Danielle Williams

Dynamic retail strategist and brand experience leader with 14+ years of progressive experience across sports, entertainment, and consumer technology. I specialize in transforming retail environments into high-performing, fan-centric ecosystems through operational excellence, data-driven merchandising, and culturally resonant storytelling. With nine years in professional sports retail- including leadership through the MLB World Series, All-Star Week, and major brand launches- I bring a proven ability to scale operations, elevate revenue, and unify cross-functional teams around a cohesive commercial vision.

I bridge creativity and strategy to deliver retail programs that strengthen brand identity, deepen fan engagement, and drive measurable business growth across physical, digital, and event-based platforms.

Licensing & Offsite Retail Operations Manager at FIFA World Cup '26- Atlanta Host City (2026 – Present)

Responsible for directing the full scope of offsite retail operations for the 2026 FIFA World Cup, leading strategic planning, partner management, and execution across Fan Festivals, airports, shopping districts, and landmark retail environments. Serving as the operational lead for all non-stadium retail, ensuring commercial readiness, brand integrity, and a world-class fan experience across high-visibility locations on matchdays and non-event days for the duration of the tournament.

Retail Operations Manager & Visual Design Lead at Atlanta Braves, Major League Baseball (2023-01 – 2025-12)

Led the full retail ecosystem for an MLB franchise, driving 60% revenue growth and scaling the operation from 10 to 115 employees for the Braves' primary retail locations. Oversaw year-round retail operations (event, non-event, and gamedays), major event retail, merchandising execution, and brand experience strategy across physical, digital, and experiential touchpoints.

• Led retail operations for marquee events including the MLB World Series, All-Star Week, and major brand launches, ensuring seamless execution, optimized sales, and elevated fan engagement.
• Built and managed a rapidly expanding team, implementing training, recognition, and development programs that strengthened culture and improved performance and retention.
• Identified KPI inefficiencies and redesigned processes to improve accuracy, speed, and operational clarity.
• Developed cohesive visual guidelines across print, digital, social, in-store, and event environments to strengthen team brand consistency and storytelling alignment.
• Partnered with marketing, merchandising, operations, and external vendors to deliver immersive fan experiences and high-impact retail activations.
• Applied consumer insights and sales data to refine visual and merchandising strategies.
• Designed a fan-friendly ecommerce concept to develop an independent online operation.
• Expanded the retail footprint within the Family Relations program, supporting players, families, and front-office staff.
• Executed photography, asset management, and content creation for internal programs, social media platforms and promotional materials.
• MLB x New Era 5950 Day Collaboration- Managed the in-store experience to celebrate New Era's resonating designs in headwear and Atlanta sports culture.
• City Connect Photoshoot- Contributed to developing logistics & on-site visual production.
• New Player & Family Shopping Events- Designed and executed personalized retail experiences for incoming players and their families.
• Family Day Retail Catalog Creation & Operations (Multiple Teams)
• 2021 World Series & Championship Gold Collection (2022)
• 2023 MLB/ATL City Connect Launch
• Threads Lifestyle Brand Store Opening (2023)
• Braves Clubhouse Store full renovation (2024)
• MLB All-Star Week retail operations (2025)

Retail Operations Assistant Manager at Atlanta Braves, Major League Baseball (2021-01 – 2022-12)

• Supported daily operations, merchandising execution, staff leadership, and guest experience for the flagship locations during a period of rapid growth and heightened brand visibility.
• Served as a design contributor to in-store and online retail graphics and signage supporting brand recognition, social media strategy, and creative concepts.

Part-Time Gameday Associate – Supervisor- Retail Keyholder at Atlanta Braves, Major League Baseball (2017-01 – 2021-12)

• Further developed previous foundational experience in guest service, merchandising, POS systems, inventory, and operational leadership in a sports environment.
• Contributed to major event retail, store openings, and brand activations.

Games, Attractions & Rentals Managerial Supervisor at Six Flags Over Georgia (2013-01 – 2016-12)

• Managed daily operations for games, attractions, and cabanas, leading 100+ employees and driving revenue across multiple entertainment zones.
• Conducted weekly inventory audits and optimized stock levels to maximize revenue.
• Designed visually compelling game setups and displays for indoor/outdoor environments.
• Oversaw staffing, payroll, safety compliance, and guest relations in high-volume capacities.

Bachelor of Fine Arts in Studio Art (Hospitality Administration Minor) – Georgia State University