No Gatekeeping: Building CRM from Scratch – Destiny Castro, New York City FC

This transcript has been transcribed by Riverside.fm, no edits (please excuse any errors)

Sean Callanan (00:01.036)
Very happy to welcome Destiny Castro. She is Senior Manager, Customer Relationship Management at New York City FC. Destiny, welcome to the podcast.

Destiny Castro (00:09.816)
Hi Sean. Thank you for having me. Super excited to be here.

Sean Callanan (00:13.834)
Not a problem at all. actually excited to to have you. I always start the podcast understanding people's sports business origin story. what's yours? How did you find your way into the world of sports business?

Destiny Castro (00:26.744)
man, that's like such a loaded question, but yeah.

Sean Callanan (00:30.232)
That that's why I start with it. That's why I start it, 'cause everyone has a different journey to get in. What what was yours?

Destiny Castro (00:37.206)
So I originally thought I was gonna get into law, whether it was entertainment law or agent, you know, on the sports side, quickly realized that was not for me by any means. and there was a career fair in high school and someone came in and said they went to school for sports management and they are working in sports. At the time, I had no idea, like I knew a business side of sports existed, but I thought it was just like ticket sales, partnerships. You either were on the court, you were part of like, you know, leadership team and that was it.

Not realizing there's a whole world here, I got super excited. Sports was has been a part of my life from the very beginning. And when I realized you can I can mix my passion for like business and marketing, and essentially law at the time, with sports, I was game. I was all in. So went to Syracuse University, studied sports management, mined in entrepreneurship. I was with the men's basketball team for four years under Jim Beheim. and it was amazing. But I knew I wanted to be in sports, I knew

Sean Callanan (01:07.736)
Yeah.

Destiny Castro (01:37.062)
knew I wanted to stay home in New York City. So I was just trying to navigate what that looked like. I got my break in the industry with the New York Mets in Inside Sales as an intern going into senior year of college. And then I interned during senior year for my senior cap zone with Brooklyn Sports and Entertainment. Nets specifically in player relations and community relations. Post grad went right back to the Mets in selling. It kind of took off from there. I I sold for about nine to ten months with the Mets full time, realized

Sean Callanan (02:05.176)
Mm-hmm.

Destiny Castro (02:06.965)
While sales wasn't my passion necessarily, and I wasn't gonna grow there, I knew I wanted to be in this industry. So it was a grind for a while. Contract was up, trying to figure out what that looks like, knowing again, knowing I wanted to be home in New York City, trying to understand what that next big break was. A role opened up here, at New York City FC. it was the ticket sales coordinator role. It was brand new to the club, it was new to me. and after you know, some back and forth, it also

ultimately became my position and it was probably the best thing that's ever happened to me for my career. So I started off there in ticket sales. yeah. It's a lot to unpack, so I'm sorry.

Sean Callanan (02:43.542)
So I'm gonna stop you there 'cause I like cause there's a lot to there's a lot to unpack. So there is a no that that's all right. I mean, firstly, I think fortuitous in in your study that you did that minor in entrepreneurship because the you know, the you know, I'm an entrepreneur and looking at opportunities, but like a lot of people that a that have had success talked about, you know, looking for those opportunities and even being an entrepreneur

i you know, inside an organization looking for for those opportunities. Do you do you think that I guess ha you know, those elit initial studies sort of have helped sort of form your view of the world of sports business?

Destiny Castro (03:20.901)
absolutely. I think y I would say absolutely now sitting where I am, but maybe at the time not too much. and I didn't realize it, quite frankly. Again, I thought everything was like linear, this is what you do, and you kinda grow that way. and I quickly realized and obviously the way my career ended up, that was definitely not the case for sure. So I think it just depends on if you asked Destiny before or now.

Sean Callanan (03:42.006)
And then the other s at No, exactly, but it also is, you know, part of the journey, that experience does become, you know, if you don't know it at the time, it does become later. And then the other part, which is very similar story, there's a lot of lot of people that have been on the podcast started in the in that sales role, in that inside sales, like learning you learn a lot of part of the business and you learn a lot about fans in that s in that in that sales role. and it is

Destiny Castro (04:04.898)
Mm-hmm.

Sean Callanan (04:09.823)
It is a really great entry point because you do learn so much of the business, where the pressures are, why why the revenue is so important, the importance of data and the importance of knowing your your your customer. It is sort of it is sort of like a a birth an internship but also an MBA of sports because you learn so much of much about sports in and so is that where you started to figure out what like the areas that were of interest to you, you know, diving into the data and to the marketing.

Destiny Castro (04:16.291)
yeah.

Sean Callanan (04:38.007)
That sort of helped form where the where you are now.

Destiny Castro (04:38.412)
Yeah. To a certain extent, yes. my passion is people.

And I love to get to know people. I love that sports, no matter where you come from, what walk of life, brings everybody together for a team, right? For a specific goal to cheer on your favorite team. And I think for me, curating those experiences on the sports side is what really like excited me. Understanding how different departments and different pieces all work together for that same common goal, whether you're on the phone selling, whether you're providing the experience, whether you're, you know, back of house trying to make it all come together, all of that.

Kind of just it's the synergy that brings it all together, and that is what excited me. Not necessarily the huss and bustle of selling, you know, the hundred phone calls, trying to get through it. You know, it it's a grind, but it's a grind that definitely prepared me for where I am now. And again, I had no idea I'd be in the role I'm in now. If you asked me about BI, you know, six years ago, it would have looked to you like, what? I don't have a com side background, I don't do all the mathematics stuff, but it definitely set me.

Sean Callanan (05:38.847)
Yeah.

