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.
  • 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 i