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Marsha Cooke built an impressive résumé in news, serving as senior vice president of global news and special projects at VICE after spending 24 years at CBS, where she was the first Black Asia bureau chief. But to find her dream job, she had to follow her heart — to ESPN. Two years into her latest role, it's clear she made the right move. One of the films she helped shepherd, Black Girls Play, was recently shortlisted for an Oscar, and WNBA legend Brittney Griner just announced that she'll partner with ESPN Films on a biodoc. We asked Cooke to share some stories, advice and opinions with the WISE community.
On forging a new path:
"I had a fabulous career in news; I got to travel the world and work at the network level. But, eventually, I had Peggy Lee singing in my head, 'Is that all there is?' So when a headhunter asked if I had a dream job, I went for it. Having always been a sports fan, I told him I would love to work in sports. He soon called me with an opportunity at the NFL. A friend connected me with Brian Lockhart, who was at ESPN but had worked at the NFL, and he became my rabbi. The job didn't pan out, but I continued conversations with Brian and others at ESPN over a period of several months … and the right opportunity happened at the right time."
On how others can forge a new path, too:
"Sit down, bucket your strengths, then find a job description for your ideal next move — don't worry about titles! — and see how you match up. I realized that the curiosity I had as a journalist would translate to documentaries, and I knew that I could be a storyteller in sports. One other thing: Don't be afraid or embarrassed to tell people exactly what it is you want."
On telling the stories you want to tell:
"Politics, gender pay gaps, equity, social psychology, mental health — you can cover any topic through sports. Viewers may be drawn to our films because they like a team or an athlete, but we can serve them a broader story. So someone who watches The Minister of Defense, a film about NFL Hall of Famer Reggie White, may be surprised to find themselves immersed in a story about a man who said some controversial things, yet is a man of faith. Or there's "Pink Card," a 30 for 30 podcast about women fighting for the right to enter a soccer stadium in Iran. It's about politics and equality, but maybe the listener came for soccer."
On balancing the focus:
"Representation matters, so we are working to get more female-centered stories and more stories told through a female lens into ESPN's library. Some recent examples include Black Girls Play, a history of creativity, particularly Black creativity; Dream On, about the 1996 US women's Olympic basketball team; and Jeanette Lee Vs., about the groundbreaking Asian American billiards star. But it's also important to look at how they are performing. Our films are well received, but I want us to do a better job at getting the word out about all we have in our library."
On nurturing talent:
"I ask everyone on my team about their goals. I want them to tell me what they want out of their current job and what their ideal next job would be, so I can help grow their career. Then I think about how each new project can get them closer to where they want to be. Such attention increases retention, but I also know that you are not going to give your best if you think you've hit your ceiling. And if someone does leave, I want my name out there as someone who incubates talent so we can attract the next generation of great people."
On some favorite films and books:
Past Lives: "Beautiful movie, bittersweet, poignant and sometimes a little funny. The opening device is genius."
American Fiction: "A political film for right now, but also a personal film about a dysfunctional family."
Winnie the Pooh: "These books are about friendship, love, and, yes, honey. I often put a quote from Pooh or Piglet in notecards I send to people."
Personal History: "Katherine Graham's memoir. We come from such different places, but her smarts, vivaciousness, fearlessness and willingness to make change have always been an inspiration."
Life in Five Senses: "When the author, Gretchen Rubin, thinks she's losing her eyesight, it forces her to think about how she underappreciated all her senses."
The Fire Next Time: "But really anything by James Baldwin."
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