I met Kacie Van Stiphout last spring on a professional development tour (PDT) in Portland with the University of Oregon’s Public Relations Student Society of America (PRSSA). She is a SOJC alum, who was our point of contact for the PDT. She gave us a tour of Providence Park and let us walk on the field, which was such an amazing experience. Kacie talked about her time at UO and then walked us through what she does for social media for the Portland Timbers and Thorns. I remember her vibe was welcoming and she was excited to talk to us. At the time she was the Social Media Coordinator. During the tour, she told us to reach out to her if anyone was interested in a job shadowing a game and I immediately wanted to ask. I connected with her on LinkedIn and reached out to her to set up a job shadow opportunity over summer break.
Flash forward to her getting a promotion and becoming the Social Media Manager for the Portland Timbers and Thorns. In September, I got the opportunity to shadow her at a Thorns game and it excited me for what life after college can be like. Kacie is someone I am very grateful to have met and I look up to her. All of the cool things she has done after graduating UO is impressive. She has inspired me in so many ways to include the creation of GIRLBOSS. Here is my interview with Kacie.
Interview:
Q: What made you want to pursue a career in the sports industry?
A: I wanted to pursue a career in the sports industry because I had spent my entire life either playing a sport or being a fan. I realized what sports can do for an individual, a family, a group of friends, even relationships. I knew I wanted to work with teams directly, so I could inspire individuals like those teams had inspired me. I thought I wanted to do PR/communications and fell into a social role with one of my very first internships. I immediately knew that was the more concentrated route that I wanted to take. I never really thought of myself as a content creative, but I realized in the social media world – your creativity is really endless, so that, mixed with sports, was the perfect combo for me.
Q: Did you encounter any difficulties during your post grad job search?
A: After school I got my first internship (FINALLY PAID SLAY) with the Sarcamento Kings and Golden 1 Center. It was a June to September gig, and I barely made anything, so the only reason why I took the job was because my bff/sorority girlie lived in Placerville like 50-60 min away. I lived with her and her family. I drove the 1 hour commute for the job. It felt like everything had to align for me to take it, and I guess it kinda did. In the sports industry, it’s very demanding, but I knew I’d have to sacrifice a few things to get into the career I wanted.
After the internship ended, I was literally going to move back to Portland and live with my parents because I didn’t have a job lined up. I drove all the way to San Francisco to interview with Pac-12 Networks as a social media producer on their short-form content team, and they offered me a job in the 11th hour. I found a roommate on FB marketplace (was very sketch) and had to work 2 jobs in the city to make rent. I ate canned soup from Safeway and sometimes showered at the SoulCycle where I worked at the front desk. It sounds very insane, between the two jobs I was literally working everyday, but I loved the grind so much. I miss the city sometimes! I moved due to COVID 😦 but again everything happens for a reason and I’m where I’m at today because of everything.
Q: What has been your favorite part about working in sports?
A: Literally everything that I’ve felt at the very top of my career mountain and I’ve felt at my very lowest. When COVID happened I moved home and worked at a restaurant for a little over a year. I was freelancing for some doctors office on their social accounts (literally what?? I was a J major) and NO ONE would give me a sports job. I felt like I was 22 again and fresh out of college. It was a nice break for me to realize that this career, this industry is something A LOT of people want to do.
When I got my job with the Arizona Coyotes, I cried because working in the NHL was MY DREAM JOB. I had a ton of impostor syndrome, but I worked my ass off. The grass was definitely not as greener in Arizona and I cried a lot. I started to not like my job and I missed my family. (I know this question was about what my favorite part was, I promise I’m getting to that) So anyways, I applied for the job here, with PTFC and got it. Was like.. Soccer? I literally don’t understand, but over the last 1.5 years, I’ve learned more than any other job I’ve ever had. My favorite thing is storytelling from every job I’ve had (no matter if it made me cry or not lol) the travel, the wins and the losses, and the smiles on fans’ faces from being able to experience a live sporting event. But mostly, the storytelling 🙂 (the travel is kinda slay too).
Q: What do you hope to accomplish in your future?
