About VMI
Founded in 1839, the Virginia Military Institute is the nation’s oldest state-supported military college. VMI’s mission is to produce academically accomplished honorable men and women of character—Citizen-Soldiers—prepared for the varied work of civil life, imbued with a love of learning, confident in leadership, and advocates of public service and American democracy. The VMI experience is built on the “three-legged stool” of Academics, Military, and Athletics, and is guided by the values of Honor, Excellence, Self-Discipline, Courage, Esprit de Corps, Selfless Service, and Resilience.
Position Overview
The Asst. AD for External Engagement & Innovation is responsible for leading the external operations unit of the Athletics department, including branding, broadcasting, communications, creative content, fan engagement, licensing, marketing, multimedia, and public relations. As a member of the VMI Athletics senior leadership team, the Asst. AD for External Engagement & Innovation will participate in the construction, development, implementation, and evaluation of the VMI Athletics’ goals and objectives.
The Asst AD for External Engagement & Innovation will directly supervise the Communications, Marketing, Multimedia, and Ticketing units. The position will also serve as a sport administrator within VMI Athletics.
Virginia Military Institute is seeking a proactive, creative, enthusiastic, team-oriented, and compassionate leader to oversee the Athletics External unit. The Asst. AD for External Engagement & Innovation must be a strategic thinker who is knowledgeable in all areas of external operations and possesses the ability to lead all units towards a common goal set forth by the Athletics department. Virginia Military Institute is seeking a leader with the drive to increase revenue, boost fan engagement, enhance the VMI Athletics brand, develop innovative ideas, and deliver a quality experience for VMI Athletics and its supporters.
Key Responsibilities
Strategic Planning and Leadership
Build and establish the external operations strategy designed to boost VMI Athletics and its cadet-athletes, including developing new audiences and maintaining current audiences, while supervising the communications, creative content, marketing, multimedia, and ticketing units.
Manage personnel decisions including staffing, hiring, and supervision in the performance of duties, evaluations, and training of employees; may play a significant role in major personnel decisions for other Athletics staff.
Oversee and develop the budget for external operations units.
Ensures the appropriate coverage for each of the units is provided to all home, away, postseason events, and special events (ie., Conference media days, etc).
Leads and encourages innovative practices and ideas that propel the external operations units to reach departmental goals.
Meets, consults with, and advises cadet-athletes, coaches, and staff regarding communications, marketing, social media, and video strategies.
Assists in all revenue generation efforts of VMI Athletics.
Serves as a member of the Athletics Director’s Senior Leadership Team.
Serve as a sport administrator within VMI Athletics.
Assist in the coordination and execution of VMI Athletics special events and post-season opportunities, when necessary.
Ensure compliance with all laws, policies, rules and regulations set forth by VMI, Conference, NCAA, state and federal laws, and other governing bodies/agencies.
Perform all duties and responsibilities as assigned by the Athletics Director.
Instill VMI values in all aspects of the external operations unit while assisting in growing great leaders who exemplify self-discipline, grit, and resilience on and off the playing surface.
Serve as a visible leader and mentor within the Corps of Cadets and the broader VMI community. This leader is expected to be fully engaged in the cadet experience and uphold Institute standards.
Creative Content Strategy
Oversee and ensure collaboration of external units on social media strategies to foster interest in VMI Athletics and boost fan engagement. Construct new and groundbreaking communication vehicles that promote VMI Athletics.
Lead the creative content team in the creation of all design concepts for the department’s marketing and fan engagement initiatives, including but not limited to ticket sales collateral, digital ads, social media content, website graphics, and other print, digital and traditional media.
Provide strategic leadership and oversight of the Creative content team, ensuring coverage of athletic events, practices and departmental initiatives while managing the timely editing, organization and distribution of assets to internal stakeholders.
Marketing & Fan Engagement
Oversee the construction and implementation of a strategic marketing and advertising strategy to communicate messages supporting the department’s goals and appealing to ticket buyers and meeting ticket revenue goals.
Lead the VMI Athletics fan experience and game presentation efforts, serve as primary game producer (scripting, music, etc.) for Football and Men’s Basketball. Casting a thorough vision for game atmosphere, Corps of Cadets engagement, and entertainment elements that deliver an elite experience that creates the best home location advantage for VMI Athletics.
Collaborate with Asst. AD for Corporate Sponsorships on the development of packages that may involve elements to increase ticket sales and/or enhance the game-day experience.
Multimedia and Video Operations
Oversee the design, editing, and production of video content for digital media and other initiatives.
Manage the multimedia staff in the design, creation, and coordination of videoboard content for all VMI Athletics venues and facilities.
Provide strategic leadership and oversight of the broadcast unit, direct the planning, production, and execution of live event streams while ensuring high-quality broadcasts for athletic competitions, special events, and VMI Athletics initiatives across all platforms.
Assist in identifying opportunities to enhance production quality, improve efficiencies, and modernize the department’s broadcast operation.
Strategic Communications
Serve as the department’s public relations liaison with the Institute, community and media. Lead the communications team to execute functional unit priorities and help team members grow professionally.
Build relationships with traditional media outlets, communication professionals, and any external stakeholders to enhance the VMI Athletics message and brand.
Build and execute strategies to effectively advance the VMI Athletics brand and overall messaging through earned media, digital content and storytelling initiatives.
Ensure accurate information is available on the website. Develop and implement processes to make the website customer-friendly and engaging.
Oversee and manage relationships with linear TV, production, and digital streaming partners.
Oversee the communications department execution of daily sports media services, the production of new releases and statistics, award selections, and the development of publications and associated communications.
Ticket Operations and Sales
Oversee ticket operations and sales strategy, including ticketing processes and revenue optimization.
Direct the ticketing team to develop and implement strategies to meet VMI Athletics sales and revenue goals.
Collaborate with the Director of Ticket Operations and Marketing to develop new ideas, explore new pathways and initiatives that increase revenue for VMI Athletics.
Sport Administration
- Sport Administrator duties may or may not be included in this role initially. If Sport Administrator duties are not included initially, this role would be expected to take them on in the future as interest and aptitude dictate.
Serving as a game administrator will be expected, in conjunction with other members of the VMI Athletics staff doing the same, to assume game administrator duties at multiple home competitions and events, day/night/weekday/weekend, throughout the school year.
Minimum Qualifications
You will be provided a confirmation of receipt when your application and/or résumé is submitted successfully. Please refer to “Your Application” in your account to check the status of your application for this position.
Please include with your application a cover letter, résumé, official transcripts, and the names and contact information for three professional references.
Salary commensurate with qualifications and experience.
VMI is an Equal Opportunity Employer; in a continuing effort to enrich its academic environment and provide equal education and employment opportunities, VMI encourages women, minorities, disabled individuals, and veterans to apply. AmeriCorps, Peace Corps, and other national service alumni are also encouraged to apply. VMI will provide reasonable accommodation to qualified individuals with documented disabilities to ensure equal access and equal opportunities concerning employment, educational opportunities, programs, and services.
In support of the Commonwealth’s commitment to inclusion, we are encouraging individuals with disabilities to apply through the Commonwealth Alternative Hiring Process. To be considered for this opportunity, applicants will need to provide their AHP Letter (formerly COD) provided by the Department for Aging & Rehabilitative Services (DARS), or the Department for the Blind & Vision Impaired (DBVI). Service-Connected Veterans are encouraged to answer Veteran status questions and submit their disability documentation, if applicable, to DARS/DBVI to get their AHP Letter. Requesting an AHP Letter can be found at AHP Letter or by calling DARS at 800-552-5019.
