Next Woman Up: Darline Llamas Llopis, Vice President of Finance & Retail for the Miami Dolphins

Women are rising up the ranks throughout professional football, earning positions of power in a space that for too long was ruled almost exclusively by men. We’re seeing more and more women breaking barriers in the sport, but what are the stories beyond the headlines? Who are the women shaping and influencing the NFL today? Answering those questions is the aim of the Next Woman Up series. While the conversational Q&As are edited and condensed for clarity, this is a forum for impactful women to share experiences in their own words. Without further ado, we introduce:

Darline Llamas Llopis, Miami Dolphins

Position: Vice President, Finance & Retail

How did you get your start in a career in sports?

Sports have always been a major passion of mine. As a youngster, I would often watch soccer games with my father. Since we didn’t often indulge in television, those games became a special bonding experience. It was this sense of community and togetherness that drew me to sports. My time at the University of Southern California coincided with the Pete Carroll era, a period when college football was incredibly popular. I was an ardent fan of USC football during those years. However, I never really considered football as a career path; I viewed it as a recreational activity, separate from one’s professional life.

Post-school, I held positions at several accounting firms. During my time in Dallas, a client inquired if I knew anyone in LA who would be interested in working for the Rams. After discussing with my husband, I expressed my interest to the client. Upon securing the job with the Rams, my boss revealed that my client and friend had penned a highly favorable recommendation for me. I always remind others that you never know who you might be conversing with. Little did I know when I first encountered that client in Dallas, that she had connections with the Rams which would subsequently create an opportunity for me.

I was aware of my passion for the job with the Rams before I started. Despite its similarity with the regular operations of finance and accounting outside the sports arena, being part of the Rams and the NFL was uniquely rewarding due to its positive impact on people. It was an experience that confirmed my interest in remaining within this industry.

What was your role with the Rams and how does it differ from your current role with the Dolphins?

I came in as controller with the Rams, managing finance aspects of the business. The team had moved from St. Louis to L.A. the year before I got there in 2017, so it had been running on bare bones. The finance department was a three-person team at the time, so I came on to help my boss, Jeff Brewer, ramp up that team, get processes in place and get back to budgeting. It was a really exciting time — we went to the Super Bowl in the 2018 season, along with growing and learning from the team and all of the intricacies of working in the NFL.

Then, I came over to Miami as the vice president of finance, and one of the first assignments I received from Tom Garfinkel, Dolphins vice chairman, president and CEO, was to do some analysis on whether we should bring our stadium retail in-house. I did all this research, punched the numbers and made a presentation. Then I went to him and said, “I think we can make a little more money, but the main reason to bring it in-house is we can have more control over our brand.” For anyone who runs retail, it’s more about margin and how much money they’re making and less about the brand. He turns to me and says, “I totally agree. You should go do that.”

I utilized all my connections to assemble a team, with a deadline of nine months to launch. A friend from the Rams joined us and has been instrumental in managing this department. We’ve achieved remarkable things and have managed to present our brand from a unique perspective. In terms of finances, our sales have surged significantly. However, it’s the way we’ve managed our brand, our collaborations, and the products we’ve released that has truly struck a chord with our fans.

I also do finance, payroll — and procurement is a department we started a little over a year ago. We do so much across Hard Rock Stadium, with the Dolphins, events, concerts, Formula One Miami Grand Prix and Miami Open. Last year, I focused a lot on the grand prix, making sure we had processes in place for all of the finances and how we thought about our products. That event is very different from the Dolphins. For the football team, it’s, These are the seats, this is what we’re selling. With F1, we put it up and take it down every year, so we also change things every year. We’re constantly discussing the amount of grandstand seats, hospitality locations and the fans. So we’re working across all of our departments with ticketing and campus experience to try to come up with a consolidated plan, which makes it exciting and dynamic.

That makes total sense. What would you say is the biggest challenge of your position?

Every department in a business aims to achieve unique goals. A fan-facing department, for instance, strives to create the optimal fan experience. The finance department, while providing support, also evaluates the advantages and disadvantages of various approaches. It aids other departments in decision-making by offering a perspective on the best ways to achieve specific objectives. Despite occasional resistance, the finance department functions most effectively when it collaborates and forms partnerships with other departments. Recognizing that we all want what’s best for the business, fans, and players, it’s about finding ways to collectively achieve these goals.

