Human Side Up: Leading with energy, compassion, and cultural insight with Sara Toussaint

Sara Toussaint is a sports marketing executive and brand strategist. She is the Co-CEO of Catalyst, the commercial division of The Montag Group (TMJ); a founding partner at Underdog Ventures, a social impact enterprise supporting underrepresented founders through marketing, sports, and entertainment; and co-owner of the NWSL’s North Carolina Courage. She serves on the board of Women in Sports and Events (WISE), and has been recognized by Sports Business Journal’s Game Changers and the inaugural Latinos in Sports list for her leadership in the industry.

Leading with energy

“I just want to move on stuff that gets me excited. That’s been most of my career.”

For Sara Toussaint, energy means more than speed. It’s about genuine enthusiasm for the work. She admits every role has its slow moments, but she thrives when momentum and purpose align.

Still, early in her career, she wasn’t sure if her fast pace and instinctive decision-making fit the mold of corporate leadership. “I felt that in order to ‘be a leader’ you had to be more measured... you digested every word.” She tried to adjust but realized that her natural energy wasn’t a flaw. “I want the data, but in the end, I go with what feels right. Sometimes that's a very quick feeling.”

It wasn’t until she worked with a career coach that she stopped second-guessing herself. “I don't want to change. I'm good. I'm really comfortable with who I am.”

Compassion as a leadership tool

“I make a lot of decisions based on compassion.”

Toussaint leads with empathy, even in high-stakes business situations. She believes trust starts with understanding. “I'm always thinking about their positioning. How does it feel to be in their shoes?”

That mindset extends to negotiations, where she aims for transparency and mutual respect. “All her cards are on the table... not calculated to win, but calculated from a place of ‘I heard where you're coming from. I understand your position.’”

Compassion, for her, isn’t just a personal value. It’s a leadership strategy that builds long-term relationships and stronger outcomes.

Experience over strategy

Toussaint didn’t grow up dreaming of a corporate career. She found her purpose by navigating discomfort and choosing to help others along the way.

She recalls arriving at an elite university after attending Chicago Public Schools and immediately feeling unprepared. “I remember thinking, ‘I don’t know the things these people are talking about.’ Not dumb—just ill-equipped.”

After earning her first D, she set two goals: gain real-world experience and graduate with a 3.0. She also began mentoring high school students from her neighborhood. “It wasn’t some grand plan. It was just an innate feeling... not just complain, but do something about it.”

That drive to act on what feels right still guides her decisions today.

A career shaped by place

One of the most pivotal moments in Toussaint’s career came during a job interview with Major League Soccer. Her résumé didn’t spell out her background, but the hiring manager asked where she was from. She told him: Little Village, a predominantly Mexican neighborhood in Chicago.

“He said, ‘You're exactly who we need.’ I told him, ‘I’m not Mexican. I’m Puerto Rican, Palestinian.’ He said, ‘You grew up in Little Village. You know this audience. You're going to be the most Mexican person we have here.’”

That moment reframed how she saw the value of her lived experience. “Who would’ve thought my neighborhood would have such a profound impact on my career? And it did.”

It also shaped how she sees potential in others. “Everybody brings something to the table, even if they don't realize it.”

Inclusion that drives results

Over the years, Toussaint has helped companies understand and connect with Latino audiences in meaningful ways. From soccer partnerships to mobile banking campaigns, she’s led efforts to align culture with business goals.

“Look at the millions of Latinos in the U.S. Think about how much spending power they have and how much that can impact your company.”

She points to brands like Home Depot and AT&T, which have invested in Latino communities through sports, entertainment, and education programs. “There are studies that show the Hispanic segment within the U.S. is something like the seventh largest GDP… in the world.”

To hear more from Sara Toussaint watch the latest episode of Human Side Up here.