Adam Grossman serves as Senior Vice President, Marketing and Brand Development.
Grossman is charged with leading the marketing team in initiatives that strengthen the Red Sox’ connection to its fans, building innovative tools to identify and track the rapidly changing interests of today’s sports consumer, and devising creative new approaches to cultivate the next generation of fans.
Grossman oversees advertising, broadcast relationships, social media, fan clubs, content promotion, and fan segmentation analytics and research. Additionally, he and his team support the club’s ticket and sponsorship sales functions, providing information, insight, and ideas that help build effective ticket sales marketing programs and integrated corporate partnerships.
Under his leadership, the Red Sox have implemented a number of effective digital fan engagement initiatives designed to grow and enhance the team’s relationship with its social communities. Over the past two seasons the Red Sox have increased the number of twitter followers by more than 200 percent, and Facebook fans by nearly 20 percent, through innovative social media campaigns such as last fall’s #GetBeard campaign. The promotion culminated in “The $1 Beard Night,” which set a Fenway Park attendance record of 38,540.
Grossman also played a lead role in the planning and execution of a market segmentation research initiative designed to arm the team with the tools, resources, and new approaches to better understand and serve the Red Sox’ unique fan base, while reaching previously untapped audiences.
Grossman began his career with the Red Sox in 2002 and was named Special Assistant to President and CEO Larry Lucchino in 2004. He was promoted to Vice President of Marketing in 2008.
Prior to his current role, Grossman served as Senior Vice President of Public Affairs at the Miami Dolphins of the National Football League (NFL) where he oversaw marketing and led the club’s comprehensive rebranding effort in partnership with the NFL. During his tenure, the Dolphins eclipsed the 50,000-season ticket mark. Grossman also played a key role in integrating grassroots initiatives into the team’s community and philanthropic endeavors, including “Touchdown for Life,” Florida’s largest one-day blood drive, and Dolphin Cycling Challenge, which raised more than $1.5 million for cancer research in its first two years.
Grossman received a BA in Public Policy from Duke University in 2002, where he co-founded a student-led organization to improve all aspects of the Durham Bulls Youth League (DBYAL), and spearheaded a $450,000 renovation project to refurbish two baseball fields in Durham’s inner city. He also attended Harvard Business School’s Program for Leadership Development, Executive Education in 2009.
Grossman currently serves on the board of the Mass Mentoring Partnership and is a mentor for Year Up. He is one of eight members selected to the 2014 Eisenhower Fellowships program, an organization chaired by General Colin L. Powell. He is also a three-time rider in the Pan Mass Challenge. Grossman and his wife, Candy, reside in Boston with their daughter, Stella.
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