Assistant Athletic Director - Marketing, Sales & Fan Experience

University of Massachusetts - Amherst, MA

Full-time

Amherst, MA

Educational Services

About the position

The Assistant Athletic Director - Marketing, Sales & Fan Experience at UMass Amherst is responsible for overseeing the athletic promotions, sales, fan experience, and marketing unit. This role focuses on creating and executing marketing strategies to increase attendance and revenue at athletic events, particularly for football, men's basketball, women's basketball, hockey, and men's lacrosse. The position also involves enhancing game presentations, managing community outreach activities, and ensuring compliance with NCAA and university regulations.

Responsibilities

• Oversee the athletic promotions, sales, fan experience, and marketing unit.
• Create and execute comprehensive marketing strategies to increase attendance at UMass Athletic contests.
• Develop and implement advertising plans to boost individual ticket sales.
• Work with outside sources on creative aspects of advertising campaigns.
• Develop distribution plans for collateral material to enhance exposure and revenue.
• Collaborate with Communications and Creative Services for digital media and promotional content.
• Guide an Assistant Director of Marketing and Gameday Operations Coordinator.
• Manage all Spirit Groups including Band, Cheerleading, and Dance Team.
• Direct game operations and entertainment for UMass Athletic events.
• Create game scripts coordinating all game activities.
• Supervise game day video board staff and oversee marketing video functions.
• Develop group sales strategies and special ticket promotions.
• Coordinate game day promotional activities to enhance attendance and entertainment value.
• Work with campus, community, and corporate partners to amplify promotional impact.
• Facilitate game day logistics including hiring and training staff.
• Coordinate with third-party promotional companies for game day giveaways.
• Manage football fan zones and ensure compliance with codes and contracts.
• Act as a liaison for the Athletic department with Mullins Center management.
• Direct community outreach programs to create a positive image for UMass Athletics.
• Work with internal and external constituencies to execute community outreach plans.
• Create programs to increase student attendance at athletic contests.
• Manage social media connections between UMass Athletics and the community.
• Oversee the cheerleading program and its budget.
• Collaborate with various units to ensure marketing plans are executed properly.
• Stay updated on trends and developments in the field.

Requirements

• Bachelor's degree in Sports Management, Athletic Administration, Business Administration, Marketing or related field.
• Four years' experience in athletic marketing.
• Familiarity with marketing and database ticketing systems, publications, word processing, desktop publishing, and spreadsheets.
• Previous management and supervisory experience.
• Strong interpersonal, communication, and organizational skills.
• Ability to establish and maintain effective working relations with various constituencies.
• Ability to work effectively with diverse user groups.
• Knowledge of NCAA rules and regulations.
• Ability to work a varied schedule including nights and weekends.

Nice-to-haves

• Experience in Division I intercollegiate marketing or sales with a professional sport organization.