22 Sep Beyond The Metrics: Rachael Harris, Assistant Athletic Director, 12th Man Creative, Texas A&M
At Zoomph, we champion the power of partnerships, marketing, business intelligence, and social media. Our Q&A series puts the spotlight on industry leaders, giving you an inside look at their expertise, strategies, and perspectives – beyond the numbers. Join us as we uncover valuable insights straight from the minds shaping the industry.
Tell us a bit more about your background
I was born in southeast Texas, raised in central Arkansas, and I’m a two-time graduate of the University of Arkansas with my bachelor’s in broadcast journalism and my master’s in advertising and public relations. When I got to college, I was convinced I was going to be an anchor on SportsCenter, so I started my career in sports doing radio play-by-play for the Razorback women’s soccer team and eventually color commentary on the SEC Network when the network launched. After realizing broadcast news was not an industry I wanted to work in, I shifted gears to focus on comms and social media. I’ve held roles with Seattle Reign FC, Colorado State University, University of Arkansas, and next: Texas A&M!
Tell us a bit more about your very recent career move:
After six wonderful years at my alma mater, I’m excited for my next opportunity as Assistant Athletic Director for 12th Man Creative at Texas A&M. The resources, staff, facilities, and investment are top notch. My focus will be establishing the digital strategy for the Aggies social media platforms, while overseeing the creative direction for the 12th Man Creative unit.
Share a professional accomplishment that you are extremely proud of, or share a campaign, organizational success, or win that you are proud of:
Zoomph recently released its 2024-2025 college athletic rankings report, and Arkansas ranked number 8 in the country. I am immensely proud of our work at Arkansas, where we consistently outperformed our expectations. We are the third smallest school in the top ten and rank 20th in the nation in revenue, so we made the most of the resources we had and still established a nationally recognized and respected digital footprint.
What is your favorite part about working in the sports industry?
There is always content to be made. Very rarely in sports is there nothing to be said, and it is a gift to have as many content opportunities as we get in this industry. We can always capitalize on something or find a narrative to drive in a given moment; it’s difficult not to have ideas for our accounts.
What is a trend you are keeping an eye on in the sports industry?
It’s not a trend per se, but I’m always monitoring how creative departments are invested in and structured at other organizations. There’s no blueprint for how a creative team should be set up, and everyone is doing it differently. I truly believe the organizations that invest in the staff and resources for their creative groups and set them up with minimal hoops to jump through to build an online presence are going to have the most impactful content and will have the most opportunity to generate revenue in this space.
What advice would you share with young professionals who want to work in the sports industry?
In working with our student interns, I’ve often found they are hyper-focused on working with the big sports or the big athletes, so they can get into the industry at a big-name org quickly. That doesn’t benefit you. Focus on working hard and getting experience anywhere you can; eventually, you’ll work your way into that larger role you envision. If you get into a role and hate it, then find something new. Just keep growing and making the most of the job you’re in.
What is one skill you wish you had learned earlier in your career, and why?
Delegation. I’m the kind of person who embodies the “I’ll just do it myself” mindset, and honestly, it took me having a kid to learn that it’s just not possible to live that way. Teach and invest in your team, and understand that their path to solving a problem or getting something done isn’t going to be the same workflow you used most of the time. As long as the ultimate goal is accomplished, does it matter if it looks a bit different? Oftentimes, you’ll learn something new, too.
What is your favorite product feature or specific use case of Zoomph that you’ve used at previous stops in your career?
Anytime we have had a big moment on social, the staff at Zoomph has gone above and beyond to help us showcase the value and success we’ve had in that moment on a national level. Two examples: Our men’s basketball win over Duke and our men’s basketball win over Kentucky.
What’s a big life moment outside of work you recently experienced?
I’m biased for wanting y’all to ask this one, as my husband and I just had our first child back in June, and I’ll take any excuse to talk about my son or how amazing it’s been to see my husband become a father. You learn a lot about yourself and your relationship during this time, and if you’re fortunate, you realize you’re capable of more than you ever imagined.
Besides your own, what is one city you think everyone should visit at least once, and why?
I’ve got two: London and Lake Como. London is my favorite city in the world. I would visit every year if I could. The museums, the history, the pubs, the sports, the theatre, it truly has it all to experience. Plus, they have my favorite beer on tap at every bar, Carling! Lake Como was the most magical place I’ve ever been, truly an oasis for relaxation. I love being on the water, and Lake Como is sheer perfection.
What is a TV show that you recently binged that you really enjoyed?
Recently, I binged Couples Therapy, which is streaming on Paramount+. Aside from being an incredible look at humanity, I think it also made me a better manager as I learned some communication skills. Entertainment and life skills!
What is your favorite sports memory or experience?
During the 2015 Women’s World Cup in Canada, we spent the summer in Edmonton for all the games there and then drove to Vancouver for the final. I cried during the national anthem, which is NOT typical behavior for me, and got to experience it with one of my best friends and my then-boyfriend, now husband. It was so fun and just a crazy experience to see the USWNT win it all. It felt like all my wishes came true.
