Associate Athletic Director for Brand Management

Company: Merrimack College
Location: North Andover
Posted on: February 18, 2026

Job Description:

Job Description Job Description Position Overview: Merrimack College invites applications for the position of Associate Athletic Director for Brand Management, a strategic leader responsible for elevating the visibility, reputation, and competitive spirit of Merrimack Athletics. Reporting directly to the Director of Athletics, this administrator will oversee a comprehensive portfolio that includes Marketing & Promotions, Athletics Strategic Communications, Athletics Licensing, and Game Atmosphere & Spirit initiatives. All outbound communications will flow through this position ensuring all messaging remains consistent and well aligned. The Associate AD will serve as a key member of the department’s leadership team and play a central role in shaping the Merrimack Warriors brand, enhancing fan engagement, and ensuring a consistent, compelling narrative across all platforms. Primary Responsibilities: Marketing & Promotions Develop and implement an integrated marketing strategy designed to grow attendance, enhance brand awareness, and deepen engagement among students, alumni, families, donors, and the local community. Lead promotional planning for all ticketed sports and marquee events, including theme nights, digital campaigns, student engagement initiatives, and campus partnerships. Manage digital marketing, advertising, social media growth strategies, and fan-experience analytics. Oversee creative services related to graphic design, video content, and in-venue branding. Athletics Strategic Communications Supervise all athletics communications, public relations, media relations, and digital storytelling. Manage and mentor the strategic communications staff responsible for sport coverage, content creation, statistics, and media operations. Oversee the development and execution of communications strategies that elevate the visibility of Merrimack’s student-athletes, coaches, and programs. Serve as the department’s primary liaison to local, regional, and national media. Ensure compliance with all conference and NCAA guidelines as related to statistical reporting, press operations, and digital communications. Collaborate closely with college marketing & communications to align messaging, crisis communication protocols, and brand standards. Game Atmosphere & Spirit Oversee and support a comprehensive vision for the gameday experience across all athletics venues with priority on ticketed sports. Lead staff responsible for executing a comprehensive vision for the game day experience including music, script writing, video board production, fan engagement activities and student-section programming. Develop initiatives that elevate Merrimack’s spirit traditions, including cheer, dance, band, mascot operations, and student fan groups. Collaborate with campus partners to foster a vibrant and unified school spirit culture aligned with Merrimack’s mission and values. Athletics Licensing Build and direct Merrimack Athletics’ licensing program, including brand compliance, vendor relations, and product development. Serve as the department’s primary point of contact with licensing partners and coordinate approvals for retail and promotional merchandise. Support revenue generation through licensed merchandise, brand expansion, and strategic partnerships. Ensure consistent and compliant use of Merrimack Athletics marks across all platforms and products. Leadership & Administrative Responsibilities Ensures united and consistent messaging for Merrimack Athletics through all outbound communications and marketing efforts. Serve as a member of the Athletics Leadership Team, contributing to department-wide planning, culture, and decision-making. Lead, recruit, mentor, and evaluate a team of marketing, communications, and creative professionals. Develop and manage budgets across assigned functional areas. Oversee vendor relationships and negotiate relevant contracts (e.g., marketing services, licensing, creative agencies). Uphold Merrimack College’s mission to Enlighten Minds, Engage Hearts, and Empower Lives, ensuring all communication and engagement initiatives reflect the College’s Augustinian values. Required Qualifications: Bachelor’s degree required; master’s degree preferred. Minimum 5–10 years of experience in athletics communications, marketing, or external relations, preferably at the Division I level. Demonstrated success developing strategic plans. Excellent leadership skills. Strong writing, communication, and presentation skills. Experience with modern digital communications platforms, including social media, web content management, and analytics tools. Proven ability to create engaging fan experiences and lead high-quality game presentation operations. Knowledge of NCAA rules and best practices for athletics external units. Impeccable attention to detail. Preferred Qualifications Experience in brand management, licensing, or revenue-generating marketing initiatives. Creative services expertise (graphic design, video production, digital advertising). Strong understanding of sports industry trends, fan-engagement strategy, and athletics brand development. Ability to build strong campus and community partnerships and work collaboratively across multiple stakeholder groups. Attributes for Success Visionary thinker with the ability to turn strategy into action. Collaborative leader who thrives in a fast-paced, team-oriented environment. Passion for enhancing student-athlete, fan, and community experiences. Application Materials Should Include: Resume Cover letter stating motivation and interest in the position, citing experience relevant to the qualifications and including experience with, and commitment to, our Catholic Augustinian mission and our values. This position is subject to the successful completion of a criminal background check. Working Conditions This is an on-campus position as employees are essential in order to provide a fully on-campus, residential college experience for our students and the community. Statement on Our Mission Merrimack College is a Catholic Augustinian institution of higher education committed to building an accepting and respectful community. Our mission is to enlighten minds, engage hearts and empower lives and is inspired by our Catholic faith and the Augustinian tradition of seeking truth through inquiry and dialogue. Merrimack College seeks candidates who understand, respect, and can contribute to Merrimack’s Catholic and Augustinian mission. All candidates should describe in their application how they will foster a culture that supports our mission. About Merrimack College The only Catholic, Augustinian institution of higher education in New England, Merrimack College is a private, independent, coeducational institution with more than 4,000 undergraduate and 1,900 graduate students from 46 states and 45 countries. The College features more than 160 career-focused academic programs in science, engineering, business, nursing, health sciences, education, social sciences and humanities across undergraduate, professional and graduate programs, all taught by exceptional faculty who are passionate about their subject and student success. The College has six schools: arts and sciences, engineering and computational sciences, nursing and health sciences, education and social policy, the Girard school of business, and the Graduate School of counseling and social work. The College’s suburban 220-acre campus is just north of Boston in North Andover, Massachusetts. Merrimack is a Master’s Colleges and Universities/Larger Programs (M1) institution in the Carnegie Classification of Institutions of Higher Education. Merrimack is one of the fastest-growing educational institutions in the country and has steadily climbed up in the U.S. News & World Report’s ranking of Best Colleges, ranking 37th in the Regional Universities North category in 2025. Merrimack is a NCAA Division I athletic institution. Merrimack College is an Equal Opportunity Employer.

Keywords: Merrimack College, Hartford , Associate Athletic Director for Brand Management, PR / Public Relations , North Andover, Connecticut