Edition #59
August 16, 2026
Welcome to The W Profile, a study of the women leading at the intersection of sports, media, and global business. As college athletics adopts professional structures, it is instructive to look to the visionaries who have already mastered the complexities of the corporate world. By bringing C-Suite lessons to the athletics community, this series will provide leaders with the insights necessary to build a lasting legacy.
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Introduction
As the President of BaAM Productions, a creative development and project services company, Roe is the visionary producer behind some of the most ambitious and recognizable "jewel events" in sports history.
From constructing the NHL’s outdoor Winter Classics to building an MLB-certified field in the middle of an Iowa cornfield, Roe has redefined the modern live sports experience.
Recognized as a Sports Business Journal Game Changer, she operates at the intersection of complex logistics, event safety, and pure theatrical magic.
From the Theatre to the Big Leagues
Roe’s executive trajectory highlights the immense value of cross-disciplinary expertise. She didn't begin her career in sports management; she is a graduate of the Technical Production program at Ryerson’s Theatre School in Toronto.
Working for years as an independent production and tour manager, and later as Vice President of Bronskill & Co., Roe mastered the art of building massive, temporary experiential stages before establishing BaAM Productions. Her theatrical background provided the perfect operational framework for sports leagues looking to manufacture scale, spectacle, and narrative. Under her leadership, BaAM has become the go-to resource for FIFA, the NFL, the NHL, and Major League Baseball.
Agility, Safety, and Authentic Experiences
Roe approaches her massive production mandates with a strategy that balances strict operational discipline with a deep respect for the cultural environment. Her playbook encompasses three critical pillars:
➤ Theatrical Immersion: Because of her background in technical theatre, Roe approaches event production as storytelling. She understands that a successful jewel event doesn't just replicate a stadium; it leverages the unique location—whether it's Rickwood Field or a military base at Fort Bragg—to create an immersive narrative for both the fans on-site and the millions watching on television.
➤ Safety as a Leadership Principle: When dropping massive temporary infrastructure into unpredictable environments, Roe mandates a culture of health and safety. She operates with the philosophy that safety is not just a compliance checkbox, but a fundamental aspect of leadership that provides the foundation required for diverse project teams to take creative risks.
➤ Community Integration: Roe recognizes that BaAM cannot build a massive pop-up event in isolation. She prioritizes integrating the local community into the operational blueprint, relying on the people who actually live in the environment to help convert the space, turning logistical hurdles into civic partnerships.
The MLB at Field of Dreams
While BaAM Productions has a sprawling portfolio, Roe's legacy is forever tied to the audacious execution of the MLB at Field of Dreams game. Partnering with MLB and local visionaries, her team was responsible for the monumental task of dropping an 8,000-seat, professional-grade pop-up stadium into the middle of a working Dyersville, Iowa cornfield without destroying the authenticity of the original 1989 movie set.
As the event made its highly anticipated return in August 2026, Roe highlighted how the massive undertaking had evolved from a one-off logistical miracle into a sustainable blueprint. She noted that BaAM and the local community had successfully developed the operational "recipe" for future years, seamlessly adding permanent infrastructure like updated plumbing that integrated perfectly into the rural landscape.
By successfully blending the rigid technical requirements of Major League Baseball with the emotional resonance of a beloved film, Roe proved that with the right production leadership, the limits of live sports presentation are bound only by imagination.
Takeaways
➤ The Power of Non-Traditional Backgrounds: Her journey from theatre production to the highest levels of sports operations proves that technical mastery and logistical expertise are highly transferable skills that leagues desperately need.
➤ Logistics Dictate Magic: The emotional resonance of a game played in a cornfield or on a frozen lake is only possible because of the grueling, unglamorous logistical frameworks that Roe’s team implements behind the scenes.
➤ Empowering the Local Ecosystem: By openly crediting the people of Dyersville as the "perfect hosts" and essential partners in the conversion of the space, Roe demonstrates that global event producers must build trust with local stakeholders to execute complex builds.
➤ Creating Sustainable Blueprints: By viewing massive logistical challenges not as one-off hurdles but as the creation of a repeatable "recipe," she ensures that temporary jewel events can evolve into sustainable, multi-year franchises.
Read. Watch. Listen.
READ: Radio Iowa's coverage of the August 2026 return of the Field of Dreams game, directly quoting Roe on how BaAM Productions and the people of Dyersville developed the perfect "recipe" for seamlessly integrating the stadium into the Iowa landscape. (link)
READ: Roe talks with Fast Company’s FastCo Works studio about the development of the Field of Dreams game and why “transparent collaboration” is so important. (link)
READ: A profile on her recognition as a Sports Business Journal Game Changer, unpacking her organizational philosophies of agility and innovation that established her as a trusted go-to-resource for international federations. (link)
Quote to Remember
I’m always interested in what’s next, and the company takes the shape of the opportunities. For me, it’s the best opportunity for everybody to do all the things they’re great at, and do some things they haven’t done before.
