LAS VEGAS, USA // Heidi Noland is the Senior Vice President of Global Brand and Creative at UFC, the world’s leading mixed martial arts organization.

With an extensive background in creative, Heidi provides strong strategic thinking and creative direction on all brand assets, including event marketing, broadcast, experiential, digital and social media, partner integration, consumer products, and more.

As an executive leader in the company, Heidi leads a division responsible for increasing brand awareness by developing strategic, multi-platform brand marketing plans that integrate owned, earned, and paid media to convert fans across the globe.

In 2014, Heidi led the development of UFC’s first-ever brand strategy. That same year, she spearheaded the rebrand of UFC’s visual identity, which included logo architecture, a refreshed broadcast package, and promotion/marketing systems. In addition, Heidi created extensive usage guidelines to maintain, manage and enforce UFC’s brand consistency. More recently, in 2022, she was responsible for launching a refreshed UFC visual identity focused on innovation and increased storytelling to reach a more diverse audience.

Across her tenure at UFC, Heidi has led the development and execution of groundbreaking brand campaigns, including UFC 200, UFC 205—the first MMA event sanctioned in New York City, as well as the UFC’s 25th Anniversary and current 30th Anniversary campaigns. Notably, Heidi developed campaigns introducing superstars Conor McGregor and Ronda Rousey to the mainstream. Additionally, she led the execution of UFC X, the brand’s elevated two-day fully immersive fan experience spanning more than 200,000 square feet of entertainment activation space.

Heidi champions an award-winning brand and creative team. It has been recognized across the advertising and creative spectrums, capturing multiple American Advertising Federation (ADDY) awards, including the prestigious Judges’ Choice Award. In 2022, Heidi was named one of Adweek’s Most Powerful Women in Sports. In March of 2023, Heidi was featured on the Create & Cultivate 100 list in the Sports category.