DJ

Daniela Jaramillo

Licensing · Product development · Brand Partnerships · Business development · Marketing

Portfolio

Select a company name or photo to explore the work.

03 / About

Hi, I’m Daniela.

Born and raised in the northwest suburbs of Chicago, I’m the oldest of three, which probably explains my independent nature and tendency to take the lead.

Over the years, I’ve called Chicago, Lexington, Dallas, Miami, and now New York home. Each move has brought a new perspective, different experiences, and the chance to meet some incredible people. I’ve learned to embrace change, adapt quickly, and find opportunities in unfamiliar places.

If I had to describe myself in three words, I’d say intuitive, resilient, and ambitious. I’m naturally curious and have always loved learning. I believe knowledge is power, and that there’s always something new to learn, a different perspective to consider, or an opportunity to grow.

I've never been one to think small, and I tend to thrive when I have a lot on my plate. I enjoy a challenge and excel under pressure. There's something about a fast-paced environment that brings out my best.

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FIFA World Cup 2026

Model in a green embroidered camp shirt on a soccer field with the Manhattan skyline behind

01 / FIFA World Cup 2026 · Licensing

Brand Partnerships

Managed nine licensee accounts across hardgoods, apparel, collectibles, and toys. Pursued new licensing opportunities, including the Tombolo × FIFA World Cup 2026 collaboration.

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Storefront of a FIFA World Cup 2026 Store in a shopping mall

02 / FIFA World Cup 2026 · Retail

Bringing the Game to Fans

Co-led the execution of 39 FIFA Store pop-ups across host cities, spanning location selection, product assortment, store design, and marketing activations.

View the stores
FIFA World Cup 2026 Kansas City premium giveaway items: a blue tote bag, luggage tag, stickers and a rolled towel on grass

03 / FIFA World Cup 2026 · Premiums

Premiums Program

Directed the end-to-end FWC26 and Host Cities premiums program, developing program strategy and processes while managing multiple supplier groups and overseeing product development, execution and approvals.

View the program
Daniela on the pitch at AT&T Stadium in Dallas, arms raised in front of the FIFA World Cup 2026 goal and signage

04 / FIFA World Cup 2026 · Stadium Retail

Tournament Time

Served as Retail Venue Manager during FIFA tournaments, overseeing stadium retail operations and making day-to-day operational decisions for Club World Cup (Charlotte) and FIFA World Cup (Dallas) competitions.

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Back to FIFA World Cup 2026

Premiums Program

Think about the premiums (giveaway) items you encountered leading up to and during the FIFA World Cup 2026. Whether at a Host City activation, FIFA event, supporter announcement, or Fan Festival, chances are that item crossed my desk for review and approval. Behind those thousands of products was an extensive program I directed and developed across all three host countries.

Program Leadership & Operations

The people and operations behind the program.

Managed two dedicated core teams of five through the preferred premiums supplier, overseeing separate FIFA and Host City account groups, along with additional supporting team members who rotated in and out as program needs shifted. Led weekly meetings to review account progress, address challenges, align priorities, and maintain visibility across projects.

Expanded internal support by engaging Host City Specialists across U.S. markets to assist with premiums initiatives and report directly to me during key periods of the program.

10+Team members managed

Product Development & Approvals

From concept to final approval.

Oversaw product development and approvals across the full premiums assortment, spanning apparel, accessories, scarves, posters, and promotional merchandise. Served as the central approval point for product designs, samples, quantities, and distribution, ensuring products met FIFA brand standards and program requirements.

Program Development & Infrastructure

Building the infrastructure to support a tournament-wide program.

Worked alongside the preferred premiums supplier to develop an ordering website, helping establish the processes and infrastructure needed to manage product ordering across FIFA and Host City accounts.

Developed, in collaboration with the supplier, a product-drop strategy built around key tournament milestones, anticipating demand and identifying products likely to resonate with audiences.

Host City Local Supplier Integration

Creating opportunities for local businesses.

Worked directly with Host Cities to support the onboarding of small, local vendors interested in producing premiums. In collaboration with FIFA’s Sustainability team, helped establish a new vendor approval process that had not previously existed within FIFA, creating a pathway for Host Cities to work with local suppliers.

Commercial Alignment & Product Strategy

Protecting the value of FIFA’s retail offering.

Maintained oversight across premiums initiatives to ensure product assortment and distribution complemented FIFA’s retail program rather than competing with commercially available merchandise.

