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.
  • 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 ap