Director of Athletic Live Events & Fan Experience

Department: Intercollegiate Athletics

Classification: Professional Faculty

Job Category: Administrative or Professional Faculty

Job Type: Full-Time

Work Schedule: Full-time (1.0 FTE, 40 hrs/wk)

Location: Fairfax, VA

Workplace Type: On Site Required

Sponsorship Eligibility: Not eligible for visa sponsorship

Salary: Salary commensurate with education and experience

Criminal Background Check: Yes

Motor Vehicle Records Check: Yes

Important Eligibility Requirement

Employees in this position are required to operate university vehicles in accordance with George Mason University Vehicle Use Policy 1411. Applicants must possess and maintain an active, valid driver's license that satisfies university requirements. Final candidates are subject to a Motor Vehicle Report (MVR) review, and successful completion of the review is a condition of employment.

Minor or major driving violations may affect eligibility for employment. Applicants with prior driving infractions need to review the Eligibility & MVR Review Information document ( English / Spanish) before applying.

About the Position:

The Director of Athletic Live Events & Fan Experience will lead the planning, creative development, and execution of the in-venue experience across George Mason Athletics competitions and signature events. This role serves as the primary producer of the game-day environment, responsible for building engaging, high-energy experiences that strengthen fan loyalty, enhance brand perception, and support attendance and revenue growth.

A core function of this position is the development and execution of game scripts, show flow, and presentation elements that create a cohesive and entertaining live product across sports. The Director will supervise graduate assistants and part-time staff responsible for implementing game presentation while collaborating closely with marketing, ticketing, partnerships, communications, and operations units.

The role will also oversee fan-facing event communications that prepare attendees for the game-day experience, ensuring clarity and consistency across all touchpoints from ticket purchase through venue arrival. In addition, the position will support in-venue revenue generation strategies through experiential enhancements, promotions, and collaborative initiatives with ticketing, concessions, and merchandise partners.

This position plays a critical role in delivering the atmosphere and experience necessary to position Mason Athletics as Northern Virginia's Team while contributing directly to fan engagement, satisfaction, and revenue outcomes.

Responsibilities:

Managerial Oversight

• Directly supervise and mentor graduate assistants responsible for game presentation execution;
• Provide leadership development opportunities for graduate assistants pursuing careers in sports;
• Recruit, train and manage student and wage worker staff (30+ individuals);
• Coordinate with associate athletic director, digital media & marketing to create strategic marketing initiatives and campaigns;
• Work alongside associate athletic director of digital media & marketing to manage marketing & promotions and digital content budgets; and
• Work with contracted vendors to create & order promotional items for basketball and select Olympic sports.

Game Production/In-Venue Fan Experience Strategy

• Serve as the lead producer for athletics events, responsible for the overall game presentation experience;
• Design and execute entertainment elements that enhance atmosphere and drive fan engagement;
• Collaborate with marketing and brand teams to align in-venue experiences with campaigns and storytelling initiatives;
• Evaluate fan experience touchpoints from entry through exit to improve overall satisfaction;
• Focus on specific atmosphere elements including improving and managing game day experience via videoboard and in-arena content, concourse activities, halftime entertainment, spirit coordination, music contests, & pregame entertainment, promotional giveaways and overall presentation;
• Manage marketing game day operations/staff at home athletic events, including scripts and video board presentations for men's basketball and women's basketball using the Daktronics Show Control interface;
• Load all content for games onto Show Control Computer;
• Ensure consistency in tone, pacing, brand voice, and entertainment quality across events;
• Continuously refine scripts based on fan feedback, attendance trends, and engagement data; and
• Collaborate with George Mason Sports Properties (Playfly) to ensure that all sponsored elements are included in game presentation.

In-Venue Revenue Generation & Experience Innovation

• Support in-venue revenue generation strategies through experiential enhancements, promotions, and collaborative initiatives with ticketing, concessions, and merchandise partners;
• Develop and execute in-venue revenue initiatives such as experiential upgrades, access-based offerings, and fan engagement activations such as Courtside Club add-ons, Birthday packages, VIP experiences, on-court access moments, etc.;
• Collaborate with ticketing and sales staff to promote seat upgrades, premium access opportunities, and add-on experiences;
• Partner with concessions and merchandise vendors to support promotional strategies that increase per-cap spending;
• Identify opportunities to enhance fan engagement that drive secondary revenue streams;
• Evaluate revenue performance of in-venue initiatives and recommend improvements; and
• Develop and execute fan experience surveys and track YOY progress, net promoter scores and overall affinity.

