Assistant Athletic Director for Ticket Operations, Marketing & Sales

Description

Summary:
The Assistant Athletic Director for Ticket Operations, Marketing & Sales is responsible for the strategic direction and daily management of all ticket sales, marketing, and revenue-generation initiatives for Alabama A&M University Athletics. This position leads game-day ticketing operations, season and group sales campaigns, corporate partnership activation support, and fan engagement strategy, while ensuring full compliance with NCAA, SWAC, and university regulations governing ticketing practices, complimentary admissions, and revenue reporting. This is a senior administrative role reporting directly to the Director of Athletics

Examples of Duties

Essential Duties and Responsibilities:
Ticket Operations & Revenue Management

• Direct all aspects of box office and ticket office operations for football, basketball, and all applicable ticketed sporting events.
• Manage ticketing software/CRM platform, season ticket renewals, single-game sales, group sales, and premium/suite inventory.
• Develop and manage the department's annual ticket revenue budget; provide regular reporting to the Director of Athletics on sales performance against projections.
• Oversee will-call, gate operations, and game-day ticket-taking staff and student workers.
• Reconcile ticket revenue, manage refunds/exchanges, and maintain accurate sales records for audit purposes.

Description

Summary:
The Assistant Athletic Director for Ticket Operations, Marketing & Sales is responsible for the strategic direction and daily management of all ticket sales, marketing, and revenue-generation initiatives for Alabama A&M University Athletics. This position leads game-day ticketing operations, season and group sales campaigns, corporate partnership activation support, and fan engagement strategy, while ensuring full compliance with NCAA, SWAC, and university regulations governing ticketing practices, complimentary admissions, and revenue reporting. This is a senior administrative role reporting directly to the Director of Athletics

Examples of Duties

Essential Duties and Responsibilities:
Ticket Operations & Revenue Management

• Direct all aspects of box office and ticket office operations for football, basketball, and all applicable ticketed sporting events.
• Manage ticketing software/CRM platform, season ticket renewals, single-game sales, group sales, and premium/suite inventory.
• Develop and manage the department's annual ticket revenue budget; provide regular reporting to the Director of Athletics on sales performance against projections.
• Oversee will-call, gate operations, and game-day ticket-taking staff and student workers.
• Reconcile ticket revenue, manage refunds/exchanges, and maintain accurate sales records for audit purposes.

Marketing & Fan Engagement

• Design and execute integrated marketing campaigns to drive attendance, season ticket retention, and new fan acquisition across all sports.
• Oversee in-game entertainment, promotions, theme nights, and fan experience initiatives.
• Manage athletics department social media, digital marketing, and content strategy in coordination with University Marketing and Communications
• Build and maintain strategic partnerships with local businesses, alumni chapters, and community organizations to increase attendance and brand visibility.
• Lead market research and fan/customer data analysis to inform pricing, promotions, and segmentation strategy.

Corporate Sales & Sponsorship Support

• Identify, cultivate, and help close corporate sponsorship and premium seating sales in coordination with the Director of Athletics and multimedia rights partner (where applicable)
• Assist in the creation of sales collateral, sponsorship proposals, and partner activation plans.
• Support fulfillment and servicing existing sponsorship agreements, ensuring contractual obligations are met.

Compliance

• Ensure all ticketing, complimentary admission, and pass-list practices comply with NCAA bylaws, SWAC regulations, and university policy.
• Maintain accurate complimentary/comp ticket logs for student-athletes, coaches, and staff, and submit required documentation to the Compliance Office
• Serve as a liaison between the ticket office and the Athletics Compliance staff on rules education, monitoring, and reporting related to ticket distribution and sales.
• Assist with NCAA and SWAC required reporting (e.g., attendance figures, revenue/expense reporting for EADA and NCAA financial reports) as it relates to ticketing and marketing.
• Participate in ongoing NCAA rules education and complete all required compliance certifications.

Administrative / Assistant AD Duties

• Serve as a member of the Athletics Department senior administrative team, representing ticketing, marketing, sales, and compliance-adjacent functions in departmental strategic planning.
• Supervise assigned full-time staff, graduate assistants, interns, and gameday/event staff within ticketing and marketing.
• Represent the department at university, conferences, and community events as assigned.
• Perform other duties as assigned by the Director of Athletics

Typical Qualifications

Minimum Position Requirements (including certifications, licenses, etc.):

• Bachelor's degree required; master’s degree preferred (Sport Management, Business, Marketing, or related field)
• Minimum of 3–5 years of progressively responsible experience in collegiate or professional athletics ticket operations, sales, or marketing
• Working knowledge of NCAA rules and regulations, particularly as they relate to ticketing, complimentary admissions, and compliance reporting.
• Experience with ticketing/CRM platforms (e.g., Paciolan, Ticketmaster Archtics, ETIX, or similar)
• Demonstrated success in revenue generation, sales campaign management, and staff supervision.
• Strong written, verbal, and interpersonal communication skills
• Ability to work flexible hours including nights, weekends, and holidays for home athletic events.

Preferred Qualifications

• Experience at an HBCU or SWAC/similar mid-major conference institution
• Prior supervisory experience in a college athletics ticket office or marketing department
• Familiarity with NCAA compliance software and financial/EADA reporting processes.

Supplemental Information

Knowledge, Skills, and Abilities:

• Proficiency with the athletics ticketing system
• Strong business operations skills
• Strong verbal and written communication skills
• Excellent interpersonal skills
• Proficiency with computers and the internet, specifically Microsoft Excel and Word
• Good organizational and time management skills
• A professional demeanor
• Ability to work effectively in a high-energy environment with people of other cultures and backgrounds.
• Ability to work some weekends and evenings.
• Ability to multitask and use critical thinking skills.

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