General Manager - West Virginia University

Learfield; Morgantown (WV); On-site; USD 150,000 - 230,000; Full time

Benefits offered by this job

Medical

Dental

Vision

Health Savings Account

Life Insurance

Flexible Paid Time Off

Parental Leave

20 Paid Holidays

401(k) + Match

Short/Long Term Disability

Job summary

Learfield is seeking an experienced General Manager to lead one of our high-profile sports properties and serve as the primary liaison to the university’s Athletics Department. This senior role stewards the multimedia rights agreement and cultivates lasting relationships with university leadership.

You will lead a high-performing team, oversee day-to-day property operations, and drive revenue growth through sponsorship sales and integrated marketing solutions that align with university goals and

Qualifications

• 10+ years in sponsorship sales, sports marketing, or related B2B revenue roles.
• Proven ability to lead high-impact teams and drive revenue growth through partnerships.
• Strong stakeholder management with executive-level university contacts and brand partners.

Responsibilities

• Serve as primary liaison between Learfield and the university Athletics Department and leadership.
• Lead the execution and optimization of multimedia rights agreements.
• Oversee day-to-day property operations and mentorship for team members.
• Drive revenue growth through sponsorship sales and multi-platform partnerships.
• Build and manage a portfolio of regional and national sponsors.
• Collaborate with internal Learfield teams to deliver innovative campaigns.

Skills

Sponsorship sales

Sports marketing

Media rights

Relationship management

Strategic partnerships

Budgeting & forecasting

Data-driven decision making

Leadership & team building

Communication

Negotiation

Education

Bachelor’s degree

Tools

CRM software

Data analytics

Job description

Learfield is seeking an experienced and strategic General Manager (GM) to lead one of our high-profile Sports Properties and serve as the primary liaison to the university’s Athletics Department. This senior-level position is responsible for stewarding the school’s athletics multimedia rights agreement, managing an advanced portfolio of corporate partners, and cultivating lasting relationships across university leadership. The GM plays a critical role in driving financial performance, shaping partnership strategy, and ensuring a long-term, mutually beneficial relationship between Learfield and the university. In this role, you will lead a high-performing team that may include both individual contributors and people managers. You will oversee day-to-day property operations, guide sponsorship strategy, and champion integrated marketing solutions that align with both university goals and Learfield’s enterprise objectives. This role requires a seasoned operator with deep expertise in sponsorship sales, exceptional relationship management skills, and the ability to lead through influence and accountability. You will collaborate closely with regional leaders, corporate stakeholders, and campus decision-makers to deliver results and elevate the partnership.

Essential Duties & Responsibilities:

• Serve as the primary liaison between Learfield and the university’s Athletics Department, Athletic Director, and senior leadership, fostering trusted, strategic relationships.
• Build and maintain strong relationships with university partners, athletic department staff, and internal stakeholders—serving as a trusted and respected representative of both Learfield and the university.
• Lead the execution and optimization of the school’s multimedia rights agreement, ensuring alignment with institutional values, branding, and long-term goals.
• Oversee a local team that may include both individual contributors and people managers, providing direction, mentorship, and development opportunities.
• Drive revenue growth by setting strategic direction for sponsorship sales and guiding the pursuit of high-value, multi-platform partnerships.
• Build and manage a portfolio of regional and national corporate sponsors, ensuring client satisfaction and long-term retention.
• Collaborate with university stakeholders and Learfield teams (e.g., integrated marketing, research, digital, legal) to develop and deliver innovative, value-driven campaigns.
• Own property-level financial planning, including annual budgeting, forecasting, and performance analysis tied to revenue and profitability targets.
• Serve as the face of the partnership at key campus and community events, elevating the visibility and impact of Learfield’s collaboration with the university.
• Champion a high-performance, team-first culture by modeling accountability, adaptability, and collaboration across both local and enterprise teams.
• Identify and pursue new revenue opportunities that drive innovation, business expansion, and alignment with the university’s evolving priorities.

Qualifications:

• 10+ years of progressive experience in sponsorship sales, sports marketing, media rights, or a related B2B revenue-generating role.
• Proven success leading high-impact teams and driving revenue growth through integrated marketing and partnership sales.
• Demonstrated ability to manage complex stakeholder relationships, including executive-level university contacts and senior brand partners.
• Strong command of marketing strategy across traditional, digital, and experiential channels.
• Experience managing budgets, analyzing performance metrics, and making data-driven business decisions.
• Excellent communicator with strong presentation, relationship-building, and influencing skills.
• Ability to lead through change, coach others, and inspire collaboration in a fast-paced environment.
• High level of integrity, professionalism, and business judgment.
• Willingness to work flexible hours, including evenings and weekends as needed to support athletic events or client activations.

Preferred Qualifications:

• Experience working directly with or within collegiate athletics or higher education.
• Bachelor’s degree from an accredited 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.

• Medical
• Dental
• Vision
• Health Savings Account
• Life Insurance and Other Insurance Plans
• Flexible Paid Time Off (minimum 10+ days annually)
• Parental Leave
• 20 Paid Holidays
• 401(k) + Match
• Short/Long Term Disability

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