Justin Hoff joined the Baylor Athletics staff in August 2014. He serves as the Senior Associate AD for Brand Engagement.
In March 2025, during his 11th season at Baylor, Hoff was promoted to a newly created position. He now oversees the branding and creative services, marketing, fan engagement, and athletic communications teams, playing a crucial role in shaping and amplifying the Baylor Athletics brand.
In his previous role as Associate AD for Branding & Creative Services, Hoff oversaw the creative department in Waco, which consists of the All-Sport Creative, BaylorVision, Football Creative, and Baylor+ teams. He also served as the project manager for the All-Sport Creative team and was a member of the External Leadership team at Baylor.
In addition to those duties, Hoff oversaw the video asset management systems for Baylor Athletics. Hoff also served as the liaison to the Baylor University College of Arts and Sciences department to form a strong group of undergraduate students who support the creative team.
Under Hoff's leadership, the creative team has experienced unprecedented growth and success, which has been highlighted by creating new revenue streams by producing linear broadcasts with our television partner, ESPN. Additionally, the Baylor brand has grown to more than 2.2 million followers across social media platforms. The @BaylorAthletics YouTube Channel has more than 230,000 subscribers, ranking as the second-largest following of any athletic department YouTube Channel. In the summer of 2024, "Bigger Than Life," a documentary featuring Brittney Griner on Baylor+, received an Emmy nomination. In the fall of 2024, the @BUFootball account was recognized by FootballScoop.com as one of the country's best with our national signing day content rollout. This honor was the 3rd time the @BUFootball account made the top list in the last 7 years. Hoff's team also played an instrumental role in producing the graphics packages at Foster Pavilion and the Fudge Football Development Center in 2024.
During Baylor's 2021 men's basketball national championship run, Hoff served as the team's social media manager and lead video creative. Baylor's men's basketball social media accounts grew 500% during that season. During the 2019-2020 season, @BaylorAthletics social media accounts received national recognition as the Top 10 in the country on X (formerly Twitter) in likes, retweets, and engagements.
Before arriving at Baylor, Hoff worked in Morgantown, West Virginia, as Director of Video Operations for WV Metro News. Hoff was responsible for graphics creation, editing, shooting, and producing video content in features, highlights, press conferences, and special events while covering West Virginia, Marshall, high school sports, and local news/political events. Hoff also directed and produced all live-streaming video coverage (five-camera setup/Dan Patrick Show style) for the state's two most popular radio shows and generated sales proposals for online advertising and new media platforms. Additionally, Hoff served as a podcast host, voice-over talent, and on-camera reporter for special events throughout West Virginia.
Prior to West Virginia, Hoff began working full-time in intercollegiate athletics at Central Michigan University (2010-2013). He spent three years at CMU as the coordinator of multimedia. Hoff served as the primary voice and face of CMUChipewas.com while overseeing video content on digital platforms. He also established a functional video archive and coordinated streaming for live digital broadcasts. Hoff also oversaw video board operations during the 2011-2012 season and managed the video department's operating budget.
In addition to those duties, Hoff was an integral part of the Central Michigan IMG Sports Network, serving as a play-by-play announcer, color commentator, sideline reporter, and host for football, men's basketball, women's basketball, and several other sports. Hoff also generated revenue by selling sponsorships.
Before CMU, Hoff served as a sports multimedia journalist at MLive.com. Hoff also spent time as a play-by-play announcer/producer at WGHN Sports Radio 1370 ESPN and worked as a photojournalist at WXMI-TV Fox 17 in Grand Rapids.
A proud native of Ann Arbor, Mich., Hoff earned his bachelor's degree in sports broadcasting (2010) from Grand Valley State University and a master's degree in sport management from Baylor University (2022). He is married to the former Hilda Castillo. The couple has a daughter (Hayden), a son (Maximus), three dogs (Kassie, Marley, and Zoe) and a cat (Stella).
