Dedra joined Toyota in 2017, shortly after Toyota became a TOP (“The Olympic Partner”) sponsor. She led the Global and Domestic Olympic and Paralympic partnership with accountability for marketing strategy, creative development, events, and execution of work across all marketing channels. She was also responsible for managing and activating their 17 National Governing Body, and Team Toyota athlete partnerships.

In 2021, Dedra’s role expanded as Toyota moved to a more centralized sponsorship structure. In addition to the Olympics/Paralympics, Dedra’s team is responsible for developing strategy, producing content, managing athletes and events, and executing all aspects of Toyota’s sponsorship portfolio across several verticals: sports, culinary, music, lifestyle, and more. She also oversees the Auto Shows Team, responsible for leading multiple marquee consumer and dealer-facing events.

Prior to Toyota, she served as the Director of Social Media & Corporate Sponsorships at TD Ameritrade for over 10 years. She was responsible for building both teams from the ground up. She led all aspects of TD Ameritrade’s social media efforts and was instrumental in bringing the NFL partnership to the organization, while leading all components of the USOC and NFL partnerships.

Before her role at TD Ameritrade, she spent time at both Citibank, N.A, and Kipany Productions in marketing and advertising roles.

Dedra holds a Bachelor of Science in Psychology and Master of Business Administration with a Concentration in Marketing from the University of Maine, where she also played NCAA D1 field hockey. She and her husband, Rob reside in Frisco, TX but she remains a hopeless Giants, Yankees, and (NY) Rangers fan.