Assistant Director - Marketing, Sales & Fan Experience

Assistant Director - Marketing, Sales & Fan Experience Inside Higher Ed

Job Summary

Assist the Senior Associate Director of Athletics Marketing, Sales and Fan Experience to oversee all aspects of the athletic sales, marketing, and promotions unit, ensuring compliance with Conference, NCAA and University regulations; create and implement the sales, marketing, and promotions plan for the Athletic Department. Assist in creating individual ticket programs and promotions, advertising campaigns and community programs designed to increase attendance and revenue at UMass athletic events with emphasis on football, mens basketball, womens basketball, ice hockey and mens lacrosse. Enhance and direct game presentations at all athletic events. Assist community outreach activities for UMass Athletics and initiatives focused on group ticket sales to maximize ticket revenue. Ensure all sales initiatives adhere to Conference, NCAA, University, State and federal regulations.

Essential Functions

• Work with the Senior Associate Director of Athletics Marketing, Sales, and Fan Experience to execute all aspects of the Department sales plan with 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 games and events. Direct liaison with third-party media rights holder to coordinate sponsorship activation and fulfillment. Establish relationships within the community with key groups such as youth sport leagues, scouts, and schools to support group sales.
• Assist in creation and execution of comprehensive marketing strategies for the Athletic Department that focus on increasing attendance at all UMass athletic contests with emphasis on maximizing ticket sales for all current ticketed sports (football, mens basketball, womens basketball, ice hockey and mens lacrosse).
• Assist in creation and implementation of the overall advertising plan designed to increase individual ticket sales and 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 including working with outside sources.
• Assist in development of distribution plan for all collateral material to increase exposure and revenue for all athletic teams.
• Work with Communications and Creative Services on 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 focus on football, mens and womens basketball, hockey, and mens lacrosse.
• Create scripts coordinating all in-game activities for assigned events.
• Serve as Game Director to coordinate cheerleaders, pep band and other game day elements.
• Assist on hiring, supervising, and directing game day video board staff.
• Oversee marketing and sales video functions including content approval to meet department, university, conference and NCAA standards.
• Coordinate and facilitate game day logistics including hiring, training, supervising, and scheduling all game day staff (anthem singers, color guards, public address announcers, music production staff, 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; supervise approximately 30 student workers and interns.
• Coordinate mascot program including hiring, training, supervising, and scheduling mascot student performers.
• Act as liaison with Marching Band and Cheerleader supervisors to ensure positive support for game day promotional activities.
• Participate in the creation, implementation and fulfillment of all aspects of group sales plans and season/group ticket sales and promotional collateral material.
• Coordinate distribution of materials to ticket sale prospects and community outreach initiatives.
• Ensure maintenance and adherence to the philosophies and regulations of the Conference, NCAA, and University; compliance with all federal, state, university laws including PCI, cash handling policies, and FERPA; maintain confidence in regard to financial data and 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

• Bachelors degree in sports management, athletic administration, business administration, marketing or related field.
• Minimum 2 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

• 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; 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.

The University of Massachusetts Amherst welcomes all qualified applicants and complies with all state and federal anti-discrimination laws.

Advertised: Aug 27 2025 Eastern Daylight Time

Applications close: Nov 28 2025 Eastern Standard Time

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