In the world of professional sports, where branding and storytelling are everything, Collingwood alum Bill Yao, Class of 2020, has found his spot on a team. As the Marketing and Content Coordinator for the Boston Celtics, Bill is now helping to manage one of the most historic and recognizable brands in the NBA, a path he began curating as a student at Collingwood.

"I loved basketball, and I loved the idea of creating a brand," Bill explains, reflecting on his high school journey. "For Collingwood, that was kind of where it first started. I looked at our strong basketball program, and I thought, 'How do we showcase that to the parents, the alumni, and everyone who still follows the team?'"

Bill founded the school's first dedicated basketball media account for the Senior Boys team (@collingwoodmbb), an active account that showcases the talent of Collingwood athletes. This experience, combined with his love of the creative arts, led him to Boston University, where he pursued a degree in advertising.

Bill's love for sports and his creative strides in High School were undeniable. He admits, however, that his current role in professional sports was unexpected. Yet it sits at the precipice of his passions.

Collingwood definitely contributed to my upbringing. Whether it's the way I carry myself, the way I can form conversations, or the relationships I've formed with my co-workers and bosses.

"Working in sports was never my goal," he shares. "I loved basketball. I loved marketing. I loved the creative industry. But I never thought those three things would ever come together to make a career." In his rookie year working with the Celtics, the team reached the NBA Finals, and Bill walked away with a Championship Ring. Having my parents there for game two of the finals was a pretty surreal moment. To be a part of that and have my family there… that's a huge highlight.

Bill credits his friends, "his boys", for helping him transition into post-secondary life and his career. "The community is really willing to help each other," Bill says. He shares how a close friend helped him craft his first resume and provided crucial career advice. "I've also given a lot of career advice to people in the younger grades coming to study in Boston. That's part of what I love about being a part of the alumni network."

For current students, Bill's strongest advice is to take initiative as soon as you see an open shot. A philosophy that landed him his role with the Celtics.

"Don't wait for the opportunities to come to you; you need to look for them," he advises. "And if everyone can see the opportunity, then there is no longer one. That was my mindset going to college, and that's a huge part of what landed me my role today."

He also offers a reminder about personal resilience, drawing from his high school past: "Reflecting on the challenges you face," you think, 'Wow, I'm not going to get through this.' But time and time again, we've gotten through it. It's a testament to personal growth."

Looking ahead, Bill is aiming to expand his scope from creative coordinator to a more business-oriented role in sports by pursuing an MBA. His ultimate goal is to shift from managing a team's brand to entering an arena where he helps build a player's personal brand.

Working with players directly, there's a lot more you can get exposed to, and it is way more creative in the sense that you can do way more of what you want. You're creating their personal brand, which is what I would love to do.