NJSGA People: Industry Leader and Entrepreneur, Alyson Ramsey Johnson

By Mike Moretti

Photo: Alyson Ramsey Johnson & Daughter, Finley

There is little Alyson Ramsey Johnson hasn’t achieved in the world of golf marketing, sponsorship activation, branding, and public relations. In fact, it’s a profession in which she was born to excel.

“I love that golf allows for businesses to amplify their story while creating live experiences that people can touch and feel, and have a genuine sense of their brand. I love that golf provides an opportunity for people to come together who may otherwise not have anything in common. And I love that I get to work in a sport that brings so many people opportunity and happiness and is just a lot of fun,” said Johnson.

She recently co-founded White Tee Partners, the second of her two marketing and brand-building businesses. The other is Gilly Group, a woman-owned boutique agency that focuses on P.R./media, client development events, hospitality, and sports marketing.

Ms. Johnson’s career path began with the New Jersey State Golf Association, shortly after she graduated from Syracuse University in the late 1990s. First working in media and public relations, she advanced to the role of tournament director at the NJSGA after completing her master’s degree at Temple University in kinesiology and sports psychology.

“I fell in love with the tournament and business side of golf while I was at the NJSGA, so I ended up staying on that path. After four years, I went to work with the 2005 PGA championship at Baltusrol Golf Club, overseeing marketing and corporate hospitality sales,” Ms. Johnson said.

Next up was the Director of Marketing position at Hamilton Farm Golf Club in Gladstone, where she helped plan and execute the 2006 LPGA HSBC Women’s World Match Play Championship at the club. Her job included sponsorship sales, contract negotiation, communications, club operations, and community outreach.

“At that point, I knew that I was on the right path, and I decided that I needed to get sponsorship experience before starting my own agency. I went to Wyndham Worldwide Corporation, where I stayed for about nine years.”

She joined Wyndham Worldwide, a travel and destination company, as Director of Marketing and Communications in late 2007, and within two years was promoted to a vice president. In February 2013, she was promoted to Senior Vice President before leaving to establish the Gilly Group in 2015.

“By the time I left Wyndham Worldwide, I was the global head of marketing communications and philanthropy and oversaw the Wyndham Championship on the PGA Tour as well as our programs at The Masters. I also sat on the board for the American Junior Golf Association and the New Jersey Golf Foundation,” she stated.

In September 2015, she commenced on a life’s dream with the Gilly Group, whose clients range from small start-ups to private member clubs, professional sports leagues, to global brands. The company provides a personal touch to understand client’s objectives and goals, authentic to their brand identity.

“I am really good at negotiating and advocating for my clients, but one of the biggest lessons I’ve had to learn and continue to learn is that of negotiating on behalf of myself.

“Unfortunately, I discovered early on that people will take advantage if you don’t set really firm boundaries, and that was a hard lesson for me, personally. As women, I think we’re taught to be a bit more demure and modest. In owning my own businesses, I’ve had to shift that thinking and stop under-selling my experience and expertise as a golf space leader,” she commented.

“I’ve worked hard to get to a point where I have experience from all sides of the coin in golf, and that is something I’m proud of.”

Recently, she diversified with the founding of White Tee Partners. She is partners with LeslieAnne Wade, who formerly worked with CBS Sports Communications and Faldo Enterprises. It further entrenches Ms. Johnson with her true passion: golf.

“White Tee Partners is a golf-specific, strategic communications and brand management agency. We focus on public relations, media, and social media,” said Ms. Johnson, who is also part of the team at Stick and Hack, a golf-centric media and content platform. Johnson is the host of the “Business of Golf” podcast on the Stick and Hack network, a weekly show that can be found on iTunes, Spotify, and YouTube, focusing on how money is made and spent within the golf industry.

She sees golf as an area where the future is bright – especially for women, although she would like to see more of them in strategic roles.

“Over the past six years, women have been the largest demographic coming into the game, but they’re also the largest percentage leaving. I think that tells us that there need to be more women decision-makers because right now. Those missing voices and perspectives are part of the reason for that 40 percent leaving the game,” Ms. Johnson stated.

“The positive side of that is there are a lot of smart, talented, and driven women in the space. Over the past few years, I’m seeing what I believe is the start of a shift. It is an exciting time in the industry. There is a resurgence of interest in golf due to the pandemic, and everyone is focused on how to keep that new level of energy moving forward. Equality and inclusion are a hot topic in the golf industry right now, as we work to figure out ways to bring new people into the sport and keep the beginners we just gained. Women are an area of focus, and so many of us have our foot in the door, so to speak. Now is the time for women to slam that door open while making the move for those bigger roles and opportunities.”

In the midst of all of her professional success, Ms. Johnson is a single mother raising three active children.

“As a single mom, having my own businesses has allowed for me to tailor my client roster, schedule, and travel based around what I need to do for my kids. I’ve been very fortunate in that manner,” Ms. Johnson said. “Now that they’re getting older, I’m able to ramp up more, and that’s been really exciting. Plus, my kids like golf. I think that they enjoy that they’re able to have some really cool experiences based on Mom’s work.”