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00:00What's up Detroit? It is Lisha B from the all-new Morning Rollout with Lisha B and Klay.
00:04And you already know that we are here to talk about Detroit culture shifters.
00:08And this woman, I've been low-key kind of stalking for a minute.
00:11And you probably have been stalking her as well,
00:13because not only is she the brand experience manager for our favorite team, Detroit Pistons,
00:18but also she is an amazing content creator on her own right.
00:22We've got my girl Tiana Marie Rosser here. How you doing?
00:25Hi, how are you guys? How are you?
00:27I'm doing great. Welcome. So excited to have you here because you were nominated,
00:32because you absolutely are changing the culture of Detroit.
00:36So I want to get started with just what do you do?
00:38Because I feel like a lot of people who don't follow you and like follow what you create
00:43and you're behind the scenes may not essentially know what your position as a brand experience manager
00:47for the Pistons is and how much your work is seen by those who walk into LCA.
00:53So can you explain?
00:54Yeah. So hi guys. My name is Tiana Marie. And what I do is I work on a team of
00:59four
01:00and we bring activations and experiences to life to make sure that the Pistons is positioned as a cultural leader,
01:07not only in the league, but also in the city of Detroit.
01:10So that can be from creating amazing sweet night experiences for our local creators here.
01:15Or that means like last year, we did an amazing all-star weekend activation with Shinola.
01:20So it really ranges, but we really want to tap into our city in new and unique ways
01:25and not only gain more in potential fans, but also to make sure that we are doing our culture justice
01:32and making sure that we are the leaders in pushing that.
01:34So obviously it feels like it would be a very fun job to have.
01:38What has been like the highlight so far?
01:41And I know it's probably hard to pick one, so you could pick a few.
01:43So like what's been like the best to see from start to finish be done?
01:48That's so hard because I feel like, and I've only been in the role for about a year and a
01:52half,
01:53but we've done so much.
01:55I think my favorite activation has, can I pick two?
02:01Yes, go ahead.
02:01Okay.
02:02So my first one was like my first ever activation I did with Afro Nation,
02:06and we did a pop-up basketball court when they came here the second time.
02:11And that was just amazing because we got to tap into a international entity
02:16without even leaving the 313.
02:18Right.
02:18So really utilizing our connections and making sure that our presence is known
02:22not only with basketball, but also integrating our jerseys
02:26and gifting giveaways for the artists.
02:28So that was really cool.
02:29And then obviously like my pride and joy is our World Basketball Day campaign.
02:34That project is where we select people all around the world to rep our jersey.
02:39We give them a jersey, but we also put their home country flag embedded into the number.
02:44So it's something super special that intertwines their culture with ours.
02:49And the logistics behind that is absolutely nuts.
02:52This year we like sifted through hundreds of comments from our posts last year.
02:57And so we really wanted to tap into our true fan base.
03:01So that's something really fun.
03:02I get to interact with our international fans on a personal level through email,
03:05and they send me paragraphs of stories and stories and how they're grateful.
03:09But that just shows you how our brand is just so positively viewed outside of Detroit.
03:15And that is what it's all about, bringing Detroit to the world.
03:17I love that.
03:18It actually, that activation actually made me realize that there's a guy in Korea who's obsessed with the Pistons.
03:25Yeah, he has the epitome of Detroit basketball to the world.
03:28Like we really try to tap into our authentic fans in that way.
03:33So it's just so special to see them come here finally and experience our culture for the first time.
03:38So how are you able to weave Detroit identity into something that is further than just basketball?
03:44It's something that obviously people will leave with.
03:46Because before I went to a game, I didn't know nothing, respectfully.
03:50But when I walked out of LCA, I feel like I had a whole experience.
03:54I feel like I needed to get jerseys immediately.
03:56So how are you able to, you know, infuse the 313 but make it so that even people without any
04:04knowledge of Detroit obviously feel the same too?
04:07Yeah, like I really have to give credit to our CMO, Alicia Jeffries and Marissa Garland, who's my direct boss.
04:13Because they really, and Tyrell Kirkland when he was here, he was our OVP.
04:17But they really started the building blocks of like how to bring our brand to life.
04:21And I can't really speak on that because I wasn't really the person that started.
04:25But what I've seen and learned from them, they really take the culture so seriously.
