Dylan McKitterick

Responsibilities: McKitterick, who oversees two full-time staff members and the consumer marketing student staff, leads revenue generation efforts for Virginia Tech Athletics in three key areas – stakeholder acquisition, conversion and retention across ticket sales and annual fund products. He creates and implements consumer acquisition campaigns with a heavy focus on donor growth, and evaluates the performance of campaigns to understand the effectiveness of targeted donor growth efforts, while identifying new opportunities and audiences through continuous data analysis.

Joined VT Athletics Staff: 2021

At Virginia Tech: McKitterick first started as an assistant director, digital and email strategy, focusing on marketing automation initiatives, including prospect nurturing, consumer purchase process and post-purchase follow up. He oversaw the email marketing database and put an emphasis on target audience segmentation, data enrichment and database growth efforts. He was later promoted to Director of Digital Marketing & Revenue Growth Strategies in April 2023.

Prior to Virginia Tech: McKitterick worked at Illinois State as an assistant director, marketing for two years. He was the primary marketing contact for the women’s basketball program and oversaw the marketing efforts for women’s volleyball and softball. He developed marketing plans and wrote scripts for the public address announcer and in-game production, as well executing radio advertising, marketing plans for Reggie’s Kids Club and email communication on behalf of Illinois State athletics.

Prior to Illinois State, McKitterick was a marketing graduate assistant at Central Michigan, working towards his master’s degree in sports management. He was the primary marketing contact for women’s soccer, women’s gymnastics, women’s lacrosse and softball, as well as the secondary contact for football and men’s and women’s basketball. McKitterick coordinated activities for event staffing, orientations, professional development seminars and led all student staff on football game days. Before his one-year stint as a GA, he was a student intern for the marketing department at CMU for two years, handling membership activity, memorabilia requests, grassroots marketing materials and more.

Education: Central Michigan, 2017 (B.A. in sports management).

Of Note: McKitterick presented at PACnet 2023 on operational efficiency, focusing on customer journeys within the Oracle Eloqua product. He is a member of the National Association of Collegiate Directors of Athletics (NACDA) and National Association of Collegiate Marketing Administrators (NACMA).

Personal: A native of Coldwater, Michigan, McKitterick resides in Christiansburg.