Executive, Executive - Associate Athletics Director
Associate Athletic Director for Fan Engagement and Digital Strategy Department: Athletics FLSA Status: Exempt
Summary: Directs, leads, and supervises the external areas of marketing and community outreach, digital strategy, strategic communications, creative services, and broadcasting. Driven and creative culture-focused individual to lead Fan Engagement and Digital Strategy for the Athletics Department. Reporting directly to Senior Associate Athletic Director for Development and External Operations. Serves as a key member of the senior leadership team, the successful candidate will be responsible for the design, development and implementation of an innovative and strategic fan engagement and digital strategy department.
The Associate Athletic Director for Fan Engagement and Digital Strategy will employ industry-wide best practices, focus on increasing and maintaining a vibrant game day environment as well as developing various methods, to include digital media, to actively engage fans and grow affinity. Drive collaboration with strategic communications, marketing, creative services, and other key departments in strategizing and developing engagement campaigns.
Statement of Duties and Responsibilities: •Conceptualize, draft, and implement comprehensive marketing, sales and engagement plans that result in revenue generation growth for the department as well as increased fan affinity. Directs and strategizes the overall fan engagement and digital strategy unit while collaborating to support ticket sales, fundraising and other revenue generation initiatives through their respective duties and responsibilities. •Organize a strong data strategy by identify trends and monitor key performance indicators for athletics revenue and engagement (i.e. analytics). Focus on engaging fanbase digitally by connecting in various manners. Launch programs and initiatives that result in continuous enhancements to athletics goals and vision. •Research and recommend new technologies especially related to content delivery. Enhance marketing strategies through various apps/marketing programs (ie Twitter, Facebook, Instragram, TikTok, … etc.) •Oversee and direct strategy development for all digital media platforms and convey strategic vision to drive results. •Develop and operationalize strategies to showcase the department and sports programs through storytelling and unique content creation, fully utilizing internal communications channels (e.g. website, social media, radio broadcasts, video streams, etc.) •Actively collaborate with media outlets and entities, identifying and creating opportunities for news coverage and advertising. Developing strategies for the production of associated content, in a virtuous cycle that has the objective of fan engagement and revenue generation •Consult and lead the strategic communications unit, ensuring unit is conducting best practices for game day coverage and information entry, long-term record keeping, information and content sharing, and supporting external information requests while focusing on the development of original content for the department’s communications channels that support fan engagement and revenue generation. •Provide guidance to the Director of Digital Strategy in the creation of department-wide social media initiatives and operations that produce consistent, on-brand messages and content that result in dramatic follower growth and engagement. •Help in the development of as well as oversee the department’s efforts for fan engagement on game day including pregame activities, the in-game environment/atmosphere and other programming and strategies that result in extraordinary experiences for fans.
•Identify community outreach opportunities for the department and work with the Director of Marketing & Community Outreach to activate support and presence at such opportunities, producing goodwill and awareness for the department. •Provide brand leadership and creative services oversight, ensuring the department is optimally positioned and recognized locally, regionally and nationally for its successful content and communications. •Work with the Assistant Athletic Director for Creative Services to develop timely and thorough plans for both on-demand videos and live events, capturing and producing content that results in enhanced fan engagement and provides avenues for revenue generation. •Manage the department’s digital and video relationship with Conference USA, ensuring the Conference’s initiatives are fully implemented as well as determine opportunities for programming and coverage that would increase the department’s brand and visibility. •Collaborate with the Assistant Athletic Director for Broadcasting to identify and implement strategies that fully maximize the department’s radio broadcasts, podcasts and other reporting/voiceover opportunities that exist. •Partner with the department’s media rights holder (sponsorship team) to identify opportunities for sponsorship and sponsor inventory utilization as well as assist with sponsor integration into department communications and marketing, game day, etc. and help to ensure sponsorship elements are fulfilled successfully. •Serve as the department’s liaison to various campus and external partners to achieve the goals of increasing fan engagement and revenue generation. •Directs and oversees five units which are responsible for the department’s marketing, communications, branding and storytelling. •Attendance at athletic contests and department events, including work on nights and weekends. •Knowledge of all Microsoft Office software as well as design and video production software and workflows. •Complies with all State and University policies. •Other duties may be assigned.
Supervisory Responsibilities Carries out supervisory responsibilities in accordance with the organization's objectives, policies and applicable laws. Applicant will oversee five units and associated budgets.
Qualifications To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Minimum Education required: Bachelor’s Degree
Minimum Experience required: Seven years minimum experience working in collegiate athletics or professional sports and direct experience in marketing, digital media, communications, branding and storytelling concepts, principles, procedures, and techniques for a Division I Athletic Department. Demonstrated history of revenue generation as well as overseeing/supervising multiple external units. Experience in analytics and the ability to develop analytical reports as well as make data-driven decisions. Working knowledge of the NCAA rules, guidelines, and principles.
Preferred Education: Master’s Degree in an applicable area Physical Demands: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, the employee is regularly required to stand; walk; sit; stoop, kneel and crouch. The employee is frequently required to use hands to feel; reach with hands and arms; and talk or hear. The employee is occasionally required to lift and move up to 25 pounds.
Work Environment: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
The noise level in the work environment ranges from moderate to very loud.