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Senior Associate Director of Athletics – Marketing, Sales, and Fan Experience

University of Massachusetts Amherst
UMass Amherst

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Job Details

Job no: 523885
Work type: Staff Full Time
Location: UMass Amherst
Department: Athletics
Union: Non-Unit Exempt
Categories: Public Relations, Marketing, Communications, Athletics

About UMass Amherst

UMass Amherst, the Commonwealth's flagship campus, is a nationally ranked public research university offering a full range of undergraduate, graduate and professional degrees. The University sits on nearly 1,450-acres in the scenic Pioneer Valley of Western Massachusetts and offers a rich cultural environment in a bucolic setting close to major urban centers. In addition, the University is part of the Five Colleges (including Amherst College, Hampshire College, Mount Holyoke College, and Smith College), which adds to the intellectual energy of the region.

Job Summary

As a member of the athletics department leadership cabinet, Senior Associate Director of Athletics – Marketing, Sales, and Fan Experience is responsible for the oversight, management, and operation of external marketing, ticketing, and fan experience efforts for the department. The primary focus of this position is to create and manage a broad external strategy that promotes Massachusetts Athletics and its various programs utilizing a multi-faceted approach, including grassroots marketing, digital and social media engagement, internet/multimedia strategies, community engagement and fan experience.

Essential Functions

    • Manages and coordinates athletics department marketing, ticketing, and fan experience units and functions.
    • Employs a dynamic team-leadership style that exhibits progressive thought and strategy.
    • Provides strategic innovation based on best practices and industry standards for marketing, sales, and fan experience.
    • Develops and maintains strong relationships internally with coaches, support staff and student- athletes, and externally with members of the community, key influencers, campus partners and other athletics constituent groups.
    • Plans, develops, administers, and evaluates areas of responsibility.
    • Manages the hiring, selection, compensation, discipline, and discharge of personnel.
    • Conducts periodic and timely evaluations of personnel.
    • Works closely and collaborates with University Relations on department and campus external strategies.
    • Supports the athletics department compliance unit regarding NCAA and league rules and policies.

    Duties specific to Senior Associate Director of Athletics for Marketing, Sales, and Fan Experience include:

    • Manages all aspects of the external operations units, including allocation of fiscal and human resources and prioritization of external efforts including sales, marketing and fan experience through social media strategies and multimedia content.
    • Collaborates with Sr. Associate AD for Brand Advancement to drive annual external calendar including sales and marketing campaign initiatives, media opportunities regarding athletic and other events across the organization.
    • Works closely with third party ticket sales team on building out ticket sales calendar for all revenue generating programs.
    • Builds a vibrant and engaged internal network of athletics staff, student-athletes and coaches that support the external strategy of the department.
    • Employs marketing strategies (radio, television, social media, digital, etc.) that grow inbound, outbound, group and premium sales efforts.
    • Directs the marketing presentation for each varsity and special event.
    • Works closely with UMass Sports Properties on event activation to enhance the fan experience.
    • Uses survey tools to glean information from fanbase regarding the fan experience to enhance the overall experience.
    • Develops and utilizes relationships with Isenberg School of Management to involve faculty and students in receiving feedback from fans and ideation to continually improve upon the fan experience.
    • Advises unit directors, sport administrators, head coaches and the Director of Athletics in matters concerning promotional efforts on behalf of our sport programs.

Other Functions

Performs other duties as assigned.

