Director, Social Media & Narrative Strategy; U Intercollegiate Athletics

About Berkeley

At the University of California, Berkeley, we are dedicated to fostering a community where everyone feels welcome and can thrive. Our culture of openness, freedom and belonging makes it a special place for students, faculty and staff. As a world‑leading institution, Berkeley is known for its academic and research excellence, public mission, diverse student body, and commitment to equity and social justice.

The Department of Intercollegiate Athletics consists of more than 275 staff members and coaches and sponsors 30 varsity sports programs, supporting over 850 student‑athletes annually within the NCAA.

This role is the chief architect of Cal Athletics digital narrative and brand voice, orchestrating a high‑impact strategy that transforms raw data into compelling narratives to galvanize fan engagement and revenue. The leader aligns internal units and spearheads integration of emerging tech to build a seamless athlete and fan journey that mobilizes elite recruits and global brands, maintaining a sophisticated brand story that elevates Cal’s national reputation.

• Build and oversee an integrated analytics framework to track the full fan and recruit lifecycle, develop dashboards for data‑driven decisions, and guide departmental strategy.
• Translate complex datasets into executive‑level insight stories and dashboards that guide strategy and create reporting for visibility.
• Direct a multi‑channel content strategy to tell the Cal brand story through athlete‑driven narratives, ensuring calls to action and consistent storytelling.
• Own the digital sales funnel for legacy and new revenue streams, optimize tech stack, partner with agencies to monetize digital inventory through data‑backed activations.
• Manage digital ecosystem budgets, track expenses, evaluate fan engagement via data to improve future stories.
• Own the Cal Athletics digital influencer network for collaborations and brand‑advancing initiatives.
• Govern post‑campaign review processes, analyze fan engagement and digital performance, and implement continuous improvements.
• Other responsibilities as assigned, including professional development.

• Mastery of tracking fan/recruit lifecycle using tools and dashboards.
• Ability to build executive‑level dashboards that translate raw data into actionable insights.
• Expert knowledge of integrating disparate digital tools to create a seamless user journey.
• Deep understanding of A/B testing and digital sales funnels to maximize ticket sales and donation ROI.
• Skill in directing cohesive narratives across social media, web, and email that drive specific calls to action.
• Knowledge of integrating Name, Image, and Likeness opportunities into the broader college athletics commercial ecosystem.
• Experience in building and managing a network of digital influencers.
• Familiarity with emerging AI tools for content personalization, automated fan engagement, and workflow efficiency.
• Proven ability to partner with agencies to value and sell digital inventory through data‑backed activations.
• Skill in managing complex digital budgets while providing post‑campaign analysis to justify spend.
• Ability to design a digital training program that scales storytelling through student and intern workforce.
• Capability to align Creative, Development (donations), and Ticket Office units under one unified digital framework.
• Strong problem‑solving, multi‑tasking, and effective listening skills.
• Strong coaching and mentoring skills for lower‑level staff, students, and interns.
• Excellent time and project management skills to prioritize and meet deadlines.
• Interpersonal communication and people‑management skills to interact effectively with clients, staff and vendors.
• Strong fiscal responsibility and budget management skills for the Digital Ecosystems budget.
• Must maintain current knowledge of applicable rules and standards of the ACC, the NCAA, and other governing associations to avoid violations.
• Advanced knowledge of program activity and best practices.
• Excellent verbal and written communication skills in English.
• Proficiency in using computer applications relevant to job duties.
• Bachelor’s degree in a related…