Staff Directory
- Title:
- Senior Associate Director of Athletics, Marketing & External Engagement
- Email:
- ber
Began at Illinois:
January 2024
Education:
Robbins earned her bachelor's degree in sport management from Otterbein University in 2014 and her master's degree in sport administration from Ball State University in 2016.
Job Responsibilities:
Promoted from Assistant Athletics Director (2024–2025) to Associate Athletics Director in (2025-2026) and to Senior Associate Athletics Director in July 2026, Robbins oversees the strategic planning and execution of Illinois Athletics' marketing, fan engagement, advertising, and digital initiatives. She leads integrated campaigns designed to enhance the Fighting Illini brand, elevate the fan experience, increase attendance, and drive revenue growth across ticket sales, fundraising, sponsorship, and other departmental priorities. Robbins collaborates across external units to develop data-informed strategies that strengthen fan affinity, expand audiences, and support the department's long-term business objectives.
Past Experience:
Robbins joined Illinois Athletics in January 2024 after serving as Director of Communications for IPTAY at Clemson University. In that role, she led the organization's outbound communications strategy to drive philanthropic support while collaborating with athletics leadership on integrated revenue-generating initiatives. She directed the creation and distribution of all internal and external print and digital communications and served as lead editor of ORANGE: The Experience magazine, a publication distributed six times annually to more than 20,000 members.
Prior to Clemson, Robbins spent three years at Purdue University, where she was promoted from Assistant Director of Strategic Initiatives (2020-22) to Associate Director of Revenue Strategy (2022-23). She led communication strategies supporting ticket sales, fundraising, capital projects, multimedia rights, and other key revenue initiatives. Robbins also oversaw the marketing and communications efforts for the John Purdue Club, managing email marketing, direct mail, website content, social media, digital advertising, crowdfunding campaigns, media relations, and donor communications.
Before Purdue, Robbins served as Advancement Officer for Direct Marketing (Athletics) with the Blue & Gold Fund at Marquette University from 2017-2020. There, she developed integrated fundraising and marketing strategies in partnership with athletics communications, athletics marketing, university communications, and annual giving.
Robbins began her career at the Ball State University Foundation, serving as Leadership Annual Giving Coordinator from 2016-17 following her stint as Graduate Assistant for the Cardinal Varsity Club (2014-2016).
Personal:
A native of Columbus, Ohio, Robbins resides in Champaign, Illinois.
Updated July 2026
