Meredith Counce is in her 15th year with the Dallas Cowboys Football Club and serves as Senior Vice President of Brand and Marketing. She was named SVP in 2024 after leading the Brand and Marketing arm of the organization for the previous eight years.
In this capacity, Counce oversees all areas of Brand Management, Marketing and Advertising, Business and Data Analytics, Creative Services, Event Presentation, Fan Engagement Strategies—both nationally and internationally—Brand Presentation, Fan Experience, Community Relations, and the Dallas Cowboys Cheerleaders. Her marketing responsibilities span products such as Cowboys merchandise, ticketed events and tours at AT&T Stadium and The Star in Frisco, as well as corporate partnership collaborations.
Counce is responsible for the overall brand experience at AT&T Stadium on Cowboys gamedays and throughout the year at the team’s World Headquarters in Frisco, Texas. She spearheaded the club’s first NFL Global Markets Program bid, securing Mexico as the Cowboys’ first international market under the league’s initiative.
She is also involved in event presentation at AT&T Stadium, supporting bids for major events, including the 2026 FIFA World Cup. At The Star, Counce curates programming and events within the Ford Center, hosting occasions such as the Academy of Country Music Awards, numerous high school football games, and activations throughout The Star Entertainment District.
Counce led the partnership development and distribution of the Dallas Cowboys Cheerleaders’ first-ever docuseries, America’s Sweethearts, on Netflix. Following its Summer 2024 debut, the series topped Netflix charts in the U.S. and reached the Top 10 in more than 40 countries worldwide, ultimately earning an Emmy nomination. The highly anticipated second season premiered in June 2025, with a third season already confirmed for 2026.
The Cowboys’ collaboration with Netflix also resulted in AT&T Stadium hosting the Jake Paul vs. Mike Tyson fight in November 2024—the largest sports streaming event of all time—and producing the acclaimed docuseries America’s Team: The Gambler and His Cowboys, which debuted in August 2025.
A passion project for Counce is producing the nationally televised Thanksgiving Day halftime performance, which annually launches The Salvation Army’s National Red Kettle Campaign. She has worked with artists including Lainey Wilson, Dolly Parton, and The Jonas Brothers. The Red Kettle Campaign supports programs addressing homelessness, food insecurity, addiction, and human trafficking. The Cowboys’ Thanksgiving Day game consistently draws the largest regular-season NFL television audiences.
On Thanksgiving Day 2024, Counce received The Exceptional Service Award from The Salvation Army National Commander—the highest honor bestowed on an Advisory Board Member. The award recognized her leadership in founding and scaling Echelon, The Salvation Army’s auxiliary of diverse young adults dedicated to service and fundraising, which has expanded from one North Texas chapter to nearly 40 nationwide.
She also serves on The Salvation Army National Advisory Board, its Community Relations Committee, and Strategic Planning Committee, and contributes to the National Red Kettle Kickoff. Counce was selected to attend Stanford University’s League of Leaders Executive Program in 2021 and was named an AdWeek Rising Brand Star in 2019.
Counce became the youngest inductee to The Salvation Army’s National Advisory Board and serves as Vice Chair of its Strategic Planning Committee. She is also a founding member of Echelon’s charter chapter, which evolved into The Salvation Army’s National Young Professionals Auxiliary, now with more than 40 chapters across the country.
One of Counce’s personal passions within the organization is contemporary art. She is a member of the Dallas Cowboys Art Collection Art Council, which oversees the team’s extensive art initiatives.
Counce graduated cum laude from the University of Arkansas with an undergraduate degree in Pre-Medicine and Biology as a four-year Honors student. She earned her Master of Business Administration from Southern Methodist University (SMU) with concentrations in Marketing and Corporate Strategy, and was a member of the Dean’s Circle and Distinguished Cox Business Leaders Forum.
