Cailin Craigen

From footballs and pucks to concerts and punchlines, Cailin Craigen is carving her path to the “big leagues” through Ivey Business School’s one-year Master of Management: Analytics (MM-A) program.

As a senior data analyst at Ottawa Sports and Entertainment Group (OSEG), Craigen delivers insights for the Ottawa Redblacks (CFL), Ottawa 67s (OHL), and TD Place, which hosts concerts and comedy shows. She also supports tenant teams, including the Ottawa Charge (PWHL), Atlético Ottawa (CPL), Ottawa BlackJacks (CEBL), and Ottawa Rapid of the Northern Super League (NSL).

Craigen’s path began at TD Place as an usher, but she quickly moved to the traffic team, where she spent more than eight years managing parking operations. That experience reshaped her understanding of the industry.

The Business of Sport

“Until I started in traffic, I didn’t realize sports was a business,” said Craigen, who earned a commerce degree from the University of Ottawa. “I thought people just showed up. I didn’t see everything behind it. Then I realized there’s an entire operation around game day, and it sparked my interest.”

That curiosity led to an internship with OSEG, including time with the data team. The experience pushed her to explore analytics education but with one condition: She did not want to leave her job.

“I love what I do,” she said. “I didn’t want to quit, study full-time for two years, and risk not having a job when I came back.”

Ivey’s blended MM-A format offered the right fit.

Finding Her Edge

Returning to school after several years brought challenges, but Craigen quickly developed new study habits and found a rhythm between work and academics. She now describes the program as demanding but manageable.

Learning alongside peers from diverse industries, she values the program’s focus on communication, confidence, and presentation. The combination of analytics and leadership training pushed her to speak up more and sharpen how she delivers insights.

The program also strengthened her foundation in finance, marketing, and communication, skills she applies daily in the sports business.

“If you ask my classmates, they’d probably say I like to talk or that I sound confident,” she said. “But in my head, I’m often second-guessing myself.”

Building that confidence has been especially important in the male-dominated sports industry.

“It’s helped me trust what I’m saying.”

Craigen also found the program’s approach to artificial intelligence both practical and forward-looking.

“I wondered if the program would stick to traditional methods,” she said. “But they’ve embraced AI as a tool we need to understand because it’s shaping how businesses operate.”

Rather than replacing critical thinking, the program teaches students to use AI as an assistant while maintaining control over analysis and decisions.

That exposure has accelerated her growth. She has strengthened her skills in coding, data pipelines, and emerging technologies, and feels better equipped to present clear, compelling data stories to executive audiences. She is eager to take on more complex analytics work at OSEG.

Outside the office, Craigen stays active with workouts, recreational volleyball, and sports. She also maintains a strong connection to music. During her undergraduate years, she played keyboards, clarinet, and saxophone in pit bands for theatre productions.

“Music gives me a creative outlet and a mental break,” she said.

From arenas and rinks to the data behind them, Craigen is finding her own way into big league success.