Welcome to Tools of the Trade, our new blog series where we take you behind the scenes with the people who power everything we do at Ventura. First up? Emma Bindbeutel, our Director of People, who’s just as passionate about team culture as she is about baseball.
We caught up with Emma to chat about her stadium tour tradition, how she sees HR through a baseball lens, and what brands need to know about connecting with loyal fans through MLB programmatic advertising.
Meet the Heart of our Team
Emma grew up in St Louis, where being a Cardinals fan isn’t just a pastime—It’s part of your DNA. Summer meant baseball with her family. They would pack up the car and hit the road to check out ballparks near Missouri.
After graduating from Mizzou, Emma moved to LA and joined TOMS in its early startup days. But it was a trip to Coors Field in Denver (Cardinals vs. Rockies, of course) that changed everything. She decided to make the move to Denver, where she found her calling in the world of People Ops: building teams, culture, and community from the inside out.
Fast forward to today—Emma is the beating heart of Ventura’s team culture, known for her thoughtful recruiting, constant communication, and deep commitment to creating a space where people can thrive at work.
On Deck: Emma’s Stadium Tour Journey
Emma’s been to 25 MLB stadiums and counting. What started as casual ballpark visits turned into a personal mission: to hit every stadium in the league. Her tradition? Arrive an hour before first pitch, walk every level, soak up the views, and grab a local beer and a hot dog—or whatever food the park is known for (crickets in Seattle, crab fries in Philly).
She has five parks to go, with the Rangers, Guardians, and Pirates on this summer’s lineup. (Tampa Bay is still on the bench due to the hurricane, and with the A’s moving to Vegas, the final stop on her ballpark tour is still taking shape—but that just adds to the adventure.)
Her favorite parks (besides Busch Stadium)? Baltimore and Wrigley, for the classic baseball magic. Seattle, for its vibe and quirky charm (fish races, hot dogs from heaven, need we say more?). But Coors Field will always have a soft spot—It’s home now, and the sunsets over the mountains are unmatched.
Culture is a Team Sport
To Emma, building company culture is like managing a baseball clubhouse. “Every player matters,” she says. “It’s not like football where you have a star quarterback. Everyone has a role, and when you build a culture where everyone feels that, that’s when the magic happens.”
Her go-to people philosophy draws inspiration straight from the game:
- Recruiting = Scouting: Find the raw talent and team fit.
- Onboarding = Spring Training: Get the new crew game-ready.
- Feedback = In-Game Coaching: Make small tweaks throughout the season, not just after the game ends.
- HR Metrics = Baseball Stats: Track the numbers that matter.
One of her most underrated tools of the trade? Frequent Pulse checks. “You can’t always put metrics to feelings, but you can create space for people to speak up before things become bigger issues.” she says.
Reaching MLB Fans Where They Are
Emma’s love for baseball gives her a unique lens on the MLB programmatic advertising landscape. “Baseball is full of tradition, superstition, and shared memories between generations. That’s why it works so well as an ad channel—if brands can match that tone, they feel like a natural part of the experience.”
Through programmatic, brands now have access to over 4,800 live MLB games across the season—an incredible volume of premium, non-skippable inventory that reaches fans wherever they’re tuning in. From weekday afternoon matchups to prime-time rivalries, it’s a massive opportunity to show up in the right moments.
Her advice for brands wanting to make an impact during the season? “Tell stories. Baseball fans care a lot. This isn’t just a sport—it’s a ritual. When brands reflect that, it sticks.”
And she notices the details others miss: ad placement between innings, the logos on players’ cleats, even the brands of sunflower seeds on the dugout bench. “Everything’s intentional. And it all builds into the story of the game.”
Tools of Her Trade
Emma’s day starts with homemade coffee, a walk with her dog Kevin, and her favorite ritual: checking things off her to-do list.
She keeps culture top of mind daily—whether that’s syncing with hiring managers, jumping into Slack convos, or planning team events. On Fridays, she treats herself to a fancy latte. And if there’s a mid-day baseball game? That’s the background music to her productivity. When there isn’t a game on, you’ll find her working to Taylor Swift.
She thrives in our hybrid setup—but loves the buzz of in-person collaboration. “Our people are what keep me motivated. When you hire great people, everything else falls into place.”
The Final Inning
If Ventura were a baseball team, Emma would be our catcher—the one calling the plays, keeping the energy up, and protecting home plate. It’s no surprise that when asked to describe her role in one word, she picked “Connector.”
“Being on the People team means helping the right people find each other, making sure everyone feels supported, and building something lasting together.”
Whether she’s at the ballpark or building a people-first culture at Ventura, Emma brings the same energy, focus, and love for the game—because to her, it’s all about playing as a team.
Want to learn more about MLB programmatic advertising and how to reach fans where they are? Contact our team today!
