Revamping Georgia Tech Athletics Multimedia Days

Role

As Assistant Athletic Director - Brand, Content, & Digital Strategy, I led the overhaul of Georgia Tech Athletics multimedia days, developing the content strategy, coordinating production, and ensuring each sport received the resources and visibility needed to support recruiting, social media, and in-venue experiences.

Challenge

Historically, multimedia days were heavily focused on football, leaving most other sports with minimal coverage due to limited staff and resources. As a result, non-football teams lacked high-quality photos and videos for marketing, recruiting, and athlete-driven content. The shoots that did occur were basic, typically a single backdrop photo session and, when applicable, a short videoshoot for teams with videoboards. The limited scope meant the content only served a few isolated purposes rather than driving impact across channels.

Actions

Recognizing the need for a more balanced and scalable approach, I expanded the scope of multimedia days to maximize efficiency and creative output across all sports.

• Developed a comprehensive content plan to align creative priorities across marketing, recruiting, and athlete branding.

• Coordinated logistics, scheduling, and creative direction for each team’s multimedia day.

• Introduced a tiered production model that ensured every team received high-quality media while maintaining efficiency.

• Expanded deliverables to include:
  • Backdrop photoshoot
  • Videoshoot for GIFs and motion assets
  • Photoshoot at the GIF station
  • Photos from the intro videoshoot for cross-platform use

• Streamlined post-production workflows so photos and videos could be distributed quickly to internal teams, athletes, and media partners.

Results

• Elevated creative output across all 17 sports, dramatically increasing available content for social media, in-venue experiences, and recruiting.

• Empowered athletes and coaches with professional-grade content to use across personal and program platforms.

• Improved marketing team agility by expanding the pool of versatile visual assets.

• Contributed to Georgia Tech Athletics ranking #1 among all INFLCR partners in content uploads from July 2021 through June 2022.

Impact

The revamped multimedia days transformed Georgia Tech’s creative ecosystem, turning what was once a limited, football-centric effort into an inclusive, high-impact content engine. By implementing a scalable strategy and maximizing each production’s value, we created a unified visual identity across sports while fueling engagement, recruiting, and brand storytelling at every level.