Each year, the Rose Bowl stadium and nearby New Year’s parade is the vantage point of Southern California seen by millions of people across the world. It has served as UCLA’s home football stadium since the 1980’s. And the most beloved bands and musicians from across the globe make stops at the iconic premiere music venue, which opened just over a century ago in 1922.

This year, the Rose Bowl has tapped into the talent of Cal State Fullerton’s College of Business and Economics alumni, naming Lindsay Cope ’18 as the marketing manager.

A Day in the Life Leading Marketing for a World-Famous Stadium

Two months on the job and Cope has found that every working day is unique and special at the Rose Bowl.

“There is always so much happening, whether it is preparing for the next soccer match or concert, gearing up for the upcoming UCLA football season, client walk-throughs, promo shoots or tours,” she says.

“Because we are in the midst of our busy event season, my days are filled with planning meetings and weekly check-ins with our premium seating and sponsorship teams.”

While the yearly calendar and events of each day always bring something different, there are some constants for Cope, including social media promotion, working with a graphic designer on digital and print projects, and managing the stadium’s marketing budget.

“We are a very small but mighty team, so along with the tasks and projects normally on my plate, I am always ready for all-hands-on-deck situations to ensure our full team is being supported,” she says.

“The most fun part is not only working and capturing content during our largest events but getting to experience these events from different stadium perspectives – down on the field for a soccer match, seeing a concert from the floor or elevated in the Pavilion, and so many more. It will never get old!”

By heading marketing for the Rose Bowl, Cope is in a way marketing Los Angeles and the state of California to many around the world!

CSUF Days and Early Career – Following the Marketing Path

Cope’s journey to leading marketing for one of the world’s most iconic stadiums before age 30 began in her childhood, when her father pursued a marketing career.

“The term ‘marketing’ was always a household word for me growing up,” she recalls. “My dad’s immense dedication and love for his job resonated so much with me that I made the decision very early in life that marketing was the career path for me.”

Because Cope’s father taught a class for the late Center for Family Business director Mike Trueblood, she was introduced to Trueblood’s successor, Ed Hart, with whom she developed a strong friendship.

Combined with her father’s acclaim for the business education at Cal State Fullerton, Cope made the decision to become a Titan.

“The opportunities available to me through receiving a degree from such a highly reputable business school and the marketing internship I had under Ed Hart truly set me on a path for a successful career,” Cope recalls. “I am forever grateful for this connection and the growth-focused environment I was provided during my education.”

Following graduation, Cope stepped into the professional world, embarking on a Southern California marketing career.

For nearly three years, she worked for the Beverly Hills Chamber of Commerce, first as a marketing and event coordinator, then rising to marketing and event manager. During this time, she executed all email and social media marketing for the Beverly Hills Chamber and planned and led 10 large annual business events.

From 2021 to early 2023, Cope utilized her marketing skills in the service of Spectrum Reach, a national advertising company in a role focused on lead generation, media placement and event management.

“My role at the Beverly Hills Chamber of Commerce allowed me to develop skills in an extremely traditional marketing environment, whereas Spectrum Reach allowed me to further expand my marketing knowledge in a sales-driven organization,” she says.

“After two years at Spectrum Reach, I took my professional experience to the job market and landed the position of marketing manager for the Rose Bowl Stadium – a role that now allows me to utilize both marketing and sales experience in an iconic and fun workplace. Truly a dream!”

Approaching Storytelling and Marketing

After leading storytelling efforts at the Beverly Hills Chamber of Commerce and now the Rose Bowl, aspiring and current marketers would do well to learn of Cope’s methods and approach.

“Brand storytelling is imperative to having a successful marketing campaign,” she explains.

“Storytelling is memorable, which is key in this media-driven world where countless ads and products are being pushed into the consumer market. Any company can easily share the details of why their product or service fits the needs of their customers. But companies that go deeper in promoting what sets their brand apart through their unique history, values and loyal clientele will further connect with their audience on an authentic and personal level.”

Cope sees this approach as resulting in greater consumer trust of a brand, ultimately influencing decisions on choosing a company’s product or service above the competition.

For More on Marketing

As Lindsay Cope’s marketing leadership at the Rose Bowl testifies, the Cal State Fullerton marketing education program prepares a new generation of industry professionals to lead in advertising, public relations, digital marketing, sales, and related fields.

The marketing program at CSUF features the expertise of top teaching and research faculty as well as lecturers from the business world.

For more on the program or how you can get involved or give back as an alumnus or Southern California marketing professional, visit the Department of Marketing webpage. Or read more of our articles on CSUF marketing education and research.