Monica Hand is the Director of Marketing at the USTA, where she works at the intersection of digital strategy, data, and cross-functional collaboration to support the long-term growth of tennis as a sport.

In this episode, Monica explains why strong digital experiences don’t start with tools, but with people, alignment, and shared definitions of success. She breaks down how to build digital foundations without overcomplicating them and how to balance long-term strategy with day-to-day execution.

You will hear:

- Why digital transformation starts with internal alignment, not technology

- How to define success metrics before investing in tools or platforms

- How data helps resolve subjectivity and refocus teams on the customer

Learn how market research has reshaped Monica’s approach to lifecycle marketing, why cross-functional collaboration is essential to post-click CX, and how to lay strong foundational elements across all customer touchpoints.

=== Connect with Monica:
- LinkedIn: https://www.linkedin.com/in/monicahand/

- USTA website: https://www.usta.com/en/home.html

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com