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(Posted from most recent over the last 15 days)
(NEW!) Assistant Coach - Cross Country and Track & Field (Cleveland State University / Cleveland, OH): Serve as the Assistant Cross Country and Track and Field Coach for our Women program nesseled in downtown Cleveland, Ohio. More details HERE.
(NEW!) Director of Compliance & Governance (Pac-12 Conference / San Ramon, CA): The Director of Compliance and Governance plays a critical role in supporting and administering the Pac-12 Conference’s NCAA and Conference compliance programs. More details HERE.
(NEW!) Assistant Athletic Director for Creative Strategy & Social Media (University of Texas at Dallas / Richardson, TX): The Assistant Athletic Director for Creative Strategy and Social Media serves as the Athletics Department coordinator of game-day promotions, social media and marketing. More details HERE.
Athletic Assistant Director of Compliance (Kennesaw State University / Kennesaw, GA): Oversees athletic compliance with NCAA, conference, and university regulations; monitors adherence, provides training, and supports development and implementation of compliance policies. More details HERE.
Assistant Women's Bowling Coach, Part-time (Duquesne University / Pittsburgh, PA): Under the general direction of the Head Coach, the Asst. Women's Bowling Coach is responsible for the overall development, recruitment, training and competitive success of the women's bowling program. More details HERE.
Assistant Equipment Manager (Army West Point / West Point, NY): Procuring, supervising, and maintaining uniforms, equipment, and gear for all athletes, coaches, and support staff, ensuring that all health and safety measures are implemented and maintained. More details HERE.
Athletic Trainer (Army West Point / West Point, NY): Provides care, prevention, treatment, and rehabilitation of athletic injuries and related problems in cadet-athletes. Assumes primary responsibility for assigned team - Men's Soccer. More details HERE.
Part-Time Assistant Men's Volleyball Coach (Loras College / Dubuque, IA): Performs volleyball coaching and management activities, including recruitment of student-athletes in a National Collegiate Athletic Association--Division III intercollegiate Men's Volleyball program. More details HERE.
Coordinator, Creative Video & Reporter (Army West Point / West Point, NY): Developing, producing, and executing original multimedia content that enhances the visibility and reputation of Army West Point Athletics. More details HERE.
Director, Marketing and Fan Experience, Athletics (Kennesaw State University / Kennesaw, GA): Assists with coaching, recruiting, scheduling, budgeting, fundraising, player development, academic support, & administrative duties while ensuring compliance with KSU, NCAA, & conference regulations. More details HERE.
Coordinator of Intercollegiate Programming (Princeton University / Princeton, NJ): As the primary scheduler, the coordinator issues contracts for varsity contests, serves as game day event ops manager, provides support to Director, and coordinates the use of Teamworks for Athletics. More details HERE.
Associate Director of Athletic Compliance (Syracuse University / Syracuse, NY): Manages day-to-day compliance operations for 4 NCAA Division I sports. This role leads the admissions, VISA/ I-20 logistics and initial eligibility certification for all sports. More details HERE.
Assistant Athletic Director, Marketing (California Polytechnic State University – San Luis Obispo / San Luis Obispo, CA): Cal Poly Athletics is seeking an experienced athletics marketing professional to join our team. More details HERE.
Director of Athletics Eligibility & Institutional Services (Colgate University / Hamilton, NY): A critical role within Colgate Athletics' student-athlete holistic support structure, primarily overseeing athletics eligibility and institutional services supporting the student-athlete experience. More details HERE.
Director, Social Media & Digital Content (University of Arizona / Tucson, AZ): Turn moments into movements. Lead Arizona Athletics' social media strategy and digital storytelling to connect, engage, and grow the Wildcat community. More details HERE.
Assistant Director, Financial Reporting & Analysis (University of Notre Dame / Notre Dame, IN): The Assistant Director, Financial Reporting & Analysis serves as a key financial contributor responsible for operational execution and analytical oversight of the department's financial activities. More details HERE.
Assistant Athletic Director of Business and Finance (Florida International University / Miami, FL): Manages daily operations and financial impact of sport team activities in assigned area and oversees the coordination of travel for intercollegiate athletics Teams, etc... More details HERE.
Strength & Conditioning Coach (Army West Point / West Point, NY): Directly supervise the performance training program of Olympic sports assigned teams. Contributing to the wellness of cadet-athletes, assisting cadet-athletes in optimizing competitive performance. More details HERE.
Executive Associate / Assistant Director of Administration (University of Arizona / Tucson, AZ): Support executive leadership at Arizona Athletics by managing high-level operations, confidential communications, and the daily functions of the Director of Athletics' office. More details HERE.
