Staff Directory
- Title:
- Senior Associate AD | Brand Engagement
- Email:
- Alma Mater:
- Grand Valley State, 2010
Justin Hoff joined the Baylor Athletics staff in August 2014. He serves as the Senior Associate AD for Brand Engagement.
Hoff oversees Baylor Athletics' brand strategy, marketing and fan experience, creative services, content and storytelling strategy, athletics communications, broadcast and in-venue productions, facility branding, social and digital strategy, and NIL content. He plays a central role in shaping and elevating the Baylor Athletics brand while serving as the Sport Program Administrator for Baylor Volleyball.
Prior to his current role, Hoff served as Associate AD for Branding & Creative Services, where he provided leadership for the All-Sport Creative, BaylorVision, Football Creative and Baylor+ teams while helping drive the department's overall brand strategy and creative vision.
Hoff has helped lead transformational investments in Baylor Athletics' brand engagement and broadcast infrastructure. He played a key leadership role in planning and helping advance nearly $30 million in facility enhancements, including new video display systems across several athletic venues and a state-of-the-art production center featuring a television studio and four production control rooms, two of which meet full broadcast standards. The facility has been recognized by ESPN as one of the premier collegiate production environments in the country. These investments have helped position Baylor Athletics among the Big 12's leaders in live event production, linear television broadcasts, premium content creation and broadcast-generated revenue. Hoff also played a key role in Baylor Athletics' transition to Playfly Sports as the department's multimedia rights partner and served on the department's comprehensive athletics rebrand in 2019.
Hoff has also helped shape one of the nation's first fully integrated Brand Engagement models in college athletics, aligning marketing, fan experience, communications, creative services, broadcast, digital strategy and storytelling under a unified leadership structure. The model has strengthened collaboration, streamlined decision-making, accelerated innovation and created a more unified fan and brand experience across Baylor Athletics while positioning the department to meet the evolving demands of collegiate athletics.
Under Hoff's leadership, Baylor Athletics has experienced significant growth in brand engagement, digital storytelling and content distribution. The department has expanded its broadcast capabilities, created new revenue opportunities through ESPN linear productions and grown the Baylor Athletics brand to more than 2.7 million social media followers, ranking among the Top 40 athletic departments nationally. The @BaylorAthletics YouTube channel has grown to more than 325,000 subscribers, ranking as the nation's second-largest athletics department YouTube channel.
Hoff's teams have earned national recognition for their creative work, including an Emmy nomination for the 2024 Baylor+ documentary Bigger Than Life featuring Brittney Griner. In 2024, FootballScoop recognized Baylor Football's National Signing Day content as one of the nation's best, marking the third time in seven years the program received the honor. Hoff's teams also played an instrumental role in developing the graphics packages for Foster Pavilion and the Fudge Football Development Center.
During Baylor's 2021 NCAA Men's Basketball National Championship season, Hoff served as the team's social media manager and lead video creative, helping grow the program's social media audience by more than 500 percent. During the 2019-20 academic year, Baylor Athletics' social media accounts ranked among the nation's Top 10 on X (formerly Twitter) in likes, retweets and engagements.
Before arriving at Baylor, Hoff served as Director of Video Operations for WV MetroNews in Morgantown, West Virginia, where he produced video content, directed live broadcasts, developed digital advertising initiatives and served as a podcast host, voice-over talent and on-camera reporter covering collegiate athletics, high school sports and statewide news.
Prior to WV MetroNews, Hoff spent three years (2010-13) as Multimedia Coordinator at Central Michigan University, where he oversaw digital video content, live streaming, video board operations and multimedia initiatives while also serving in various on-air roles for the Central Michigan IMG Sports Network, including play-by-play announcer, color commentator, sideline reporter and host.
Hoff began his career as a sports multimedia journalist at MLive.com and also worked as a play-by-play broadcaster and producer for WGHN Sports Radio 1370 ESPN and as a photojournalist for WXMI-TV Fox 17 in Grand Rapids, Michigan.
A native of Ann Arbor, Michigan, Hoff earned his bachelor's degree in sports broadcasting in 2010 from Grand Valley State University and his master's degree in sport management from Baylor University in 2022. He and his wife, the former Hilda Castillo, have a daughter, Hayden, a son, Maximus, two dogs, Marley and Zoe, and a cat, Stella.
