Associate Director, Outreach & Community; U Intercollegiate Athletics

Responsibilities

This role is the chief architect of Cal's digital ecosystem, 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 the integration of emerging tech, such as AI and mobile platforms, to build a seamless athlete and fan journey that mobilizes elite recruits and global brands. By cultivating an external influencer network and mentoring a scalable student workforce, they ensure a sophisticated, consistent brand story that elevates Cal's national reputation and drives measurable ROI across all platforms.

• Build and oversee an integrated analytics framework to track the full fan and recruit lifecycle, leverage the analytics and develop a dashboard to make data-driven decisions around content creation that increase conversion rates, optimize engagement rates, increase followers, and maximize ROI. Translate complex datasets into executive-level insight stories and dashboards that guide departmental strategy and create a reporting mechanism for department visibility.

• Direct a multi-channel content strategy to authentically tell the Cal brand story through athlete-driven narratives and exclusive access. Collaborate with creative and athletic teams to ensure every piece of digital content drives a specific Call to Action and consistent brand narrative. Leverage NIL (Name, Image, Likeness) opportunities within the overall Marketing strategy to integrate student-athlete stories into the department's commercial ecosystem.

• Own the digital sales funnel for tradition and new revenue streams, including season tickets, premium seating, key donation tent poles, auctions, loyalty programs and other digital work streams. Optimize Cal's tech stack (e.g., Sidearm Sports, Paciolin, Google Analytics) to take advantage of key revenue-generating moments throughout the calendar year. Partner with external sponsorship agencies (e.g., Learfield, TheLinkU) to monetize digital inventory through data-backed partner activations.

• Manage digital ecosystem budgets, track expenses, and evaluate fan engagement via feedback and data to improve future stories.

• Own the Cal Athletics digital influencer network for collaborations and other brand-advancing initiatives.

• Govern the post-campaign review process by analyzing fan engagement and digital performance; implement continuous improvements to maintain Power 4 conference excellence.
• Other responsibilities as assigned, including professional development.

• Mastery of tracking the fan/recruit lifecycle using tools and dashboards.
• Ability to build executive-level dashboards that translate complex raw data into actionable insight stories.
• 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 to amplify brand reach and student‑athlete recruitment.
• 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 professional-level storytelling through a student and intern workforce.
• Capability to align Creative, Development (donations), and Ticket Office units under one unified digital framework.
• Problem‑solving skills: multitasking, working with frequent interruptions, and being an effective listener.
• Strong skills in coaching and mentoring…