Associate AD for Marketing and Fan Experience

📌 Core Information

🔹 Job Title: Associate AD for Marketing and Fan Experience

🔹 Company: Baylor University

🔹 Location: Waco, Texas, United States

🔹 Job Type: Full time

🔹 Category: Athletics Administration

🔹 Date Posted: April 4, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Developing and executing strategic marketing campaigns to drive revenue growth and enhance attendance.
• Overseeing fan experience initiatives to create memorable events and strengthen brand presence.
• Leading the operations of spirit and traditions teams to ensure high-quality experiences and national relevance.
• Collaborating with various departments and external partners to ensure consistent branding and effective communication.
• Managing budgets, reporting on progress, and contributing to talent acquisition and retention.

ASSUMPTION: This role requires a high level of strategic thinking, leadership, and collaboration to drive success across multiple areas of responsibility.

📋 Key Responsibilities

✅ Develop and execute strategic departmental marketing and advertising campaigns that align with Athletics goals, strengthen the Baylor brand, and enhance attendance.

✅ Collaborate with the Branding and Creative Services team on campaigns to ensure marketing strategies and activities align with strategic brand goals.

✅ Collaborate with the Baylor Bear Foundation team to develop and implement season, mini-plans, single-game, and group sales ticket campaigns.

✅ Work with sport programs to develop and implement promotions that make up seasonal marketing calendars and work with Playfly Sports to create attractive promotional packages for sponsorships.

✅ Oversee advertising (digital, print, radio, and billboard) and advertising on-campus to drive ticket sales and overall engagement for Baylor sport programs.

✅ Collaborate with Associate AD for Branding and Creative Services to guide social media strategy and content development for the official @BaylorAthletics social media accounts to creatively promote Baylor Athletics and our 19 intercollegiate teams.

✅ Oversee Baylor Athletics’ e-mail marketing platform to ensure marketing automation and campaigns support marketing efforts. Manage e-mail calendar, audience segmentation, and sending strategies. Evaluate and report e-mail campaign performance.

✅ Serve as the campus liaison for Baylor Athletics and Baylor Advancement Communications and assist with marketing special event initiatives, such as concerts.

✅ Assist Baylor Athletics with data collection and reporting, drawing on insights from existing channels and a robust fan survey program to help drive ticket sales.

✅ Develop and implement strategies for tracking campaign success and measuring ROI of various marketing and advertising channels. Gather insights from data to inform ongoing decisions.

✅ Provide strategic oversight for the Fan Experience team to lead the development and execution of fan engagement initiatives to drive attendance and enhance the in-game experience at all Baylor Athletics events.

✅ Oversee the production of in-game entertainment for Baylor Athletics’ 19 intercollegiate teams, including DJ services, emcees, fan activations, and promotional events.

✅ Oversee Baylor Football’s gameday experience, including music direction, game scripts, public address announcements, pyrotechnics, flyovers, and national anthem singers, ensuring a high-quality environment that creates memorable fan experiences.

✅ Work closely with Branding and Creative Services team to provide the best-in-class video board entertainment.

✅ Partner with Baylor’s Golden Wave Marching Band and Courtside Players to enhance the in-venue experience.

✅ Provide stewardship with our vendors on and off campus to produce necessary promotional items for Baylor Athletics events.

✅ Promote revenue generation opportunities through group experiences and work with Playfly Sports to create innovative and exciting gameday sponsorship activations and entertainment.

✅ Serve as Baylor Athletics liaison to RevelXP, our football tailgating partner.

✅ Oversee partnership with Baylor’s student activities team along with community engagement, veterans’ affairs, and campus external affairs offices.

✅ Oversee and grow the Baylor Cub Club program (the official kids club of Baylor Athletics).

✅ Oversee the operations of Spirit and Traditions, including cheer and dance teams, to ensure high-quality experience and national relevance.

✅ Oversee the mascot program and partner with Playfly Sports to maximize exposure and revenue opportunities.

✅ Cultivate a strong team culture within area of oversight and consistent collaboration with other areas of Athletics and the University.

✅ Contribute to talent acquisition and retention across areas of oversight.

✅ Serve as a key member of the External Affairs leadership team, working closely and collaboratively with colleagues. Ensure key information and opportunities are shared with staff working within areas of oversight.

✅ Oversee the Marketing and Fan Experience operating budget.

✅ Regularly report to the Senior Associate AD for Brand Engagement to align marketing, fan experience, and communications strategies with departmental goals.

✅ Partner with University Marketing & Communications leadership to integrate Baylor Athletics into university-wide branding and communications initiatives.

✅ Other duties as assigned by the Senior Associate AD for Brand Engagement.

✅ Perform all other duties as assigned to support Baylor’s mission.

✅ Ability to comply with University policies.

✅ Maintain regular and punctual attendance.

ASSUMPTION: This role requires a high level of adaptability, strong communication skills, and the ability to manage multiple projects and teams simultaneously.

🎯 Required Qualifications

Education: Bachelor’s degree in Marketing, Communications, or a related field. A master’s degree is preferred.

