“The sense of discontent felt more pressing than ever.”

What work were you doing previously?

I'd been working in B2B technology marketing for almost a decade. 

In my latest role I was looking after Global Marketing for all Data and Analytics offerings at a global technology consultancy.  

What are you doing now?

I'm currently a postgraduate student in the FIFA Master, Europe’s leading sports management programme. 

The course offers a comprehensive education in three key and interrelated areas: Sport Humanities, Management, and Law. These modules are delivered across three universities: De Montfort University (UK), SDA Bocconi School of Management (Italy), and the University of Neuchâtel (Switzerland). 

The programme has a strong track record of placing graduates in top roles within global sports organisations such as FIFA, the IOC, UEFA, AFC, CAF, and F1, as well as in leading sports marketing, sponsorship, consulting, and media and events agencies.

Why did you change?

At the start of my career, my dream was to contribute to making the world a better place, ideally through an NGO or an international development agency. 

However, as I progressed through my degree, I became acutely aware of how challenging it could be to drive meaningful change, particularly through the not-for-profit sector. This realisation led me to business school, where I hoped to make an impact through the private sector instead.

And then life kind of happened. Through a series of great opportunities and hard work I built a really successful career in marketing. I worked in some brilliant roles that I enjoyed and where I learned a lot. 

Over the last six years I spent at my last company, by all conventional measures, I'd "made it." I had a supportive boss, plenty of opportunities for growth, a flexible workplace, and fair benefits.

The company was largely aligned with my values, prioritising diversity, equity, and inclusion, and demonstrating a genuine commitment to making a positive impact in the world.

My colleagues were not only some of the brightest in their fields but also like-minded individuals who deeply cared about the world around them.

For a while it was wonderful, I got to do my marketing role and also be involved in some social initiatives. I felt at home, and looking back, in many ways it was a defining chapter in my professional life. 

But as time went by I started to feel like something was missing. I stopped waking up energised about the day ahead. And for a while that was okay, I guess I thought that’s just how life and work are – you’re lucky to be in such a good role, put your head down, work hard, get promoted.

Two years ago, I accomplished a lot of life milestones – I got married, we bought a house, and I got a big promotion I had been working towards. Yet, despite these achievements, by the end of the year, that sense of discontent felt more pressing than ever. 

I realised I'd perhaps underestimated how much I needed a deeper sense of purpose at work, and that somewhere along the way, this personal goal of driving meaningful social change had got a little lost.

When was the moment you decided to make the change?

There wasn't a singular specific moment, it was probably a collection of moments. 

My husband, a sports architect, truly loves what he does. During the pandemic years, I witnessed firsthand how passionate he is about his work. 

I also started playing football with a grassroots women's team, where I met people from diverse professional backgrounds – many in creative fields, quite a few self-employed. It opened my eyes to new possibilities and shifted my perception of what a career should look like. 

I began putting in the effort to explore a career change and understand what that might entail. The process felt daunting, I didn’t really know where to begin. During my research, I encountered Careershifters.

I first attended a short online session, and I was so inspired and energised by it that I decided to take the plunge and join the Career Change Launch Pad. It felt like a significant investment, but one I was ready to make. 

How did you choose your new career?

For the majority of my life, sport has been a defining force – sometimes an outlet, often a means to relate to others, and almost always a sure way to find my people and build a community around me. 

Both sport and social impact have consistently been what makes me tick, the topics that light me up when I speak about them. However, I never truly considered them in conjunction, nor did I fully comprehend that creating an impact through sport could be a viable career choice. 

The Launch Pad was a transformative experience in this regard. It was refreshing to take a step back and think about what I truly love and what drives me, without being constrained by a specific career label. That’s where everything started to shift. 

One of the biggest revelations was understanding how easy it is to mistake the satisfaction of being good at something for genuinely loving what you do.

For so many years, I’d been successful and good at my work, it never really occurred to me to question whether I loved the work itself or simply the validation that came with excelling at it.

At the end of the course, I landed on a personal mission statement: 'Building communities and driving positive social change through sport.' While this felt so obvious to those who knew me, it took this deep journey of self-discovery for me to articulate it so clearly.

It also required a healthy dose of courage to start making the moves necessary to turn this vision into reality.

Are you happy with the change?

All in all, yes. 

Transitioning from a very liberal tech industry and a marketing field generally dominated by women into the sports world has been somewhat of a shift. In this industry, we’re still a minority. I've never been so keenly aware of being a woman and responsibility that comes with it. 

It hasn’t always been easy, but it's always felt meaningful. Representation in management and decision-making roles is crucial, especially at such a pivotal moment for women’s sports.

I feel both privileged and grateful to be stepping into the industry at this critical time, with the opportunity to contribute to a more inclusive and diverse sports ecosystem.

I can’t say that it's all been straight forward or that I’ve made it to where I ultimately want to be. What I can say for certain is that I wake up every day feeling genuinely excited about what we’re going to learn, the assignments we’re tackling, and the incredible people we get to hear from.

My goal is to find my place in the sports industry, ideally in a role that contributes to the growth of women’s sports or engaging in work where I can see the tangible impact of my efforts. 

What do you miss and what don't you miss?

I sometimes miss the sense of certainty. 

Right now, I’m not entirely sure what life will look like after we graduate. I’m keeping an open mind about the organisations and locations where I could work, which means I could end up anywhere in the world. That thought is both exciting and a little daunting. 

