Senior Associate Athletic Director, Communications, Creative and Engagement Stra
Inside Higher Ed, Winston Salem, NC, United States
Job Description Summary
This position is responsible for the strategic direction and leadership of all Athletics communications and creative - including creative video, graphic design, and photography. This includes activities related to publicity, media, digital media, brand management, crisis management, messaging, and public relations. Role also provides oversight of the fan experience, game presentation and campus partnerships unit while collaborating with broadcast network production, ticket sales, development, digital marketing, and brand management/trademark licensing.
This position is not eligible for sponsorship of non‑immigrant or immigrant visa status through Wake Forest University. All eligible applicants are encouraged to apply.
Essential Functions
Direct overall Athletics Communications operations for 18 intercollegiate sports and develop effective strategies for publicizing Wake Forest Athletics.
Organize and assign staff to ensure consistent support for media representatives, athletic staff, and student‑athletes; manage coverage responsibilities for all home and away Olympic sports contests to ensure comprehensive media coverage.
Act as primary media contact for all athletics coverage, establishing relationships with local, state, national, print, and broadcast media.
Lead digital and social media initiatives to increase creative content and coverage of Wake Forest Athletics.
Serve as primary contact with University leadership to manage crisis communication and act as spokesperson for Athletics when necessary.
Plan, create, and execute strategic communications cascades and messaging for all major news announcements.
Maintain comprehensive knowledge of upcoming projects, initiatives, and potential issues to proactively shape public positioning.
Ensure all communication strategies and execution fit within the broader University‑wide communications strategy and plan.
Inform and prepare the Vice President and Director of Athletics, head coaches, and other key staff for interviews, speaking engagements, and appearances.
Coordinate with campus communicators (University Marketing and Communications and University Advancement) to maintain consistent messaging.
Provide strategic and daily leadership for the Athletics creative team (videography, graphic design, photography), guiding content creation for all 18 athletic programs for social media, recruiting, development, and in‑venue fan experience.
Work closely with internal and external departments to execute digital and creative campaigns that generate revenue and communicate Wake Forest’s brand and institutional story.
Collaborate with media rights holders to leverage Wake Forest sponsors and partners and develop strategies around student‑athlete NIL brand integration.
Lead the Fan Experience, Game Presentation and Campus Partnership unit – responsible for in‑game scripting, fan engagement production, and student attendance initiatives.
Create synergy between athletics communications, creative staff, fan experience, and ticket sales units on content strategy, processes, and protocols to enhance the performance of Wake Forest Athletics social media accounts and branding.
Assist in developing presentations in both digital and print forms for the Vice President and Director of Athletics.
Coordinate direct messaging to donors, ticket purchasers, and fans regarding upcoming deadlines, schedule changes, traffic, parking, and other athletics communications.
Participate as a member of the production, operations, and external team to support communications and marketing initiatives to increase fundraising, revenue generation, and ticket sales.
Implement departmental policies and procedures related to public relations, ensuring the highest integrity and appropriate public image of the Athletics program.
Write and edit press releases, features, and other publications for local, regional, and national exposure.
Coordinate media coverage for away athletic contests, collaborating with opponents’ Athletic Communications offices and arranging staff travel as appropriate.
Supervise the management of the athletic department’s website and web vendor relationships.
Define procedures for interviewing student‑athletes, coaches, and administrators; arrange interviews when appropriate and convenient for department personnel.
Coordinate Athletics communications operations for special events (e.g., ACC and NCAA tournaments).
Arrange photography and video coverage for department staff teams and events.
Assist with management, production, and coverage of Athletics special events including Hall of Fame, Trailblazer Award, Scholarship Brunch, and others as assigned.
Perform other related duties as assigned.
Required Education, Knowledge, Skills, Abilities
Bachelor’s degree with at least eight years of directly related collegiate or professional sports experience, or an equivalent combination of education and experience.
Knowledge of ACC and NCAA rules as they pertain to Athletic Communications/sports information.
Possess writing, editing, and proofreading skills with experience preparing press releases.
Knowledge of journalism, public relations, crisis management and general communications principles and practices; good working knowledge of the Athletic Communications/sports information profession.
Excellent communication skills (oral and written), including experience working with media members.
Strong interpersonal skills and ability to work effectively with diverse constituencies.
Use independent judgment to gather, manage, and impart information to media and internal and external audiences.
Develop and maintain documents using various electronic media.
Proficiency with graphic design software, sports statistic tracking, and other contemporary tools.
General knowledge of budget preparation and fiscal management.
Valid driver’s license with a good driving record; must be insurable.
Travel ability as required.
Work evenings and weekends.
Preferred Education, Knowledge, Skills, Abilities
Previous work as communications lead for an FBS football and/or Power 4 men’s basketball team.
Experience leading marketing, promotions, fan experience, and/or ticket sales planning and execution.
Accountabilities
Assistant AD, Creative and Communications
Assistant AD, Communications and Content
Senior Director Creative Media and Content Strategy
Executive Director, Creative Design
Associate AD, Fan Experience, Game Presentation and Campus Partnership
Time Type Requirement Full Time
Equal Opportunity Statement The University is an equal opportunity employer and welcomes all qualified candidates to apply without regard to race, color, religion, national origin, sex, age, sexual orientation, gender identity and expression, genetic information, disability and military or veteran status.