Assistant Athletic Director, Communications (California Polytechnic State University – San Luis Obispo / San Luis Obispo, CA): Cal Poly is looking for an experienced Sports Information Professional to join our team. More details HERE.
Strength & Conditioning Intern (Army West Point / West Point, NY): Gain exposure to Division I athletics and military/tactical training, continuing professional education, the opportunity to further develop as coaches in a practical setting. More details HERE.
Director of NIL Creative & Strategy - Creative Services (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Develop innovative strategies to increase athlete NIL value, generate revenue opportunities, strengthen recruiting efforts, and position Florida Athletics as a national leader in athlete branding. More details HERE.
Head Cross Country Coach/Assistant Coach for Men's and Women's Indoor and Outdoor Track & Field/Physical Education & Wellness Instructor (Massachusetts Institute of Technology – MIT / Cambridge, MA): This is a full-time (10-month appointment) benefits eligible position with full oversight of Men's & Women's Cross Country teams, assist with Indoor & Outdoor Track & Field. More details HERE.
Assistant Athletics Director, Athletic Communications (Army West Point / West Point, NY): Provides strategic leadership for all athletic communications, media relations, storytelling, and public relations efforts across 30 NCAA D1 programs. More details HERE.
Athletic Trainer (Missouri State University / Springfield, MO): To assist with the health and safety of student athletes. Assist with the coverage of athletic training services, sport coverage and rehabilitation and treatment of student athletes. More details HERE.
Athletic Trainer (Army West Point / West Point, NY): Provides care, prevention, treatment, and rehabilitation of athletic injuries and related problems in cadet-athletes. Assumes primary responsibility for an assigned athletic team(s). More details HERE.
Assistant Director, Event Management & Championships (Army West Point / West Point, NY): Contributing in the following areas: event management, football gameday operations, the planning & execution of NCAA & conference championships, game & facility scheduling, game contracts, camps, etc. More details HERE.
Head Women's Lacrosse Coach (Juniata College / Huntingdon, PA): Juniata College seeks a dynamic Head Women's Lacrosse Coach to lead, mentor, and build a culture of excellence on and off the field. More details HERE. What would it cost to move to Huntingdon? Click HERE
Head Football Equipment Manager (Florida International University / Miami, FL): Oversee all football equipment operations, including oversight of equipment staff and volunteers, inventory control, equipment reconditioning, communication systems, and the procurement and ordering. More details HERE.
Assistant Director of Compliance (Syracuse University / Syracuse, NY): Responsibilities include but are not limited to coordination of day-to-day compliance activities; primary contact for 4 sports. More details HERE.
Manager, Partnership Marketing (University of Arizona / Tucson, AZ): Join Arizona Sports Enterprises to execute sponsorship activations, strengthen partner relationships, and bring innovative marketing campaigns to life for Arizona Athletics. More details HERE.
Coordinator, Major Gifts (University of Arizona / Tucson, AZ): Join Arizona Athletics as Coordinator of Major Gifts, creating meaningful donor recognition experiences and strengthening relationships that fuel championship excellence. More details HERE.
Director, Major Gifts (University of Arizona / Tucson, AZ): Build meaningful donor relationships and inspire philanthropic investment in Arizona Athletics through strategic stewardship, engagement, and fundraising that fuels Wildcat success. More details HERE.
Compliance Intern (Army West Point / West Point, NY): Interns in Athletics Compliance will gain experience in NCAA bylaw regulation, federal Title IX regulation, legislative affairs, and data analytics and reporting. More details HERE.
Video Coordinator - Athletics (Missouri State University / Springfield, MO): The Video Coordinator will plan, shoot, edit, and produce all video content used by the Athletics department in support of the promotion and success of its intercollegiate athletics programs. More details HERE.
Marketing Coordinator (College Coaches Skills Camp (CCSC) / Remote): You'll work directly with the CEO to execute the company's marketing vision while owning the day-to-day execution of the marketing engine that drives athlete registrations. More details HERE.
Assistant Director of Development, Leadership Giving (University of Texas – Austin / Austin, TX): This position is in charge of maximizing revenues from leadership fundraising initiatives, including capital, DeLoss Dodds Leadership Team, the United Texas Circle, and endowed giving opportunities. More details HERE.
Assoc. Head Women's Swimming & Diving Coach (Army West Point / West Point, NY): Coaching Cadet-athletes, recruiting, monitoring Cadet-athletes' academic progress, scheduling, managing travel, overseeing the discipline and conduct of the Cadet-athletes. More details HERE.
Assistant Athletic Director, Major Gifts (University of Arizona / Tucson, AZ): Join Arizona Athletics and help fuel championship excellence by building meaningful donor relationships and securing major gifts that support scholarships, programs, and facilities. More details HERE.