I also miss my colleagues and London. One of the big draws of this programme was the opportunity to study in three different countries, which has been an amazing experience, but there are moments when I miss the stability a little!

That said, despite often running on fumes, I feel more alive than ever. The opportunities we’ve had on this programme – the organisations we've visited, the leaders we've learned from and the exposure we get – have been nothing short of amazing. I don’t miss that feeling of sometimes being on autopilot. 

This phase of discovering where I fit in the industry and figuring out what I want to do next has been genuinely energising.

How did you go about making the shift?

I dedicated a significant amount of time to researching the industry landscape and reaching out to different stakeholders, including agencies, rights holders, and governing bodies. 

I spoke with the CEO of a football media company, two CEOs at sports analytics and insights agencies, a strategy consultant to Premier League clubs, a consultant for Diversity, Equity, and Inclusion (DEI) in sport, an architect and former head of venues for the European Games.

I also spoke with the Event Director of London Marathon Events, who kindly introduced me to their CMO, resulting in a small pro-bono research project on mass participation.

I also took practical steps to immerse myself in the industry. I volunteered with RunThrough, took on more responsibilities at my football club, and applied to volunteer at the Champions League Final.

I ended up as one of nine leads, overseeing more than 200 spectator services volunteers at Wembley Stadium.

By the start of last year I was getting so impatient to shift. While the conversations I’d been having were insightful, they hadn’t yet translated into concrete opportunities.

However, as I expanded my network and followed more industry professionals, my LinkedIn feed began filling with relevant content. 

It was through this evolving network that I discovered the master’s program, through the organisers of a sports networking event. I applied, and here we are today. 

How did you develop (or transfer) the skills you needed for your new role?

I often say that in marketing I was never a specialist, I was more of an integrated marketer, a programme manager if you will. 

My role was all about bringing different elements together, shaping and executing large-scale marketing programmes.

I worked closely with diverse and senior stakeholders across various disciplines, aligning their inputs, building consensus, gaining buy-in, and guiding everything toward commercial success. 

I truly believe that these skills are highly transferable to a career in sports management.

What didn’t go well? What wrong turns did you take?

Looking back, I think at times I may have been a bit too impatient about making the shift. 

There were moments when I lost faith in the process and felt tempted to abandon it altogether and start cold applying on LinkedIn. 

If I could do it again, I’d try to trust the process more. Shifting your entire professional life isn’t something that happens overnight.

How did you handle your finances to make your shift possible?

I’d been working for a while, so I had savings that allowed me to take this year off to do the course. 

Still, finances were one of my biggest considerations. I was worried about using up my savings, but someone gave me a piece of advice that really stuck with me: I'd worked so hard all these years, and in a way, had earned the right to invest in myself now. 

Looking back, I've no regrets at all. 

What was the most difficult thing about changing?

I’m not sure which was harder – the beginning, when I knew I wanted a change but had no idea where to start, or later on, when the path became clearer, and I had to actually take the leap and step out of my comfort zone. 

It’s been a rewarding journey, but also a challenging and sometimes scary process.

What help did you get?

Careershifters played a big role, and I also worked with two other career coaches along the way. 

It was equally important to feel supported by those closest to me. My husband, parents, and close friends were an incredible source of encouragement. 

I’m also so grateful to all the executives and professionals who responded to my LinkedIn messages and generously took time out of their days to share their experiences with me. I was genuinely surprised and deeply appreciative of how many people responded and were willing to help.

What resources would you recommend to others?

I couldn’t recommend the Launch Pad and Careershifters resources more highly. 

Joining the Launch Pad was the best investment I’ve ever made. It provided me with the tools, the courage, and the support to shape a career that truly inspires me. 

On a personal level, it pushed me out of my comfort zone, helped me find comfort in that discomfort, and reconnected me with my passions. 

What have you learnt in the process?

The biggest lesson I've learned is that it’s never too late to change careers. 

It’s so easy to feel stuck, especially when you’ve invested so much time and effort into one path. But skills are transferable, and if something no longer feels fully fulfilling, there’s always an opportunity to make a change.

Another important takeaway is not to go through this process alone. Reaching out to people, asking questions, and learning from others' experiences can make a world of difference. Building a supportive network around you is invaluable.

Lastly, I’ve realised that this is very much a journey. You might not always have a clear picture of the destination, but as long as you have a strong personal mission guiding you, it’s okay to take it one step at a time. 

It’s okay to feel a little scared of the unknown, as long as you keep moving forward.

What do you wish you'd done differently?

As above, perhaps been more patient with the process. 

At the same time, I also wish I’d found the courage to make the shift earlier. It’s so easy to spend ages paralysed trying to figure out whether it is the right thing to do.

What would you advise others to do in the same situation?

If you feel the need for more purpose in your career, don’t ignore that instinct – it’s trying to tell you something important.

At the same time, don’t rush into drastic changes. Instead of jumping headfirst, start by talking to people who are already doing what interests you. Take on small projects as a way to test the waters. 

Career satisfaction involves so much more than just wanting a particular job. It’s also about how you like to work, the kind of company culture you thrive in, the environment, and the people around you.

Take the time to go through the self-discovery process. Experiment with your ideas and test them out in small ways. This approach not only makes the change feel less daunting but also helps the right path gradually reveal itself as you move forward.

Daniela took part in our Career Change Launch Pad. If you're ready to join a group of bright, motivated career changers on a structured programme to help you find more fulfilling work, you can find out more here.

What lessons could you take from Daniela's story to use in your own career change? Let us know in the comments below.