COSIGN Women to Watch: Christiana Yebra

It’s been a while since I sat down to think through the latest phase of my bizarre career path. I loved talking with COSIGN during Women’s History Month to share what I’ve been up to. I share about women that have inspired me and some insight into my personal life (which I rarely do). I hope you learn something new about me.

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Congratulations on your new role as CMO for nVenue! Could you tell us more about the innovative predictive analytics and micro-betting tool that nVenue offers for live sports, and what attracted you to this position?

This has been the role of a lifetime. I wrote sports down on my career bucket list in 2019 and now here I am.

Our company is a technology platform that harnesses the power of machine learning and AI to process billions of sports data points. Our specialty is our predictive engine that layers historical game and player data with live data from the field, court, or racetrack, to generate probabilities of outcomes for every single play. Is Luka going to hit his next free throw? What is the probability that Dak throws to Ceedee for a touchdown on this play? Why is there just a 29% chance the Rangers will score the more than 2 runs this inning? Our predictive analytics give us the answers. What’s incredible about our data feed is that it’s fast, accurate, and can process millions of data points in a single game, all in real time. We package this data into live predictive content for broadcasts, media, and a new category of sports betting called micro-betting. 

This role has led me to work with some of the biggest names in sports and media including Apple, the MLB Network, NBC Sports, NASCAR, and the NBA. I guess I’ll have to update my industry bucket list again soon, right?

Your journey has been incredibly diverse, from launching and selling Texas’ first on-demand urgent care app to co-founding Millennial Clubs. How have these varied experiences shaped your approach to leadership and strategy in your current role?

There’s a thread that strings all my roles together and it’s my deep passion for improving experiences. It started with my desire to improve the patient experience in a broken healthcare system. That passion led me to launch a community that made the transition from college to the “real world” easier for young professionals looking to connect, and then ultimately into a role where I was fighting daily to make the online dating experience safer and more enjoyable for the millions swiping each day.  And while the industries I work in continue to evolve and change, my approach and mission to make the world an enjoyable, safe place to live in, remains the same.

As the former CEO of Vouch, a social matchmaking and dating app, you navigated the world of technology and startups. How does your background in biology inform your perspective on technology and its potential to revolutionize industries?

Leading a dating app created by a celebrity wasn’t on my career bingo card when applying for medical schools in 2013. But biology and dating apps both are rooted in the necessity for compatibility. And when you really look at the world – what isn’t? Does this opportunity align with my future goals? Does this person fit into the life I’ve built for myself? Does this investor add value to my organization in a way that’s bigger than a check? Whether it’s a tech and its product/market fit, or workplace culture and hiring, we seek opportunities that are compatible with our goals and personal missions and for success. I own companies that start with a C and end with a Y like my initials. Currency. Currently. Maybe Compatibility is next.

Moderating panels for notable brands like the Dallas Mavericks, Nike, and the NFL is an impressive feat. What have been some key takeaways from these experiences, and how do you ensure engaging and insightful discussions?

One thing about my panels? I’m going to do my research. I’m going to reference a podcast you did in 2018 to understand how your perspective has changed. I’ll dive deep into your career and ask you about your most meaningful mentors, moves, and motivation. And above all, I’m always going to ask for real, tangible advice that the audience can learn from.

 I once was asked to moderate a panel of 3 NFL athletes who each started multimillion dollar companies. Not many people (less than 1% of the population) can say they’ve had the chance to leverage their NFL career to jumpstart their businesses. I couldn’t relate less to them at first glance. So, I spent a week designing the conversation and questions to make sure it could benefit an audience full of entrepreneurs, even those just getting started.

 I used to think I could single out my favorite panel I’ve ever hosted and when I look back at my dozens of pages of moderating notes over the years – but I truly can’t. Every. Single. Panel. Hits. The panelists have done the hard work, I’m there to help them share the stories that built them.

How do you approach mentorship and support emerging entrepreneurs and startups?

I’m in a listening phase in my career. I’ve done a lot of talking over the last 10 years and I know that if I want to maximize the opportunities in front of me, I need to shut up and listen more.

I’ll never turn down an opportunity to support a fellow entrepreneur, but I’m also mature enough to know I don’t have all the answers. I’m so proud of the network I’ve built and my ability to connect you to just about pretty much anyone you want to talk to.

Your achievements have garnered attention from various media outlets, including Forbes, WFAA, Dallas Morning News, and Sports Business Journal. How do you navigate media attention and leverage it to further your goals and initiatives?

I think the idea that “there’s no such thing as bad publicity” is a myth. Bad press doesn’t necessarily mean you or your company are receiving negative attention. Bad press can mean you’ve received an opportunity to share your message, but you’ve got it all wrong. Or the audience doesn’t make sense. My clients and I spend a significant amount of time mastering our brand messaging and positioning before we ever press go on a pitch.

Press coverage without preparation is a mistake I see often. I’ve had clients who want to get on Good Morning Texas or run a Super Bowl commercial (not a joke) without a basic functioning website. Be ready to capture the interest (no matter how big or small) through thoughtful, easy-to-find access points for your customers. And be ready for your viral moment at any time. And for the love of all things, build the damn website.

What advice would you give to aspiring entrepreneurs and business leaders looking to make an impact in their respective industries, especially those interested in technology and innovation?

