General Manager - James Madison University

Learfield; Harrisonburg (VA); On-site; USD 120,000 - 180,000; Full time

Benefits offered by this job

Medical, Dental, Vision insurance

Health Savings Account

Life Insurance

Flexible Paid Time Off (10+ days)

Parental Leave

20 Paid Holidays

401(k) + Match

Short/Long Term Disability

Job summary

Learfield is seeking a driven General Manager to lead our Sports Properties and act as the primary liaison to the university’s Athletics Department in Harrisonburg, VA. You will oversee day-to-day property operations, mentor a small team, and help implement marketing and sponsorship strategies aligned with Learfield’s goals.

You will build strong relationships with sponsors, university leadership, and key staff while driving revenue through integrated sponsorship packages across traditional,

Qualifications

• 6+ years in sponsorship sales, sports marketing, or related B2B role.
• Experience managing others and growing as a team leader.
• Solid understanding of sponsorship strategy, traditional and digital channels, and activation.
• Strong communication, relationship-building and presentation skills.

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 alignment with mission and branding standards.
• Lead the property team by providing direction, coaching, and performance support.
• Achieve revenue goals by selling integrated sponsorship packages across traditional, digital, social, and experiential platforms.
• Develop relationships with organization contacts, sponsors, and stakeholders to drive value and engagement.
• Collaborate with regional and corporate support teams to ensure seamless operations and client satisfaction.
• Develop and manage annual budgets, business plans, and forecasts for property-level accountability.
• Represent Learfield in meetings, campus initiatives, and local events to promote visibility and engagement.
• Model a positive, inclusive, and team-first culture across the property and organization.

Skills

Sponsorship sales

Sports marketing

B2B sales

Relationship building

Cross-functional collaboration

Education

Bachelor’s degree

Job description

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.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.