Destiny Castro (05:44.526)
up for success for sure. And under again understanding our fans, what they like, what they don't like, getting to know people. Also being a fan myself, you know, definitely set me up for success, for sure.

Sean Callanan (05:55.82)
So as you said, you've you got your foot in the door, you know, at New York City FC and that role and you've grown in that role and that and that role in that department has grown as as with you. What have what have been some of the changes in both what you've done and what you how your role has changed and how the d how the CRM department and I guess the initiatives you're doing there changed?

Destiny Castro (06:08.46)
Mm-hmm.

Destiny Castro (06:18.218)
Yeah. So again starting in, you know, ticket sales as their coordinator, it was a brand new role and for me, it was like a kid in the candy store. I ki it was nerve wracking at first because I'm like, what am I supposed to do? But once I got like my f you know, foot on the ground and there there was trust amongst myself and our leadership team at the time, I kinda got to create my own role, which is really exciting. Then COVID happened, everything shut down and I'm kind of like, What does that mean? And at the time

you know our CEO and then COO had this idea for BI and it was presented to me and we're just having a conversation. I'm thinking, you know, they're talking to everybody. Long story short, I get a phone call at 5 30 on a Friday. It's COVID. I'm like, my God, I'm gonna lose my job. And I get offered I get this you know offer of like hey what are you thinking about like what would you what are your thoughts on you know taking over Salesforce and CRM? And I was like what

We don't even have that role. What do you mean? So they were like, I mean, you touch this, you used to sell, you work on the back end now with ticketing leadership and helping them with their reporting. What about you how about you take it a step further? And I'm like, Okay. In the back of my mind, I'm scared again, brand new, I have no idea what I'm doing. like me, but I'm also like, wait a minute. Our COO is coming to me with this. He's clearly sees something I don't.

Selfishly it's COVID, it's it's a promotion. I'm like, all right, like you gotta do this. They're they're offering it to you. What's the worst that can happen? So I took it and selfishly was also this is their baby, their eyes are on the prize. So I'm like, great, like, you know, still entry level, like I can grow within this company, let me show them what I can do. So in true destiny fashion, I'm like, all right, let's figure this out. So I guess my fun fact for working in New York City FC, I'm the only person who's ever held every single title I've ever had here. So I've kind of got to create my own

own path and I think that's what makes my journey so exciting is finding what I'm good at, seeing where the gaps are and just building through that and kind of creating my own path here. so that's kind of what happened. It was just a luck of the draw, it was chance. they saw what I was good at and I got here.

Sean Callanan (08:24.17)
Absolutely.

Sean Callanan (08:31.425)
But it was also like I I mean, you know, destiny by name, destiny by nature, obviously, like that's the obvious connection. but also at that time, you know, COVID came, people weren't going to you know, p people couldn't go to games, data became of paramount importance. so you can see why management went, we need to really focus on this, but then from your point of view, like the thing that I take away is when those opportunities come

Destiny Castro (08:35.992)
Yeah.

Destiny Castro (08:47.75)
yeah.

yeah.

Sean Callanan (09:00.425)
in the world of sport, you you grab them with both hands. And that's, you know, the the people who do have success do tackle that job that's a little bit bigger than they think they can take, or tackle that challenge that, you know, seems to be enormous enormous at times, but you know, with grit and persistence and I guess having like again that entrepreneurial eye to say, ooh, that does scare me, but I will lean into it is is is super important. So

Destiny Castro (09:02.008)
Mm-hmm. yeah.

Destiny Castro (09:17.514)
Mm-hmm.

Destiny Castro (09:27.52)
yeah.

Sean Callanan (09:30.209)
You know, so now, sort of you know, fast forwarding to where you are now, knowing that, you know, you've come from a blank canvas and, you know, a s a a starting point. And it's always a either a common conversation or a joke that everyone is on their CRM journey. No no one ever no one ever arrives, they're always sort of striving to more. Where where are you where are you where are you now?

Destiny Castro (09:49.384)
Right. Absolutely.

Destiny Castro (09:56.033)
I mean for me, I make the joke

To everybody, I still don't know what I want to be when I grow up. Right? Like I am truly riding this wave. I know what my passions are, I know what my non negotiables are. I know what my why is. And I just kind of bring that to with everything that I do. I understand like I'm bought in, I'm committed to our club, our vision, our purpose, and what we're doing, you know, as a club. I'm committed to my role, but I also know what I want out of it. And I'm fortunate enough to be here in an organization that allows me to do just that. And I think

for me, if you can't tell from my journey before, I always bet on myself. I can be a nervous wreck.

But you would have no idea when I step into that room. And I think for me, the biggest part working in this club specifically, I'm allowed to show up as Destiny. I'm allowed to show up unapologetically myself. I don't have to code switch. I don't have to fit in a box. And over the years, you know, as you learn, I think to me that's my biggest takeaway and what I always tell, you know, anybody who asks me, if you walk into a room and you have to change who you are, leave that room. That's not for you. And if you there's a I guess message.

Metaphors here, but if there's a table that you want to be at and there's no C for you, pull one up yourself, make way for you, or find someone who has a seat at the table and ask them to pull one up for you. I think for me it's just curiosity. I'm always asking questions, not being scared to just do and ask. And I think that has helped me in my role specifically in data. We have to ask questions, we have to uncover. I make the joke of my five-year-old self would be in awe of what I'm doing because I was the nosy kid.

Destiny Castro (11:34.751)
kid but why but why but why and that's literally my job to answer a lot of those questions and I think that's how it's evolved right you know continuously asking questions putting myself in those rooms not being scared to understand different things and then it it just evolves that way and like okay so what's the goal here? Great let's try and do this so I think that's a big part of how my role has evolved and then again at the end of the day I'm a fan first my job is literally the customer experience and the

journey in all the different facets, right? Working with all the different verticals. What do I like as a fan? What works for me? What I don't what don't I like? And then that sales background of what I hear, what are the common complaints and how do we like synergize that is how my role at least has evolved for sure.

