Sports marketer Marissa Pace switches lanes, joins Guide Dogs NSW/ACT as CMO
Renowned sports marketer Marissa Pace has joined Guide Dogs NSW/ACT as its new chief marketing and philanthropy officer. In her first interview since taking on the gig, she tells Mumbrella why she made the switch, and shares her aims for the not-for-profit.
Pace has spent the past 15 years in the sports world, as the former head of digital and marketing for Formula One, chief marketer for World Rugby, and most recently, chief marketer for Rugby Australia.
After so many years, she felt she reached a point where the skills she learnt could be used to drive something bigger than just viewership and ticket sales. Her decision to make a switch didn’t necessarily come from a push away, or rejection, of sports marketing, but more a pull towards the NFP sector.
“I want to show that you can bring commercial excellence into the for-purpose space without losing authenticity. In fact, that’s what I think many NFPs need most right now and where I feel I can have some impact,” she told Mumbrella.
Marissa Pace
Pace’s personal life has heavily featured volunteering, ever since her Girl Guides days. She mentored in the school system and volunteered in India, and the opportunity with Guide Dogs aligned with her personal values.
She described her new role as the “perfect bridge” between a trusted brand, a purposeful mission, and an opportunity to evolve how fundraising and marketing is done in the NFP sector.
Coming from the world of sport, especially rugby, Pace found she was often the only woman in the boardroom. She recalled always being aware of it, but didn’t realise how much it impacted her, until she walked into Guide Dogs — an organisation with a majority female leadership team and “broader mix of voices overall”.
“While surprising, it’s mostly genuinely energising. I really didn’t realise how male-dominated my career path has been to date,” she told Mumbrella. “What’s most important is that it doesn’t feel like diversity for diversity’s sake. There’s a true sense of inclusion here … people feel safe to speak up, challenge thinking and lead in their own way.
“I’ve worked in some of the biggest sports brands in the world, but I’ve never experienced this kind of cultural depth … and it’s made me reflect on how much potential we’ve missed.”
Now a month into the new gig — she leads the NSW/ACT organisation’s marketing, communications, and fundraising efforts — she said she will lean on her experience and expertise in sports to “bring a high-performance culture where impact and accountability can live alongside purpose”.
At the top of her list — sustainable growth. This includes donor dollars, smart systems, and strong communities all working together. Within this, her first priority is to shift how the NFP thinks of its donors.
She found that interacting with donors is similar to the fandoms of sport: “It’s about building that loyalty and trust while serving our clients. They’re communities, and they want to be engaged, just like sports fans.”
In fact, the worlds are much more similar than one may initially assume, especially in the context of campaign measurement and ensuring ROI, she said.
Guide Dogs NSW/ACT branding
“In sport, you live and die by audience connection. Every campaign is measured and every dollar spent is expected to return value … either through revenue or fan loyalty. When you’re in an NFP, you realise how much more important that is.
“As a donor-funded organisation, the weight of making the marketing investment decisions is greater than anywhere I’ve ever worked. You’re thinking about the donor who has been giving $10 a month, or the kid who held a yard sale to bring in $25 … it adds real weight to every choice.”
She will also work to understand how Guide Dogs can use AI as a “real tool” for efficiency, insight, and growth.
“From predictive giving models to automated campaign optimisation, there are huge opportunities to work smarter, reduce manual load and unlock hidden value in our data… so we can reach donors with relevant, meaningful and emotional stories that compel them to give,” she said.
And finally, community. Pace stressed Guide Dogs is one of the most trusted brands in Australia because of its deep emotional connection with people.
“My focus is on protecting and evolving that connection… by making sure we continue to show up in meaningful, inclusive and modern ways, whether that’s through brand, advocacy or local engagement,” she told Mumbrella.
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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