Fan Experience Communications & Event Readiness Strategy

• In Coordination with the Director of Brand Strategy & Storytelling, lead the development and coordination of fan-facing communications that support a seamless event experience across athletics events;
• Develop "Know Before You Go" communications for ticketed events;
• Create fan education resources such as ticketing guides, mobile entry instructions, parking information, and venue policies;
• Coordinate communication timelines with ticketing, marketing, and communications teams;
• Ensure consistent messaging across email, social media, website, and in-venue platforms; and
• Identify opportunities to reduce friction points in the fan journey from purchase through arrival including marketing automations, app notifications, etc.

Student Engagement

• Work closely with the Assistant Director for Student Involvement for Student Fan Engagement to support student atmosphere initiatives;
• Align game presentation elements with student attendance strategies and traditions;
• Coordinate with spirit groups, band programs, and student organizations to enhance in-venue energy; and
• Provide creative support for student-focused promotions while maintaining shared ownership of outcomes.

Event Operations Coordination

• Coordinate with facilities, operations, and external vendors to ensure seamless event execution;
• Develop event timelines, staffing plans, and production checklists;
• Serve as the primary presentation liaison on game days; and
• Assist with postseason hosting and special athletics events as needed.

Spirit Coordinator

• Instruct cheer and dance squads in rules & regulations;
• Collaborate with cheer and dance coaching staff to determine game day strategy;
• Ensure distribution, collection and maintenance of current student-athlete records and roster;
• Coordinate all equipment orders for cheer/dance teams;
• Work with Asst. Director of Fan Engagement to coordinate mascot appearances; and
• Coordinate all travel plans and distribution of meal money.

Other Duties

• Coordinate additional non-games, athletic events such as team send-offs, spirit rally's, etc.; and
• Perform other duties as requested by senior leaders.

Required Qualifications:

• Master's degree, or any combination of bachelor's degree, training, certification and work experience that equates to the advanced degree;
• Demonstrated experience in marketing and game day promotions;
• Demonstrated experience in social media management & digital strategy;
• Demonstrated knowledge of and ability to adhere to NCAA, conference, and commonwealth rules and regulations;
• Excellent oral and written communication skills;
• Demonstrated organizational skills;
• High level of attention to detail;
• Demonstrated ability to work on projects independently as well as within a team;
• Demonstrated ability to oversee direct reports and student staff;
• Ability to work and manage relationships with diverse populations;
• Ability to work in a deadline-driven, high-pressure environment;
• Ability to multi task, prioritize, and manage a series of projects in multiple external areas at once;
• High emotional intelligence and ability to manage key relationships with internal and external campus publics;
• Proficiency in Adobe Creative Suite;
• Proficiency with Microsoft Office, desktop publishing;
• Ability to work flexible hours - evenings and weekends; and
• Valid driver's license: must currently possess an appropriate, active, valid motor vehicle operator's license that meets all of GMU's requirements for operating state vehicles and equipment under Mason's Vehicle Use Policy 1411 https://universitypolicy.gmu.edu/policies/vehicle-use/. The Office of Risk Management reserves the right to review the driver's licenses and Motor Vehicle Reports (MVRs) of all candidates selected with employment contingent upon a favorable review.

Preferred Qualifications:

• Master's degree in related field;
• Previous experience running in-game basketball production/Show Control computer;
• Previous experience with Adobe Creative Suite or other relevant software;
• Demonstrated ability to drive revenue and increase basketball attendance; and
• Demonstrated ability to run an in-game basketball show.

Instructions to Applicants:

For full consideration, applicants must apply for Director of Athletic Live Events & Fan Experience at https://jobs.gmu.edu/. Complete and submit the online application to include three professional references with contact information, and provide a Resume for review.

Posting Open Date: July 21, 2026

For Full Consideration, Apply by: August 4, 2026

Open Until Filled: Yes