Sean Callanan (12:23.072)
absolutely, and that and that does definitely does explain one of my favorite quotes that you have when talking about a conference that we attend in in seat is you have that philosophy that there's no gatekeeping. and and the fact that you're both willing to share but also seek other people to to to reach out and and share. And that's been a that's obviously a big philosophy of yours.

Destiny Castro (12:36.151)
Yeah.

Sean Callanan (12:48.716)
Personally, both internally from an organisation point of view, but then externally when you're meeting with other data and BI folks.

Destiny Castro (12:48.999)
yeah.

Destiny Castro (12:57.078)
Yeah, for me, no gatekeeping is just like at the end of the day, we might be competitors like on the pitch, court field, no matter the sport, cross entertainment. I'm in New York City, we're competing with any and everything, right? But if we share and if we best practices and one of us wins, we all win.

And I think that's the most important part, like peace. Forget the competition, forget who does what. If something is working for me and our team and what we're doing, I want to share that so other people can experience that. If we tried something and it failed, I want to share that and say, Hey, we did this and it didn't work because of this. And ask, hey, who else has done this? If you were successful, let's chat about it. And it or and that's like on the grand s scheme of things, or it can be as simple as like

I have been trying to crack this code. I know one of you guys have it. Can you please tell me how to do this? And it it's a it's a quick fix. And I think that is so important. And that's that's just how I feel about everything. Again, my philosophy of there's not a chair at the table, pull one up yourself. When you do have a seat at the table, make sure you leave room for others to do the same. That's how I feel about gate like with no gatekeeping. We sit, we talk to each other, and we ultimately make each other better. And I think that is the most

important part of any kind of networking for sure.

Sean Callanan (14:21.492)
absolutely, absolutely, and and appreciate you bringing that no gatekeeping philosophy to this to this chat. One of the one of one of the big things when you're working in the data in the BI space is a move to a new venue, and a move to Amuse Stadium. that's a that's ahead of you with Eddie had Eddie Had Park. how does that, you know, with that on the horizon, how does that change your philosophy as far as, you know,

Destiny Castro (14:27.704)
Of course.

Sean Callanan (14:51.444)
Or un better understanding the fans you currently have, they're attending games now, but then also that that that move and what it's gonna look like, where people are gonna sit, what does that what does that challenge present, but also or that that opportunity present, a move to a new venue?

Destiny Castro (14:54.349)
Yeah.

Destiny Castro (15:03.415)
Yeah.

Destiny Castro (15:07.37)
Again, back to no gatekeeping. We've been tenants for so long, so our data has always been very limited to what we can have. When we open up Etiod Park, we now have the keys to the kingdom. We will have everything. The data floodgates are going to be insane. And while my brain, that's like anxiety-inducing of how do we like navigate all that, I'm so excited, first of all. But it's also this is where I lean on my peers who have had up their own building and how they navigate that, what works, who have maybe been in a similar situation as

Us that went from tenant to owner, what works, what doesn't. Even those who've always had their own building, but maybe moved to a new building, maybe you know, made some improvements, all those different kinds of things. I'm just asking those questions. What do you guys use? What are your platforms? What works? What doesn't? but even taking a step back over the years I've been here, what are the constant questions that we keep asking ourselves and each other that we just don't have the answers to? That should be our North Star. How do we answer those questions?

Maybe we won't get that right away. Maybe we will never answer. Nobody will ever have the right answer, right? Because things are ever evolving. But using that as like our North Star, how do we get there? Great. Or what do we wish we have now that we know we will have then? And how do we prepare for that? To me, that's what's exciting. Again, all this data, all the things that we're just like, ooh, we don't get that. we there's no more that tenant mentality where owners are in, it's our home. But now with home, there's maintenance, there's work to be done.

But now we get to, you know, continue to build it. We have the foundation now. And I think that's what's important. We worked really, really hard as a team, specifically art my team with BI, to build that foundation and set ourselves up for success. So now it's just, you know, putting it all together. And that's what I can't wait for.

Sean Callanan (16:37.674)
Yeah.

Sean Callanan (16:54.141)
I mean no, I mean it is a I mean it is a tremendous opportunity 'cause that that piece of going from tenant to we we do own the gates and we do own the all the you know, all the things that you you can put around a venue these these days to, you know, make lift that number, you know, the industry number of, you know, we know thirty percent of the people that are in our building, how can we lift that number? Like you've got a lot of levers to pull. But we're also in a I wanna ask you this question, we're in a world where

You know, data is everywhere and there's more and more data in the world, but we're also seeing more and more more and more fans and privacy become a premium. And so people are being really selective of what they share and and how they how they share it. How do you tackle that conundrum of we want all the data? Because it because we be can become a great experience if we get all the data, but also we want to respect and understand the fans that that don't want to get it, but we also want to give them an experience.

Destiny Castro (17:30.164)
yeah.

Destiny Castro (17:38.347)
Okay.

Destiny Castro (17:49.849)
I think we just have to not forget where our roots are from, right? And kind of put ourselves in their shoes.

Being on the data side, yes, give me it all. Give me all the cookies, the data. Tell me everything but your social security number, right? Like, and that way I can curate with you know our team this amazing experience. But also being a consumer and a fan myself, I'm like, I don't really want to give them all that stuff. That's kind of creepy. So it's teetering the line of personalization without feeling like you're in invading their privacy too much. But also thinking like just going with gut, remembering what we used to do when we

Sean Callanan (17:59.008)
Yeah.

