Open to opportunities

Alyssa Leonard

@alyssaleonard

Message

Sports marketing leader driving revenue, engagement, and partnerships.

United States

Message

What I'm looking for

I seek a leadership role in sports marketing or partnerships where I can grow revenue, deepen fan engagement, mentor teams, and execute integrated sponsorship and community programs in a fast-paced, mission-driven environment.

I am an innovative sports marketing and brand consulting leader with over 10 years of experience driving revenue, fan engagement, and executing corporate partnerships across Division I athletics and nonprofit sectors. I have a proven track record developing and activating sponsorships, managing stakeholder relationships, and delivering measurable ROI through multi-channel marketing campaigns.

I lead teams, mentor staff, and manage complex programs from strategy through execution — including email automation, digital advertising, ticketing initiatives, and large-scale event activations. Notable achievements include generating substantial email and digital advertising revenue, setting season ticket and revenue records, and building successful grassroots community partnerships.

Experience

Work history, roles, and key accomplishments

Current

Director of Affinity & Regional Engagement

Current

UMass Amherst Foundation

Feb 2024 - Present (2 years 1 month)

Lead affinity and regional programming to expand donor cultivation and alumni engagement, generating revenue through strategic events and partnerships while managing grant and scholarship programs.

Alumni Engagement Event Management Stakeholder Management Program Management Team Leadership Fundraising

Associate Athletic Director

Vanderbilt University Athletics

Mar 2021 - Feb 2024 (2 years 11 months)

Spearheaded marketing strategies across 16 sports, managed cross-functional teams and corporate partner activations, and drove digital and email campaigns that produced $282,300 in email revenue and $700,000 in digital ad revenue.

Sports Marketing Email Marketing Digital Advertising Team Management Analytics

Assistant Athletic Director

University of Massachusetts Athletics

Jun 2018 - Feb 2021 (2 years 8 months)

Oversaw marketing, sales, and fan experience for 21 varsity sports, directing in-game presentation and corporate partnership activations to grow ticketing revenue and community engagement.

Ticket Sales Fan Experience In Game Presentation Staff Supervision Partnership Management

Assistant Athletic Director

High Point University Athletics

Feb 2017 - May 2018 (1 year 3 months)

Drove marketing initiatives and promotional campaigns for 16 Division I sports, secured new corporate partners, and supervised and trained 20 student workers to support program execution.

Marketing Campaigns Partnership Development Student supervision Strategic Planning Revenue Generation Event Coordination

Assistant Director, Marketing and Sales

Ohio University Athletics

May 2016 - Feb 2017 (9 months)

Set season ticket and revenue records for football and basketball, generated $70,000+ in ticket revenue, grew student fan group membership by 21%, and supervised a team of 21 interns.

Ticket Sales Student Engagement Team Supervision Campaign Execution Group Sales Performance Tracking

Graduate Assistant, Intramurals

West Virginia University

Aug 2014 - May 2016 (1 year 9 months)

Directed and managed all intramural sports programs, hiring and training supervisors and officials while serving as primary marketing contact for women's basketball.

Program Management Staff Training Sports Operations Marketing Support Scheduling Event Management

Education

Degrees, certifications, and relevant coursework

West Virginia University

Master of Sport Management, Sport Management

Activities and societies: Graduate Assistant, Intramurals lead; Marketing Intern for Athletics; managed intramural programs and served as primary marketing contact for women's basketball.

Completed a Master of Sport Management program with graduate assistant and marketing responsibilities, including intramurals and athletics marketing from 2014 to 2016.