General Manager - James Madison University

Learfield•Harrisonburg, VA

About The Position

Learfield is seeking a driven and collaborative General Manager to lead its Sports Properties and serve as the primary Learfield liaison to James Madison University’s Athletics Department. The position oversees the university’s athletics multimedia rights agreement and corporate partner platform, cultivates trusted relationships across campus, and contributes to a successful long-term partnership between Learfield and the university. The General Manager oversees day-to-day property operations and supports sales by working with internal and external stakeholders. The role manages and mentors a small team, collaborates with university leadership, and helps implement marketing and sponsorship strategies aligned with Learfield’s and the university’s goals. It is suited to someone with a foundation in sponsorship sales, operations, and partner management who is ready to grow as a leader.

Requirements

At least 6 years of experience in sponsorship sales, sports marketing, or a 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, traditional and digital marketing channels, and activation.
Effective communication, relationship-building, and presentation skills.
Ability to collaborate across multiple teams and work effectively with external partners.
Strong organizational skills and ability to manage multiple priorities and meet deadlines.
Comfort operating in a fast-paced and evolving environment.
High integrity, sound judgment, and a team-first mindset.

Nice To Haves

Experience working in or around collegiate athletics or higher education.
Bachelor’s degree from a four-year college or university.

Responsibilities

Serve as the primary liaison between Learfield and the Athletics Department, Athletic Director, and key staff.
Manage 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 direction, coaching, and performance support.
Achieve individual and team revenue goals by selling integrated sponsorship packages across traditional, digital, social, and experiential platforms.
Develop relationships with organization contacts, sponsors, and other stakeholders to drive value and engagement.
Collaborate with regional and corporate support teams, including research, marketing, digital, and legal, to support seamless operations and client satisfaction.
Develop and manage annual budgets, business plans, and forecasts to 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 relationships with organization partners, athletic department staff, and internal stakeholders, serving as a trusted representative of Learfield and the property.