Hm.

Destiny Castro (18:26.2)
didn't have data, remembering that this is still an experience where we don't have that information, so now they're just we just don't care about them. Having that fan journey mapped out, that customer experience planned out. If we have A through Z for the fan, great, this is how that goes. But if we only have A and B, that's still great. How do we curate that experience for them? And it's just being strategic, understanding that even though we live in this data-filled world and everything's technological, that human connection and human interaction is.

super important and relying on like our sales team and the ones who are boots on the ground, what do they want, asking them those questions, using surveys, using different things to still curate that experience. So while a lot of us are so bought in on this data, we understand so many people are now opting out of it. We are also in New York City. Data laws are insane here, rightfully so. So just being strategic around that, what do we have at our disposal? But at the end of the day, whether you give me your whole life story or you don't

I want both fans to have the best experience when they interact with our brand in eddy cap in any capacity. so that's just our my role and our role like on the greater side of the customer experience.

Sean Callanan (19:39.965)
And having that, you know, that that understanding of the the customer is you know, important because yeah, fifteen years ago we did do surprise and delight and we didn't require an email and a and a and a phone number and and and photo capture of it because we knew the longitudinal effect of that. Like now we have got the data that actually that actually says that, but there is that, you know, that trust building piece to go, well if you're gonna give me this data, I'm gonna give you an experience that is

Destiny Castro (19:49.944)
Correct. Correct.

Sean Callanan (20:07.604)
that you'll trust I won't abuse and effectively you'll be the you'll be the person at the gate that you know might be stopping the too many marketing messages and the push notifications and the overpersonalization. You've got to protect that internally because if you if you take a step too far then the fans will you know that trust will be broken. So it's a real it again, it's a real balance for you as a as a data BI and a and a marketer.

Destiny Castro (20:14.84)
Right.

Destiny Castro (20:31.678)
a hundred percent. And I think my sales background is what really set me up for success here. A lot of people in my role and in this world, rightfully so, are extremely data driven. And I think that's great. And there's a time and a place for and I lean on my peers for that because that's not necessarily my background. But because I've sold before that human connection, that human interaction, that gut intuition is I felt like what set me apart to get this role and what allows me to be successful in those rooms and those spaces because I'm always thinking on that other side.

of mmm will that actually work who will that benefit is all this data good for us or the fan is it really gonna help us drive revenue what I think asking those questions of what's the goal here is that really gonna be helpful or not makes all the difference and again that consumer first mindset if I got this survey am I really gonna fill this out is it gonna really take two minutes or is it gonna take 10? So I think it's having those questions, having that like rapport and that back and forth and but what if this and what if that?

Sean Callanan (21:07.688)
Mm-hmm.

Sean Callanan (21:22.985)
Mm-hmm.

Destiny Castro (21:31.322)
really is helpful. But I think no matter where we go in the future, yes, data is everything like everything and taking over, but never forgetting like that human connection and that gut intuition to, you know, move like push the ball forward to make sure everybody has a a great experience.

Sean Callanan (21:49.311)
speaking of great experiences, we can't talk about football, the world game, without talking about the World Cup that was in recently in your in your part of the world. An amazing success across North America, both globally, from everyone tuning in, but also locally. You obviously as a as a marketer and you know, y you have a stadium, you know, seats to fill. get those cheeks in the seats as you know, is really much the the business.

Destiny Castro (21:57.945)
yeah.

Destiny Castro (22:04.472)
Mm-hmm.

Sean Callanan (22:17.416)
How do you take advantage of that of that buzz of of and and that and that fervor that pretty much was around the World Cup for for a sustained period?

Destiny Castro (22:20.728)
Yeah.

Destiny Castro (22:26.85)
Yeah, I mean our marketing team truly was incredible this entire run. We had we were invited at a part of our Queens fan zone, at the US Tennis Association out in Queens, which is where our home's gonna be, right for Etihad Park. And we had this massive footprint there, and we had a a program that we worked in conjunction with the MLS that they had with other MLS team called First Match on Us. And essentially we were, you know, reaching out to fans.

And having them come up to us and share some information if they've never ever been to a match and you know comping them a seat. Come out, see what we're about, learn a little bit about us, and understand if you love this game so much, we are bringing this to you in your own backyard, in your home. We're coming in 2027. Don't forget. And I think that was really exciting for us to capture a new audience. We are in the largest market in the world, right? But I think it's important for us to understand not only are we fighting for what's happening

you know, within New York City, but like there's the global game, right? Like we have fans waking up at all hours of the night to watch the Premier League, right? To watch all these different things. How do we get them excited to watch us? Not only just, you know, MLS and the game in America, but us, New York City FC. We are your team for you. Like, you know what I mean? So that was really exciting to interact with so many different people, to see who we are, what we do, what we're bringing, you know, to them and for them. So I think that was

was huge and we did so many activations across the city, even outside of the USTA, hyping up not only our own fans, but you know, trying to get as many new eyes and fans and understand who we are. And I think at the bare minimum, a success for me, if somebody just like Googles us and they're like, this is great. Like that's a win for me. I think just educating people and showing them like the sport is here. You know, it is successful here in a shameless plug. We're champions. We've won. Like you're gonna see a winning team. We're

It's gonna be great and it's in your hometown. I don't think it gets any, you know, better than that.

Sean Callanan (24:29.757)
Yeah.

Well, I mean you've already answered the answered the question around what a customer journey is for those new fans by by having that offer and bringing them in. But you also have the the you know, one of the one of the big stars of the World Cup was Norway's Erling Haaland. And, you know, there are completely new fans both globally but also in the US market that just discovered him during the World Cup and, you know, they will follow him to the Premier League, to to Man City, part of the part of the same group.