04:29And we always want our fans to feel like they came from the best experience and kind of feel like
04:36home in a way.
04:37So we really tap into whether that's 313 Day, tap into the different cultures of the city.
04:42But those three, specifically my CMO and Marissa, they really do a good job in making sure we are authentic
04:48and making sure that we are repping our city in the most authentic way ever.
04:52Besides just what you do for the Pistons, let's not get it twisted.
04:56You're also a true pioneer in your own right.
04:58Because when it comes to content creation, you and a few other people are the first people that I found
05:04when I moved to Detroit.
05:05So how are you able to balance not only creating a platform and a career and business for yourself
05:11while also making sure that being a brand experience manager is also at the forefront as well?
05:16Yeah, it's been really, really hard because I started making content about my journey
05:23working in sports when I was with the Orlando Magic.
05:25I did little videos on TikTok.
05:28And honestly, this is a vulnerable moment for me, but I didn't see the traction on TikTok.
05:33So I just said, whatever, I'm just going to go on Instagram and see what's happening
05:37because I just wasn't seeing those numbers.
05:39And now, don't do that.
05:40If you don't see numbers, keep going.
05:42It gets better.
05:42But I posted a random video on Instagram about my journey with the Pistons, but it was like
05:48super quick, 10 seconds, just a montage of my moments.
05:51And that gained me 10,000 followers from that one video.
05:55After I deleted TikTok, I went to Instagram and did that video.
05:58And I was really inspired by Trey Fills, who's also, he's an NBA content creator.
06:03And he told me just to go for it.
06:04And I did.
06:05And that happened.
06:06And so I always want to make sure that whenever I'm doing content, one, I always make sure
06:12my boss approves it, one.
06:14But also having it through my lens and just the inspiration part, wanting to make people
06:22who look like me know that there's these cool jobs.
06:25Even though my job is so unique, I want to make sure that I'm not only showing my experience,
06:31but uplifting the brand in a positive way and showing people like, hey, we're not only
06:34leading on the court because we're number one in the East right now, but we're also as
06:38a brand, not even the department I work in, but the brand team in general, we are doing
06:43good work.
06:45So highlighting the work of my peers, highlighting the work of my colleagues, and making sure
06:50that people know that we're on the map from a brand side too.
06:53And I love that you've also integrated the, not idea, but just the fact that there are
06:59black women in sports and that you can do this.
07:01And I've been noticing the comments being like, oh my gosh, I love that you can do jobs
07:06like this.
07:06I didn't even think that you could have a job like this in sports.
07:09So how does it feel to have now, like you said, in your vulnerable moment, you weren't
07:13seeing those numbers and now you're getting all of this interaction where people are now
07:17motivated and inspired by you.
07:18How does that feel?
07:19It feels amazing.
07:20And it's just like, God has given me a voice to hope to spread to others who do look like
07:26me.
07:26And I also want them to know, like, I am in a special organization because my hierarchy
07:33is all women.
07:34Like, and all, like a lot of them are women of color from my boss to my VP to my
07:40CMO to
07:41our president, all women.
07:43Wow.
07:43So I think that's so, so special because I feel like as women, we, we see things through
07:48a different lens and I get to really integrate myself into their spheres and get to learn
07:53from them.
07:54And it's really cool because our president is a black woman.
07:56Her name is Melanie Harris.
07:58She is like amazing.
08:00And I just love being in her.
08:03So she has an open office policy.
08:05Like I get to sit down and like really pick her brain.
08:07And it's just someone who is looking up to inspire to hopefully one day be at that level.
08:13It's just so cool to feel her energy.
08:15So that way you can work harder too.
08:16What's the energy like walking in there every day?
08:19Like, I feel like it's probably just a whole bunch of fun.
08:22It is.
08:23Obviously it's a business, but I bet it's just, you feel like, oh, I can actually be
08:27creative.
08:28Yeah.
08:28I can really, really be creative there.
08:31Like it's always a joy to go in the office.
08:32Like I'm really close with a lot of my coworkers.
08:36So it's just, honestly, it's a blessing.
08:37Like I think the organization does such a great job in incorporating a family type of atmosphere
08:45because I've thrived in that.
08:47Like I need to, I feel like my a hundred percent authentic Tiana when I go into work.
08:51And a lot of people can't say that as a black person.
