Staff Directory
- Title:
- Senior Associate Athletics Director, Marketing
- Email:
- Phone:
- (304) 293-9977
Erin Gibson returned to West Virginia University in November 2023 as Senior Associate Athletic Director for Marketing.
Gibson oversees the department’s full marketing ecosystem, setting strategy across all initiatives and revenue areas, including the Mountaineer Athletic Club and Gold and Blue Enterprises, Inc. From ticket sales and fan engagement to NIL and lead generation, she connects data, digital platforms, and creative to move fans from first touchpoint to lifelong investment in WVU Athletics. Her team builds systems that scale through integrated marketing funnels, automated nurture strategies, and high-impact fan engagement designed to convert attention into action.
She also leads the department's efforts for game entertainment and the overall fan experience. WVU Athletics Marketing focuses on creating intentional, high-energy environments that deepen emotional connection, elevate the in-venue product, and turn game day into a must-attend experience for fans and student-athletes alike.
Prior to her return to Morgantown, Gibson served as Assistant Athletics Director for Revenue Campaigns at the University of Illinois, where she delivered a 36 percent increase in football season ticket sales and an 11 percent increase in men’s basketball season tickets. She led integrated digital and CRM strategy across Paciolan, Oracle Eloqua, and Salesforce, building a more connected and data-informed approach to revenue generation.
Her background also includes leadership roles in both marketing and development, including time at the Campaign for Carolina at the University of North Carolina and a previous stint at Illinois as Director of Marketing. She originally began her WVU career from 2014 to 2018, including two years as Director of Marketing.
A native of Kent, Ohio, Gibson earned two bachelor’s degrees at Arizona State University, one in business communications and the other in business legal studies. While at Arizona State she was also captain of the Sun Devils’ Spirt Squad. She earned her master’s degree in sport management from WVU in 2016.
Gibson and her husband, Cody, have two sons, Mac and CJ. Since 2021, she has also served as an adjunct professor in WVU’s sport management master’s program, mentoring students on the intersection of strategy, marketing, and the future of college athletics.
