In conversation with the Chief Commercial Officer at the Confederation of North, Central America and Caribbean Association Football. 

This is the Blueprint, the podcast brought to you by Leaders and Deltatre about straightforward strategic thinking in sport. 

This series teases out insights from leading industry executives about how they strategise. They’ll provide a fresh perspective on sports' most recognisable organisations, with real life examples of where strategy worked (or didn’t). 

In this episode, Heidi Pellerano, who leads commercial initiatives at CONCACAF, joins Leaders’ Content Director David Cushnan and Deltatre’s Commercial Strategy Lead Max Barnett to outline her approach to strategic thinking, how and why investing in data is critical, and how working with member associations requires a flexible strategy.