Evaluated product concepts and proposed giveaways with consideration for retail assortment, fan demand, and the broader commercial strategy, balancing the needs of Host Cities and tournament stakeholders while protecting the integrity of FIFA’s retail offering.

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Back to FIFA World Cup 2026

Tournament Time

FIFA World Cup 2026  |  Dallas, TX

Tournament-Time Retail Operations

Retail Venue Manager  ·  AT&T Stadium & Dallas FIFA Fan Festival

Oversaw on-site retail operations across AT&T Stadium and the Dallas FIFA Fan Festival, working in close collaboration with Fanatics as FIFA’s retail operator. Served as the primary on-the-ground decision-maker, balancing operational execution, product availability, and FIFA brand standards across two major tournament environments.

9Matches — the most of any FIFA World Cup 2026 host city
1Semifinal
48hBetween matches across six match days
19Store locations at AT&T Stadium, plus 2 at the Fan Festival

Tournament Scale: Supported retail execution across nine matches, the most of any FIFA World Cup 2026 host city, including a semifinal and matches featuring national teams such as Argentina, Spain, France, England, and Portugal.

The Dallas jersey wall at the FIFA Fan Festival retail store, with a mannequin in a Brazil kit in front of national team jerseys from around the world
Daniela behind a FIFA World Cup 2026 retail counter, waving
A Match Day official merchandise wall with South Africa jerseys, caps and footballs
01

Fan Festival Operations

Managed retail throughout the entire Fan Festival operating period, coordinating additional inventory needs, securing product stock, and adapting operations to accommodate fluctuating attendance and larger crowds.

02

Venue Operations Alignment

Represented the retail operation in daily meetings with department leads and key decision-makers, providing operational updates, raising concerns, and contributing to cross-department solutions.

03

On-Site Decision Making

Made independent operational decisions on the ground while coordinating with the FIFA retail headquarters team on broader operational needs, communicating challenges, escalating concerns, and aligning on solutions to maintain smooth retail execution.

04

Real-Time Problem Solving

Navigated six match days with just 48 hours between matches, addressing challenges including extended queues, POS disruptions, and product availability. Quickly identified solutions and implemented operational adjustments to improve execution ahead of subsequent matches.

05

Post-Match Reporting

Delivered post-match operational reports to FIFA headquarters, communicating performance, challenges, and opportunities to improve execution.

FIFA Club World Cup 2025  |  Charlotte, NC

Stadium Retail Operations

Retail Venue Manager

4Tournament matches

The primary point of contact for on-site stadium retail across Charlotte’s four tournament matches, including matches featuring clubs such as Real Madrid, FC Bayern, and Chelsea, working with Fanatics, FIFA’s retail operator. I represented retail alongside other key decision-makers, kept branding, assortment, and availability to FIFA standards, made real-time match-day adjustments for a great fan experience, and reported key takeaways to headquarters after every match.

View of a packed stadium during the FIFA Club World Cup in Charlotte
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Brand Partnerships

I thrive at the intersection of creativity, collaboration, and problem-solving. Account management is one of my strongest skill sets, and I find real fulfillment in building relationships, navigating challenges, and moving projects forward. There's nothing quite like seeing an idea evolve from an initial discussion into a finished collection worn by people out in the world.

Collaboration

Tombolo × FIFA World Cup 2026

A 21-piece limited-edition terry cloth collection celebrating the FIFA World Cup in NYNJ, featuring custom details inspired by the host city and matches.

View the collection on Tombolo
Model in a green embroidered camp shirt on a soccer field with the Manhattan skyline behind
The shoot
  1. The Idea

    An opportunity to bring something different to the FWC26 licensing program: a fashion-forward collection that went beyond traditional logo-driven merchandise. Tombolo, a New York New Jersey-based brand, felt like the perfect fit.

  2. The Deal

    After initiating contact with Tombolo, I led the conversations and negotiations, bringing the partnership across the finish line. Following the agreement, I took ownership of the account and managed the relationship through onboarding and execution.

  3. The Build

    Partnered directly with Tombolo throughout the product development process, from identifying product categories and reviewing design mockups to providing creative feedback on designs, samples, product assortment, and hang tags. Beyond the collection itself, I oversaw marketing asset approvals across the brand's website, social media, and email campaigns, explored new opportunities to expand the partnership, and found creative ways to work within FIFA's brand guidelines while continuing to push the design vision.

