Joan Malcheski // Green Bay Packers

Campaign Case Study: 100 Seasons of the Green Bay Packers

Member tickets go on sale April 17. Set a reminder on Eventbrite.

We're excited to welcome Joan Malcheski with the Green Bay Packers to discuss the team's “You Only Turn 100 Once,” internal campaign — an18-month celebration of the Green Bay Packers' 100 seasons. This presentation will explore the brand overhaul, strategies, goals and some logistics behind this multi-million dollar initiative designed to leave a lasting national impression.

Bring your questions and your football enthusiasm — Go Pack Go!

Joan's Bio:

Joan is the Director, Brand Strategy and Marketing with the Green Bay Packers and has 14 years of experience in agency-life, she has successfully directed strategies for both B2B and B2C clients, demonstrating her ability to market a diverse range of products, from disposable paper goods to unmanned ground vehicles. Most recently, she served as the Director of the Packers Media (Digital) Group for the Green Bay Packers, where she developed and oversaw the content strategy that helped optimize one of the NFL’s most-visited club websites.

In her current role, Malcheski has expanded her focus to Brand Strategy and Marketing, crafting impactful strategies and campaigns that inspire innovative thinking and encourage audience action. Her mission is to deepen engagement with one of the most passionate fan bases in professional sports, connecting Packers fans with the team through meaningful messaging and interactions.

A proud Wisconsin native, Malcheski grew up on a dairy farm and appreciates her roots, humorously noting that she’s grateful she no longer has to "pick stones"—a task best understood by Midwestern farmers.