Cowboys' Jones Makes History as First Female Keynote Speaker


By Gary Thill

As a female executive in the male-dominated world of professional football, Charlotte Jones is used to making history. She was the first woman to be named chair of the NFL Foundation in 2012. She’s the first female executive ever to lead a major professional sports league charitable foundation. And, as Executive Vice President and Chief Brand Officer of the Dallas Cowboys — a world-renowned franchise worth a jaw-dropping $5.5 billion — she’s arguably the most powerful woman in sports.

So it should come as no surprise that Jones will be making history yet again in another male-dominated industry at this year’s International Roofing Expo as the first-ever female keynote speaker. Additionally, when Jones gives her keynote address on Feb. 4 at 9:30 a.m., she’ll be the first corporate executive in five years to serve as the IRE keynote.

“We are gearing up for another incredible IRE this month in Dallas and are thrilled to host Charlotte Jones as the keynote speaker,” said Shelby Snelson, Show Manager. “Jones’ message will resonate with everyone in the audience, and it’s an exciting milestone for the show

In her role with the Dallas Cowboys, Jones oversees all business operations including strategies as they relate to the team’s brand as it’s presented to fans worldwide. Jones will discuss how she helped build one of the most recognizable and valuable sports brands in the world along with her groundbreaking approach to fundraising. She’ll also share new fan engagement initiatives and innovations roofers can use in their businesses to transform customers into fans of their own.

Daughter of Cowboys owner Jerry Jones and mother of three, Charlotte Jones has been working in the executive office since 1989. The Stanford graduate played an instrumental role in the design and development of the Star in Frisco — the Dallas Cowboys World Headquarters, training facility and event center located in Frisco, Texas, which opened in 2016. Along with serving as the team’s headquarters, the 91-acre mixed-use development has become a designation for shopping, dining, nightlife, athletic fitness, and events.

Jones also played a prominent role in shaping the design, décor, sponsor integration and overall presentation of AT&T Stadium, the state-of-the-art venue that opened in Arlington, Texas in 2009. Under Jones’s guidance, the venue has played host to some of the highest-profile sports and entertainment events in the world — including Super Bowl XLV, the Academy of Country Music Awards and the 2014 NCAA Men’s Final Four.

In 2012, Jones was named chair of the NFL Foundation, where she is responsible for spearheading the NFL efforts in youth football participation, health and safety, and community outreach. In 2014 she was appointed to the first NFL Conduct Committee, which endorses and enhances the new personal conduct policy for all NFL players and employees. She also serves on the Health and Safety Committee. Jones was recently appointed to the NFL’s Legalized Sports Betting Committee. Concurrently, Jones is the President of the Dallas Cowboys Cheerleaders and is responsible for overseeing what is considered to be the most prominent organization of its kind in the world.

In the philanthropy space, Jones served as the first female chair of The Salvation Army’s National Advisory Board from 2010-2014 and was the first woman to serve in that role. In 1997 she introduced a groundbreaking approach to fundraising on the worldwide stage by harnessing a Thanksgiving Day national television audience during the Cowboys halftime as the kickoff to The Salvation Army’s National Red Kettle Campaign. Jones set the wheels in motion, helping the Army raise over two billion dollars by combining the Dallas Cowboys and popular musical entertainers featured on network television during one of the most watched NFL games.

In March 2017, Jones was inducted into the Arkansas Sports Hall of Fame for Football Administration. Jones’ spirit of involvement in the local community extends far beyond the realm of professional football. Since 1989 she has been actively involved with leadership roles in a wide range of organizations that include: The Boys and Girls Clubs of America, Southwestern Medical Foundation, the President’s Advisory Council for The Dallas Center for Performing Arts Foundation, TACA Board of Governors, The Salvation Army, The Rise School, Shelton School, Make-A-Wish North Texas Presidents Council, Dallas Symphony and the Super Bowl XLV Host Committee.