Dance Mogul Exclusive

Lizzie Seedhouse: The Marketing Executive Building Bridges Between Sports, Performing Arts, and Purpose

From college soccer fields in Florida to the C-suite at USRowing — Lizzie Seedhouse has spent over a decade proving that data-driven marketing and authentic human connection are not opposites. They are the same strategy.

By Dance Mogul Magazine  |  Exclusive Feature  |  Updated May 2026

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Who Is Lizzie Seedhouse?

There are executives who build campaigns. And then there are executives who build cultures — who understand that the most powerful brand strategy in the world starts with believing in the people you serve. Lizzie Seedhouse is the latter. She is a marketing executive, MBA holder, former collegiate soccer player, and one of the most versatile C-suite leaders working at the intersection of sports, performing arts, and purpose-driven media today.

With over fourteen years of leadership experience spanning professional soccer, performing arts entertainment, digital marketing, and Olympic sports, Seedhouse has carved a career defined by one consistent principle: lead with data, connect with authenticity, and never stop learning. From her years as Senior Vice President at the United Soccer League (USL) to her role as Chief Marketing Officer at UpStaged Entertainment Group — a valued Dance Mogul Magazine partner — to her current position as CMO at USRowing, the national governing body for rowing recognized by the United States Olympic & Paralympic Committee, Seedhouse has consistently elevated every organization she touches.

Her story is not just about marketing metrics. It is about a young woman from the United Kingdom who left home at eighteen with a soccer scholarship, an unshakeable work ethic, and a vision that has taken her from college campuses to the historic Apollo Theater to the road toward the 2028 Olympics in Los Angeles.

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From the UK to the U.S.: A Foundation Built on Grit

Lizzie Seedhouse grew up in the United Kingdom, where her love for sports was ingrained from an early age. A passionate soccer player, she earned a scholarship to play collegiately at Saint Leo University in Florida — leaving home at eighteen to pursue both her athletic and academic dreams across the Atlantic. It was a bold decision that would set the trajectory for everything that followed.

At Saint Leo, Seedhouse earned her Bachelor of Science degree and later completed her Master of Business Administration. She also served as a Graduate Assistant of Recruitment & Development and Assistant Camp Director for the university's women's soccer program, experiences that gave her an early understanding of how sports organizations operate from the inside out. She would later add a Diversity, Equity and Inclusion in the Workplace Certificate from the University of South Florida to her credentials — a commitment that would become a defining element of her leadership philosophy.

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Career Timeline: A Decade of Leadership Across Industries

2011	SEO Specialist — BlueGlass Interactive Seedhouse's marketing journey began in the trenches of search engine optimization, where she learned from some of the best minds in SEO and SEM strategy.
2011–2015	Affiliate Marketing Manager → Digital Marketing Manager — CopyPress Rose through the ranks at a digital marketing company, developing the analytical frameworks that would become her trademark approach.
2016–2022	VP Digital → SVP Digital & Content → SVP Marketing — United Soccer League (USL) Six transformative years leading marketing, communications, and brand strategy for seven league properties and 40+ professional clubs. Launched the USL App. Spearheaded the Forever Proud Project for LGBTQ+ inclusivity. Named Tampa Bay Business Journal 2021 Business of Pride Honoree.
2022–2024	Chief Marketing Officer — UpStaged Entertainment Group (DMM Partner) Led marketing, PR, and corporate fundraising for a NYC-based performing arts platform empowering student performers through national championships at venues including the legendary Apollo Theater.
2024–Present	Chief Marketing Officer — USRowing Leads marketing strategy for the U.S. Olympic & Paralympic Committee-recognized national governing body for rowing, building toward Paris 2024 and LA 2028. Reports directly to CEO Amanda Kraus.
2026	OneTeam Partners — OneTeam International Seedhouse announced a new role joining OneTeam Partners, the multi-billion-dollar athlete-first company specializing in group licensing and sponsorship for professional and collegiate athletes.

