SMU names Assoc. ADs for Revenue & Marketing/Fan Experience

[PonyPride]

From SMUMustangs.com:

Gordon Promoted; Sullivan Joins SMU as Associate A.D. Of Marketing & Fan Experience

DALLAS (SMU) - Alex Gordon has been promoted to Associate A.D. for Revenue Generation and Mikaela Sullivan is joining SMU as Associate A.D. for Marketing and Fan Experience, Director of Athletics Rick Hart announced on Monday.

Gordon earned the promotion to the newly-created position after spending the past two years as the Assistant A.D./Marketing & Promotions. While in the position, Gordon led a marketing and sales strategy that has already resulted in the most season tickets sold in Ford Stadium history entering the 2024 season. He also helped increased men's basketball attendance by 33% while exceeding revenue goals in 2023-24, highlighted by the first sellout in Moody Coliseum since the 2017-18 season. His new responsibilities will include creating a comprehensive plan to enhance all revenue generation opportunities within the department, assisting the department in using data analytics to evaluate ticket prices and market trends and working collaboratively with the marketing, ticket sales and the ticket operations teams to execute comprehensive sales campaigns. He will also assist the Deputy A.D./Chief Revenue Officer with leading special projects such as the Game Changer Program.

Sullivan arrives on the Hilltop after spending the past two years at Baylor as Director of Strategic Marketing for Basketball. While in Waco, she was responsible for the strategic marketing efforts and oversight of fan engagement for Baylor men's and women's basketball programs. During her time, she helped achieve the record for most men's basketball season ticket sold and most consecutive student section sellouts. She was also a member of the Baylor marketing team that won bronze for NACMA's Digital Engagement campaign in 2023.

Staff changes and additions are just a small part of the steps SMU is taking as it prepares to enter the Atlantic Coast Conference on July 1, 2024. Since September 1, SMU and SMU Athletics have worked tirelessly in preparation for joining the ACC. Areas of focus are many, but of note are fundraising, NIL, ticket sales, fan engagement, gameday and in-game experience, communications, staffing, facilities and budget. In addition to talented staff and university colleagues, SMU has partnered with a wide array of experts in their fields to capitalize on the momentum and maximize the impact of the move. In collaboration with these internal and external partners and industry leaders, SMU is tracking, reporting, and communicating regularly to create buy-in and accountability across campus and with strategic partners, manage expectations and avoid surprises, accomplish greatness, and celebrate this historic move.