08:54So I'm just so grateful to have a wonderful relationship with those people who are in
09:00leadership and I can confine in them without any worry.
09:03And I feel like that helps me produce the best work.
09:06And I think that also shows the idea or identity of Detroit as well.
09:11Yeah.
09:12Because if you are already cultivating that family within just, you know, that brand,
09:17a team, how amazing is it to then be able to spread that out and then show the family
09:22of Detroit what it's all about in LCA?
09:25A hundred percent.
09:25I love that.
09:26Okay.
09:26So you probably might not be able to answer this fully, but obviously you're looking at
09:31local creatives.
09:32You're looking at community champions.
09:34You're always trying to figure out new things to do.
09:36Yeah.
09:36What are some things that you would want to see?
09:38Not only just the Pistons, but any sports brands, you know, lean into when it comes to
09:42partnerships.
09:43Yeah.
09:44Like I think I gained a lot of my inspiration from the beauty company.
09:48That is no secret.
09:49I think they're the one of the leaders in experiential marketing.
09:52So tapping in, like, I want to see crazy pop-ups at Campus Martius and doing cool, like
10:00random vending machine type of things.
10:02But like kind of leaning towards that influencer experiential marketing piece of it, because
10:06I think it's so cool.
10:07I think that's what's moving people because after COVID, everyone wanted to be feeling
10:11connected to a brand and really touch and feel because we couldn't really do that.
10:16So I kind of wanted to, like, for me personally, I want to step out of the box and really
10:19think
10:20big and make sure we are on trend with some things that are going on in the industry and
10:26practicing industry norms, but taking it up a notch.
10:28Well, I can't wait because obviously I won't ask what's coming soon because I know you're
10:32going to be type-lit about it.
10:34But what are some goals that you are for your own self, whether it's within the Pistons
10:40brand or just within what you've created?
10:42What are some things that you're looking really forward to doing this year?
10:45Yeah, I'm looking forward to continue to be trendsetters with my teammates.
10:50Like, I really want to build with the group that I'm with and try to figure out what we
10:56can do that's super cool and that's leading the league and no one's talking about it because
11:00I think we are doing a good job in doing that and making sure that our organization is cultural
11:06leaders.
11:07So I just want to be the best.
11:09I mean, why not?
11:10With my team.
11:10The Pistons are the best, so you've got to be the best too.
11:12It's just motivating to see our team on the court doing well.
11:15It's just like, okay, like, let me do my best now.
11:17Our players are doing their job.
11:19Let me do my job to uplift not only the brand, but also help our fans get to know us
11:23in new
11:23ways.
11:23I love that.
11:24And speaking of getting to know yourself in new ways, obviously with this Detroit Culture
11:29Shifters, I'm trying to make sure that people who don't get the platform that others do get
11:36that platform because there's a lot of people like yourself who are creating moments, who
11:39are shifting things within the 313.
11:42And I want to know who are some people or organizations that you feel are shifting the
11:46culture in a positive light?
11:48Yeah, I don't know if someone said this, but I think Cliff Roach is doing a really good
11:51job with networking at night.
11:53I see him everywhere.
11:54I like to see where he was when I started to go to his events to now.
11:58I really admire what he's doing and bringing the culture and bringing like young adults
12:03in Detroit together, young professional Detroiters.
12:06So I think he's really doing a great job.
12:09I've been seeing him pop up on my threads a lot more recently, so I got to tap into him.
12:13Yeah, he's cool.
12:14Is there any other things that you want to share with the audience real quick?
12:18Anything that's coming up for you personally or with the Pistons brand?
12:22Um, I don't think so.
12:24Should we talk about Creator Club or something like that?
12:26Yes, we should.
12:26I was about to get to that girl.
12:29Oh, I dropped the gun.
12:30I'm sorry.
12:31No, no.
12:31Get to it.
12:32Let's talk about it because I don't know if you know, but I'm a part of it.
12:36You are?
12:36Yeah.
12:37I'm locked into the email list.
12:39Oh my God.
12:40I didn't know.
12:40Dude, there's like 300 of you guys.
12:42I know.
12:42It's a lot.
12:43I need to know all the names.
12:44But okay, explain what it is for people who don't know.
12:47Yeah, so it's funny.
12:49So last year I was in a really weird spot with my content creation journey.
12:55Like I was, I just transitioned into the role of brand experience manager.