Accommodations for Applicants If you are an individual with a disability and need an accommodation to participate in the application or interview process, please contact AskHR@wfu.edu or (336) 758‑4700.
In order to provide a safe and productive learning and living community, Wake Forest University conducts background investigations and drug screens for all final staff candidates being considered for employment.
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This position is not eligible for sponsorship of non‑immigrant or immigrant visa status through Wake Forest University. All eligible applicants are encouraged to apply.
Essential Functions
Direct overall Athletics Communications operations for 18 intercollegiate sports and develop effective strategies for publicizing Wake Forest Athletics.
Organize and assign staff to ensure consistent support for media representatives, athletic staff, and student‑athletes; manage coverage responsibilities for all home and away Olympic sports contests to ensure comprehensive media coverage.
Act as primary media contact for all athletics coverage, establishing relationships with local, state, national, print, and broadcast media.
Lead digital and social media initiatives to increase creative content and coverage of Wake Forest Athletics.
Serve as primary contact with University leadership to manage crisis communication and act as spokesperson for Athletics when necessary.
Plan, create, and execute strategic communications cascades and messaging for all major news announcements.
Maintain comprehensive knowledge of upcoming projects, initiatives, and potential issues to proactively shape public positioning.
Ensure all communication strategies and execution fit within the broader University‑wide communications strategy and plan.
Inform and prepare the Vice President and Director of Athletics, head coaches, and other key staff for interviews, speaking engagements, and appearances.
Coordinate with campus communicators (University Marketing and Communications and University Advancement) to maintain consistent messaging.
Provide strategic and daily leadership for the Athletics creative team (videography, graphic design, photography), guiding content creation for all 18 athletic programs for social media, recruiting, development, and in‑venue fan experience.
Work closely with internal and external departments to execute digital and creative campaigns that generate revenue and communicate Wake Forest’s brand and institutional story.
Collaborate with media rights holders to leverage Wake Forest sponsors and partners and develop strategies around student‑athlete NIL brand integration.
Lead the Fan Experience, Game Presentation and Campus Partnership unit – responsible for in‑game scripting, fan engagement production, and student attendance initiatives.
Create synergy between athletics communications, creative staff, fan experience, and ticket sales units on content strategy, processes, and protocols to enhance the performance of Wake Forest Athletics social media accounts and branding.
Assist in developing presentations in both digital and print forms for the Vice President and Director of Athletics.
Coordinate direct messaging to donors, ticket purchasers, and fans regarding upcoming deadlines, schedule changes, traffic, parking, and other athletics communications.
Participate as a member of the production, operations, and external team to support communications and marketing initiatives to increase fundraising, revenue generation, and ticket sales.
Implement departmental policies and procedures related to public relations, ensuring the highest integrity and appropriate public image of the Athletics program.
Write and edit press releases, features, and other publications for local, regional, and national exposure.
Coordinate media coverage for away athletic contests, collaborating with opponents’ Athletic Communications offices and arranging staff travel as appropriate.
Supervise the management of the athletic department’s website and web vendor relationships.
Define procedures for interviewing student‑athletes, coaches, and administrators; arrange interviews when appropriate and convenient for department personnel.
Coordinate Athletics communications operations for special events (e.g., ACC and NCAA tournaments).
Arrange photography and video coverage for department staff teams and events.
Assist with management, production, and coverage of Athletics special events including Hall of Fame, Trailblazer Award, Scholarship Brunch, and others as assigned.
Perform other related duties as assigned.
Required Education, Knowledge, Skills, Abilities
Bachelor’s degree with at least eight years of directly related collegiate or professional sports experience, or an equivalent combination of education and experience.
Knowledge of ACC and NCAA rules as they pertain to Athletic Communications/sports information.
Possess writing, editing, and proofreading skills with experience preparing press releases.
Knowledge of journalism, public relations, crisis management and general communications principles and practices; good working knowledge of the Athletic Communications/sports information profession.
Excellent communication skills (oral and written), including experience working with media members.
Strong interpersonal skills and ability to work effectively with diverse constituencies.
Use independent judgment to gather, manage, and impart information to media and internal and external audiences.
Develop and maintain documents using various electronic media.
Proficiency with graphic design software, sports statistic tracking, and other contemporary tools.
General knowledge of budget preparation and fiscal management.
Valid driver’s license with a good driving record; must be insurable.
Travel ability as required.
Work evenings and weekends.
Preferred Education, Knowledge, Skills, Abilities
Previous work as communications lead for an FBS football and/or Power 4 men’s basketball team.
Experience leading marketing, promotions, fan experience, and/or ticket sales planning and execution.
Accountabilities
Assistant AD, Creative and Communications
Assistant AD, Communications and Content
Senior Director Creative Media and Content Strategy
Executive Director, Creative Design
Associate AD, Fan Experience, Game Presentation and Campus Partnership
Time Type Requirement Full Time
Equal Opportunity Statement The University is an equal opportunity employer and welcomes all qualified candidates to apply without regard to race, color, religion, national origin, sex, age, sexual orientation, gender identity and expression, genetic information, disability and military or veteran status.
Accommodations for Applicants If you are an individual with a disability and need an accommodation to participate in the application or interview process, please contact AskHR@wfu.edu or (336) 758‑4700.
In order to provide a safe and productive learning and living community, Wake Forest University conducts background investigations and drug screens for all final staff candidates being considered for employment.
#J-18808-Ljbffr