General Manager - James Madison University

100 LEARFIELD; United States; On-site; USD 120,000 - 190,000; Full time

Benefits offered by this job

Medical, Dental, Vision

Health Savings Account

401(k) with match

Parental Leave

Paid Holidays

Paid Time Off

Job summary

Learfield is seeking a General Manager to lead our Sports Properties and serve as the primary liaison to the university’s Athletics Department. You will oversee the multimedia rights program, guide a small team, and drive sponsorship strategies across traditional, digital, social, and experiential platforms.

The role emphasizes stakeholder management, budget planning, and collaboration with regional and corporate teams to maximize partner engagement and revenue.

Qualifications

• 6+ years in sponsorship sales, sports marketing, or related B2B role with measurable success.
• Experience managing others and developing as a team leader.
• Knowledge of sponsorship strategy, marketing channels, and activation.
• Strong communication and relationship-building skills.

Responsibilities

• Serve as the primary liaison between Learfield and the Athletics Department.
• Oversee multimedia rights agreement and ensure branding alignment.
• Lead the property team with coaching and performance support.
• Achieve revenue goals by selling integrated sponsorship packages.
• Develop relationships with sponsors and campus partners to drive value.
• Collaborate with regional and corporate teams to ensure client satisfaction.
• Develop and manage annual budgets, plans, and forecasts.
• Represent Learfield in meetings and campus events to promote partnerships.
• Foster a positive, inclusive team culture across the organization.
• Build and maintain strong relationships with partners and staff.

Skills

Sponsorship sales

Sports marketing

Leadership / team management

Relationship building

Budgeting

Strategic planning

Communication

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.

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