Breaking Barriers to Clean Up Mavericks’ Culture
In 2023, Cynthia “Cyn” Marshall cemented her place in sports history, five years after she was hired by Dallas Mavericks owner Mark Cuban, as the first-ever African American female CEO of an NBA franchise.
Cuban brought her in with a mandate – to transform workplace culture after an investigation unearthed 20 years of sexual harassment and misconduct in the Mavericks organization.
“He wasn’t trying to make history. He was trying to find somebody qualified to do what needed to do,” said Marshall about why Cuban tapped her to lead the turnaround.
With decades of success spearheading cultural change in the corporate world, including as an AT&T executive, Marshall was the perfect trailblazing pick to overhaul the team’s operations.
Implementing Robust Reforms with Care and Inclusion
Since coming on board, “one of the great leaders that I’ve ever been around” according to Mavericks coach Rick Carlisle, Marshall has implemented robust reforms across the organization.
Her first priority was listening – hearing from employees about their concerns and ideas for an inclusive, ethical workplace culture. From there, Marshall delivered a 100-day plan outlining over 200 action items.
“I want to make sure I do a good job, be a good role model and show that it shouldn’t be unusual for a Black woman to be in a job like this,” she said.
She launched new reporting channels for staff, overhauled HR practices, and created a women’s networking and empowerment group at the Mavericks. Her tireless push for diversity led Dallas to earn the NBA’s Inclusion Leadership Award.
Leading the Mavs with an Open Heart
Now, years into her trailblazing tenure, Cyn Marshall continues to steer the Dallas Mavericks with the same authentic, compassionate approach that facilitated early bonds between her white college peers and communities of color.
“If somebody is willing to admit their lack of exposure, then I’m not offended – I’m going to help you get exposed,” said Marshall about bridging divides.
From her early cheerleading days integrating UC Berkeley to guiding the Mavs as CEO, Marshall knocks down barriers with open arms, living by the wisdom – “It’s not where you live; it’s how you live.”
Her heart and drive to lift others is what powered Cyn Marshall to smash the NBA’s executive glass ceiling.
