Strategic success: Lauren Purdy’s path from Mizzou to the Baltimore Ravens
By: Maggie Pelter
For University of Missouri School of Journalism graduate Lauren Purdy, BJ ’22, the path from campus to her role as Senior Coordinator of Digital Strategy for the Baltimore Ravens has been fueled by passion, preparation and seizing opportunities. Mizzou provided her with not only the skills to succeed, but also the clarity and confidence to pursue a career in sports media.
Purdy’s daily responsibilities cover a wide range of tasks, from game-day preparation to off-season planning. On game days, she coordinates live streams, interactive content and fan engagement efforts. During the off-season, she shifts to analytics, using data to enhance campaign performance and engagement. She shared that her favorite part of the job is “seeing everything come together on game day—watching fans interact with our content and witnessing all our hard work pay off.”
Reflecting on her time at Mizzou, Purdy recalled the impact of the Journalism School’s strategic communication–or strat comm–program, which helped her explore her options and define her goals.
“The strat comm program helped me narrow down my focus on digital strategy over PR, solidifying my passion for the field,” Purdy said.
In her senior year, Purdy got to work with FOX Sports as her senior capstone experience, gaining hands-on experience in the sports industry—a defining moment that reinforced her commitment to sports strategy.
Courses like Digital Strategy 1 and Sports & Entertainment Promotion left a lasting impression on Purdy, equipping her with essential skills for a career in sports media. She attributes much of her foundational knowledge to these classes, where she developed her love for strategy and sports.
“They prepared me for the realities of sports marketing,” Purdy said.
Navigating the rules and regulations of a large organization like the Ravens required adaptation, and finding a work-life balance was essential — especially since sports don’t operate on a 9-to-5 schedule.
Lauren Purdy
In addition to her coursework, Purdy took on multiple internships that broadened her skill set and prepared her for her role with the Ravens. She started with Influence & Co. (now Intero Digital), where she gained experience in content marketing, writing blogs and conducting research. She later interned with Mizzou CASE (Center for Academic Success & Excellence), managing social media and giving back to the Mizzou community. Her experience as a student assistant with the MU Football team gave her a taste of the sports world, further inspiring her to pursue a career in this field.
Transitioning from college to the professional world had its challenges, particularly adjusting to the fast-paced environment of working with an NFL team.
“Navigating the rules and regulations of a large organization like the Ravens required adaptation, and finding a work-life balance was essential—especially since sports don’t operate on a 9-to-5 schedule,” said Purdy.
Her experiences at Mizzou helped smooth her transition.
One of her proudest moments with the Ravens was launching the team’s first alternate helmet in 2022; the NFL approved alternate helmets for teams to wear two designs throughout the season. Purdy primarily worked on the website aspect of this launch, helping with a 360 view of the helmet and the creatives on the site. Leading this extensive digital project reminded Purdy of her project work at Mizzou.
“It was one of our best digital campaigns, and we got to try new things creatively, making the Ravens stand out,” Purdy said.
For Mizzou students aspiring to enter sports media or digital strategy, Purdy emphasized the importance of building a diverse skill set.
“Be open to opportunities and versatile in your skills,” Purdy advised. “I thought I’d be focused on websites, but I’ve gained experience across digital strategy, from emails to fan engagement.”
Updated: December 12, 2024