Senior Associate Director for Athletics – Media Relations & External Operations

Job Summary

The Senior Associate Director for Athletics – Media Relations and External Operations is a senior leadership role responsible for developing and executing strategies that enhance the visibility, reputation, and revenue of the athletics department. This position oversees fan engagement, media relations, community outreach, and corporate partnership initiatives to strengthen relationships with stakeholders and drive brand growth and community support.

• Develop and implement comprehensive fan engagement strategies to increase attendance, loyalty, and overall game-day experience.
• Oversee in-game promotions, digital engagement campaigns, and fan-focused events.
• Analyze fan data and trends to improve engagement initiatives and maximize audience reach.
• Collaborate with department and coaching staffs to enhance customer experience and retention.

• Direct all athletics media relations strategies, including press releases, media outreach, and storytelling.
• Serve as a primary liaison between the athletics department and local, regional, and national media outlets.
• Oversee crisis communication planning and execution in partnership with UT Tyler strategic communications/media relations team.
• Collaborate with UT Tyler marketing and communications team and UT System Office of Trademark and Licensing to ensure consistent branding and messaging across all external communication channels.
• Proactively manage athletics website as an informational and storytelling hub for fans, media, prospective student-athletes, parents, community and other audiences.

• Lead community relations efforts, including partnerships with local organizations, schools, and non-profits.
• Develop programs that position the athletics department as a positive and active community partner.
• Coordinate student-athlete involvement in community service and outreach initiatives.
• Represent the athletics department at community events and public forums.

• Support the development and activation of corporate sponsorship agreements.
• Collaborate with corporate partners to deliver high-value engagement opportunities and ensure fulfillment of contractual obligations.
• Assist in identifying new business opportunities to increase sponsorship revenue.
• Work closely with development and external relations teams to align sponsorship and fundraising efforts.

• Provide leadership and supervision to external operations staff, including marketing, communications, and community relations teams.
• Develop and manage budgets for external operations functions.
• Establish measurable goals and performance metrics to evaluate success.
• Collaborate with internal departments to align external operations strategies with overall athletics and university goals.

Other duties as assigned.

• Bachelor’s degree in Sports Management, Communications, Marketing, or related field.
• Five (5) years of progressive experience in athletics administration, media relations, marketing, or external operations.
• Demonstrated leadership experience in collegiate athletics or professional sports environment.
• May accept a combination of education and experience.

• Master’s degree in a related field.
• Experience working within NCAA Division II athletics.
• Knowledge of Name, Image, and Likeness (NIL) implications and partnerships.
• Familiarity with digital media platforms, design platforms, ticketing and CRM systems.