Cody Soto, elevated to Senior Director of Brand Strategy in 2025-26, is in his ninth year working for Baylor Athletics and spent the last six seasons as the Senior Director/Director of Social Media & Digital Engagement.
He runs the main athletics social media accounts (@BaylorAthletics) on Facebook, X, Instagram, TikTok and Threads in addition to managing the digital communications and external strategy efforts of the department for the Baylor Sports App, Baylor Bold Rewards, and BaylorBears.com. He also serves as the student supervisor for the athletics social media student worker and intern program.
Since 2020, the Baylor Athletics social media accounts have continued to grow and expand the brand with the addition of two new platforms (TikTok, Threads). The social media footprint surpassed two million followers in June 2024.
Previously a part of the marketing and fan engagement team from 2020-25, he served as the interim department lead from March to August 2025 in addition to graduate student oversight for three years. He was also part of two bronze awards with that team: a 2024 community engagement award for Future Bears Day and a 2023 digital media engagement honor for their Baylor Bold Weekend initiatives from the National Association of Collegiate Marketing Administrators (NACMA).
He was originally hired on the Baylor Athletics Communications staff for three years from 2017-20 where he was the primary media contact for volleyball, men's tennis and equestrian and the secondary contact for women's basketball. He also previously helped with media efforts for track & field, cross country, softball, men's basketball and women's tennis.
As an SID, Soto helped campaign for volleyball’s Yossiana Pressley to earn 2019 AVCA and ESPNW National Player of the Year honors and Coach Ryan McGuyre to AVCA National Coach of the Year recognition. He also served as a secondary media contact during women’s basketball’s run to the 2019 NCAA National Championship.
Soto joined Baylor Athletics in June 2017 after working for six months at the Big 12 Conference office as a communications assistant. He was the primary contact for baseball and volleyball as well as the conference liaison for social media and academics awards. In this time, Soto was on the media communications team for six different NCAA and Big 12 Championships, which included the 2017 Women’s Final Four in Dallas, Texas.
A 2016 & 2022 graduate of Baylor University with a bachelor’s and master's degree in journalism-public relations, Soto was a student assistant in the Baylor Athletics Communications office. Prior to his work in the communications office, Soto worked with Dave Campbell’s Texas Football, D1 Waco, Baylor Bear Insider and the Baylor Lariat. Soto has won accolades from the Texas Intercollegiate Press Association as well as the Society of Professional Journalists and the American Volleyball Coaches Association for his work.
He is a member of College Sports Communicators and National Association of Collegiate Marketing Administrators.
In addition to his work at Baylor Athletics, he is an adjunct faculty member in the Baylor Journalism, Public Relations and New Media department.