When looking at the football team, the Dolphins have so many star players right now. Does that have any sort of influence on finance and retail?

The excitement increases significantly when we have star players and we’re winning, a sentiment I believe everyone can agree with. From a financial standpoint, we certainly see a rise in areas like ticket sales, retail, and partnerships. However, the intriguing aspect of my job is that irrespective of our performance on the field, we are tasked with providing value to all our stakeholders. We are still operating a business with the aim of creating unforgettable experiences, whether we win or lose. Tough times on the field often result in intriguing times in the front office, offering learning opportunities in both scenarios.

For instance, during my time with the Rams, organizing the Super Bowl in Atlanta was an enormous task. We were hustling to maintain team unity while simultaneously managing the financial aspects. We arranged for three charter flights to the Super Bowl carrying family and friends which was enjoyable, but our focus was mainly on execution and ensuring everything ran smoothly during that period.

Having been in Miami for three seasons, do you have a favorite moment so far?

The year following our completion of the Formula One race was marked by a palpable sense of achievement throughout our organization. The immense task of ensuring the flawless execution of such an event was indeed a considerable undertaking. Given the size of our organization and the numerous properties we manage, the excitement was truly high.

In relation to football, it was following our initial match that we decided to manage our retail internally. I recall rushing about, arranging and shifting hangers. It was a significant achievement that the team had been striving towards for a year. Witnessing the fruition of our project and experiencing a profound sense of involvement was exhilarating. I had never put in such strenuous effort in my entire life, which resulted in a newfound respect for retail workers. The job is incredibly challenging, and given its stark contrast to finance, I found it personally rewarding.

I want to pivot to mentorship. Do you have mentors who have helped you along the way? And if so, what advice have you received from them?

I’ve been fortunate to have numerous mentors, a few aware and others seemingly oblivious of the profound influence they’ve had on me. These incredible individuals have provided invaluable advice and support, significantly impacting my life. A crucial lesson I’ve learned from them is the importance of sharing credit. No one operates in isolation, and no achievement is a solitary effort. It takes a collective effort to realize any accomplishment, and thus, acknowledging others’ contribution is essential, given that the success reflects their hard work as much as it does yours.

Another takeaway I love is this: To be clear is to be kind. Sometimes having those hard conversations — or people having those hard conversations with you — makes it easier to meet and exceed expectations all around. I do take that to heart. Sometimes it’s easier to not have those conversations because it can be uncomfortable, but it’s best to be clear.

And what advice do you have for other women looking to get into a career in football?

This industry is both challenging and highly sought-after. Many people perceive it as being divided into the football aspect and ticket sales, but it encompasses much more. Even if you don’t start working in sports immediately after college, it’s still possible to enter the industry. I believe that building the right skills is crucial, so when you transition to sports, you significantly contribute. It’s also important to stay true to yourself. Things will fall into place if it’s the right fit and the right time for you, as long as you persist. Being adaptable and mobile can also aid in your career growth.

That’s good advice. Now back to you. What is next in terms of what you want to accomplish?

Tom Garfinkel always says, “Always be learning.” That has always been my mantra. If I feel stagnant or if I’m not learning as much anymore, that’s when I know it’s time for me to go find my next thing. When I came to Miami, I told my boss, Chris Clements, that I want to be a CFO. I came to Miami because he’s one of the best and I want to learn from him. He’s been an amazing mentor to me, and I want to make sure I keep learning so I can take that next step.

And lastly, what are you most proud of?

Working with such outstanding individuals has been an incredible experience. The retail team, who have achieved so much, are truly excelling in their roles. Their responsibilities span a wide range of activities, from managing affairs related to the Dolphins and F1, to preparing for the upcoming Taylor Swift Eras Tour. They have even been recognized as the NFL Club Retailer of the Year, a testament to the team’s growth and progress that I am immensely proud of. The finance team is no less commendable. Upon joining, the primary focus was revenue, but we decided to shift the organization’s thinking towards margin. After all, high revenue holds little value if the costs are equally high. This change in perspective, which was a significant deviation from the norm, has been adopted across the organization, demonstrating the tangible impact of our team’s efforts.