Experience: Five years of relevant work experience in marketing, fan experience, or a related field. Seven years of experience is preferred. Supervisory experience of a full-time staff member is also preferred.

Required Skills:

• Proven experience in strategic marketing planning and execution.
• Strong leadership and team-building skills.
• Excellent communication and presentation skills.
• Proficiency in data analysis and reporting.
• Ability to manage multiple projects and teams simultaneously.
• Familiarity with the college athletics industry.

Preferred Skills:

• Experience with e-mail marketing platforms.
• Familiarity with social media management tools.
• Experience with event planning and execution.
• Knowledge of the Baylor University brand and athletics programs.

ASSUMPTION: A combination of experience will be considered in lieu of the education requirement.

💰 Compensation & Benefits

Salary Range: $75,000 - $100,000 per year (based on experience and qualifications)

Benefits:

• Medical Insurance
• Dental Insurance
• Vision Insurance
• Generous Time Off
• Tuition Remission
• Retirement Contributions

Working Hours: Full-time (40 hours per week)

ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles and experience levels. The actual salary may vary based on the candidate's qualifications and the university's compensation structure.

📌 Applicant Insights

🔍 Company Context

Industry: Higher Education, specifically Athletics Administration

Company Size: Medium (51-200 employees)

Founded: 1919

Company Description:

• Baylor University is a private Christian university in Waco, Texas, with a strong commitment to academic excellence and a vibrant campus community.
• The university is known for its robust athletics programs, with 19 intercollegiate teams competing in the Big 12 Conference.
• Baylor University is also recognized for its innovative research and commitment to service-learning opportunities for its students.

Company Specialties:

• Education
• Leadership
• Educational Leadership
• Teaching
• Social Studies Education
• English Education
• Science Education
• Mathematics Education
• Curriculum
• Educational Psychology
• Organizational Change
• School Psychology
• K-12 Educational Leadership
• Higher Educational Leadership
• Special Education
• Gifted Education
• Sport Management
• Applied Behavior Analysis
• and Quantitative Methods

Company Website: Baylor University

ASSUMPTION: Baylor University is a highly regarded institution with a strong reputation for academic excellence and a vibrant campus community. The university's athletics programs are an integral part of its identity and offer unique opportunities for growth and development in the field of athletics administration.

📊 Role Analysis

Career Level: Mid-level to Senior-level position within Athletics Administration

Reporting Structure: Reports directly to the Senior Associate AD for Brand Engagement

Work Arrangement: On-site, full-time position with the possibility of occasional remote work for specific tasks or meetings

Growth Opportunities:

• Potential advancement to a senior-level position within Athletics Administration or a related field.
• Opportunities to gain experience in various aspects of athletics administration, including marketing, fan experience, and event management.
• Possibility to contribute to strategic decision-making and policy development within the Athletics Department and the University.

ASSUMPTION: This role offers a unique opportunity for an experienced professional to make a significant impact on Baylor Athletics' marketing and fan experience initiatives while also contributing to the overall success of the Athletics Department and the University.

🌍 Location & Work Environment

Office Type: On-campus office located in the Athletics Department's facilities

Office Location(s): Waco, Texas

Geographic Context:

• Waco, Texas, is a mid-sized city with a population of approximately 140,000 people.
• The city is located in central Texas, about 90 miles south of Dallas and 180 miles north of Houston.
• Waco is known for its diverse cultural scene, historic landmarks, and outdoor recreation opportunities.

Work Schedule: Monday-Friday, 8:00 AM - 5:00 PM, with flexibility for event-related work and meetings

ASSUMPTION: The on-campus work environment offers a vibrant and energetic atmosphere, with opportunities to engage with students, faculty, and staff members. The office location in the Athletics Department's facilities provides easy access to various sports facilities and event venues.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the Baylor University careers portal.
• Phone or video screening with the Athletics Human Resources department.
• In-depth phone or video interview with the hiring manager and/or a panel of Athletics Department staff members.
• On-campus interview with the Senior Associate AD for Brand Engagement and other key stakeholders.
• Background check and reference check for the final candidate.

Key Assessment Areas:

• Strategic thinking and planning skills for marketing and fan experience initiatives.
• Leadership and team-building abilities to manage multiple teams and projects.
• Excellent communication and presentation skills to effectively convey ideas and collaborate with stakeholders.
• Proficiency in data analysis and reporting to inform decision-making and track campaign success.
• Familiarity with the college athletics industry and the Baylor University brand.

Application Tips:

• Tailor your resume and cover letter to highlight relevant experience and skills for this specific role.
• Demonstrate your understanding of Baylor University's mission, values, and athletics programs in your application materials.
• Prepare for interview questions that assess your strategic thinking, leadership, and communication skills.
• Be ready to discuss your experience with marketing campaigns, fan engagement initiatives, and event management.
• Research the Baylor Athletics Department and the University to show your enthusiasm for the opportunity and understanding of the organization's goals and objectives.

