At Virginia Tech Athletics, I lead a 19-person team across ticket sales, ticket operations, digital marketing, and business intelligence, with oversight of more than $24M in annual revenue across four product lines. I built and lead the team responsible for the organization's business intelligence and fan-identity infrastructure, including segmentation and data models used across sales, marketing, and executive reporting.
I also built the department's first dedicated digital marketing function, which generated $1.85M in revenue over nine months at an 18:1 return on ad spend. Earlier, I co-architected RenewALL, redesigning the season-ticket renewal and acquisition lifecycle; it drove a 6.3% ($1.2M) ticket revenue increase in its first year.
