Tyler Jones joined Northwestern Athletics in September 2021 and was promoted to Executive Senior Associate Athletics Director for Revenue Generation and Strategic Initiatives in August 2022.
Jones provides direct oversight and leadership of Northwestern Athletics’ revenue-producing units of the department, including ticket sales and operations, Northwestern Sports Properties, marketing, merchandise, trademark & licensing in addition to providing strategic leadership for community relations, communications, broadcast operations, and digital content. Jones also works intimately with NU apparel partner, Under Armour, and concessionaire Levy, on strategic initiatives that drive revenue and enhance the brand of NU athletics. Under Jones’ leadership, NU has developed a robust NIL framework that includes strategic partnerships with Altius Sports and The Brander Group that helps position NU student-athletes to maximize their NIL potential in this ever-changing landscape of Name, Image, and Likeness. In just 12 short months, Jones has reimaged the external operations units of the department by engaging in innovative partnerships. Jones was the architect in extending Northwestern Athletics' cutting-edge partnership with Paciolan, an industry leader in ticketing and marketing solutions for college athletics. Shortly after, Jones helped NU ink a multi-year partnership with Legends, a global ticket sales outfit focused on enhancing the fan experience while maximizing revenue generation through a streamlined, data-driven sales approach. Jones also serves on the executive leadership team while serving as the primary sport administrator for both the Men’s Basketball and Men’s Soccer programs.
Jones also serves as an adjunct faculty member at Baldwin Wallace University, teaching a sport marketing MBA course, where students gain an understanding of various aspects of sport marketing, including market research, promotions, advertising, public relations, and sport marketing strategy. Additionally, Jones served on the National Association of Collegiate Marketing Administrators (NACMA) board of directors from 2016-2020.
Jones joins the Wildcats from Cleveland State University where he has served as deputy director of athletics for external operations in July 2019. He oversaw all of the department's external units and functions including ticket sales, marketing, fan engagement, development, corporate partnerships, branding, media relations and communications, and served as the administrator for multiple sport programs.
Under Jones' leadership, CSU increased men's basketball attendance by 50% and pushed season ticket sales to their highest point in nearly a decade. He helped reestablish the department's annual giving program and led an advancement team that secured a record 2500+ gifts and pledges, one of the most successful fundraising years in program history. In consecutive years, Jones' media relations team was noted by 'Athletic Director U' as one the top-performing digital media units in the country.
Prior to his tenure at Cleveland State, Jones spent six years in the Big Ten Conference on the athletics marketing/fan development staff at Ohio State. He joined the Buckeyes athletic department in 2013 as the assistant director for fan experience and promotions and was quickly elevated to director of fan experience and promotions in 2014. Jones was promoted to assistant athletics director for fan engagement in 2016 where he oversaw, and provided leadership, for the fan experience, marketing and creative design units. He managed a budget of over $1 million and developed and executed revenue campaigns through sponsorships and ticket sales. Jones also served as a liaison for trademark licensing and the Ohio State marching band.
Jones led marketing and promotional efforts for revenue generation through ticket sales for Ohio State football. Under his guidance, the Buckeyes recorded the highest average attendance in university history in 2017. He also led marketing initiatives for men's and women's basketball, men's ice hockey, wrestling, women's gymnastics, softball and men's volleyball. Under Jones' leadership, his marketing team set 26 attendance records, while increasing ticket sales and attendance for 11 sport programs.
Jones has also been heavily engaged in professional development and mentorship throughout his career, and recently served a term on the board for the National Association of Collegiate Marketing Administrators (NACMA). He attended the D-1A Athletics Directors Institute in 2015 and the NCAA Leadership Institute in 2016 and, at Ohio State, served as a leader of the Wolstein Leadership Academy for Buckeye student-athletes.
Prior to his time in Columbus, Jones served as the head of athletics marketing and promotions at his alma mater, Eastern Michigan, and also was a marketing and sales assistant at University of Tennessee.
Jones was a standout on the Eastern Michigan football team from 2004-09. During his senior season, Jones was elected captain, named the team's most valuable player and tied the NCAA Division I record when he hauled in 23 receptions in a victory over Central Michigan. Following the conclusion of the football season, Jones captained the Eastern Michigan basketball team where he averaged 4.2 points and 1.9 rebounds per game.
He earned his undergraduate degree in marketing and business, and a Master of Science degree in sport management from Eastern Michigan.