Destiny Castro (24:38.616)
Mm-hmm.

Destiny Castro (24:49.484)
Yeah.

Destiny Castro (25:00.386)
Mm-hmm.

Sean Callanan (25:00.39)
Again, like you've you've got that opportunity of someone saying, I've I'm now a football fan or I'm now a Haaland fan, like it is that star driven thing first, but then offering them something in their in their backyard, in in, you know, come and watch football if you if you consume the World Cup and is that sort of you know, y you're lucky that he he's part of the overall group to say, come come and see a a New York City FC game to experience what football is like live?

Destiny Castro (25:20.712)
absolutely.

Destiny Castro (25:27.392)
Yeah, I think so. For sure. I wasn't here, you know, during our, you know, start back in twenty fifteen. But so many of our fans, our founding members and even fans to this day, I'm a fan of New York City F C because I'm a Manchester City fan. And I think for that alone is you know, obviously they are sister club and you know, they're part of, you know, the be one of the best leagues in the world. And I think that's what excites them. Like, I can watch this here. I don't have to wake up at all these different hours to find it. I don't have to worry about this subscription to watch it. I can

just go catch a match and I think them seeing, you know, Howland be so successful and and incredible during the tournament and then, you know, kinda going the rabbit hole. Okay, who does he play for? okay, well I'm not going to Manchester, but what's the r relation there? What's the affiliation? they're all connected. I think again, just awareness is super important for us and people understanding who we are and, you know, the game is important here and it it has the potential to be just as big as it is globally. So I think the opportunities there are endless.

And we just have to continue to capture those eyes, capture those audiences as best as we can. Understanding things aren't gonna happen overnight, but again, if someone just simply googles who we are, asks the question and finds the the connection there and gets excited for it, that's a win.

Sean Callanan (26:43.493)
And from your point of view, you're the you know, trying to work those workflows and those data flows to to understand, well, this person's come in of interest because they've come as a Man City fan or a Haaland fan or a World Cup fan, and that's their first foray in and it's you know, I again, you know, we're you know, looking at twenty years ago it would be someone signs up and everyone gets the same thing. That that customization or that personalization, especially that on b

Destiny Castro (26:57.015)
Mm-hmm.

Destiny Castro (27:07.715)
yeah.

The fan journey, yeah, for sure.

Sean Callanan (27:12.093)
That fern journey and that that early pieces, they're so they're so important to be able to, you know, get someone following your content, like you said, Googling, but then is is your sort of turning point to get them, you know, out of game, like get them to experience it live, especially f you know, for the market that is the New York City area.

Destiny Castro (27:31.147)
Absolutely. So I think with this initiative, that's definitely it. Granted we don't have Etsy Ad Park yet, but it's just come see what we're about. Come see what we can offer. See what

Can be, right? So that's exciting. But we also understand maybe that's not for everybody. Maybe, you know, you know, a season ticket isn't for everyone. There some people's connection to the game is simply just going to a pub, going to, you know, hang out with family and friends to to catch the the match. We wanna make sure no matter how you consume us, you feel connected. And I think, you know, working with such an incredible team on understanding where they came from and and having sh you know strategy meetings and understanding the different fan journeys in which we wanna go.

makes this you know even more exciting like okay understanding we may they may have all started from this entry level right world cup brand new whether it's from Holland the USTA fan activation any of those things but what's our goal here to just become a fan of us and how they get there that's why that's our job to create all the journeys and understand their interactions but as long as they get there we're good so I think it's that just figuring out the different ways and being strategic there as much as we can I don't think anybody

has the like the golden answers for lack of a better term at all. but I think it's just trying and capitalizing as much as we can you know with what we have. And I think in 2015 we were able to do that simply because of our affiliation with Manchester City and everybody getting super excited for this brand new team coming to their backyard. And now it's you know a new wave of fans, a new wave of eyes like showing them like wait a minute. We've been here we've been successful we've done great things we're now doing even better things

Sean Callanan (28:43.549)
No.

Destiny Castro (29:10.926)
Things. We're having our own home. It's gonna be in your backyard. Come see us, come be a fan and enjoy the game we all love.

Sean Callanan (29:18.887)
So you've spoken about your journey and how you've grown with the role, but also your team's grown with role. How have you handled the extra responsibility of ha becoming a manager and and mentoring people and and bringing people into you know, your your your department and but also understanding what what I guess it means to be good in, you know, data and BI and understand what is needed.

Destiny Castro (29:45.975)
I think for me it's even before I got the proper manager title and really had a direct report or anything like that, it was just constantly just having those conversations. What are your goals here? Like what are your what's your goal for your career? How would you like to see the department, you know, expand? What does that look like? Is it lateral? Is it, you know, vertical like what is that like asking those questions, getting to know people, right? And I think understanding your team's vision and

in terms of like our department and what we want as a BI department and how we grow and how that connects with what like the club has as a vision and how the club grows is super, super important. So navigating those conversations again, I'm a naturally nosy, curious person. So half the time it was just conversation, getting to know people. How can we do that? And at my core I love to help people. And I'm so ha all right, well you wanna do this? Well maybe, you know, ask some questions here. Like go reach out to this person. Go reach out to this department.

you really are interested in this. Great. This is how BI can tie into that. Now go get in in that meeting. And that doesn't happen if our culture here isn't like that. You know, it's an open door policy. We all get our hands dirty and different things. And I know that's not very common, you know, in other places. And I'm fortunate and thankful for it. But it's continuing to foster that, you know, that culture, to nurture it and ensuring whether you're new here or not, you fit it right into it and put your hands into the different pockets.

