Keonna Farmer, MS

I attribute my success to my late mother, Kelly Farmer, and my different experiences along the way. My mother is my biggest supporter and motivator. She has been a blueprint for me since I was in school, really my whole life, but once I started realizing what was going on in middle school and high school, that's when I started learning how amazing of a mother I had. When I got to college and met more people, I realized that we didn't have the same type of guidance and how it affected them with their degree choices and their career paths. It really started sticking to me then - oh, everybody don't have this type of mother. My mother poured into me anything I wanted to do, she supported me, she would research anything, and send me a class or opportunity on it.

She taught me the importance of doing the right thing even if it hurts, sticking to my word, always leading with compassion and integrity with everything that I do. She taught me about seeing things through, doing things even when it's hard, doing things to advance myself even if it's no pay when you're young and starting out. She taught me the importance of putting myself out there and branding myself, marketing myself, the importance of mentors and networking.

Before all these things became so social media popular, you didn't really hear about the word mentoring as much online before the pandemic, but she's been telling me these things since I was younger about having mentors in the athletic space and career space, and not just personal development space like the Girl Inc. programs. She's just been very instrumental in my life, ensuring that I choose the right journey, choose the right degree, the right classes, everything - maximizing all my opportunities, maximizing my scholarship opportunities and basketball career.

Literally everything, she has been instrumental every step of the way and very supportive. Even until literally our last conversation before she passed was about me and my career and her giving me some advice to help me, and that was our last conversation.

The best career advice I’ve received for where I'm at currently is that understanding personality types will take you far in your career.

I’ve really learned that this year. Managing multiple people, different roles, different personalities, it’s shown me that not everyone communicates the same, works the same, or responds the same way.

Once you start understanding that, it changes how you lead. You’re able to adjust how you communicate, how you give feedback, and how you support people based on what they actually need, not just how you operate.

It’s been crucial for me, especially overseeing staff and working with student-athletes. It helps prevent unnecessary conflict, builds stronger relationships, and makes things run smoother overall.

That one piece of advice has honestly shifted how I lead and how I move in professional spaces.

Another piece of advice that has really stuck with me is being okay with questioning the status quo and being clear on the type of leader you want to work under. Don’t be afraid to ask for meetings, ask for clarification, and speak up even if you feel like you might be bothering your supervisor.

I’ve learned how important it is to ask, “How am I being evaluated?” and to make sure there’s a clear baseline for expectations. That clarity helps you move with intention instead of guessing.

And I always tell people, document everything. Keep track of conversations, expectations, and progress. And don’t be afraid to send that email. A lot of opportunities and clarity come from simply communicating.

Those things have really helped me grow, not just in my role, but in how I navigate professional spaces overall.

If I could say anything to young women stepping into this space, I’d say don’t wait until you feel ready. Most of us didn’t feel ready, we just stepped into the role and figured it out as we went. You grow into it.

Learn your environment early. Understand how things actually work, not just what your title says. Pay attention to policies, expectations, and how decisions are made. That’s what will give you confidence, not just experience. Document the process, take on a few a projects at work and it to your portfolio. Keep your resume up to date. Network on go on interviews to stay polish even if you're not ready to make a change.

You’re going to walk into rooms where you’re the youngest, the only woman, or the only one who looks like you. It can feel uncomfortable at first, but don’t shrink. You earned your seat. Stay grounded in that.

Set boundaries early. Being helpful is not the same as being taken advantage of. The way you allow people to treat your time and your role matters more than people realize.

Find people you can learn from. Mentorship, whether formal or informal, makes a difference. And also find something outside of work that keeps you balanced, this field can consume you if you let it.

And lastly, remember why you’re there. For me, it’s about the impact on athletes and the next generation. When things get tough, that’s what keeps you steady. You don’t have to be the loudest and most accomplished person in the room, you just have to know what you’re doing and stand on it.

Seek mentors early and have people you can lean on. Be mindful of your image, how you carry yourself, and learn how to hold a conversation, those things will take you far. And don’t get so caught up in social media trends that you lose sight of where you’re going or miss real opportunities.

Read, read, read, and stay up to date on industry trends. Reading is the best way to improve your intellect!

One of the biggest challenges in my field right now is navigating and collaborating effectively with a variety of personalities. I see this not just as a challenge, but also as an opportunity to strengthen communication, build stronger teams, and leverage diverse perspectives to achieve better outcomes.

Also the role has become more demanding than ever. A lot of athletic administrators are dealing with burnout, staffing limitations, and constant problem-solving behind the scenes. The job has shifted from just building programs and mentoring athletes to also managing a lot of operational and regulatory complexity. 

Another challenge is maintaining balance, by making sure student-athletes are still being developed academically and personally, not just treated like assets in a system that’s becoming more transactional.

But with that, there’s also a real opportunity. There’s more room now to rethink how we support athletes, not just while they’re playing, but in terms of life skills, financial literacy, career development, and community impact. NIL has opened doors for athletes to build brands and income, but it also creates a need for better guidance and structure.

There’s also an opportunity for leadership, especially for women and people who bring a different perspective, to step in and help shape what this space becomes next. Representation, structure, and intentional leadership matter more now because everything is still being defined.

The things that I value are innovation, education, equity, and empowerment, and I value those in all walks in my life. I also value relationships, support, social responsibility, community, and knowledge, those are my biggest core values in anything I do.

Integrity is huge for me. I always do my best to lead through integrity, even when it’s not the easiest route. I believe how you do things matters just as much as what you do.

All of those values shape everything for me, how I lead, how I build programs, how I show up for people, and the decisions I make. Whether it’s working with student-athletes, professionals, or the community, I’m always thinking about how I can create real opportunities, provide access, and make sure people are being developed in a way that actually helps them long-term.

I’m also very big on relationships. Not just networking, but real relationships, people feeling supported, seen, and valued. I think that’s what creates strong teams, strong programs, and real impact.

And with everything I do, I try to stay grounded in purpose. I want the work to mean something. I want it to create change, open doors, and leave people better than when I met them.