national champs baby
U-M Athletics Release: Chief Marketing Officer Announcement
The Athletics Department has announced the hiring of Hunter Lochmann as the department's first ever Chief Marketing Officer. This was a move discussed by Dave Brandon in his November interview with Crain's Detroit Business (previously highlighted here).
You'll get an idea of what the CMO's responsibilities will be by looking at the description provided in the press release of Lochmann's duties as vice president for marketing with the New York Knicks.
As you might imagine, this hiring is likely to presage the continued proliferation of corporate sponsorships (e.g., Arby's, Tim Horton) of various aspects of Michigan's athletics programs.
On a less cynical note, here's what Brandon said in his CDB interview about the CMO:
"The first thing you need to do is resource properly against the areas that are very important. This is a department that's been under-resourced in terms of marketing muscle and expertise," he said, noting that just three people worked on marketing for UM athletics. The new CMO will add more staff. "(We will) craft the message a little better in the media in terms of who we are, what's going on here and why it ought to be attractive to people," he said.
In this day and age of instant media, brand management is something that can't be taken for granted. Having a dedicated CMO and a bulked up marketing staff may pay benefits to the university and the athletics department if it's executed in a manner that emphasizes Michigan tradition without overdosing on the corporate tie ins. Ultimately the job should be about selling the University of Michigan, not selling sponsors' products.
We shall see how it turns out.
Lochmann Named U-M Athletics Department's First Chief Marketing Officer
ANN ARBOR, Mich. -- University of Michigan director of athletics Dave Brandon announced today (Thursday, Dec. 2) the hiring of Hunter Lochmann as the first chief marketing officer in the history of the school's department of intercollegiate athletics. Lochmann will assume a senior associate athletics director role within the department and will be a member of Brandon's leadership team. Lochmann will start his appointment on Dec. 13.
"Hunter is an experienced, energetic guy who brings a wealth of talent and many years of athletics marketing experience to our department," said Brandon. "He will lead the marketing and branding initiatives for Michigan Athletics. We welcome Hunter, his wife Kristin and their three children to the Michigan family."
"I couldn't be more excited to be joining one of the most prestigious athletic departments in the nation," said Lochmann. "Growing up a huge sports fan and working in sports, the Michigan brand has always stood for excellence -- both in athletics and academics -- and I look forward to joining the great tradition there."
Lochmann has been the vice president for marketing with the New York Knicks of the National Basketball Association (NBA) since 2005. He was responsible for leading all marketing, advertising, promotional and branding efforts for the Knicks, with the primary objectives of customer acquisition and retention, brand engagement and promotion activation.
Lochmann created and executed sales and marketing programs for ticket sales, including season subscriptions, partial plans, group sales and individual tickets. He managed all internal digital assets, including website, social media, mobile and e-mail, and incorporated them all into the overall marketing and communications plan. Lochmann also developed and implemented go-to-market media and marketing plans for sales and branding encompassing all media channels, including online (display and search), TV, print, out-of-home and radio.
From 2000 to 2004, Lochmann served as the senior manager of team marketing and business operations for the NBA with a focus on advertising, promotions and fan development.
Lochmann was the senior marketing manager for MAI Sports in Overland Park, Kan., from 1996-2000. He focused on sponsorship and event management for Sprint with NFL and NASCAR properties.
A native of Massachusetts, Lochmann earned a bachelor's degree in sports management from the University of Kansas in 1994. He received his master's degree in sports management from the University of Massachusetts-Amherst in 1996.
Lochmann and his wife, Kristin, have a son Sutton, daughter Elyse, and a new baby son, Beau.
Media Contact: David Ablauf (734) 763-4423