Bay FC Continues To Build Its Front Office, Hires Team Co-founder Danielle Slaton as SVP and Former Warriors Executive Lisa Goodwin-Scharff as VP Comms

by | Oct 3, 2023

Slaton and Goodwin-Scharff bring decades of sports and foundation experience to lead strategic projects, Bay FC Foundation, communications and government affairs

San Francisco (Oct. 3, 2023)Bay FC, the Bay Area’s newest professional sports franchise and a member of the National Women’s Soccer League (NWSL), today announced team co-founder and former U.S. Women’s National Team (USWNT) player Danielle Slaton as its Senior Vice President Strategic Projects and Head of Foundation. The team also appointed former Warriors executive Lisa Goodwin-Scharff as Executive Vice President of Communications and Government Affairs. Slaton and Goodwin-Scharff, who started in their new roles this week, report to Bay FC CEO Brady Stewart. 

As one of the Bay FC co-founders, Slaton has been working to bring the club’s vision to life since its inception alongside co-founders Brandi Chastain, Leslie Osborne and Aly Wagner. In her new role, Slaton will spearhead long-term strategy projects for the team which include driving forward the club’s mission and vision; supporting training facility and stadium development; creating a framework for player leadership development; and concepting and scaling the Bay FC Foundation. 

Prior to her role co-founding Bay FC, Slaton served as director of external relations at Santa Clara University, director of learning content at Kaplan Higher Education, and as a soccer analyst and sideline reporter for the past decade with networks such as ESPN, FOX Sports, Apple TV and NBC Sports. Slaton played for the USWNT for five years, as well as professionally in the WUSA after a collegiate career at Santa Clara University which included an NCAA championship.  

“Building a club with a mission that keeps players and fans at the center of what we do was a core driver behind bringing this team to the Bay Area,” said Slaton. “In this new role, I will work to ensure our values permeate every element of the club and create a soccer experience for our players, staff, fans, and community that is truly about more than just the game.”

Lisa Goodwin-Scharff joins Bay FC as its EVP of Communications and Government Affairs, where she will drive forward the team’s communications, public affairs and government engagement strategies. Goodwin-Scharff brings nearly two decades of communications experience, including previously serving as VP of corporate communications for the Golden State Warriors where she led communications for the Warriors business operations and media relations for Chase Center. She was also previously senior manager of publicity for the San Francisco 49ers, working closely with the team’s players for all community-related public relations and corporate communications projects. Goodwin-Scharff also worked for Yahoo! as a communications manager and most recently at Keadjian Associates overseeing communications and public affairs for large consumer clients.

“Sports are such a critical and special part of the fabric of the Bay Area community I’m proud to call home,” said Goodwin-Scharff. “Bay FC has the unique opportunity to create a legacy among giants in this community, and I can’t wait to help bring this legacy to life with impactful storytelling and stakeholder engagement.” 

Bay FC Chief Operating Officer Jen Millet has added additional key executives to her team as well, including Vice President of Brand Marketing Emily Raimondi who will lead brand and creative strategy, supporter outreach, and game day marketing. Raimondi was previously the Vice President of Creative and Strategic Marketing at NBCUniversal. Formerly with Angel City Football Club, Senior Vice President of Revenue Heather Pease also joins Bay FC, where she will spearhead all revenue efforts – from sponsorships to merchandise and ticketing. In addition, Valerie Bedon-Palafox also joins the Club as Vice President of Growth and Retention. Bedon-Palafox, previously with the Golden State Warriors, will be responsible for growing and engaging Bay FC fans online as well as lifecycle marketing efforts. 

“Finding the best talent for our front office is critical so we can provide fans with the world-class experience that they expect and deserve from a Bay Area team,” said CEO of Bay FC Brady Stewart. “Danielle, Lisa, Emily, Heather and Val are exceptional additions to our executive team that will help us achieve our ambitions for the upcoming season and beyond.” 

Ticket deposits are now open for Bay FC’s inaugural season and new merchandise can be purchased at BayFC.com. Fans can also follow @wearebayfc on social channels for more exciting announcements to come.

About Bay Football Club 

Bay Football Club (Bay FC) is the new women’s professional soccer franchise representing the Bay Area and the 14th team to join the National Women’s Soccer League (NWSL). Bay FC was established in April 2023 and co-founded by USWNT legends Brandi Chastain, Leslie Osborne, Danielle Slaton, and Aly Wagner in partnership with global investment firm Sixth Street and an investor group of leading tech, business and sports executives. Sixth Street’s investment is the largest institutional investment to date in a women’s professional sports franchise. Bay FC is changing the face of women’s soccer as we know it. Beginning play in the 2024 season, we are building a squad that will play the beautiful game with power, passion, energy, and creativity. Ticket deposits are now open for Bay FC at https://bayfc.com and fans can follow Bay FC’s social channels (@wearebayfc) for the latest news, merchandise, and events.

Bulldog Reporter
Bulldog Reporter is a leader in media intelligence supplying news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.


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