Tiago Pinto of the Miami Marlins: Measuring Sports Success & Engaging with Miami's Unique Community

In this episode of "CMO Weekly," host Hayley Clover interviews Tiago Pinto, the Chief Marketing Officer of the Miami Marlins. Pinto, who previously held roles at Nike and Gatorade, discusses his career trajectory and how he came to join the Marlins in 2022.

A significant portion of the interview focuses on the Marlins' marketing strategies, particularly in engaging Miami's diverse community. Pinto highlights the "Heritage Saturdays," which celebrate different South Florida communities with specially designed jerseys, post-game concerts, and language-specific celebrations. He also talks about "Family Sundays," an initiative designed to be inclusive of all family structures, offering affordable ticket and concession packages. Pinto explains that these strategies aim to make everyone feel welcome and celebrated at the ballpark.

Pinto also addresses the challenges of marketing a sports team in a highly competitive entertainment market like Miami, where numerous sports teams, events, and attractions vie for consumer attention. He discusses the impact of MLB's pitch clock on making baseball more engaging and exciting, and the role of international events like the World Baseball Classic and Caribbean Series in drawing new fans to Marlins Park.

The conversation also touches on leadership, with Pinto sharing his approach to joining a new team, emphasizing understanding the problem to solve and fostering an environment where team members feel comfortable sharing their ideas. He describes the marketing team's metrics for success, which include ticket sales, online engagement, and overall "buzz" – measured by factors like phone calls for tickets and VIP appearances at games.

In a rapid-fire round, Pinto shares personal insights, including his favorite city (Los Angeles), the person he'd most like to have dinner with (Mick Jagger), and his love for grilling red meat, particularly picanha, paired with a cold Heineken. He also reveals that he is not nostalgic and is always looking forward.