Games, where she introduced the first-ever dynamic brand emblem in Olympic history, redefining global sports branding. She also pioneered a progressive data strategy to enhance the fan and athlete experience.
As Chief Marketing Officer at Legends, Nicole drove global marketing and communications, leading expansions into collegiate fundraising and global attractions. She also played a key role in digital partnerships and ticketing at the US Open during her time as Managing Director of Ticket and Digital at the USTA.
Nicole’s career began at Madison Square Garden and the New York Knicks, where she honed her expertise in marketing. Her entrepreneurial spirit led her to found NJW Marketing Consulting and Evelyn’s Kitchen, showcasing her ability to blend innovation and business acumen.
A dedicated advocate for women in sports and leadership, Nicole serves as Governance Chair on the board of the Women’s Sports Foundation and the University of Delaware Women’s Leadership Initiative. She also sits on the board of Next League, an agency that architects and operates complex technologies for the largest sports brands in the world.
Nicole’s impact has been recognized by Sports Business Journal’s "40 Under 40" and "Power Players" lists, as well as Sports Illustrated’s "100 Influential Black Women in Sports." Her leadership and dedication continue to shape the sports and entertainment landscape, driving innovation and inspiring the next generation.
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