10 Jul Beyond The Metrics: Andi Perelman, Founder & CEO, Atalanta Marketing
At Zoomph, we champion the power of partnerships, marketing, business intelligence, and social media. Our Q&A series puts the spotlight on industry leaders, giving you an inside look at their expertise, strategies, and perspectives – beyond the numbers. Join us as we uncover valuable insights straight from the minds shaping the industry.
Tell us a bit more about your background
I grew up in Pittsburgh, Pennsylvania – the best city in the world (I may or may not be biased). For college, I studies Government & Politics at the University of Maryland and then got my Master’s in Sports Industry Management at Georgetown. After college, I spent over a decade with the Pittsburgh Penguins, starting as a New Media Coordinator in January 2014 and concluding my tenure as VP of Marketing & Digital in May 2024. The team side gave me the best foundation I could’ve asked for – now I’m channeling that experience into something new.
Tell us a bit more about Atalanta Marketing and how you are helping your clients:
Atalanta Marketing is a digital strategy and marketing consultancy inspired by the Greek mythological figure Atalanta, who was fierce, fast, and fearless. Known for her independence and sharp instincts, she embodied the same traits I try to bring to my work: bold thinking, agility, and a strong drive to get things done. If Nike can turn a Greek myth into a household name, why can’t I?
Atalanta Marketing offers executive-level strategy and support to brands looking for flexible, high-impact solutions. Some clients bring me in to launch a new campaign or content series. Others need help building out a performance marketing plan, refreshing their social strategy, or activating a major sponsorship. A few just need an extra set of experienced hands during a busy stretch. And many are looking for a strategic partner who can jump in, get up to speed quickly, and move the work forward.
No two projects are the same, and that’s the best part. My goal is to meet each client where they are, roll up my sleeves, and set them up for long-term success.
Share a professional accomplishment that you are extremely proud of, or share a campaign, organizational success, or win that you are proud of:
Starting Atalanta Marketing after more than a decade with the Penguins has been one of the most exciting (and rewarding) challenges of my career. At the Penguins, I was lucky to be part of an incredible team that created some of the most engaging content in sports. That experience gave me the foundation to take a leap and build something new. One of my first projects with Atalanta Marketing was helping to launch Grand Slam Track, a new professional track and field league founded by Michael Johnson. From discussing brand voice and content strategy to building out their creator network, it’s been amazing to help bring something so bold and fresh to life from the ground up. Now I get to apply everything I’ve learned in sports to new spaces – helping different organizations tell stronger stories and connect more meaningfully with their audiences.
What is your favorite part about working in the sports industry?
The passion! There’s nothing like marketing a brand that people truly love. Sports bring people together in a way that few other things can – and in digital, we get to turn that emotion into real connection, community, and conversation.
What is one skill you wish you had learned earlier in your career, and why?
Learning to balance passion and patience is so important. The sports industry moves at lightning speed and everything feels urgent. Real success comes from building strong relationships, showing resilience through the inevitable highs and lows, and channeling that intense passion into steady, strategic work. You’ve got to be fired up about what you do, but also keep enough distance to step back, reflect, and make smart adjustments to your approach or mindset when needed.
How does social media measurement guide your digital strategy?
If you’re not measuring, you’re probably guessing. Data helps validate instincts, uncover blind spots, and let’s be real – justify decisions to leadership. Social media is the ultimate mix of art and science. You need the creativity to try new things and keep content fresh, but the strategy comes from knowing what’s resonating, what your audience cares about, and how to replicate what’s working. Measurement gives you an honest, unbiased look at the value you are delivering and the data to do it even better.
What advice would you share with young professionals who want to work in the sports industry?
Be curious. Ask thoughtful questions. And bring a great attitude. Working in sports can be a wild ride. Enthusiasm and positivity will take you a long way. The industry is smaller than you’d think and your reputation will follow you everywhere, so meet as many people as you can and make yourself indispensable. Keep track of your best work and praise, but don’t forget the cringe-worthy mistakes – they’re how you grow. Stay humble and always be a team player.
Give a shout-out! Share a sports team/league/brand or campaign that impressed you and deserves some extra recognition.
I have to give a huge shoutout to Togethxr. They are celebrating women’s sports in a way that feels effortlessly cool and natural, not preachy or forced. They make following women’s sports easy. I actually look forward to their emails – which is saying a lot. When was the last time you loved a brand email? I’m also low-key obsessed with their quote graphic elements – I love the handwritten-style accents.
What is one city you think everyone should visit at least once? London – it’s got it all. History, sports, culture, art, shopping, really good Indian food, and the Harry Potter Studio Tour. What more could you want?
What is your most used emoji?
This might be a cop out, but I’m a big fan of the new genmojis. Sometimes you just need a smiling piece of cheese (girl dinner mood) or a depressed coffee cup (me before coffee)… you know?
