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NCAA names Gina Lehe as managing director of communications—strategy and branding

The NCAA has tapped a seasoned and respected college sports communications professional to oversee its branding and strategy efforts at the national office.  

Gina Lehe, senior director of external relations and branding for the College Football Playoff, will begin her role as managing director of communications—strategy and branding, on Nov. 4. She will report to Bob Williams, senior vice president of communications, and work closely with Erik Christianson, managing director of communications, as part of the NCAA communications leadership team.

“Gina has proven herself as an accomplished senior communicator while growing a respected brand within the college sports environment,” Williams said. “We are delighted she is joining our team to advocate for student-athletes in all sports and all divisions.”

Lehe will oversee efforts to continually frame the mission of college sports in the context of higher education and support the core purpose, goals and values of the NCAA. These efforts include utilizing primary research, branded content, communications planning, live events and targeted marketing communication efforts. She will supervise staff in the brand strategy and the creative and digital units in the main communications group at the national office.

Before joining the College Football Playoff in 2014, Lehe was director of media for the Rose Bowl Game and previously served as director of public relations for the Tostitos Fiesta Bowl and public relations manager for the Insight Bowl. She was named a Street and Smith’s Sports Business Journal Game Changer in 2017.

She graduated from Arizona with a bachelor’s degree in communications and served as a team statistician for the men’s basketball team at the university for three seasons while a student there.

“I am thrilled to join the NCAA communications group at the national office to further connect the public, the NCAA membership and all sports fans to the mission and purpose of the NCAA,” Lehe said. “I look forward to contributing to ongoing and new efforts to continually make college sports a pathway to opportunity for all college athletes.”