Baker Restructures Administrative Duties
September 10, 2026 10:30 AM | General
MORGANTOWN, W.Va. – West Virginia University Vice President and Director of Athletics Wren Baker has restructured some administrative leadership duties within the department's senior staff to align and enhance focus on revenue generation, streamline efficiency and better serve WVU's student-athletes, coaches and staff.
Deputy Athletics Director and Senior Woman Administrator Natasha Oakes will now lead compliance, human resources and Title IX governance in addition to her SWA duties. Her new title will be deputy athletic director, chief administrative officer and SWA. She will continue to oversee women's basketball, men's and women's soccer, cross country, track and field and men's and women's swimming as well as overseeing each team's sport administrators.
Deputy Athletics Director Matt Wells will now oversee the department's academic and student-athlete development units in addition to the divisions of strength & conditioning, nutrition, athletic equipment, sports medicine, sports psychology, communications and digital media. His new title will be deputy athletic director for student-athlete services and performance, and he will continue to be the sport administrator for Mountaineer baseball and wrestling.
"We have restructured some of the duties of our administrative team, which will align our goals and benefit the department," Baker said. "Revenue generation is first and foremost in the current athletic climate, so that was a major emphasis in our restructuring."
As part of the revenue generation emphasis, senior associate athletic director for marketing, Erin Gibson, will now serve as executive senior associate athletic director for revenue, marketing and data analytics. Along with marketing and fan experience, her new role includes oversight of the department's Learfield Amplify ticket sales, trademark and licensing initiatives and expanded fiscal efforts with revenue generation partners of the department.
Additionally, Gold and Blue Enterprises CEO Don Robinson will now be the department's liaison to Learfield's Mountaineer Sports Properties. Robinson will also work with staff members on the athletics department's renewed efforts to bring concerts and events to Hope Coliseum and Milan Puskar Stadium.
Deputy Athletics Director and Senior Woman Administrator Natasha Oakes will now lead compliance, human resources and Title IX governance in addition to her SWA duties. Her new title will be deputy athletic director, chief administrative officer and SWA. She will continue to oversee women's basketball, men's and women's soccer, cross country, track and field and men's and women's swimming as well as overseeing each team's sport administrators.
Deputy Athletics Director Matt Wells will now oversee the department's academic and student-athlete development units in addition to the divisions of strength & conditioning, nutrition, athletic equipment, sports medicine, sports psychology, communications and digital media. His new title will be deputy athletic director for student-athlete services and performance, and he will continue to be the sport administrator for Mountaineer baseball and wrestling.
"We have restructured some of the duties of our administrative team, which will align our goals and benefit the department," Baker said. "Revenue generation is first and foremost in the current athletic climate, so that was a major emphasis in our restructuring."
As part of the revenue generation emphasis, senior associate athletic director for marketing, Erin Gibson, will now serve as executive senior associate athletic director for revenue, marketing and data analytics. Along with marketing and fan experience, her new role includes oversight of the department's Learfield Amplify ticket sales, trademark and licensing initiatives and expanded fiscal efforts with revenue generation partners of the department.
Additionally, Gold and Blue Enterprises CEO Don Robinson will now be the department's liaison to Learfield's Mountaineer Sports Properties. Robinson will also work with staff members on the athletics department's renewed efforts to bring concerts and events to Hope Coliseum and Milan Puskar Stadium.
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