Tournament of Roses - Rose Bowl Game

Alyssa began working at the Tournament of Roses in 2015. She has worked in several areas of the organization, entering as an Executive Assistant and in 2026 was promoted to promoted to Director, Partnership Marketing & Events.
 
In her role, she serves as the primary liaison for all Rose Bowl Game and College Football Playoff sponsorships. She oversees partner relationships, contractual fulfillment, and marketing coordination, while continuing to manage bowl week events, hospitality and fan engagement. Alyssa also leads the game’s community relations, mentorship initiatives and partnership development efforts.  
 
Before working with The Granddaddy of Them All, Alyssa started her career at a multicultural public relations agency, H+M Communications in West Hollywood, coordinating red carpet events and publicity for film and consumer entities, including Universal Pictures, Disney and Comcast. There she developed her love for experiential marketing and event planning before pursuing a career in sports at the Tournament of Roses in her hometown of Pasadena. 
 
Alyssa is a graduate of the University of La Verne with a Bachelor’s Degree in Public Relations and resides in South Pasadena with her husband Travis and mini goldendoodle named Remi.