  4. The Result

    Originally planned for Tombolo's own e-commerce and retail channels, the collection gained additional exposure through our NYNJ pop-up stores. The pieces made their way beyond retail, with Alex Morgan spotted wearing the collection and fans sporting the designs across FIFA World Cup 2026 host cities throughout the United States.

Model in a cream terry zip shirt with a Statue of Liberty print and the skyline behind
The look
Close-up of a blue terry quarter-zip with a mesh pocket and a Statue of Liberty soccer patch
The detail
Quilted satin jacket lining printed with a lighthouse, the New Jersey coast and match dates
The lining
White bucket hat with yellow stripes and Where were you? embroidery
The product

Collaboration

Funko Pop! × FIFA World Cup 2026

Two programs, one for collectors and one for fans.

View the collection on Funko

Mascots

Pop! vinyl figures of the tournament mascots Maple, Clutch, and Zayu.

Pop! Yourself

Fans could turn themselves into a Pop! with FIFA accessories, a football or the trophy, packaged in a custom FIFA box.

The Funko collaboration brought the FIFA World Cup 2026 mascots to life through a collectible Pop! lineup. From finalizing the licensing agreement and managing the account to working through character poses for each mascot and accessories for the customizable Pop! Yourself collection, I led the creative development process. Along the way, I worked closely with Funko on product designs, packaging, samples, and marketing assets, bringing the collection together while maintaining FIFA's brand identity.

Back to FIFA World Cup 2026
Back to FIFA World Cup 2026

Bringing the Game to Fans

Within just five to six months, we built an offsite retail program spanning host cities across the United States and Canada.

The stores

39 FIFA Store Pop-Ups

Bringing the FIFA World Cup 2026 to fans in the host cities.

  1. Location Selection

    Partnered with host cities and the retail operator to identify, evaluate, and secure strategic retail locations, maximizing visibility, accessibility, and fan engagement.

  2. Product Assortment

    Shaped and refined product assortments across pop-up locations, aligning FIFA licensee offerings with fan demand, local market preferences, and product availability. Partnered with the offsite retail operator to develop exclusive product assortments featuring SKUs available exclusively at offsite locations.

  3. Store Design

    Partnered with the retail operator and FIFA brand team to translate brand guidelines into engaging retail environments through store layouts, visual merchandising, and in-store presentation.

  4. Marketing Activations

    Led the marketing strategy for store openings, beginning with the launch of the first FIFA World Cup 2026 pop-up on Miami Beach. Working cross-functionally with PR, Marketing, and the Host City, I drove execution of the opening event through press releases, media alerts, social media creative, fan giveaways and engagement, influencer outreach, and ribbon-cutting ceremonies. Alongside the social team, we developed a standardized creator brief used across the host city program, outlining content expectations, creative direction, captions, social tags, and deliverables.

    The Miami Beach launch helped establish a blueprint for subsequent host city openings, which I continued to oversee across the program. This involved leading cross-functional calls, driving timelines and deliverables, and coordinating host cities, host city supporters, and retail partners to keep each project moving forward while ensuring consistency across activations and adherence to FIFA brand standards.

Photos

Inside the Stores

Ribbon-cutting outside the FIFA World Cup 2026 Store opening in Miami Beach, with fans and press looking on
Hudson Yards FIFA World Cup 2026 Store kiosk under a curved canopy
Mascots Maple, Zayu and Clutch inside the FIFA World Cup 2026 Store
Two shoppers looking at a match ball display in the FIFA World Cup 2026 Store
Colorful FIFA World Cup 2026 Store entrance with trophy graphics
Wall of national team jerseys inside a FIFA World Cup 2026 store
Overhead view of a FIFA World Cup 2026 Shop pop-up on turf in a mall
Crowd of fans outside the FIFA World Cup 2026 Store opening in Miami Beach
Fans browsing jerseys and caps inside a FIFA World Cup 2026 store

Influencer content

Tap a reel to watch it on Instagram or TikTok.

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Business Operations

My internship with the College Football Playoff introduced me to the world of licensing and solidified the career path I wanted to pursue. I was also the first University of Kentucky intern and part of the final intern cohort of the four-team playoff era at CFP.

The internship

Inside the CFP

Business Operations Intern

  1. Brand Integrity

    Maintained CFP licensing guidelines and monitored trademark usage, reporting potential brand infringement.