ATS Keywords: Marketing, Fan Experience, Strategic Planning, Leadership, Data Analysis, Event Management, Advertising, Social Media Strategy, Promotions, Revenue Generation, Team Culture, Budget Management, Communication, Community Engagement, Brand Development, Athletics Administration, Higher Education

ASSUMPTION: The application process for this role may be competitive, and candidates should be prepared to demonstrate their unique qualifications and fit for the position.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Adobe Creative Cloud (Photoshop, Illustrator, InDesign)
• Social media management tools (e.g., Hootsuite, Buffer)
• Email marketing platforms (e.g., Mailchimp, Constant Contact)
• Data analysis and reporting tools (e.g., Google Analytics, Tableau)
• Project management tools (e.g., Asana, Trello)
• Customer relationship management (CRM) software (e.g., Salesforce, HubSpot)

ASSUMPTION: Proficiency in these tools is preferred but not required. Candidates should be willing to learn and adapt to new technologies as needed.

👔 Cultural Fit Considerations

Company Values:

• Academic Excellence
• Integrity
• Community
• Provision
• Stewardship
• Character

Work Style:

• Collaborative and team-oriented
• Adaptable and responsive to change
• Data-driven and analytical
• Creative and innovative
• Customer-focused and service-oriented

Self-Assessment Questions:

• How do your personal values align with Baylor University's core values?
• Describe a time when you had to adapt to a significant change in a project or initiative. How did you handle it, and what was the outcome?
• How do you approach data analysis and interpretation to inform decision-making and strategy development?
• Can you provide an example of a successful marketing or fan engagement campaign you've led or contributed to? What was your role, and what were the results?
• How do you foster a collaborative and inclusive work environment, particularly when working with diverse teams?

ASSUMPTION: Candidates should be prepared to discuss their alignment with Baylor University's core values and demonstrate their fit with the company's work style and culture.

⚠️ Potential Challenges

• Managing multiple teams and projects simultaneously may require strong organizational skills and time management.
• Balancing the needs and priorities of various stakeholders, including Athletics Department staff, University administration, and external partners, can be challenging.
• Working in a dynamic and fast-paced environment, such as college athletics, may require adaptability and flexibility.
• Managing a budget and ensuring financial accountability may necessitate strong financial acumen and attention to detail.
• Developing and implementing strategic initiatives may require navigating complex organizational structures and political landscapes.

ASSUMPTION: Candidates should be prepared to discuss their strategies for overcoming these challenges and their ability to thrive in a dynamic and demanding work environment.

📈 Similar Roles Comparison

• This role is unique in its focus on marketing, fan experience, and spirit and traditions teams within a single position. Similar roles may focus on one or two of these areas but not all three.
• In higher education, this role may be more specialized than similar positions in professional sports organizations, which may have more resources and dedicated teams for each area of responsibility.
• Career paths for this role may vary depending on the institution's size, resources, and organizational structure. Larger universities may offer more opportunities for advancement and specialization, while smaller institutions may require more generalist roles.

ASSUMPTION: Candidates should research similar roles in higher education and professional sports to understand the unique aspects of this position and how it compares to other opportunities in the field.

📝 Sample Projects

• Developing and executing a comprehensive marketing campaign to drive ticket sales and attendance for a specific sport or event.
• Creating and implementing a fan engagement initiative to enhance the in-game experience and strengthen brand loyalty for a particular team or program.
• Managing the operations of spirit and traditions teams, including cheer and dance teams, to ensure high-quality experiences and national relevance for a specific sport or event.
• Collaborating with external partners, such as Playfly Sports, to create innovative and exciting gameday sponsorship activations and entertainment opportunities.
• Assessing and reporting on the success of marketing and fan engagement initiatives to inform future strategy and decision-making.

ASSUMPTION: Candidates should be prepared to discuss their experience with these types of projects and their ability to manage multiple initiatives simultaneously.

❓ Key Questions to Ask During Interview

• What are the biggest challenges facing the Athletics Department in the next 1-3 years, and how does this role contribute to addressing them?
• How does this role collaborate with other areas of the Athletics Department and the University to ensure consistent branding and effective communication?
• What opportunities are there for growth and development within this role and the Athletics Department?
• How does the University support work-life balance for its employees, particularly those in demanding roles like this one?
• What are the key priorities for the first 90 days in this role, and how can I best prepare to address them?
• How does the Athletics Department measure the success of marketing and fan engagement initiatives, and what key performance indicators (KPIs) are most important to track?

ASSUMPTION: Candidates should ask thoughtful questions that demonstrate their understanding of the role, the Athletics Department, and the University, as well as their eagerness to contribute to the organization's success.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Baylor University careers portal
• Tailor your resume and cover letter to highlight relevant experience and skills for this specific role.
• Prepare for phone or video screening with the Athletics Human Resources department by researching the Athletics Department, University, and the role's responsibilities.
• Practice common interview questions and develop responses that demonstrate your qualifications and fit for the position.
• Follow up with the Athletics Human Resources department one week after your interview to inquire about the status of your application and express your continued interest in the role.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.