12:59Prior to that, I was with the social team, with the team for about two years.
13:03So it was just like kind of an adjustment.
13:06And I was like, okay, like I didn't really see a lot of growth.
13:10It was just like a weird period.
13:12So I went to a creator event and I met my friend Cedric.
13:17And I, do you know Cedric Campbell?
13:19I've seen Cedric on all of my pages.
13:22I love y'all together.
13:23Yeah, our little friend group is really funny.
13:25But I was like, I really want to create a space for creators where we can help each other.
13:30And it was just like helping each other, like, can you help me film this?
13:34Can we bounce ideas?
13:35And he was like, oh, that's a really good idea.
13:37And then my girl Kay Liz came in and my girl Alex.
13:40And then we had Rose and Becca.
13:42So like, we're just like, okay, let's kind of start this thing.
13:45And so we started at the Shinoah Hotel on Tuesdays.
13:48And we just went upstairs and took over upstairs.
13:50And it was just like this little club where we just met and we talked.
13:54And then people started to like come.
13:58I'm like, okay, like this is getting bigger.
14:00Now we're talking about events.
14:02And also I created the club because I really wanted to get to know the creator scene in Detroit because
14:07I came from social.
14:08I wasn't really integrated into the city like that.
14:10So I wanted to create like kind of a hub where I can get to know new creators and see
14:13how we can implement them to different activations because we invite a lot of influencers.
14:18So we always want to try to keep that fresh.
14:20Right.
14:20And so it got bigger and bigger.
14:22And our goal and mission is to help the next generation of creators to get them their foot in the
14:27door.
14:27Because when I came up and something that we were talking about as our founder group, like we just felt
14:34like the scene was just so segmented.
14:37And we didn't see any new voice.
14:38That's still a conversation that's being had today.
14:40It's just so segmented.
14:42And so we wanted to create a space that we just brought those experiences to that next up.
14:48So we really want to help them have payment transparency, making sure they know what to charge, best practices.
14:55So we're just a community that just wants to help and grow new creators, whether that's what you're starting or
15:01whether that you're already established.
15:04We just want to connect brands to cool creators to have new voices tell our story in the city.
15:09And how can they find out how they can be a part about it?
15:13So we're actually thinking or thinking we're actually going to be launching soon.
15:18So stay tuned on our creator on our creator page on Instagram.
15:22So creator club Detroit.
15:24And you get all the updates there.
15:26So we're excited for season two.
15:28I'm excited because the gyms and the events that you were dropping.
15:32Yeah.
15:32But, you know, it's just the team is just so special.
15:35And I think I admire that.
15:37I don't think I know I admire them so much.
15:40And we just have a special group.
15:42So we want to share our gifts to our community.
15:45And I think that's just overall basic of what I've heard so far is that no matter what you have
15:50done throughout your career, it's all about helping uplift others.
15:54And I love that that is a common thread.
15:56And I think that you are going to be pushed very far, not only personally, but professionally because you hold
16:02that so dear.
16:04So I am.
16:04Honestly, I was like, you're right.
16:06I'm like, what?
16:08And honestly, I feel like sometimes I have a lot of imposter syndrome.
16:12So I just like go on to the next because also I work in sports.
16:15We're always going on to the next.
16:17Like because we don't get a second to sit.
16:19But like really like doing things like this and really talking through the visions and things I've done with the
16:26team and then outside with the creator club.
16:27I'm like, dang, like you've done a lot.
16:30And I was like, I should be proud.
16:32Like I've done so much.
16:34So I feel like this could have at least equated to like an extra five years of experience.
16:39You know what I mean?
16:39But I just have to slow down.
16:41I think that's a lot of people, you know, just slow down and really think like, wow, you're doing a
16:46lot.
16:46You're doing a lot for others, too.
16:47And that's what it's all about.
16:49Be grateful and be present.
16:50Yeah, 100%.
16:51Well, I appreciate you for being here.
16:54Please shout out your social media so that everyone can follow you and stay up to date with what you
16:58got going on.
16:58Yes, so my Instagram is Tiana, T-I-A-N-N-A underscore Marie with four E's.
17:05Y'all, don't forget the four E's.
17:06And stay tuned with my journey as just a black woman in Detroit, but also someone who works in sports,
17:11repping the Detroit Piston.
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