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Wrestling with a Pandemic

Lebanon Valley College graduate Baker Landon shares his creativity with World Wrestling Entertainment

It’s rare to get the opportunity to work with World Wrestling Entertainment (WWE), but sometimes what you want is right in front of you and all you have to do is open your eyes and see it. Baker Landon ’17, who entered LVC as a business administration major who kept art as a hobby, was unaware of the possibility of combining his two interests together until a guiding hand showed him the opportunities before him. 

“My lacrosse teammate, Zane Brown ’16, was a digital communications major and caught wind of an art project I was working on,” said Landon, who served as captain of the Dutchmen squad. “He was quick to recommend that I switch to a digital communications major, and I can honestly say it was the best decision I made during my time at LVC.”

In his new major, Landon, a native of Maryland, combined his interest in business with an emphasis on technology, art, and creativity. From coding, to graphic design, creative writing, and business planning, Landon explored the many aspects of creating, running, and maintaining a business. 

After graduating from LVC, Landon started his professional career at Strategic Partners & Media, in Annapolis, Md., a political advertising agency, as an interactive content coordinator. He applied his design skills through logo creation, website design, and social media content. Landon also worked on the agency’s “Puerto Rico Strong” project, which included designing creative collateral and managing a campaign to raise funds for the damage Hurricane Maria left behind. He even traveled to Puerto Rico later to help rebuild houses with the Hope Builders in Vieques, Puerto Rico.

From there, Landon transitioned into a relationship management position at the Washington Speakers Bureau (WSB) in Alexandria, Va., where he assisted in presentation design, handling speakers’ inquiries, and building and maintaining speaker profiles and relationships.

“WSB enabled me to be in touch with some of the most iconic, impactful people in the world,” he said. “One memory that stands out was being in the same room as the first female Secretary of State, Madeleine Albright. Secretary Albright is an imperative figure in history. I was in awe of getting to meet and speak with her in person.”

Currently, Landon works at World Wrestling Entertainment (WWE) as a creative services talent coordinator and creative writing assistant on the NXT writing team. As a coordinator, he serves as a talent manager for NXT’s roster of 50+ professional wrestlers, working with them to create logos, branding, phrases, and merchandise concepts unique to their characters. He is also a member of the writing team that plans, coordinates, produces, and writes all of the storylines and character developments that go into WWE's weekly television show, NXT.

Due to COVID-19, the past seven months for WWE, a live events company, have been anything but normal. Still wanting to provide content for their fans, Landon explained how the company deals with the ever-changing reality. 

“We’ve been forced to think outside of the box in a business where nothing is ever anywhere close to being inside of the box,” said Landon. “We’ve done matches in graveyards, inside of homes, even in industrial parks.”

Thanks to new technology, NXT has hosted their shows out of the Capital Wrestling Center in Orlando, Fla., where hundreds of feet of LED technology allows for streaming in live audio and video from fans watching around the world. Being able to hear the fans while watching the product has brought back some normalcy during a time of uncertainty.

For now, Landon is feeling the joy of a childhood dream, having grown up as a huge wrestling fan dreaming of becoming a professional wrestler.

“Being a professional wrestler wasn’t in the cards for me, but, I consider serving as a member of the creative writing team at WWE a win in my book,” he said. “Achieving (kind of) a lifelong goal is something I’ll hold near and dear for the rest of my life, and I couldn’t thank those who got me here enough, including Lebanon Valley College and the Digital Communications Department.”


-- Parker Gallagher, Marketing & Communications Student Assistant