How I got to where I am, and how I'm continuing to be successful having those conversations, what works, what doesn't. but now having a direct report, nothing changes. it's just a little bit more formality at times, obviously. But for me, what did I like? What do I like out of my leader? What I don't like out of a leader, and how do I pay that forward? And I think again, open communication, allowing to be like being allowing myself to be managed up, right? Like I'm

I'm not a manager, right? We are here to help each other. How do we make each other better? And now being in this role, if my team succeeds, I succeed. If my team fails, I fail, right? While I only technically on paper have one direct report, we are a unit, we are a team. If any one of us falls short, it affects us all. So how do we how do we grow? And I think a big part for me in my journey is how does our team evolve with the new building? And it's doing a lot of that work, asking those questions.

Sean Callanan (31:47.465)
Hm.

Destiny Castro (32:15.214)
questions, okay, we have been in this pocket for so long. What do we want? What's gonna excite you? What's gonna get you to, you know, keep on giving us your best effort? And how do we put that all together?

And you know, and that benefits me 'cause as we continue to expand and everybody else grows, I get to grow too. So i it works out in both ways. And I look at it like, if they're not good, if we're not good as a unit, how can I continue to grow? When that's my goal too. So I think that's for me is just doing a lot of the same work, but now on the other side of I kinda have a little bit more of a I'm allowed to have these conversations. I'm allowed to be put into some of these rooms because of a title and again speak, you know.

for people when they're not necessarily in those rooms and advocate and speak up and out for different things.

Sean Callanan (33:06.836)
absolutely. I mean it's a bit full circle to sort of going back to those covert days of, you know, what sh what could we do? What could be the plan? You know, how can I give you this massive challenge that might scare the hell out of you? But but if you but if you tackle it, you know, you get success personally and the and the business succeeds out of it. Do you think and you know, I saw that you're, you know, part of the values recognition program at at New York City FC, do you think that's why one, you're such a great fit?

Destiny Castro (33:09.944)
yeah.

Destiny Castro (33:19.32)
Yeah.

Sean Callanan (33:35.56)
for the org but also the org is attracting people that fit for for for for those values.

Destiny Castro (33:43.605)
Absolutely. So, you know, being a part of our DEI Council now as a co-chair, I started back when our DEI council was founded in 2020 as a founding member, have been on for all its iterations and was granted the opportunity to be a co-chair because it's it's a passion of mine and ultimately it's what I feel at my core. So when we did the work internally and our company decided to, you know, we did some rebranding and a lot of different things, our core values came out of it. So you have act honorably.

Engage collaboratively, champion inclusion, drive heart, excuse me, drive forward and show heart. And I think the value recognition program that HR put together is just a way that we can nominate each other for these different categories. So who falls into these categories, you know, it reflects the city, it reflects, you know, who we are externally and what we've always done for the community and for the city, but how

Sorry, my brain is all over the place. Give me a second. Sorry. Yes, it is.

Sean Callanan (34:46.3)
That that that's alright, that's alright. You no you're you're ac you're you're absolutely getting you're absolutely getting there 'cause it's obviously like it's in it's so much a part of your why and it's so much the the the the passion for you. So ta take your time because I'm I'm here listening just like the listeners are.

Destiny Castro (35:02.612)
Yeah. Yeah. So the values ne recognition program itself, it's an employee nominated program where we recognize and celebrate each other who exemplify any of these core values in their actions, impacts, you know, and our commitment to our club culture. And for a long time

We've done so much amazing work externally. And we are New York City FC. And since I got here as a born and bred Brooklyn girl, City Girl at my core, I always had a passion of how are we gonna be reflective of this beautiful city we play in and serve internally. And I think we've done an amazing, incredible job here, and this is just an example of it. And it's just a way for us to show like these are our commitments.

To our fans, right? You we have our fan code of conduct, we have all these different things, but we're basically showing the world like what we expect out of our fans and and all the work we do externally, that is very much reflective of what we're doing inside too. and it I'm super proud of it. It's obviously I get very passionate talking about it. I when it when it was created, I actually got the first ever Champion Inclusion Award, which was really exciting because of a lot of the work that I did.

But it it it was it's never for recognition, it's never for, you know, checking a box, like that's just who we are and I I'm

excited that we're on this journey to get to a point that when people see New York City FC our badge, our name, a jersey, anything, not only do they associate us with incredible football and bringing the beautiful game to New York City, they associate us with all these values. Because it's seen both on the pitch, in our community work, and with like the employees that we have here.

Sean Callanan (36:57.038)
I mean, absolutely. I mean if there is, you know, if there is a city in the world, I've I've been to New York City a few a few times and and I love it. It is a city that is so proud of what the city is and what it means to to be a New Yorker. And so if you don't have that alignment, if you're not if you're not part of the city and align with what the city is, it gets f it gets found out really quickly, like

Destiny Castro (37:22.647)
yeah.

Sean Callanan (37:23.174)
You know, New Yorkers do not suffer fools, right? These are you know, this is p part of being a New Yorker. So it's so important to get that, you know, get that alignment right. and, you know, hearing you know, hearing you talk about it, you can see that you're it it's it's completely enveloping you both as a New Yorker and as someone from New York City FC. So like I can see why that alignment might mean so much to you, but it's it's just vital. Like if you didn't have it

Destiny Castro (37:44.268)
Mm-hmm.

Sean Callanan (37:51.484)
it it would be imposter syndrome on a on a on a whole club level.

