USTA Names Liz McSorley Managing Director–Strategy and Innovation

May 5, 2023

ORLANDO, Fla., May 3, 2023 – The USTA has named Liz McSorley, a seasoned management consultant and executive leader, as the organization’s Managing Director, Strategy and Innovation. This newly-created position will be based in Orlando and McSorley will report to Craig Morris, the USTA’s Chief Executive, Community Tennis.

Aligned with the USTA’s mission to grow tennis at the community level, this position will work closely with Morris to develop and execute strategic priorities for the Community Tennis organization. In addition, McSorley will be responsible for unifying our efforts across digital products, programs, marketing, research, and innovation to fuel the growth of tennis and maximize the retention of tennis players across all play levels.

“Liz has a proven track record in building and leading high-performance teams, and is skilled in navigating complex, matrix and multi-layered organizations,” said Morris. “This skill set will enhance the USTA’s continuing drive for innovation in attracting and retaining tennis players of all ages and playing levels.”

Prior to joining the USTA, McSorley served as Principal, Management Consultant for Elixirr, LLC, a strategic advisor and client partner supporting companies’ business, digital, data and customer transformation. In this role, she led the development of a single view of customers and developed data visualization and insights tool for next best action recommendations to field sales teams which generated more than $5 million in sales revenue. At Elixirr, she was one of four US-based principals where she led a group of 35 consultants and analysts. She also served as Vice President, Experience Management for Munich Reinsurance. Prior, Liz worked at a number of noted consulting and media companies, including Emirates Integrated Telecommunications where she served as Vice President, Customer Experience, and at Rogers Communications, as Director of Marketing, honing her customer journey and marketing acumen.

McSorley received an Honors BA from the University of Western Ontario. She will be Orlando-based in her new role.