The USTA announced that Lisa Cradit (click here for headshot), an innovative and results-focused thought leader in impact-driven strategic communications, has been named the USTA’s Managing Director, Head of Communications and Content. This newly-formed position will be based out of the USTA National Campus in Orlando, Fla., and Cradit will report to Andrea Hirsch, the USTA’s Chief Operating Officer and General Counsel. Cradit has more than 30 years of communications experience in the U.S. and globally.
Cradit will be responsible for the development and implementation of a strategic communication plan to support all USTA initiatives across multiple media channels. She will integrate all of the Association’s content creation units, including public relations, social media, editorial, publishing, graphics and video services, to drive USTA’s core messaging, increasing the overall awareness of the benefits of tennis.
“Lisa is a seasoned pro with a proven track record,” said Hirsch. “In an exciting time for tennis, the USTA has a golden opportunity to better harness its communication and content resources to robustly tell the story of tennis at all levels, and all the ways in which the sport improves lives of people in this country. Lisa is the right leader for this new challenge.”
Cradit added, “It’s an honor to have the opportunity to step into a storyteller role at the USTA, an organization that is the heartbeat of a sport with purpose that unites, inspires, and transcends boundaries. The USTA commitment to excellence has shaped champions on and off the courts and fostered a community of passion everywhere – I am thrilled to be a part of this team and this mission moving forward.”
Cradit comes to the USTA after previously serving as Senior Vice President, Head of Communications for SeaWorld Parks & Entertainment, a company with 13 theme and water parks encompassing multiple brands. In that role, she developed communications strategies to build, protect, and promote the brand portfolio to a range of stakeholders. The innovative approach to storytelling and integrated mission-driven content and campaigns she led garnered industry accolades, elevated positive news recall and association with the mission, and drove external brand favorability to record levels.
Before SeaWorld Parks & Entertainment, Cradit held a number of positions at world-wide communications leader Hill & Knowlton, most recently as Executive Vice President, Head of North American Corporate Affairs & Advisory. While at Hill & Knowlton, Cradit oversaw reputation-building engagements and initiated programs that elevated awareness and created value through brand transformations for large global clients.
Prior to these roles, she served in various communications leadership positions within large public relations agencies and inside of public and privately held multinational companies.
Cradit serves as a Director on the Board of the nonprofit SeaWorld and Busch Gardens Conservation Fund. She received her Bachelor of Arts degree from Southern Methodist University and earned a specialized certificate in Sustainability & Behavior Change from the University of California San Diego.
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