Aminah Charles is a seasoned marketer and leader with 13+ years of experience working with CPG, Tech companies and startups to help build and execute strategies to support brand growth and development.
She currently serves as the Head of North America Sports for Beats by Dre where she manages the brand’s relationships and marketing efforts with major sports properties and professional athletes. In her time at Beats, Aminah has been instrumental in the brand’s largest marketing partnership ever with the NBA (2018). She has owned the development of all basketball marketing campaigns and launched Beats’ first ever licensed collection of NBA headphones globally. In addition to her work with leagues and teams, Aminah has signed, managed renewals and led brand activations with athletes across multiple sports in order to support product launches and develop marketing content. She’s led cross functional teams in building integrated global marketing campaigns for major sport moments including Olympics, Super Bowl and NBA Tip-off and Finals. Additionally, she lead’s the brand’s efforts across college sports including managing its NIL partnerships. Her specialization is not limited to sports — Aminah also spearheads both Beats’ HBCU Black Futures creative program and the Beats Black Equity Taskforce; both promoting diversity and inclusion internally at Beats and within the communities the brand serves.
Aminah’s first experience in marketing were at Nike and the New York Knicks before a 7+ year stint in brand marketing at Gatorade. At Gatorade, she worked in brand innovation, experiential marketing and led the Gatorade Player of the Year program. She also managed campaigns and initiatives to help evolve the brand from a sports drink company to sports fuel (protein bars, shakes, chews, etc.).
Additionally, Aminah has experience partnering with startups to help build out foundational elements like brand positioning and consumer acquisition strategies tied to product rollouts. She is a graduate of Hampton University where she was a 4-year Division-I volleyball scholarship athlete and earned her BS in Sports Management. She also holds an MBA in marketing from Northwestern’s Kellogg School of Management.