Associate Director, Gameday Entertainment

About Berkeley

At the University of California, Berkeley, we are dedicated to fostering a community where everyone feels welcome and can thrive. Our culture of openness, freedom and belonging make it a special place for students, faculty and staff.

As a world-leading institution, Berkeley is known for its academic and research excellence, public mission, diverse student body, and commitment to equity and social justice. Since our founding in 1868, we have driven innovation, creating global intellectual, economic and social value.

We are looking for applicants who reflect California's diversity and want to be part of an inclusive, equity-focused community that views education as a matter of social justice. Please consider whether your values align with our Guiding Values and Principles, Principles of Community, and Strategic Plan.

At UC Berkeley, we believe that learning is a fundamental part of working, and provide space for supportive colleague communities via numerous employee resource groups (staff organizations). Our goal is for everyone on the Berkeley campus to feel supported and equipped to realize their full potential. We actively support this by providing all of our full-time staff employees with at least 80 hours (10 days) of paid time per year to engage in professional development activities. Find out more about how you can grow your career at UC Berkeley.

Departmental Overview

The Department of Intercollegiate Athletics consists of more than 275 staff members and coaches and sponsors 30 varsity sports programs. These 30 programs include more than 850 student-athletes who participate in the various sports programs annually within the National Collegiate Athletics Association.

Application Review Date

The First Review Date for this job is: April 28, 2026

Responsibilities

As the primary architect and authority for live athletic productions, this role orchestrates the strategic integration of complex scripting, control room operations, and real-time show calling within high-stakes, unscripted environments.

You will lead strategic fan and gameday entertainment for Women's Basketball and Oski Village for Football and be responsible for creative concepting, show calling, and overseeing gameday presentation and entertainment for Cal Women's Basketball. You will navigate these high-pressure settings with split-second analysis to resolve unprecedented broadcast and venue issues, ensuring a flawless entertainment experience. By formulating a comprehensive fan-experience strategy, you will align multi-departmental goals including marketing, sponsorship, and broadcast production into a powerful emotional narrative that elevates the brand.

Additionally, you will architect a professional-grade training ecosystem, scaling and mentoring a student workforce to execute elite, Power 4-caliber productions with precision and excellence.

Show Direction & Executive Production:

• Serve as the show caller and lead architect for all home Women's Basketball athletic events and support the Assistant AD, Gameday Entertainment with Football; orchestrate end-to-end production including detailed scripting, technical control room oversight, video board integration, and musical atmosphere to ensure a professional-grade fan experience while ensuring it meets the standards of a premier entertainment event.

Strategic Brand & Revenue Integration:

• Align marketing campaigns, sponsorship activations, and NIL initiatives into the live show flow; transform commercial requirements into organic, high-energy entertainment segments that drive partner ROI and department revenue.

Talent Recruitment & Mentorship:

• Mobilize and supervise a scalable workforce of students and interns; architect a professional-level training program that mentors staff in live production, technical execution, and brand-consistent storytelling.

Cross-Functional Collaboration:

• Synchronize with Facilities, Operations, Marketing, and Spirit squads to ensure seamless logistics; act as the primary point of contact for integrating departmental goals into the live event framework.

Innovation & Experience Design:

• Spearhead the evolution of gameday traditions by integrating emerging technology (lighting, mobile apps, AI) and data-driven fan feedback to modernize the atmosphere and attract elite recruits and brands.

Budgeting & Strategy:

• Manage gameday entertainment budgets, track expenses, and evaluate the fan engagement via feedback and data to improve future events.

Quality Control & Post-Event Analysis:

• Govern the post-game review process by analyzing fan sentiment and production performance; implement continuous improvements to maintain Power 4 conference excellence.

Required Qualifications

• Expert ability to direct live, multi-camera productions, cueing audio, video, lighting, and on-field talent with precision.
• Deep knowledge of professional broadcast hardware and show-flow software.
• Skill in drafting minute-by-minute Rundowns of Show (ROS) that integrate technical cues with entertainment segments.
• Proficiency in integrating modern fan-engagement tools like synchronized LED lighting, mobile app triggers, and AI-driven content.
• Ability to translate corporate partner KPIs into organic, high-energy in-venue "moments" that drive ROI without losing the crowd.
• Skill in analyzing fan sentiment and attendance data to engineer emotional arcs that increase loyalty and revenue.
• Expert understanding of brand storytelling to ensure every video, graphic, and announcement reinforces the Cal identity.
• Knowledge of navigating Name, Image, and Likeness (NIL) regulations to highlight student-athletes within the live show flow.
• Problem-solving skills; multi-task, work with frequent interruptions, and effective listener.
• Strong skills in coaching and mentoring lower-level staff.
• Time and project management skills to effectively establish priorities and meet competing deadlines both for themself and the team.
• Interpersonal communications and people management skills to interact effectively with a variety of clients, staff, and vendors.
• Strong skills and fiscal responsibility to plan and manage the Gameday Entertainment budget.
• Experience recruiting, supervising, and scheduling numerous students/interns across multiple simultaneous events.
• Ability to synchronize goals between units.
• Familiarity with the production benchmarks of elite NCAA conferences or professional sports leagues.
• Must maintain current knowledge of applicable rules and standards of the Atlantic Coast Conference, the National Collegiate Athletic Association (NCAA), as well as other associations and agencies to which the Berkeley campus of the University of California adheres, and, at all times avoid any and all violations of these rules and standards.
• Advanced knowledge of program activity and best practices.
• Problem-solving skills; multi-task, work with frequent interruptions, and effective listener.
• Excellent verbal and written communication skills.
• Proficiency in the use of computer applications relevant to job duties.
• Bachelor's degree in related area and / or equivalent experience / training.

Salary & Benefits

For information on the comprehensive benefits package offered by the University, please visit the University of California's Compensation & Benefits website.

Under California law, the University of California, Berkeley is required to provide a reasonable estimate of the compensation range for this role and should not offer a salary outside of the range posted in this job announcement. This range takes into account the wide range of factors that are considered in making compensation decisions including but not limited to experience, skills, knowledge, abilities, education, licensure and certifications, analysis of internal equity, and other business and organizational needs. It is not typical for an individual to be offered a salary at or near the top of the range for a position. Salary offers are determined based on final candidate qualifications and experience.

The budgeted salary or hourly range that the University reasonably expects to pay for this position is $65,000 - $95,000

• This is a full-time (40 hours/week), career position that is eligible for UC Benefits.
• This is an exempt monthly-paid position.