Destiny Castro (37:55.789)
a hundred percent. And and I think that's the most important part. We we serve this community, it's for everybody. We want to include everyone here. We have to make sure that's representative internally as well, right? it's a it's not only diversity of thought, diversity of of where you come from, background, all that kind of stuff. It's that's exactly who our fans represent. So if we can have that representation internally too

It just it opens up the floodgates. It's never perfect. Again, we're we're we still have to figure things out. It's a business. There's so many things and there's always improvements to learn. But I think it just shows it comes off authentically to the viewer. You can tell when someone's doing something to check a box and to fit in with maybe the new trend and when this is really who we are. And I'm proud to say that's who we are and of the work we do. Again, removing myself as an employee here, as someone who's so proud to be of where I'm from.

I'm even more proud to represent an organization that does right by my home. And now that we're building, you know, the stadium in our backyard, it's a full circle moment and of all the things we continue to do for this community and ensuring that everything it's always with them at the forefront. Whether they come to a game or not. I I think that's the biggest one too. It's not just for like our true fans, it's for everyone here.

Sean Callanan (39:07.976)
absolutely.

Sean Callanan (39:17.025)
absolutely. And obviously, you know, the passion comes through and you spoke about before about talking to five year old destiny. but obviously you're a you're a champion for for for women in sports, in tech, women of colour in sports and and tech, which is something that can it continues need to happen. What's what's your advice for people, especially women and women of colour that that wanna break into sports and want to wake break into sports and sports and tech? what's your advice for them?

Destiny Castro (39:47.245)
Yeah, I I I said it before and I'll say it again, be unapologetically yourself.

It can be you can see through that when someone's trying to fake the funk. There are times where you kinda have to act as if to get the role you want, and I'm not saying never do that, because that is super important. I do it all the time. I could be a nervous wreck, but I'm going in there, I am the best at this and I'm gonna do this and it's gonna work out, no matter what the result is. But being unapologetically yourself is super important because if you cannot show up anywhere as who you are, you're never gonna succeed. And it's never

A a bad thing, it's just a redirection. And I think you want to be in an environment where you can thrive, feel comfortable, feel safe, feel valued, feel heard because you're only gonna get the best out of yourself and anybody around you when you do that. So that's a huge one. Just always, always, always be true to yourself to network. Your network is your net worth, you know, and then being in this industry for so long, for as long as I have been, connecting with others, even now as a as a people leader, when

Sean Callanan (40:45.873)
Yeah.

Destiny Castro (40:53.156)
I am hiring for roles. I go to my network first. I'm asking, who do you got for me? What is the or if you know somebody works somewhere or with someone, I'm reaching out to that person because you trust, you build this trust with people, and good people know good people. And I think it's just a way for us to continue to grow and succeed. And you want, no matter who's in your circle, to do to do well. So that's important. Networking. And just again, show up. Do if you are really passionate about.

Something, don't give up. Things get hard. It is not easy. This industry is so big, but so so so small. But don't give up. You keep trying and you try and you try and you try. And if things don't work out the way they you thought they would, it'll still work out. And I had to learn that very early when things weren't working out the way I thought. Again, I had no idea I'd be here, but I'm so happy I am, and it's exactly where I'm supposed to be at the right time. So yeah.

Unapologetically yourself. Networking is super important. And being authentic in networking, don't just like reach out because you want a job and then like disappear off the face of the earth. That's never good. Be authentic in your interactions and your connections. And if there's not a space for you somewhere you think you deserve to be there, make your own.

Sean Callanan (42:14.35)
Yeah. Absolutely. Trivi terrific advice and especially in an industry like your that continues to evolve. Like sports geeks didn't exist fifteen years ago. Digital departments didn't exist, you know, twelve years ago. Data and BI teams were one person operations, you know, you know, ten years ago. Like they continue to evolve and so, you know, you will find your you you will find your tribe, and you know, and I'm really

Destiny Castro (42:23.146)
yeah.

Destiny Castro (42:29.526)
Right. A hundred percent.

Sean Callanan (42:43.514)
grateful that you're part of my network because you're right, it it does it does happen and it might be someone that you meet now and you ooh you just put a little asterisk against their LinkedIn. We'll go that we're gonna keep an eye on what they're doing. They're doing cool stuff because then when you have a role, it's like, I know they're doing really cool things over there. And it might not be in sport. It might be, they're doing really cool things in entertainment or in banking or finance and it's like it's all translatable. So that the

Destiny Castro (42:45.485)
Yeah.

Destiny Castro (42:55.215)
yeah.

Destiny Castro (43:00.479)
Absolutely.

Destiny Castro (43:05.261)
Mm-hmm.

Destiny Castro (43:09.429)
Absolutely.

Sean Callanan (43:10.362)
The network is is definitely something you should be working, as you do, and I'm very grateful that you do, Destiny.

Destiny Castro (43:14.028)
Yeah.

Of course. Yeah, and and you know, I think it's just continuing to pay it forward, right? There were so many, you know, I have so many mentors and so many people I leaned on for so long and I still do, and it's paying it forward. And showing, you know, it's when you talk about women in this role, minorities in this role, like showing we are here, we are successful, we are filling these roles, you may not see it all the time and you know, there's still a long way to go, but showing like what's capable and again leaving room for others to come with you. I think

think for s a lot of times the grind is such a hustle and bustle. So many people are laser focused on themselves and how they can grow. And while that's super important, it's not forgetting like everybody else you could bring along with you on the journey. ‘Cause you can't do it alone.

Sean Callanan (44:01.142)
Absolutely, absolutely. Well, I knew I would enjoy this, this chat. I wanna get to the sports geek closing five, destiny. do you remember the first sports event you ever attended?

Destiny Castro (44:06.413)
Yes. Let's go.

Destiny Castro (44:13.357)
it's probably like my dad's rec softball game, to be honest. I make the joke, he's gonna die swinging a bat. He still plays to this day and I absolutely love it. But pro sports, probably a Mets game at Shea Stadium. Growing up in Brooklyn, Queens is super close. My dad used to get free tickets all the time, so we would go. He loves the game. It was just a great time for us to go out as a family.

