Maya Herm is Associate Vice President at The Collective, THE·TEAM’s platform dedicated to advancing women in sports, music and entertainment. Based in London, she works with brands and properties to build partnerships that elevate women's sports and drive cultural relevance.

Maya also oversees The Collective's global brand and community strategy. Through groundbreaking research on fandom and consumer behaviour, The Collective helps clients understand the buying power and influence of female fans — translating insight into strategies that deliver both brand awareness and measurable business growth.

With experience in brand consulting, event strategy, and partnership development, Maya is a trusted guide for clients navigating the fast-evolving industry landscape, and an advocate for equity and visibility in women's sports. Earlier in her career, she launched an initiative to bring commercial sponsorship data directly to women's football clubs across the UK, helping sustain the momentum of the sport following the landmark 2022 EUROs.