Lance Dozier

Responsibilities: Dozier oversees the revenue strategy and digital innovation unit at Virginia Tech Athletics, driving revenue generation through email marketing, digital advertising, social media, website management, mobile apps and SMS campaigns. He also manages ticket pricing, forecasting and sales timelines, while collaborating with the fundraising unit on annual fund initiatives. In addition, Dozier plays a key role in stakeholder engagement, data collection and brand advocacy, ensuring cohesive brand messaging across all platforms.

Joined VT Athletics Staff: 2017

At Virginia Tech: Dozier began his career at Virginia Tech in 2017 within the strategic communications office, starting as an assistant and later as an assistant director. He served as the lead PR contact for multiple sports and executed media relations and social media efforts for each team. In 2021, he transitioned to the newly-formed digital strategy and innovation department and was promoted to director, where he played a pivotal role in managing the digital presence for football and the main athletics channels. In 2022, he was promoted to assistant athletic director, where he began overseeing the digital strategy and innovation office. He was promoted again in 2024 to associate athletic director, and has been instrumental in several successful projects, ranging from revenue growth to brand campaigns.

Prior to Virginia Tech: Before joining Virginia Tech, Dozier worked in athletic communications at Western Kentucky from 2015-17. Dozier also interned with Athlon Sports, contributing to college football coverage, and served as a student intern in the athletic department at Bethel (Minn.), where he was a letterwinner in both football and baseball.

Education:

- M.S. in Recreation, Sport Administration, Western Kentucky University, 2017

- B.A. in Business, Human Resources, Bethel University, 2015

Of Note: Dozier has volunteered at numerous high-profile sporting events, including NCAA and conference tournaments, as well as FBS bowl games. He is an active member of the National Association of Collegiate Marketing Administrators (NACMA), serving on the revenue generation committee and participating in the mentor/mentee program. Dozier was named a finalist for the 2022 Frank Beamer Staff Excellence Award, recognizing his leadership and impact within the athletics department.

Personal: A native of Rochester, Minnesota, Dozier resides in Christiansburg, Virginia. He is heavily involved at his church, volunteering with the middle school and high school youth groups, and serves as the communications lead on the Virginia Tech Fellowship of Christian Athletes (FCA) board.