Joe Ceriello, who developed extensive experience in facilities and program management with the United States Tennis Association (USTA), has been appointed Interim General Manager of the NYJTL Cary Leeds Center for Tennis & Learning, it was announced today by NYJTL President and CEO Deborah Antoine.
“We are so fortunate that Joe has joined the NYJTL team at this time, Cary Leeds,” said Antoine. “It is just one year since the Leeds Center opened, and Joe brings a wealth of experience from all aspects of the tennis industry. He will be the perfect complement to further position the Cary Leeds Center for new growth and expansion”.
Ceriello will oversee NYJTL’s $26.5 million flagship community and tennis center in the heart of Crotona Park finalizing the completion of the two new stadium courts later this fall.
He will be responsible for overseeing daily operations, programming and marketing for the center’s 22 tennis courts, including 10 covered for year-round play, and a community center with classrooms. As part of NYJTL’s commitment to the local community, Ceriello will administer 6,000 hours of free programming for the Bronx community, which includes 30,000 children living within five miles of the Cary Leeds Center.
For more than a decade, Ceriello worked in several divisions at the USTA including Youth Marketing, Player Development, Professional Tournament Operations and US Open Ticket Operations. Most recently, he managed the strategic plan and marketing mix for Arthur Ashe Kids’ Days as well as overseeing the Discovery Education partnership and launch of Careers Beyond the Court. Digitally savvy, Joe developed numerous national digital and video media campaigns and under his direction, USTA’s YouTube channel strategy showed a 133% growth year-toyear. In 2009, Ceriello opened the USTA’s Training Center-East (TCE) at the Billie Jean King USTA National Tennis Center (NTC).
In this role, he managed operations, budgeting and programming. He launched USTA Player Development’s first fee-based feeder program in collaboration with the NTC designing junior pathway to national success and initiated the Hamptons Pro-Am with the USTA Foundation.
During his leadership, four top 100 American players trained at TCE: Christina McHale, Varvara Lepchenko, Melanie Oudin, and Louisa Chirico.
In 2006, Ceriello joined the USTA’s professional tennis division in the USA Team Events Department. He focused on domestic operations for Davis and Fed Cup events and for seven years managed the US Open player services area, on-court ball signing, and player ticketing.
“This is a once in a lifetime opportunity to lead the team to maximize the impact of the Cary Leeds Center not only in the Bronx, but throughout New York City,” said Ceriello.