Today we’d like to introduce you to Jasmine Coleman.
Jasmine, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’m Jasmine Coleman, and while I’m originally from Southern California, I’m incredibly proud to have made Memphis my home. It’s the city where I found purpose, planted roots, and now raise my two-year-old daughter alongside my husband. Memphis has given me more than just a zip code—it’s given me a calling.
For most of my life, I was an athlete. I played softball competitively growing up and continued into college as a student-athlete at New Mexico State University. Sports taught me discipline, resilience, and how to show up—not just for myself, but for my team. It shaped the way I see the world and how I approach every challenge, both on and off the field.
After earning my master’s degree in Sport Commerce from the University of Memphis, I began exploring how I could channel that same energy and drive into something that would allow me to serve the community. That’s where I discovered my true passion: community building. I wanted to help people feel seen, connected, and proud of where they live.
That journey led me to Memphis River Parks Partnership, where I was fortunate to begin as an External Affairs Associate. In that role, I got to dream, plan, and execute programs and initiatives that invited people—especially youth—to the riverfront as a space for learning and joy. I eventually transitioned into my current role as Director of Programming and Engagement, where I now lead all internal programming, help manage communications, and work with incredible partners across the city to create events that are free, inclusive, and reflect the heart of Memphis.
From skate nights in Tom Lee Park and poetry contests for high schoolers to behind-the-scenes tours of our green spaces—I get to help people fall in love with their city over and over again. And that’s the real joy of what I do: reminding Memphians that the riverfront belongs to them.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not at all—but every twist and turn brought me closer to who I’m meant to be.
I actually started my journey on a very different path—I was pre-med in undergrad and graduated with a Bachelor of Science in Biology from New Mexico State University. I thought medicine was the way I’d help people. After college, I moved to Memphis to be with my family and started working in a lab, but I quickly realized that while I was technically doing meaningful work, it didn’t feel connected to my purpose. I was being told I was helping, but I couldn’t feel it. I couldn’t see it.
That disconnect was hard. I had followed a path that made sense on paper, but it left me feeling stuck. It wasn’t until I entered the master’s program in Sport Commerce at the University of Memphis that things started to click. I realized that seeing the fruits of my labor—watching people show up, engage, and be impacted by something I helped build—is what motivates me most. I need to see people’s joy, their growth, and their connection. That’s what fuels me.
Shifting careers, building a new network, and trusting that I could start over was a real challenge. But I’ve learned to trust the process and embrace redirection. I’m especially grateful to have had such strong support from my family while stepping into this new path. Their encouragement made the unknown feel a little less scary—and a lot more possible.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
As the Director of Programming and Engagement at Memphis River Parks Partnership, I lead the strategy and execution of programming that activates the riverfront in creative, inclusive ways. From weekly fitness classes to large-scale community events, I work to make the riverfront a place where all Memphians feel welcome and connected to each other.
I specialize in building experiences that feel personal and purposeful. I’m known for my ability to blend logistics and imagination—taking big ideas and turning them into well-executed programs that center community voice. I approach every program with the same goal: make visitors feel like the riverfront is for them.
What sets me apart is my passion for creating programs that not only entertain, but also educate, uplift, and reflect the city’s rich cultural fabric. I value relationships over transactions and always lead with a community-first mindset.
Of everything I’ve worked on, I’m most proud of the Tom Lee Poetry & Spoken Word Contest, now in its third year. It’s a project that helps move forward the legacy of Tom Lee—honoring his courage, generosity, and humanity—while giving high school students a platform to express themselves. Submissions come in from across Shelby County, and hearing their work shared aloud at our Tom Lee Day celebration is always a deeply moving moment. These young people are using their voices to reflect on history, connect it to the present, and imagine a better future—and to know I’ve helped create that space is incredibly meaningful.
So maybe we end on discussing what matters most to you and why?
What matters most to me is my family. My parents laid the foundation by instilling in me strong values and a deep faith that guide me every day. Their example taught me the importance of integrity, kindness, and perseverance.
But it’s my husband and daughter who have truly transformed my perspective on life. They’ve shown me what it means to work for something bigger than myself — to put love, sacrifice, and commitment at the center of everything I do. Because of them, I strive not just for personal success, but for building a future filled with opportunity for those I love.
Family is my anchor and my inspiration.
Contact Info:
- LinkedIn: https://linkedin.com/in/stokes-jasmine