It would be impossible to ignore the impact of COVID on innovation. It showed me that when we prioritize our goals collectively, we can bring innovative ideas to life. It showed me which industries are the most sustainable and which to enter with caution. But above all, it taught me to prepare for (literally) anything. Find ways to diversify your income without losing focus. Leverage the power of the virtual connection but maximize opportunities to connect live. My biggest lesson of the last four years?  No role is more important than your physical and mental health.

What advice would you give to other women looking to enter or excel in your industry?

Women make up half of sports fans and yet their representation in the media and the boardroom is lacking. I don’t expect to see a 50/50 split any time soon but that doesn’t keep me from encouraging leadership in sports to commit to embracing, funding, and support women in sports. Athletes too.

Working in sports doesn’t require you to be a fan but it often asks you to think like one. If you’re looking for an opportunity to build something in sports, whether its tech or a media opportunity, I’d explore ways to improve the fan and athlete experience. What’s missing in venues? How can we better serve athletes and their health? Are there new ways to approach broadcast? How do embrace different cultures in sports marketing?

No matter what you plan to build - demand respect and think big. I’ve been in the sports tech industry for less than four years, but I’ve made a name for myself and our brand by being collaborative, mature, and persistent. 

It’s not hard to break into the space. It’s hard to stay there.

Looking ahead, what are your goals and aspirations for your role at nVenue and your continued impact in the tech and business community?

nVenue’s innovative tech is going to change the game for fans around the world. Our content reaches millions each week on Apple TV and NBA League Pass and in 2024, our betting technology will do the same. I look forward to leveraging this experience to push me deeper into a world of sports and tech towards my ultimate dream of team ownership. Is it investing an F1 car and team? Owning a championship-winning WNBA team? We’ll see.

What inspired you to start Currently Events, and what sets your 360 photo booth rentals apart as Texas' favorite choice in the event industry?

The best things in life are shared and our generation never hesitates to share the moments that matter to them. I knew we were on to something when the line for my photo booths was longer than the line for the open bar at any given event.

 I love capturing moments and giving my customers a chance to share them. In 2023, I had the honor of producing a live proposal on my photo booth. What’s cooler than that?

How do you ensure that each client's experience with Currently Events exceeds expectations, and what strategies do you employ to continuously innovate and stay ahead in the competitive event rental market?

The best thing I ever did for Currently was bring on support. My operations manager Amber has done an incredible job creating a top-tier experience for our customers while I grow nVenue. We also have 30+ women and men who support our weekly events. We were some of the first in the market to offer our 360 products. I recognize there are now 100+ companies trying to do the same. We differentiate ourselves by offering a premium experience every single time and using the highest quality materials rather than the cheapest. Whether we are at a small 50-person wedding or producing the Dallas Stars Home Opener in front of 5000+ fans, our team focuses on creating a fun photo booth experience that you can’t wait to share.

What position do you prefer the most CEO or CMO? And why?

I think I spent the first 10 years of my career deciding how I wanted to contribute to a business. It’s something I encourage to anyone getting started or entering a season of change.

I’m still not sure what I want to be when I “grow up” but I know building and launching companies, growing products, and driving brand value are things I am not only good at but am relentlessly curious to learn about.

CEO and CMO are distinctly different positions with their own unique challenges. To me, a title means nothing to me without influence and ownership. I’ve done some of my most meaningful with no title at all. At nVenue, I’m lucky to have a dream team of colleagues who support and trust my decisions including our brilliant CEO.

What does success mean to you personally, and how do you measure it in your career or creative pursuits?

Can I be 100% honest? I want to make lots of money. I don’t come from a place of generational wealth but I’m fighting to create it.

I’ll measure my future success by the freedom my wealth provides. Freedom of time. Resources. Purpose. And the opportunity to give back. Freedom of time being one thing I look forward to most.

My father chose to abandon our family after 30 years of our support and sacrifice. He found a level of success on paper but will never find the freedom I’m seeking. He'll find comfort in thinking and living small, and that just couldn’t be me.

I’d be lying if I said that doesn’t motivate the hell out of me.  

In honor of Women's History Month, is there a woman from history or contemporary times who has inspired or influenced you in your journey? If so, how?

I grew up in the era of Michelle Kwan, Mia Hamm, and Serena and Venus. I have them to thank for my love of the game and knowing there’s power in “playing like a girl”.

I would be nowhere without my passion for science. I have Rachel Carson, and her passion for the global environment and conservation to thank for that.

Can you imagine a world without the power of Oprah’s empire? She taught me the value of storytelling and empathy in media.

And to all the women who fight to be first, I can’t imagine a world without them.

Finally, is there a woman that you currently support and co-sign and would like to publicly give them their flowers? If so, who and why?

I could fill an entire page of women I’m so proud to know. Jennifer Allen (Just Elope), Tiffany Jones-Lewis (TJL Collection), and Kimberly Borges (PWR WMN) are just a few of the women I love to support. They may be based here in Dallas, but their reach is global.  

And finally, my mom, Sylvia Yebra. She’s spent a lifetime showing me the world, teaching me to fall in love with learning, to embrace my big heart for people and pets, and most importantly – to never let any man make me doubt who the hell I am.