Assistant Director - Marketing, Sales & Fan Experience

About UMass Amherst

The flagship of the Commonwealth, the University of Massachusetts Amherst is a nationally ranked public land-grant research university that seeks to expand educational access, fuel innovation and creativity, and share and use its knowledge for the common good. Founded in 1863, UMass Amherst sits on nearly 1,450-acres in scenic Western Massachusetts and boasts state-of-the-art facilities for teaching, research, scholarship, and creative activity. The institution advances a diverse, equitable, and inclusive community where everyone feels connected and valued—and thrives, and offers a full range of undergraduate, graduate and professional degrees across 10 schools and colleges, and 100 undergraduate majors. We believe every member of our university community can contribute to our ongoing success by striving for the highest level of excellence as we seek breakthrough solutions to mounting environmental, social, economic, and technological challenges in our world.

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 including ensuring the maintenance and adherence to the philosophies and regulations of the Conference, NCAA, and University; compliance with all federal, state, university laws. Create and implement all aspects of the sales, marketing, and promotions plan for the Athletic Department. Assist in creation of individual ticket programs and promotions, advertising campaigns and community programs designed to increase attendance and revenue at UMass athletic events with a specific emphasis on football, men’s basketball, women’s basketball, ice hockey and men’s lacrosse. Enhance and direct game presentations at all athletic events. Assist all community outreach activities for UMass Athletics, and create initiatives with the focus on group ticket sales as part of maximizing overall ticket revenues. Responsible for ensuring that all sales initiatives maintain and adhere to the philosophies and regulations of the Conference, NCAA, University, State, and federal entities.

Essential Functions

• Work with theSenior Associate Director of Athletics – Marketing, Sales, and Fan Experience to execute all aspects of the Department sales plan with an 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 game and events. Direct liaison with third-party media rights holder for coordinator of sponsorship activation activities, activation, and fulfillment. Establish relationships within the community with key groups such as youth sport leagues, scouts, and schools in support of group sales program.
• Assist in creation and execution of comprehensive marketing strategies for the Athletic Department that focuses on increasing attendance at all UMass athletic contests with a specific emphasis on maximizing ticket sales for all current ticketed sports (i.e. football, men’s basketball, women’s basketball, ice hockey and men’s lacrosse).
• Assist in creation and implementation of the overall advertising plan designed to increase individual ticket sales and increase 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 which includes working with outside sources.
• Assist in development of distribution plan for all collateral material to create exposure as well as increase attendance and revenue for all athletic teams.
• Work with Communications and Creative Services in regards to creation of 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 a specific focus on football, men’s and women’s basketball, hockey, and men’s lacrosse.
• Create scripts that coordinate all in-game activities for assigned athletic events.
• Serve as Game Director to ensure coordination of cheerleaders, pep band and all other elements of the game day experience for assigned athletic events.
• Assist on the hiring, supervising, and direction of all game day video board staff.
• Assist in overseeing marketing and sales video functions which includes but is not limited to the approval of content to ensure that it meets the standards of the department, university, conference and NCAA.
• Coordinate and facilitate game day logistics which includes but is not limited to hiring, training, supervising, and scheduling all game day staff such as anthem singers, color guards, public address announcers, music production staff, and 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 including supervision and oversight of game day / office student interns. This includes hiring, training, supervising, and scheduling of approximately 30 student workers.
• Coordinate mascot program which includes hiring, training, supervising, and scheduling of mascot student performers.
• Act as a liaison with Marching Band and Cheerleader supervisors ensuring that these groups effectively and positively support game day promotional activities.
• Participate in the creation, implementation and fulfillment of all aspects of the group sales plans
• Participate in the creation of all season and group ticket sales and promotional collateral material.
• Coordinate activities for distribution of all materials to ticket sale prospects and community outreach initiatives.
• Responsible for ensuring the maintenance and adherence to the philosophies and regulations of the Conference, NCAA, and University; compliance with all federal, state, university laws including PCI compliance, cash handling policies, and FERPA; and the maintenance of the highest level of confidence in regards to the various confidential information that the position is exposed to in regards to financial data as well as 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 (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

Preferred Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

Physical Demands / Working Conditions

Work Schedule

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.

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