Don't get it twisted. We are very much a Yankee household. But you know, we took advantage when it happened. So I would say like pro sports that I can remember was definitely like a a Mets game at Shea Stadium.

Sean Callanan (44:37.926)
Ha ha

Sean Callanan (44:48.322)
that's fine. you've probably been to a lot of sports events in your time. Do you have a favorite food or a go to food or a great food memory at a sports event?

Destiny Castro (44:54.807)
Ooh. yeah. So right now, whenever I go to any venue, whether it's in the city or around, I'm always trying to figure out like what's the mi what's the it thing. What does everybody rave about? What's the thing you gotta try and have, because I love to try different things. But in true destiny fashion, other than that, I love French any kind of potato, French fry me any day. I think if I had to pick if all us files, it'll be french fries.

Sean Callanan (45:05.371)
Mm-hmm.

Sean Callanan (45:22.139)
that's not a problem. What's the what's the first app you open in the morning?

Destiny Castro (45:27.019)
Ooh, it's nice to rotate, honestly. if there was like a huge game going on or whatever's going on in sports, and I fell asleep in the middle of it, like I'm checking bleach report, I'm checking scores, who won, who lost. If we're like in the mid like this whole like MLB trades going on, I'm looking at it, the WMBA, what's happening. I'm kind of just all in. if it's a day I'm coming into office, the weather app will probably be first. So I know exactly what I'm preparing myself for.

I also working in data, sometimes it's my banking app. Like, okay, let me make sure everything's there, nothing's missing. Like if it's payday, make sure it came through. So it just depends. But I think if it's repetitive, it's either like bleach report or some c like bleach report or the weather app probably first.

Sean Callanan (46:05.988)
Yeah.

Sean Callanan (46:13.147)
Yeah.

not a problem, not a problem. Is there someone that you follow? It might be someone on on social media, or it might be an author, or it might be a former colleague that you follow and and the podcast listeners should follow and why?

Destiny Castro (46:21.997)
Mm-hmm.

Destiny Castro (46:27.917)
Ooh, yeah, so a colleague and friend of mine, her name is Maria Isabel, sports girl NYC. She is a bilingual content creator and sports reporter for all things sports in New York City, but even like on a grander scale. So she does interviews, she covers majors events, she delivers access behind the scenes look at things. I'm so proud of her knowing her personally and how much she's grown, but just her content, putting it out there. The bilingual piece is really awesome to show the diversity and what the sports

sports can bring. and even just being like boots underground, giving you back in access, whether it's a press conference or a special event. She recently just covered the World Cup, which was really, really cool to see. so I definitely say for the listeners to check her out.

Sean Callanan (47:12.486)
absolutely. Then the last question you can answer this personally and then you can put your then you can put your data B I hat on. What social media platform is is your VP?

Destiny Castro (47:20.065)
Mm.

Destiny Castro (47:24.949)
for me, I'm a big Instagram threads girly. I live on that platform. Also because I can't get on other platforms because then I'm just gonna continue to doom scroll. So I think one and like one is enough transparently. And then sports wise, bleach report is just it's nice because it kind of just brings everything to together and that's just how you keep updates on what's happening in the sports world. And then on the data side, I feel like TikTok is like

Sean Callanan (47:38.852)
Money's enough. Yeah.

Destiny Castro (47:54.736)
when you think of engagement, when you think of views, like when things blow up on TikTok, it's blowing up, right? So that's a big one for sure. but not forgetting everything else. But still I would say Instagram i is is a big one. Br because now you have the like

Sean Callanan (47:56.762)
Yeah.

Sean Callanan (48:08.055)
Instagram is still where where all the where all the data is and and you can, you know, tap into that back end and and be running advertising and and game tickets and that kind of stuff. So Yeah. And and you know, if it was if it was viral on TikTok it'll be on it'll be on Instagram in a couple of days' time.

Destiny Castro (48:11.625)
Exactly. Uh-huh. Exactly. It kind of just brings it all together for sure. Yep.

Destiny Castro (48:24.501)
And like exactly. It used to be like weeks, now it's like the next day or whatever. So I I used to get FOMO for sure. Like, I don't have TikTok, what are you talking about? And I'm like, it'll come on like Instagram in the week and now it's like instantaneous, which is great. So I I don't have the FOMO anymore.

Sean Callanan (48:28.357)
Yeah, it's just getting shor it's getting shorter and shorter. Yeah.

Sean Callanan (48:40.407)
No no exactly. Well, Testy, I really do appreciate you taking the time and organising this. It's always good to good to see you, which I you know, saw you in Charlotte at at seat, so thank you very much. I've got to figure out a way to get back to back to New York for a New York City New York City FC game. I've been to one before, went to a game in Yankee Stadium a f many years ago. but I always ask the the the listeners to reach out and say thank you.

Destiny Castro (48:50.809)
Yeah.

Sean Callanan (49:08.85)
what is the best platform for people to reach out and say thank you and connect and say they listen to the podcast?

Destiny Castro (49:15.103)
Yeah, I say LinkedIn for sure. Destiny Castro is a great way. emailing me is another great way to connect with me for sure. it's just first name dot last name at NYCFC dot com. Always happy to chat, always happy to connect, no matter where you are in your journey. Love to to share, you know, thoughts and all the things. But Sean, thank you so much for having me. It was truly an honor to be on the podcast. And yeah, love to to can't wait to see you and if you're ever in New York, you know where

Yeah.

Sean Callanan (49:46.965)
a ab absolutely. thank you very much for coming to the podcast and I will see you soon.

Destiny Castro (49:52.206)
Yes, see you soon. Thank you.