NBA
Michelle A. is an experienced leader in media research, currently serving as the Global Media Insights Team Leader at the National Basketball Association (NBA) since October 2021. In this role, Michelle A. spearheads a team dedicated to analyzing media engagement and market trends, delivering data-driven insights to inform strategic decisions across the league. Previously, Michelle A. held the position of Head of Research at Fuse TV from August 2015 to October 2021, providing strategic guidance through comprehensive research analyses. Additional roles include Vice President of Research at MTV Networks / Logo and Lifetime Networks and Director of Programming Research at Lifetime Television. Michelle A. began a career in media research as a Research Coordinator at BET. Educational credentials include the NAMIC Executive Leadership Development Program from UCLA Anderson School of Management, an MA in Marketing from Baruch College, and a BA in Psychology from Boston College.
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NBA
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The NBA is a global sports and media business built around three professional sports leagues: the National Basketball Association, the Women’s National Basketball Association and the NBA G League. The league has established a major international presence with games and programming in 215 countries and territories in 49 languages, and NBA merchandise for sale in more than 125,000 stores in 100 countries on 6 continents. NBA rosters at the start of the 2016-17 season featured a record 113 international players from 41 countries and territories. NBA Digital’s assets include NBA TV, NBA.com, NBA App and NBA LEAGUE PASS. The NBA has created one of the largest social media communities in the world, with more than 1.3 billion likes and followers globally across all league, team, and player platforms. Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.