Veteran media relations specialist to lead UCF's communications efforts.
Zack Lassiter serves as UCF Athletics' senior associate athletics director for external operations. He arrived at UCF in March after seven years with the University of Utah, most recently as associate athletics director for revenue generation.
At UCF, Lassiter directs the athletics external operations, which includes departmental oversight of the Knights' ticket sales and operations, marketing and promotions and communications offices, as well as serving as the primary liaison with IMG College and the University on licensing and merchandise.
In his most recent capacity with Utah, Lassiter served as the Utes' associate A.D. for revenue generation since 2010. He originally began his tenure in Salt Lake City in 2005 as director of ticket sales through 2006. He then spent 2006-10 as the Utes' assistant A.D. for corporate relations and ticket operations.
As the associate A.D. for revenue generation, Lassiter managed Utah's Annual Fund consisting of 10 full-time fundraising and ticketing employees that set new athletic department records for both ticket and donation revenue in 2011. He also developed a series of community outreach initiatives that strengthened relationships between athletics, the University and the local community. In addition, he assisted with the athletics program's new media strategic planning that resulted in several new communication vehicles to reach the school's vastly growing fan base. Lastly, he served as the tournament manager for the 2010 NCAA Men's Basketball Regional and represented Utah on the Pac-12 Football Championship Game Committee.
During his tenure overseeing Utah's corporate relations and ticket operations he created an outbound ticket sales department, negotiated a 10-year multimedia rights agreement on behalf of the athletics department and served as liaison with Utah Sports Properties. Lassiter also took on a wide array of additional duties, including scheduling for all non-conference football games and serving as sport administrator for the soccer and track and field teams.
Lassiter was hired at Utah in 2005 to direct the ticket sales staff, which included four full-time and 35 part-time employees. He prepared and oversaw the ticket office budget, ticket revenue projections and all financial reports involving season and single-game ticket sales. During his initial stint, he chartered a new system to improve customer service and satisfaction, developed a graphical email marketing plan involving the athletic director and ticket office that improved communication with university donors and season-ticket holders, and collaborated with his peer directors in development and marketing to oversee the donor seating program and ticket sales marketing plan.
Lassiter first arrived in Utah after spending two years as an assistant ticket manager at LSU, where he managed all daily deposits and year-end financial accounting for ticket sales and the football Tradition Fund. He also assisted in the implementation of a preferred seat program for football that generated $7 million in additional revenue. His responsibilities included ticket distribution for the 2003 Football SEC Championship Game, 2004 Nokia Sugar Bowl, 2004 NCAA Baseball Regional, Super Regional and College World Series, while coordinating the installation of a digital ticketing system, Access Management, for all men's basketball and baseball games.