A: I have so much farther to go in my career. I’m not sure if that means moving states, teams, or even the sport itself. But I do love that I can do anything in the sports world. Once you’ve worked for NBA, NHL, Division 1 collegiate athletics, and now MLS/NWSL, I have a ton more confidence. I hope to run my own team some day. I am manifesting: Kacie Van Stiphout, Senior Director of Social Media & Content Strategy — then one day, VP of Marketing 🙂 FINGERS CROSSED GIRLIES 🤞
Q: What strategies have you found most effective in engaging fans and followers on social media platforms?
A: The most effective one is brand voice and authenticity. You’re not going to get everyone to follow you. I didn’t follow any soccer teams before working for the Timbers and Thorns. I do follow the Chargers, the Las Vegas Aces, the New Jersey Devils for their brand voice. It works and what works for them, might not work for others. Once you find what fits and when your target demographic likes what you’re doing, you’re golden. Then you can use paid ad campaigns and other marketing assets to find the fans that aren’t already following you and hopefully sell more tickets. IT”S ALL ABOUT REVENUE!!
Q: How do you tailor your social media content to align with the brand and values of the sports team?
A: What I do for the Thorns is a totally different strategy than what I do for the Timbers. That’s just the nature of an NWSL team versus a MLS team. The Thorns don’t have Messi in their league, but they do have Sophia Smith, Becky Sauerbrunn, Sam Coffey, etc. And it’s part of my job to turn those figures into the next Messi, or the next Dame of Portland. To highlight their stories, their achievements (both on and off the pitch) and make them heroes. Everyone wants to come watch a hero play, especially if you live in the same city as them.
Q: Can you share your thoughts on the role of storytelling in sports social media content? How do you incorporate storytelling techniques into your posts?
A: There’s a million and one ways to do storytelling well. Every team or organization will tell you something different, but here at PTFC, I like that we mix things up. We can storytell through our long-form sit-down interviews or player profile videos. We can storytell through shorter vignette videos, even just a simple photo or written piece on our website. It’s just important to provide context to a fan that knows nothing at all. If we have a player return from injury, or have a baby, or score a hat-trick, we tell those stories so that specific athlete can become your new favorite athlete.
Q: How do you balance the need for timely updates and engagement with the necessity of respecting players’ privacy and downtime?
A: It’s a battle for sure. The athlete has to know that being a public figure is actually part of their job, but they are also a person. I am around the Thorns and the Timbers players a lot. I use common sense with that. I don’t pull my phone out during team meals, I don’t take videos of the guys on the airplane and I don’t shove my phone in the faces of the athletes especially after a brutal loss. I want them to respect me as much as I respect them. It’s all about recognizing the business of what we do and then also the human aspect. That sometimes, just takes time.
Q: Finally, what do you think makes the Timbers & Thorns unique, and how would you showcase that uniqueness through your social media channels?
A: They are such a different style to each other. I want to grow the women’s game with the Thorns. Make them the best at what they do and make them leaders and innovators in the NWSL. The Timbers are different, there’s a brand new chapter here with a new coach. They have such a rich tradition and history being in the MLS. This entire city would go to bat for them and so making sure we showcase that community is also really important. With the sale of the Thorns and having new ownership. I’m not really sure of what will happen, but I do know I love both teams so much and I’ll always continue to make sure that the Timbers and Thorns are in conversations about being some of the best content in the soccer game.
Wrapping Up
Kacie Van Stiphout’s journey from a passionate sports enthusiast to a seasoned social media manager for the Portland Timbers and Thorns is truly inspiring. Her dedication, resilience, and unwavering love for storytelling have not only shaped her career but also enriched the fan experience for thousands. Through her candid reflections and insightful strategies, Kacie reminds us of the power of authenticity, creativity, and community in sports social media. As she continues to chase her dreams and pave the way for future leaders in the industry, her impact will undoubtedly resonate far beyond the digital realm. Kacie’s story serves as a testament to the endless possibilities within the sports world, fueled by passion, perseverance, and a relentless pursuit of excellence. She is a GIRLBOSS. ✨
Girlboss 
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