NextGen Collective:
Sheena Morales Weinstein

Latinx to watch and manager of global partnerships and corporate communications for the NBA talks about taking her grandfather to a championship game, admiring Tracy Wolfson, and her personal habits and traits that have led her to success

Sheena Morales Weinstein was a rookie in the NBA communications team—just weeks into the job— when she was able to score tickets to the 2013 NBA Finals game between the Miami Heat and the San Antonio Spurs in her family’s hometown of Miami. What did she do with the tickets? She gave them to her grandfather.

Sheena Morales Weinstein, NBA, portrait
Sheena Morales Weinstein, Manager, Global Partnerships and Corporate Communications, National Basketball Association Photo courtesy of the NBA

“My grandparents are immigrants from Cuba and sacrificed so much to give their children and the generations that followed a better life here in the United States,” she says. “So, any time I have a special moment in my career that I can share with one of my grandparents, it means a lot. It was a really special night for my grandfather to see the team he loved take the win, and he was so proud of me for where I was in my career. It was so fun to celebrate the moment together and will always be a career highlight for me.”

Weinstein leads communications strategy and media relations for the NBA, WNBA, NBA G League, and NBA 2K League’s global partnerships with brands like Nike and 2K. In this role, she supports product launches, merchandise programs, global initiatives, and special events. She also promotes the NBA’s branded-attractions business, as well as the league’s commitment to diversity and inclusion by managing media efforts at the league, team, and player levels.

We connected with Weinstein to get her perspective as a millennial manager working for the NBA, and here’s what we discovered:

She loves to work out in the wee hours.

“Exercising in the morning is a priority for me. You never know what the day will throw your way, and the early morning is usually a time when I have the most control of my schedule. Exercising is a way to clear my mind, it gives me energy throughout the day and helps with sleep at night. It’s not always easy to get up when it’s still dark outside, but I never regret the workout when it’s done.”


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Tracy Wolfson has inspired her career.

“I’ve always been inspired by Tracy Wolfson’s career as a sportscaster; she’s covered everything from college sports to the NBA and NFL. Being a woman in a historically male-dominated role comes with its unique challenges, but all the work that goes into her job—building a rapport with athletes and coaches, researching, delivering compelling interviews on live television, traveling the country, and being a mother and wife all at the same time—it’s really impressive to me. I’ve always admired her professionalism and think she’s incredibly talented.”

She’d like to shake your hand.

“Being outgoing, social, and open to meeting new people has played a big role in my career path. Creating and nurturing relationships with the right people is so important. Whether I’ve made connections through school, mutual friends, internships, or at one of the companies I’ve worked for, I’ve found that having an extended network of contacts opens doors to new opportunities, personal growth, and, ultimately, career advancement.”

She has advice for early- to mid-career Latinas.

“Being a Latina is an asset, not an obstacle. Act professionally. Speak up in meetings. Build relationships with the senior leaders in your organization. Raise your hand for highly visible and challenging projects. And highlight your strengths—especially if you speak Spanish and bring value to your company. If you’re always challenging yourself and working hard, your work will speak for itself.”


Connect with Sheena Morales Weinstein on LinkedIn

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