Dawn L. Ridley is the Strategy and Planning Director for AARP Services, Inc. She is responsible for leading strategy and planning for several key strategic areas within the organization’s for-profit division that provides products and services to 36 million AARP members.
Ridley is also the founder and President of Ridley & Associates LLC, a consulting firm specializing in marketing, branding, licensing and business development. Ridley’s expertise includes developing and implementing marketing and brand strategies for various properties. Ridley has also provided sponsorship strategy, sales and activation services for key clients, including the Super Bowl Gospel Celebration, Dominique Dawes, Ken Harvey and GameWear, Inc. Prior to joining AARP, Ridley served as Vice President, Business Development for D.C. United, the most successful team in Major League Soccer history. She was responsible for developing corporate partnerships for the Club. Ridley has also served as Director, Corporate Partnerships for National Geographic Society where she led partnerships and long-term corporate strategy for Mission Programs, which encompasses the non-profit activities of National Geographic Society. Prior to launching Ridley & Associates, she served as the Senior Vice President for NFL PLAYERS (formerly PLAYERS INC), the marketing and licensing subsidiary of the NFL Players Association. Ridley was responsible for managing and directing NFL PLAYERS’ retail licensing business. She oversaw corporate marketing and business development efforts, and assisted in the overall operation and management of NFL PLAYERS. Ridley was instrumental in the growth of NFL PLAYERS, a company that now generates more than $100 million annually. Ridley was the Vice President of Corporate Marketing and Business Development for NFL PLAYERS prior to her promotion to Senior VP, where she was responsible for maximizing sponsorship and promotional activities with NFL sponsors and NFL PLAYERS sponsors and licensees. Ridley also served as Assistant Vice President for Trading Cards and Collectibles for over seven years. Ridley has held sales and marketing positions with the Atlanta Committee for the Olympic Games (ACOG) and the Atlanta Braves baseball club. Ridley’s board and committee memberships have included Women in Sports and Events, Special Olympics DC (President), Greater Washington Sports Alliance, the Sports Card Association. She founded the Sports and Entertainment Management Association (SEMA) while at Clark Atlanta University and served as its first President. A native of Evansville, Indiana, Ridley has a BA from Indiana University and an MBA from Clark Atlanta University. She resides in Bowie, Maryland with her family.
Indiana University Bloomington - B.A.
Clark Atlanta University - M.B.A.