General Manager - Wake Forest University

100 LEARFIELD; Wake Forest (NC); On-site; USD 120,000 - 190,000; Full time

Benefits offered by this job

Medical

Dental

Vision

Health Savings Account

Life Insurance and Other Insurance

Flexible Paid Time Off

Parental Leave

20 Paid Holidays

401(k) + Match

Short/Long Term Disability

Job summary

Learfield is seeking a General Manager to lead our Sports Properties team and serve as the primary university liaison. The GM will oversee the athletics multimedia rights agreement, drive revenue growth, and manage day-to-day operations with a focus on client-focused, innovative solutions.

This role requires strong sponsorship sales acumen, relationship building, and leadership of a high-performing team. You will work closely with university leadership, regional and corporate stakeholders, and

Qualifications

• 8+ years in sponsorship sales, sports marketing, or related B2B revenue role.
• Proven ability to lead teams, hire, coach, and develop talent.
• Strong skills in managing complex partnerships and executive-level relationships.

Responsibilities

• Liaise between Learfield and university Athletics Department and leadership.
• Oversee multimedia rights agreement execution and brand-aligned priorities.
• Lead property team with coaching, performance feedback, and development.
• Achieve revenue goals by selling integrated sponsorship packages across channels.

Skills

Sponsorship Sales

Team Leadership

Strategic Partnerships

Financial Acumen

Relationship Building

Presentation Skills

Education

Bachelor's degree

Tools

CRM Software

Job description

Learfield is seeking a proven General Manager (GM) to lead our Sports Properties team and serve as the primary Learfield liaison to the university’s Athletics Department. This position plays a central role in overseeing the school’s comprehensive athletics multimedia rights agreement and corporate partner platform, while building and sustaining trusted relationships across campus. As a highly visible leader, the GM is responsible for driving results, growing revenue, and ensuring a successful, long-term partnership between Learfield and the university. In this role, you will lead a high-performing team to deliver innovative, client-focused solutions that align with both Learfield’s goals and the university’s strategic vision. You’ll manage day‑to‑day operations of the property, coach and develop staff, and foster a collaborative, accountable team culture. Success in this role requires a strong command of sponsorship sales, university partnerships, and operational excellence. You’ll partner closely with regional and corporate stakeholders, university leadership, and brand partners to maximize revenue opportunities, uphold Learfield standards, and support the mission of college athletics.

Key Responsibilities

Serve as the primary liaison between Learfield and the university’s Athletics Department, Athletic Director, and university leadership. Oversee the execution of the multimedia rights agreement and ensure alignment with the university’s values, brand standards, and strategic priorities. Lead the property team, including sales and activation staff, providing coaching, performance feedback, and professional development. Achieve individual and team revenue goals by selling integrated sponsorship packages using traditional, digital, social, and experiential platforms. Cultivate and sustain strong relationships with local, regional, and national sponsors as well as key university stakeholders. Collaborate with the Team S/VP and corporate support teams (e.g., marketing, research, digital, legal) to optimize sales strategy and execution. 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 university engagement. Model and foster a positive, inclusive, and team‑first culture across the property and broader organization.

Minimum Qualifications

8+ years of experience in sponsorship sales, sports marketing, or a related B2B revenue‑generating role, with a strong track record of driving results. Demonstrated ability to lead teams and manage others, including experience hiring, coaching, and developing high‑performing talent. Proven success managing complex partnerships and serving as a strategic liaison to executive‑level stakeholders, ideally within sports, media, or higher education. Strong understanding of integrated marketing solutions, including traditional, digital, social, and experiential channels. Financial acumen to manage budgets, interpret performance metrics, and drive profitability. Comfortable navigating change and ambiguity in a fast‑paced environment. Excellent relationship‑building, presentation, and communication skills — able to influence and collaborate effectively across internal and external groups. Strong organizational skills and attention to detail; ability to manage multiple priorities and meet deadlines. High level of integrity, professionalism, and sound judgment.

Preferred Qualifications

Previous experience working with or around collegiate athletics Bachelor’s degree from an accredited four-year college or university

Benefits

• 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