Assistant 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

Assist the Assistant Athletics Director – Marketing, Sales and Fan Experience to oversee all aspects of the athletic sales, marketing, and promotions unit including ensuring the maintenance and adherence to the philosophies and regulations of the Conference, NCAA, and University; compliance with all federal, state, university laws. Create and implement all aspects of the sales, marketing, and promotions plan for the Athletic Department. Assist in creation of individual ticket programs and promotions, 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, ice hockey and men’s lacrosse. Enhance and direct game presentations at all athletic events. Assist all community outreach activities for UMass Athletics, and create initiatives with the focus on group ticket sales as part of maximizing overall ticket revenues. Responsible for ensuring that all sales initiatives maintain and adhere to the philosophies and regulations of the Conference, NCAA, University, State, and federal entities.

Essential Functions

• Work with the Assistant Athletics Director – Marketing, Sales, and Fan Experience to execute all aspects of the Department sales plan with an emphasis on increasing attendance and generating ticket revenue. Direct liaison with the department of Student Affairs and Campus Life for oversight and activation of student attendance initiatives and programming for intercollege game and events. Direct liaison with third-party media rights holder for coordinator of sponsorship activation activities, activation, and fulfillment. Establish relationships within the community with key groups such as youth sport leagues, scouts, and schools in support of group sales program.

• Assist in creation and execution of 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, ice hockey and men’s lacrosse).

  • Assist in creation and implementation of the overall advertising plan designed to increase individual ticket sales and increase attendance at all athletic events.
  • Assist in crafting campus messaging campaigns aimed at increasing student attendance.
  • Assist in development of creative aspects of the advertising campaign which includes working with outside sources.

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

Assist the Assistant Athletics Director – Marketing, Sales and Fan Experience to oversee all aspects of the athletic sales, marketing, and promotions unit including ensuring the maintenance and adherence to the philosophies and regulations of the Conference, NCAA, and University; compliance with all federal, state, university laws. Create and implement all aspects of the sales, marketing, and promotions plan for the Athletic Department. Assist in creation of individual ticket programs and promotions, 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, ice hockey and men’s lacrosse. Enhance and direct game presentations at all athletic events. Assist all community outreach activities for UMass Athletics, and create initiatives with the focus on group ticket sales as part of maximizing overall ticket revenues. Responsible for ensuring that all sales initiatives maintain and adhere to the philosophies and regulations of the Conference, NCAA, University, State, and federal entities.

Essential Functions

• Work with the Assistant Athletics Director – Marketing, Sales, and Fan Experience to execute all aspects of the Department sales plan with an emphasis on increasing attendance and generating ticket revenue. Direct liaison with the department of Student Affairs and Campus Life for oversight and activation of student attendance initiatives and programming for intercollege game and events. Direct liaison with third-party media rights holder for coordinator of sponsorship activation activities, activation, and fulfillment. Establish relationships within the community with key groups such as youth sport leagues, scouts, and schools in support of group sales program.

• Assist in creation and execution of 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, ice hockey and men’s lacrosse).

  • Assist in creation and implementation of the overall advertising plan designed to increase individual ticket sales and increase attendance at all athletic events.
  • Assist in crafting campus messaging campaigns aimed at increasing student attendance.
  • Assist in development of creative aspects of the advertising campaign which includes working with outside sources.
  • Assist in development of distribution plan for all collateral material to create exposure as well as increase attendance and revenue for all athletic teams.
  • Work with Communications and Creative Services in regards to creation of website and social media elements aimed at promoting individual ticket sales.

• Direct and manage many aspects of game operations and entertainment at assigned UMass Athletic events with a specific focus on football, men’s and women’s basketball, hockey, and men’s lacrosse.

  • Create scripts that coordinate all in-game activities for assigned athletic events.
  • Serve as Game Director to ensure coordination of cheerleaders, pep band and all other elements of the game day experience for assigned athletic events.
  • Assist on the hiring, supervising, and direction of all game day video board staff.
  • Assist in overseeing 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.
  • Coordinate and facilitate 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.
  • Work with third party promotional companies to create and coordinate game day giveaways.
  • Coordinate game day events and activities including pre-game and halftime including supervision and oversight of game day/office student interns. This includes hiring, training, supervising, and scheduling of approximately 30 student workers.
  • Coordinate mascot program which includes hiring, training, supervising, and scheduling of mascot student performers.
  • Act as a liaison with Marching Band and Cheerleader supervisors ensuring that these groups effectively and positively support game day promotional activities.
  • Participate in the creation, implementation and fulfillment of all aspects of the group sales plans
  • Participate in the creation of all season and group ticket sales and promotional collateral material.
  • Coordinate activities for distribution of all materials to ticket sale prospects and community outreach initiatives.

• Responsible for ensuring the maintenance and adherence to the philosophies and regulations of the Conference, NCAA, and University; compliance with all federal, state, university laws including PCI compliance, cash handling policies, and FERPA; and the maintenance of the highest level of confidence in regards to the various confidential information that the position is exposed to in regards to financial data as well as donor information. Keep abreast of current trends and developments in the field through publications, seminars, conferences and peer group associations.

Other Functions

• Perform 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.
• Minimum two years' relevant experience.
• Familiarity with word processing and spreadsheets.
• 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.
• Ability to work a varied schedule including nights and weekends.

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

• Division I intercollegiate marketing or sales with a professional sport organization.
• Knowledge of NCAA rules and regulations.

Physical Demands/Working Conditions

• Typical office environment activity.

Work Schedule

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

Salary Information

Level 26

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.