Staff Directory
- Title:
- Senior Associate AD | Sales, Service & Revenue Generation
- Email:
Lacey Williams serves as the Senior Associate AD for Sales, Service & Revenue Generation, where she leads the Bear Foundation, Ticket Office and Ticket Sales teams, while also overseeing revenue growth initiatives for the athletics department.
Williams joined the Bears in November 2025 after spending seven years at Texas A&M University and the 12th Man Foundation. In that role, she oversaw ticket operations and ticket revenue generation for Texas A&M Athletics, helping generate more than $100 million annually.
While in Aggieland, she was part of four of the top-five attendances in Kyle Field history and served on a Texas A&M University president-appointed committee that led the transition to an online student ticket pull, along with multiple other university-wide committee appointments.
She has also served on the College Football Playoff Ticket Advisory Committee since its founding in 2019.
Williams spent the 2017–18 academic year at Colorado State, where she managed the opening and strategic planning of Canvas Football Stadium, overseeing ticket execution, operations, customer service and sponsorship fulfillment.
Prior to Colorado State, she served at the University of Texas at Austin from 2010–17, where she created and led the in-house sales and service department. During her time on the Forty Acres, she also built the strategic analytics and data management team to support data-driven decision-making across the athletic department.
Early in her career, Williams served as an assistant ticket manager at Pittsburgh (2006–08) and TCU (2009–10), and as a marketing and sales intern for the College Football Hall of Fame (2006).
She earned a Bachelor of Science in Education in 2006 and a Master of Science in Higher Education Administration in 2010 from the University of Kansas.
A native of Emporia, Kansas, Williams married Cullen Williams in 2015. The couple has three children: Jackson, Josephine and Jace.
