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Alex Gordon joined the Big 12 Conference as Senior Director of Brand in July 2026. In his role, he leads initiatives that strengthen the Big 12's visibility, fan engagement, and storytelling across its championships, member institutions, and digital platforms.
Prior to joining the Big 12, Gordon served as Associate Athletics Director for Revenue Generation at SMU, where he led the department's ticket sales, ticket operations, and digital marketing teams. He directed integrated revenue and marketing strategies that contributed to record attendance, increased season ticket sales, and several milestone events during the Mustangs' transition to the ACC.
Before being promoted to Associate Athletics Director, Gordon served as Assistant Athletics Director for Marketing & Promotions and Director of Marketing at SMU. He oversaw marketing strategy for multiple sports, managed game presentation for football, and developed campaigns that increased attendance and fan engagement while supporting the department's broader revenue objectives.
He also held various marketing positions at the University of Houston, Auburn University and Texas Tech University.
Gordon’s teams were recognized with the PacNet Star of the Year Award for Revenue Generation in 2025 and were selected to the NACDA Senior Administrator Mentoring Institute in 2026. He was also a member of the NACMA Marketing Team of the Year finalist in 2018.
A graduate of the University of Cincinnati, Gordon earned a bachelor's degree in Biological Science in 2016 and a master's degree in Sport Administration with a concentration in Athletic Administration in 2017.
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