Jones joined the Northwestern family along with his wife, Ashley and daughter Vada Loren.
Jones provides direct oversight and leadership of Northwestern Athletics’ revenue-producing units of the department, including ticket sales and operations, Northwestern Sports Properties, marketing, merchandise, trademark & licensing in addition to providing strategic leadership for community relations, communications, broadcast operations, and digital content. Jones also works intimately with NU apparel partner, Under Armour, and concessionaire Levy, on strategic initiatives that drive revenue and enhance the brand of NU athletics. Under Jones’ leadership, NU has developed a robust NIL framework that includes strategic partnerships with Altius Sports and The Brander Group that helps position NU student-athletes to maximize their NIL potential in this ever-changing landscape of Name, Image, and Likeness. In just 12 short months, Jones has reimaged the external operations units of the department by engaging in innovative partnerships. Jones was the architect in extending Northwestern Athletics' cutting-edge partnership with Paciolan, an industry leader in ticketing and marketing solutions for college athletics. Shortly after, Jones helped NU ink a multi-year partnership with Legends, a global ticket sales outfit focused on enhancing the fan experience while maximizing revenue generation through a streamlined, data-driven sales approach. Jones also serves on the executive leadership team while serving as the primary sport administrator for both the Men’s Basketball and Men’s Soccer programs.
Jones also serves as an adjunct faculty member at Baldwin Wallace University, teaching a sport marketing MBA course, where students gain an understanding of various aspects of sport marketing, including market research, promotions, advertising, public relations, and sport marketing strategy. Additionally, Jones served on the National Association of Collegiate Marketing Administrators (NACMA) board of directors from 2016-2020.
Jones joins the Wildcats from Cleveland State University where he has served as deputy director of athletics for external operations in July 2019. He oversaw all of the department's external units and functions including ticket sales, marketing, fan engagement, development, corporate partnerships, branding, media relations and communications, and served as the administrator for multiple sport programs.
Under Jones' leadership, CSU increased men's basketball attendance by 50% and pushed season ticket sales to their highest point in nearly a decade. He helped reestablish the department's annual giving program and led an advancement team that secured a record 2500+ gifts and pledges, one of the most successful fundraising years in program history. In consecutive years, Jones' media relations team was noted by 'Athletic Director U' as one the top-performing digital media units in the country.
Prior to his tenure at Cleveland State, Jones spent six years in the Big Ten Conference on the athletics marketing/fan development staff at Ohio State. He joined the Buckeyes athletic department in 2013 as the assistant director for fan experience and promotions and was quickly elevated to director of fan experience and promotions in 2014. Jones was promoted to assistant athletics director for fan engagement in 2016 where he oversaw, and provided leadership, for the fan experience, marketing and creative design units. He managed a budget of over $1 million and developed and executed revenue campaigns through sponsorships and ticket sales. Jones also served as a liaison for trademark licensing and the Ohio State marching band.
Jones led marketing and promotional efforts for revenue generation through ticket sales for Ohio State football. Under his guidance, the Buckeyes recorded the highest average attendance in university history in 2017. He also led marketing initiatives for men's and women's basketball, men's ice hockey, wrestling, women's gymnastics, softball and men's volleyball. Under Jones' leadership, his marketing team set 26 attendance records, while increasing ticket sales and attendance for 11 sport programs.
Jones has also been heavily engaged in professional development and mentorship throughout his career, and recently served a term on the board for the National Association of Collegiate Marketing Administrators (NACMA). He attended the D-1A Athletics Directors Institute in 2015 and the NCAA Leadership Institute in 2016 and, at Ohio State, served as a leader of the Wolstein Leadership Academy for Buckeye student-athletes.
Prior to his time in Columbus, Jones served as the head of athletics marketing and promotions at his alma mater, Eastern Michigan, and also was a marketing and sales assistant at University of Tennessee.
Jones was a standout on the Eastern Michigan football team from 2004-09. During his senior season, Jones was elected captain, named the team's most valuable player and tied the NCAA Division I record when he hauled in 23 receptions in a victory over Central Michigan. Following the conclusion of the football season, Jones captained the Eastern Michigan basketball team where he averaged 4.2 points and 1.9 rebounds per game.
He earned his undergraduate degree in marketing and business, and a Master of Science degree in sport management from Eastern Michigan.
Jones joined the Northwestern family along with his wife, Ashley and daughter Vada Loren.