  2. Apparel

    Researched product styles and emerging embellishment trends to support the CFP’s national office Nike apparel program.

  3. Merchandise

    Collaborated on the development of uniforms, gifting, & branded merchandise for CFP staff, stakeholders, volunteers, talent, & participating teams.

  4. Partnerships

    Supported marketing initiatives and merchandise collaborations alongside Legends Global Merchandise and Collegiate Licensing Company.

The 2023–24 season marked a record year for National Championship merchandise sales. Alongside my manager, I helped review and approve 8,125 product concepts, ensuring each aligned with College Football Playoff brand guidelines. I also had the opportunity to bring my own creativity into the mix by designing apparel for in-game talent. What began as Photoshop mockups eventually became custom pieces worn by the DJ, in-game host, national anthem singer, and other on-field talent.

Beyond product development, I managed the production and distribution of National Championship apparel, coordinating branded pieces for more than 1,000 volunteers, vendors, and talent. I also oversaw apparel production for the winning team, ensuring the final product stayed true to the approved designs. Immediately following the game, I led a team responsible for distributing the apparel to players and staff, helping bring the championship moment to life.

One of my favorite experiences was being part of the early discussions surrounding the first-ever Nike and College Football Playoff footwear collaboration: the Nike Air Trainer 1 CFP. The opportunity gave me a closer look at the conversations, creative development, and planning behind bringing a product collaboration from concept to launch.

What I built

2024 Apparel Branding Recap

College Football Playoff National Championship, Houston

Slide 1 of 18, 2024 Houston apparel branding recapSlide 2 of 18, 2024 Houston apparel branding recapSlide 3 of 18, 2024 Houston apparel branding recapSlide 4 of 18, 2024 Houston apparel branding recapSlide 5 of 18, 2024 Houston apparel branding recapSlide 6 of 18, 2024 Houston apparel branding recapSlide 7 of 18, 2024 Houston apparel branding recapSlide 8 of 18, 2024 Houston apparel branding recapSlide 9 of 18, 2024 Houston apparel branding recapSlide 10 of 18, 2024 Houston apparel branding recapSlide 11 of 18, 2024 Houston apparel branding recapSlide 12 of 18, 2024 Houston apparel branding recapSlide 13 of 18, 2024 Houston apparel branding recapSlide 14 of 18, 2024 Houston apparel branding recapSlide 15 of 18, 2024 Houston apparel branding recapSlide 16 of 18, 2024 Houston apparel branding recapSlide 17 of 18, 2024 Houston apparel branding recapSlide 18 of 18, 2024 Houston apparel branding recap
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Athletics Marketing Internship and Blogs

My introduction to the sports industry: a marketing internship at UK and two interviews that showed me how to tell sports stories.

The internship

University of Kentucky Athletics

Marketing Intern

During my internship with the University of Kentucky, I gained hands-on experience in game-day promotions, press box operations, and fan engagement. I supported live event production across basketball, football, soccer, softball, baseball and tennis, helping bring each game to life through in-venue visuals, music, and coordinating on-air talent and production staff to keep everything running on schedule.

What began with shadowing the game-day production team during my freshman year eventually turned into the opportunity to join the team as an intern during my junior year. By the time I wrapped up my senior year, I had gained invaluable experience, built relationships with driven and passionate people, and discovered an industry I hadn’t known much about before. This internship became one of the most meaningful parts of my time at the University of Kentucky and helped shape the direction of my career.

The blogs

Two Blogs I Wrote

Selected writing from my time with KRNL Lifestyle Magazine on campus.

I had the opportunity to contribute articles to the campus fashion and lifestyle magazine, where I found a way to combine two of my interests: writing and sports. Through these features, I interviewed TJ Beisner, Director of Player Development for Kentucky Basketball, to learn more about the evolving landscape of Name, Image, and Likeness (NIL). I also sat down with Assistant Coach Chin Coleman to discuss his transition from Illinois to Kentucky, his experience working with Ayo Dosunmu, and his decision to join the Wildcats.

These conversations gave me a behind-the-scenes perspective on college basketball, from NIL and the transfer portal to the people and decisions shaping the program. Just as importantly, the experience allowed me to strengthen my writing and interviewing skills while learning how to tell compelling sports stories. Writing had always been one of my strengths, and this opportunity showed me how I could bring that passion into the sports industry.

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