Leslie Mullins leads processes and mentors people, aggregating talent to build brands, concepts, and global market product launch campaigns that drive business growth and partnership value through shareworthy consumer experiences.

/hello

I’m a brand experience and retail strategist specializing in shaping the future of women’s sports.

Retail is often the first—and most powerful—brand touchpoint.
I help teams, leagues, and athlete-led brands translate purpose into performance—crafting integrated retail and fan experiences that drive deep connection, cultural relevance, and business growth. With a focus on women’s sports, I specialize in transforming eComm and in-arena retail into engines for brand elevation, fan engagement, and amplified sponsorship value.

Rooted in storytelling, design thinking, and consumer insight, my work has shaped the global presence of brands like Nike, Apple, Athleta, the NFL Atlanta Falcons, and the WNBA’s Atlanta Dream—where I helped triple projected 2025 retail revenue and rethink the playbook for fan-first commerce.

Whether scaling DTC ecosystems, developing athlete-led product collabs, or unlocking new revenue through lifestyle merchandising, I build Brand Experience strategies that connect culture and commerce—online, on the ground, and everywhere fans show up.

Let’s build what’s next—together.

Services

Brand & Marketplace Strategy

Positioning brands to grow through culturally connected retail, sponsorship value, and channel expansion

E-Commerce Strategy & Growth

Driving omni-channel performance through DTC, third-party marketplaces, Affiliate, and Shopify ecosystem optimization

Fan Experience & Immersive Activations

Designing in-arena and event-based moments that convert fans into loyal brand advocates

Retail Brand Marketing & VM

Creating product storytelling, campaign alignment, and merchandising systems that move product and deepen connection

Retail Concept Design & Development

Build purpose-driven, revenue-growth retail environments that elevate brand by extending the fan journey before, during, & after

Consumer Right Product Assortments

Curating lifestyle and collab capsules that align with community values, athlete narratives, vendor partnerships, and halftime entertainers—designed to drive cultural relevance and rev$

UX/UI /Web Development

Translating brand strategy into seamless digital journeys across eComm, ticketing, and campaign landing pages

Career