Assistant Athletic Director - Marketing, Sales & Fan Experience

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

Assistant Athletic Director - Marketing, Sales & Fan Experience oversees the athletic promotions, sales, fan experience, and marketing unit including ensuring the maintenance and adherence to the philosophies and regulations of the Conference, NCAA, and University and compliance with all federal, state, university laws. This position creates individual ticket programs and promotions, group sales strategies, advertising campaigns and community programs designed to increase attendance and revenue at UMass Athletic events with a specific emphasis on football, men’s basketball, women’s basketball, hockey and men’s lacrosse. The Assistant AD enhances and directs game presentations at all athletic events and is responsible for all community outreach activities for UMass Athletics.

Essential Functions

• Creates and executes comprehensive marketing strategies for the Athletic department that focuses on increasing attendance at all UMass Athletic contests with a specific emphasis on maximizing ticket sales for all current ticketed sports (i.e. football, men’s basketball, women’s basketball, hockey and men’s lacrosse).

  • Creates and implements the overall advertising plan designed to increase individual ticket sales and increase attendance at all athletic events.
  • Develops creative aspects of the advertising campaign which includes working with outside sources.
  • Develops distribution plan for all collateral material to create exposure as well as increase attendance and revenue for all athletic teams.
  • Works with Communications and Creative Services in regards to creation of digital media, video, graphic, and website elements aimed at promoting ticket sales, and stakeholder investment.

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

Assistant Athletic Director - Marketing, Sales & Fan Experience oversees the athletic promotions, sales, fan experience, and marketing unit including ensuring the maintenance and adherence to the philosophies and regulations of the Conference, NCAA, and University and compliance with all federal, state, university laws. This position creates individual ticket programs and promotions, group sales strategies, advertising campaigns and community programs designed to increase attendance and revenue at UMass Athletic events with a specific emphasis on football, men’s basketball, women’s basketball, hockey and men’s lacrosse. The Assistant AD enhances and directs game presentations at all athletic events and is responsible for all community outreach activities for UMass Athletics.

Essential Functions

• Creates and executes comprehensive marketing strategies for the Athletic department that focuses on increasing attendance at all UMass Athletic contests with a specific emphasis on maximizing ticket sales for all current ticketed sports (i.e. football, men’s basketball, women’s basketball, hockey and men’s lacrosse).

  • Creates and implements the overall advertising plan designed to increase individual ticket sales and increase attendance at all athletic events.
  • Develops creative aspects of the advertising campaign which includes working with outside sources.
  • Develops distribution plan for all collateral material to create exposure as well as increase attendance and revenue for all athletic teams.
  • Works with Communications and Creative Services in regards to creation of digital media, video, graphic, and website elements aimed at promoting ticket sales, and stakeholder investment.
  • Oversees and guides an Assistant Director of Marketing and Gameday Operations Coordinator.
  • Oversees all Spirit Groups including Band, Cheerleading, and Dance Team.

• Leads, directs and manages all aspects of game operations and entertainment for UMass Athletic events.

  • Creates game scripts that coordinate all game activities.
  • Works with Broadcasting on the hiring, supervising, and direction of all game day video board staff.
  • Oversees marketing and sales video functions which includes but is not limited to the approval of content to ensure that it meets the standards of the department, university, conference and NCAA.
  • Develops, plans, and carries out group sales strategies including special ticket promotions to generate fan interest, attendance, and revenue (i.e. “Youth Days”, “Boy Scout/Girl Scout Days”, discount ticket coupons at corporate outlets, etc.).
  • Coordinates game day promotional activities to increase attendance and provide enhanced entertainment value to consumers, including halftime activities and timeout promotions.
  • Works closely with campus, community, and corporate partners to amplify programming and promotional impact, and reciprocal attendance.
  • Coordinates and facilitates game day logistics which includes but is not limited to hiring, training, supervising, and scheduling all game day staff such as anthem singers, color guards, public address announcers, music production staff, and student workers.
  • Works with third party promotional companies to create and coordinate game day giveaways.
  • Oversees the management of football fan zones including content, staffing, coordination with the physical plant to ensure all aspects are in compliance with codes, negotiating contracts with third party vendors, and promote activities in the local media.
  • Serves as a resource to Athletic staff and administrators regarding promotional activities; acts as a liaison with Marching Band and Cheerleader supervisors ensuring that these groups effectively and positively support game day promotional activities.
  • Acts as a liaison for the Athletic department with the Mullins Center management to ensure all marketing initiatives are executed properly in accordance with university, department, conference, and NCAA regulations.

• Directs and implements all aspects of the community outreach program aimed at creating a positive image for UMass Athletics in the campus and civic communities.

  • Works directly with various internal and external constituencies such as youth groups and coaches to ensure proper execution of the community outreach plan.
  • Works with the Director of Student-Athlete Development and Student Athlete Advisory Committee to ensure community involvement plans are in accordance with the department’s strategic plan.
  • Creates programs to increase student attendance at all athletic contests.
  • Serves as a liaison to on campus student organizations.
  • Works with Communications and Creative Services to manage and maintain all aspects of social media connecting UMass Athletics with the community.

• Oversee the cheerleading program.

  • Responsible for all aspects of the cheerleading budget.
  • Responsible for the hiring and reviewing of the coaching staff.

• Works with the Communications, Creative Services, Academics, Compliance and Business units to be sure marketing plans are executed in accordance with each units’ responsibility.

• Keeps abreast of current trends and developments in the field through publications, seminars, and conferences.

• Responsible for strict adherence to NCAA, conference, and University rules and regulations.

Other Functions

Performs other duties as assigned.

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

• 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.

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

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

Physical Demands/Working Conditions

Typical office environment activity.

Work Schedule

• Monday - Friday, 8:30am - 5:00pm, but hours may vary based on the demands of the position.
• Evenings and weekends may be required depending on the demands of the position.

Salary Information

Level 28

PSU Hiring Ranges

Special Instructions to Applicants

Along with the application, please submit a resume. 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.