General Manager - James Madison University

Learfield IMG College; Harrisonburg (VA); On-site; USD 90,000 - 130,000; Full time

Benefits offered by this job

Medical benefits

Dental benefits

Vision benefits

Health Savings Account

Life Insurance

Flexible PTO

Parental Leave

Paid Holidays

401(k) + Match

Disability Insurance

Job summary

Learfield IMG College is seeking a driven General Manager to lead our Sports Properties at James Madison University in Harrisonburg, VA. The GM will oversee the athletics multimedia rights program and guide a small team, while aligning sponsorship initiatives with university goals.

You will build strong relationships with campus leaders and sponsors, drive revenue through integrated sponsorship packages across traditional and digital platforms, and collaborate with regional and corporate teams

Qualifications

• 6+ years in sponsorship sales, sports marketing, or related B2B role with measurable success.
• Experience managing others and desire to grow as a team leader.
• Solid understanding of sponsorship strategy, marketing channels (traditional and digital), and activation.
• Effective communicator with strong relationship-building and presentation skills.
• Demonstrated ability to collaborate across multiple teams and work effectively with external partners.
• Strong organizational skills with an ability to juggle multiple priorities and meet deadlines.
• Comfortable operating in a fast-paced and evolving environment.
• High integrity, sound judgment, and a team-first mindset.

Responsibilities

• Serve as the primary liaison between Learfield and the Athletics Department and key staff.
• Manage the multimedia rights agreement to reflect the mission, values, and branding.
• Lead the property team, including sales or activation staff, with clear direction.
• Hit revenue goals by selling integrated sponsorship packages across platforms.
• Build relationships with sponsors and stakeholders to drive value and engagement.
• Collaborate with regional and corporate teams to ensure smooth operations.
• Develop and manage annual budgets, plans, and forecasts with accountability.
• Represent Learfield in meetings and campus initiatives to promote visibility.
• Model a positive, inclusive, team-first culture across the property.
• Maintain strong relationships with partners and athletic staff as a trusted representative.

Skills

Sponsorship sales

Team leadership

Sponsorship strategy

Marketing channels

Relationship building

Organizational skills

Multitasking

Integrity and judgment

Education

Bachelor’s degree

Job description

Position Title: General Manager - James Madison University

Requisition ID: R101590

Location: Harrisonburg, VA

Full/Part-Time: Full time

About Us

Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With data-based solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.

Our people-first culture is the foundation of our business and is reflective of our approach to building meaningful relationships with our employees, partners, and fans. The company strives each day to deliver the mission statement and embody the core values that make Learfield an exciting place to work.

Our Mission

Powering the connection of fans to the brands and experiences they love.

Our Core Values

Build Trust | Be Fans of One Another | Power Tomorrow | Create & Connect Communities | Have Fun

Learfield is seeking a driven and collaborative General Manager (GM) to lead our Sports Properties and serve as the primary Learfield liaison to the university’s Athletics Department. This position plays a vital role in overseeing the school’s athletics multimedia rights agreement and managing the corporate partner platform, while cultivating strong, trusted relationships across campus. The GM is responsible for delivering results, supporting the local team, and contributing to a long-term, successful partnership between Learfield and the university.

In this role, you will oversee day-to-day property operations and support sales efforts by working closely with internal and external stakeholders. You’ll manage and mentor a small team, collaborate with university leadership, and help implement marketing and sponsorship strategies that align with both Learfield and the university’s goals. This position is ideal for someone with a strong foundation in sponsorship sales, operations, and partner management who is ready to take the next step in their leadership journey.

Essential Duties & Responsibilities

• Serve as the primary liaison between Learfield and the Athletics Department, Athletic Director, and key staff.
• Manage the execution of the multimedia rights agreement and ensure it reflects the organizations mission, values, and branding standards.
• Lead the property team, which may include sales and/or activation staff, by providing clear direction, coaching, and performance support.
• Achieve individual and team revenue goals by selling integrated sponsorship packages using traditional, digital, social, and experiential platforms.
• Develop strong relationships with organization contacts, sponsors, and other stakeholders to drive value and engagement.
• Collaborate with regional and corporate support teams (e.g., research, marketing, digital, legal) to ensure seamless operations and client satisfaction.
• Develop and manage annual budgets, business plans, and forecasts that ensure property-level accountability and financial performance.
• Represent Learfield in key meetings, campus initiatives, and local events to promote partnership visibility and engagement.
• Model and foster a positive, inclusive, and team-first culture across the property and broader organization.
• Build and maintain strong relationships with organization partners, athletic department staff, and internal stakeholders—serving as a trusted and respected representative of both LEARFIELD and the property.

Minimum Qualifications

• 6+ years of experience in sponsorship sales, sports marketing, or related B2B role, with measurable success.
• Some prior experience managing others and a desire to grow as a team leader.
• Solid understanding of sponsorship strategy, marketing channels (traditional and digital), and activation.
• Effective communicator with strong relationship-building and presentation skills.
• Demonstrated ability to collaborate across multiple teams and work effectively with external partners.
• Strong organizational skills with an ability to juggle multiple priorities and meet deadlines.
• Comfortable operating in a fast-paced and evolving environment.
• High integrity, sound judgment, and a team-first mindset.

Preferred Qualifications

Experience working in or around collegiate athletics or higher education.

Bachelor’s degree from a four-year college or university.

Learfield offers a full spectrum of benefits for eligible employees including Medical, Dental, Vision, Health Savings Account, Life Insurance and Other Insurance Plans, Flexible Paid Time Off (minimum 10+ days annually), including Parental Leave, 20 Paid Holidays, 401(k) + Match, and Short/Long Term Disability. Leave benefits are consistent with state and local laws, including the Colorado Health Families and Workplaces Act.

Equal Opportunity Employer

Learfield is an Equal Opportunity Employer. We provide equal employment opportunities to applicants and employees without regard to race; color; sex; gender identity; sexual orientation; religious practices and observances; national origin; pregnancy, childbirth, or related medical conditions; status as a protected veteran or spouse/family member of a protected veteran; or disability.

Equal employment opportunity, including veterans and individuals with disabilities.

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