Houston Dynamo Football Club (HDFC) has announced that SJ Luedtke will be joining the team as its new chief marketing officer. Luedtke, who previously served as the vice president of marketing for the NTT IndyCar Series, will oversee media relations, creative content, advertising, retail, youth programs, community engagement and fan development for the Dynamo, Dash, Shell Energy Stadium and Houston Sports Park. She will be responsible for helping to build and grow the reach and engagement of the organization. Luedtke is the third front-office executive hired by the Club since the arrival of Majority Owner and Chairman, Ted Segal in 2021.
According to HDFC Chief Operating Officer Jessica O’Neill, Luedtke’s leadership and experience make her uniquely qualified to take the Dynamo and Dash to new heights. O’Neill said, “Given her background with both challenger brands and global brands, she’s uniquely qualified to take the Dynamo and Dash to new heights.” Luedtke herself is thrilled to be joining the HDFC family, and said, “It’s an exciting time to join HDFC. The organization is primed to realize its potential as a world-class organization on-and-off the pitch and I am elated to help lead and build towards that vision.”
Prior to joining the HDFC team, Luedtke spent nearly a decade with Nike, beginning as a regional event manager in 2010 and ending as global football brand director in 2016. During her time with Nike, she led a number of successful marketing campaigns, including “Make ‘Em Miss” and “Who You With”, which generated positive revenue growth. Luedtke also secured contracts with elite professionals such as Russell Wilson and Saquon Barkley.
Luedtke’s extensive experience also includes nearly seven years with two leading sports marketing agencies, where she worked with brands such as Goodyear Tire & Rubber, Craftsman, Motorola and Target. During her time at the NTT IndyCar Series, Luedtke expanded the organization’s marketing strategy by celebrating its history with a modern voice to appeal to new consumers. Her efforts delivered year-over-year growth across several key performance indicators, including app use and engagement rates.
Luedtke graduated from the University of Wisconsin with a bachelor of elementary education and is an active member of Women in Sports Executives (WISE). The life-long sports enthusiast has completed eight marathons and three Ironman triathlons. Her previous experience and passion for sports make her a valuable addition to the HDFC team. The organization is excited to have Luedtke on board and looks forward to working with her to achieve their vision of becoming a world-class organization both on and off the pitch.