Minimum Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

  • Bachelor’s Degree.
  • 8 years of administrative experience and proven success in marketing and promoting a Division I athletics program and/or relevant professional sports properties.
  • Demonstrated ability in leadership, administration, and management.
  • Demonstrated experience supervising and managing full-time staff.
  • Advanced oral and written communications skills and the ability to understand and interpret complex written and oral concepts required. Ability to communicate with student-athletes, parents, coaching staff members and other athletic, university and public constituencies. Ability to learn new programs quickly and the ability to write and speak clearly and effectively.
  • Demonstrated experience with database and spreadsheet creation and management specifically Excel.
  • Working knowledge of NCAA rules and regulations. Working knowledge of policies and regulations of various governing agencies.
  • Ability to act independently and exercise sound judgement. Demonstrated initiative in seizing opportunities; a self-starter who can build a cohesive team.
  • Ability to develop, foster, and maintain working relationships with various athletic, University and community constituencies.
  • Demonstrated effectiveness in building consensus and solving problems throughout the organizational structure.
  • Respect for sensitive and confidential information and the ability to respond positively to criticism and advice.
  • Candidate will demonstrate the ability to work with promptness and wisdom, model an excellent work ethic, and have a passion for the success of UMass Athletics.

Preferred Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

Master’s Degree.

Physical Demands/Working Conditions

Typical Office Environment Activity

Additional Details

The position is typically for three years, with the possibility of reappointment.

Work Schedule

Varied schedule based on the demands of the position. Nights, weekends and holidays are required.

Salary Information

Salary commensurate with experience.

Special Instructions to Applicants

Along with the application, please submit a resume and cover letter. References will be checked at the finalist stage. Please be prepared to provide contact information for three (3) professional references.

UMass Amherst is committed to a policy of equal opportunity without regard to race, color, religion, caste, creed, sex, age, marital status, national origin, disability, political belief or affiliation, pregnancy and pregnancy-related condition(s), veteran status, sexual orientation, gender identity and expression, genetic information, natural and protective hairstyle and any other class of individuals protected from discrimination in employment, admission to and participation in academic programs, activities, and services, and the selection of vendors who provide services or products to the University. To fulfill that policy, UMass Amherst is further committed to a program of affirmative action to eliminate or mitigate artificial barriers and to increase opportunities for the recruitment and advancement of qualified minorities, women, persons with disabilities, and covered veterans. It is the policy of UMass Amherst to comply with the applicable federal and state statutes, rules, and regulations concerning equal opportunity and affirmative action.

Advertised: Jun 14 2024 Eastern Daylight Time
Applications close: Sep 13 2024 Eastern Daylight Time


The University of Massachusetts Amherst is one of the preeminent public research universities in America. Nestled in idyllic Amherst, Massachusetts—often called “The top college town in North America”—the campus is consistently ranked among the top public research universities in the nation, and offers a rich cultural environment in a rural setting close to major urban centers. 

As one of the nation's top public research universities – as measured by national and international rankings, academic citations, and research funding – the campus spends more than $180 million on research each year, demonstrating its contribution to the nation’s position as a technological and economic leader. The university works in conjunction with academic, government, and private partners to translate new knowledge and scientific discoveries into technical innovations and scholarly works that create opportunities for students, faculty and the public. 

Eight schools and colleges offer more than 85 undergraduate majors, 68 master’s and 48 doctoral degree programs, many counted among the top programs in the nation and world. UMass Amherst is also home to New England's premier honors college.

The 1,159 full-time faculty members are dedicated teachers and world-renowned researchers and the campus has regularly been listed among the top performers in terms of faculty awards. With over 24,000 students from all 50 states and over 70 countries, the student body is the most academically successful in the history of the campus. Students participate in 240 organizations, 21 NCAA Division I athletic teams, extensive intramurals, living-learning residence halls, community service, and internships. With one of the largest residential life systems in the nation, UMass Amherst houses approximately 12,000 students on campus. The university is enjoying a facilities renaissance, including new buildings in the sciences, the arts, and recreation. UMass Amherst is part of the Five College consortium with Smith, Mount Holyoke, Hampshire and Amherst colleges.

As an employer, the University of Massachusetts Amherst is a national leader in developing family-friendly policies, benefits and amenities designed to help faculty members develop both productive careers and satisfying personal lives. The university offers one of the nation’s most generous parental leave policies. The university is also part of the Academic Career Network, a regional consortium formed to serve dual-career couples and encourage greater diversity in the academy.


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