Staff Directory
- Title:
- Associate Vice President, Athletics Marketing
Oversight: Creative and Brand Strategy, Social Media, Marketing
- Email:
AnaLee Rodriguez serves as associate vice president of athletics marketing at the University of South Florida, a role she began in October 2025. She leads integrated marketing strategies that drive fan engagement, revenue growth and brand visibility through storytelling, content, advertising, promotions, CRM and digital platforms.
Rodriguez overseesย marketingย for all sports and guides multidisciplinary teams across social media, creative + brandย โ including graphic design, motion, photography and video โ as well as growth marketing. She partners closely with communications, ticket sales,ย and live events to deliver cohesive, data-driven campaigns and impactful fan experiences.
Rodriguez has played a key leadership role in several major initiatives, including a SportsCenter on Campus activation and the NCAA March Madness first- and second-round games in Tampa at Benchmark International Arena. She also led marketing strategy for the head coach announcements of Brian Hartline, Kristy Curry and Chris Mack.
Rodriguez brings a diverse background spanning sports, media, entertainment and higher education. She owns a company where she has worked with more than 80 race car drivers and Olympians, as well as the U.S. Open and FIFA. Her early career includes roles with ESPN Radio and as a graphic and motion designer with the NBA. She also worked with The Walt Disney Co. at ESPN Wide World of Sports and Parks as a photographer and designer, and held an advertising role at Avalon Park.
At the University of Florida, Rodriguez worked in strategic communications and marketing, where she built a communications sector for Business Affairs spanning 13 departments. She guided a team of 15 communications and marketing professionals and interns while managing high-level projects from concept through implementation. Her work included launching a campus construction website to communicate closure timelines during master plan implementation, and producing multimedia content to inform the campus community about the transition to virtual parking permits. She also created a viral April Fools' Day activation, Food for Fines, which gained global attention.
Rodriguez later joined The Walt Disney Co. in public affairs, where she built a year-round influencer program for Consumer Products, Games and Publishing. She developed relationships to highlight product storytelling across Disney, Pixar, National Geographic, Marvel, Star Wars, Shop Disney, 20th Century and ESPN. She partnered with high-profile influencers and digital creators, served on the crisis communications response team and built coverage reports with qualitative and quantitative insights.
She also worked with NBCUniversal Parks and Destinations in corporate communications, where she developed and executed communication strategies for major corporate initiatives and oversaw digital strategy and vendor relations. Rodriguez led multiple communications campaign launches for Universal Epic Universe, builtย content strategies, toolkits and work-back plans, and supported the grand opening event, including coordinating with national broadcast productions and talent. She directed content shoots in Hollywood, Las Vegas and Orlando while managing vendors and production teams.
Rodriguez earned a bachelor's degree in communications from Gwynedd Mercy University, where she double-minored in graphic design and English. She also holds an MBA from the University of Florida's Warrington College of Business.
A native of Yardley, Pennsylvania, and Princeton, New Jersey, Rodriguez is engaged to Chris Roe, an NHRA race car driver. She is a dog mom to Axle Roe.