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UpStaged Entertainment Group: Empowering Student Performers Like Athletes

UpStaged Entertainment Group, a valued Dance Mogul Magazine partner, is an NYC-based performing arts platform that operates under the brands National Collegiate Performing Arts (NCPA)™ and National High School Performing Arts (NHSPA)™. Founded in 2019 by CEO Stephan Hartman, UpStaged's mission is to empower the nation's 7.5 million student performers with the same competitive opportunities, national recognition, and community that their 480,000 student-athlete peers receive — producing "March Madness meets Pitch Perfect" style championships across more than 25 performing arts genres, from step and a cappella to comedy, gospel, and spoken word.

During Seedhouse's tenure as CMO, UpStaged's flagship event — the 2023 NCPA & NHSPA National Step Championships at the Apollo Theater in Harlem — drew over 1,000 attendees from 18 states and received extensive media coverage from NBC, Fox, NPR Morning Edition, and Black Enterprise. Delaware State University's all-female step team "iSTEP" was crowned the 2023 NCPA National Step Champions, while Monsignor Scanlan High School in the Bronx earned the NHSPA title. The event split $13,000 in prize money with select Harlem charities.

The championships were co-produced with World of Step (WOS), led by renowned step choreographer and educator Jessica "Remo" Saul, further demonstrating the collaborative spirit that makes the step community one of the most vibrant in all of performing arts. UpStaged also brought 200+ teenagers from six Harlem-based youth groups to the championships at no cost — a community investment that exemplifies the kind of impact-first leadership that Dance Mogul Magazine champions in every issue.

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The DMM Interview: Marketing Wisdom That Still Resonates

When Dance Mogul Magazine first sat down with Lizzie Seedhouse in April 2023, she was in the middle of the most exciting chapter of her UpStaged journey — days away from the Apollo Theater championships. The insights she shared about marketing, leadership, and the power of authenticity remain as relevant today as they were then. Here are the highlights.

On Data-Driven Marketing

"Any business, big or small, should always pay attention to the data. At UpStaged, we do monthly analytics meetings to review our performance on our website and social media, and in the lead-up to an event, we meet daily to review ticket sales progress and talk strategy. We look at the numbers constantly and make swift decisions to double down on successful tactics whilst ruthlessly cutting an approach that is not yielding results."

On Brand Authenticity

"Consumers will notice and hold you accountable if you are not true to what you say you stand for. Historically, brands have fleetingly supported marginalized or underrepresented groups when it fits in their calendar, like Black History Month in February or Pride Month in June. Now the tides have changed, and consumers expect actions to match the brand's marketing words. It no longer goes unnoticed that a brand loosely celebrated Women's History Month but has no gender diversity within their staff."

On What Makes a Great Marketer

"A great marketer in 2023 must have the desire to keep learning new marketing strategies, use data to tune into their target audience, and evolve alongside emerging technology. New platforms, algorithms, and content streams are introduced to consumers at an incredibly high rate."

On Women in Marketing

"Connect with other women! The biggest lesson I have learned in the last ten years is the power of relationships. From my experience, I have found that the time spent making personal connections and building meaningful relationships with other women in business has paid off tenfold. There are so many women in marketing willing to 'lift as they climb,' and as often as I would like to think that hard work is enough when it comes to your career, the relationships really matter."

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A Champion for Diversity, Equity, and Inclusion

Throughout her career, Seedhouse has been a vocal and active champion for DEI in the sports and entertainment industries. At the United Soccer League, she led gender equity and LGBTQ+ inclusion committees and spearheaded the Forever Proud Project — a year-round campaign that went beyond the typical June acknowledgment to build lasting, structural inclusivity within the league. Her efforts earned her the Tampa Bay Business Journal 2021 Business of Pride Award, recognizing her as one of the leading figures in the Tampa Bay business community advancing LGBTQ+ equality.

She also holds a Diversity, Equity and Inclusion in the Workplace Certificate from the University of South Florida's Corporate Training and Professional Education program — a credential that reflects not just awareness but active, studied commitment to equitable leadership.

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USRowing: Building Toward the Olympics

In April 2024, Seedhouse joined USRowing as Chief Marketing Officer, bringing her sports marketing expertise to the national governing body for rowing — an organization recognized by the United States Olympic & Paralympic Committee. USRowing CEO Amanda Kraus called the hire a critical step in the organization's growth, noting that Seedhouse's experience in brand management, fan engagement, and digital strategy made her uniquely qualified to elevate the sport's national profile.

At USRowing, Seedhouse has implemented a comprehensive go-to-market strategy integrating content marketing, social media, and digital outreach — increasing awareness and engagement among audiences ranging from grassroots athletes to elite Olympic competitors. With the Paris 2024 Games completed and the LA 2028 Games approaching on home soil, her role has been central to building meaningful connections with communities across the country and positioning rowing as an accessible, exciting sport for all.

In January 2025, as USRowing's organizational structure evolved, Seedhouse was confirmed as a direct report to CEO Amanda Kraus — a position that underscores the centrality of marketing leadership in the organization's long-term strategy.

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Partner Organizations Featured in This Profile

Dance Mogul Magazine is proud to spotlight the organizations that have been part of Lizzie Seedhouse's journey. These brands share DMM's commitment to empowerment, community building, and excellence in their respective fields.

UpStaged Entertainment Group	NYC-based performing arts platform empowering student performers through national championships across 25+ genres. Home of the NCPA™ and NHSPA™ brands.
USRowing	National governing body for the sport of rowing in the United States, recognized by the U.S. Olympic & Paralympic Committee.
The Apollo Theater	Harlem's world-famous cultural institution — the soul of American performing arts and host of the 2023 National Step Championships.
World of Step (WOS)	The nation's preeminent youth step producer, platform, and educator, founded by Jessica "Remo" Saul. Co-produced the NHSPA Step Championships.
OneTeam Partners	The first multi-billion-dollar company built for athletes, by athletes — specializing in group licensing, sponsorship, content, and venture investing for professional and collegiate athletes.

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Gratitude: The Foundation Beneath the Career

When asked who she would like to thank for helping her own her journey, Seedhouse's answer was immediate and personal: "I would like to thank my parents for supporting me on this path. I left home in the UK at eighteen to pursue college soccer in the US. Their support empowered me to have many life-changing experiences, relationships, and opportunities after college. I am an only child, and I know it was not easy for them to see me leave home at that age, but thanks to them, I have an incredible life and family that I could never have imagined. I will forever be grateful for the gift of opportunity they gave me."

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Why This Story Matters: The DMM Perspective

At Dance Mogul Magazine, we believe that the performing arts ecosystem does not exist in isolation. It thrives when leaders from adjacent industries — sports marketing, media, technology, and entertainment — bring their expertise, their platforms, and their passion to uplift the communities that make art possible. Lizzie Seedhouse is exactly that kind of leader.

Her work at UpStaged Entertainment brought national championship opportunities to student performers who had never had a stage like the Apollo Theater. Her advocacy for DEI at the USL proved that inclusion is not a calendar event — it is a year-round commitment. And her current role at USRowing demonstrates that the skills honed in the performing arts and sports world are transferable, scalable, and essential in building a more connected, empowered society.

Dance Mogul Magazine exists to inspire self-empowerment. Lizzie Seedhouse's journey — from a young woman leaving the UK with a soccer dream to a C-suite executive shaping the future of American sports and arts — is a testament to the power of discipline, authenticity, and the courage to keep building.

Explore more stories of leadership and empowerment across the dance and performing arts world at our Dance Knowledge Hub, or visit the DMM Store for resources designed to help you own your journey.

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