Colorado University Athletics
Staff Directory
- Title:
- Senior Associate AD/External Operations
- Email:
Alexis Williams returned to the University of Colorado as the Senior Associate Athletic Director for External Operations, bringing more than two decades of leadership experience in collegiate athletics and the live entertainment industry. A key member of the Athletic Director’s executive team, she provides strategic direction for digital marketing, marketing and promotions, ticket sales and operations, community outreach, spirit, the Ralphie Program and BuffVision. She is the former sport supervisor for tennis and now oversees women’s basketball and lacrosse.
Williams began her career at Southern Methodist University as the Assistant Ticket Manager and has since held impactful roles at Rice University, Theatre Under the Stars, the University of Houston and two tenures at Colorado. Throughout her career, she has developed deep expertise in external revenue generation, ticketing strategy, digital innovation and creating fan engagement models that elevate the reach and reputation of athletic departments.
At Colorado, Williams has helped guide external units to record setting performances. She played a major role in record football ticket revenue and year over year increases in men’s and women’s basketball attendance and sales. Her leadership has contributed to innovative campaigns including Black and Gold Upgrades, Buff Club student memberships and the nationally recognized Travis Hunter Heisman initiative. She has been part of two teams honored as Paciolan Star of the Year and has received multiple national recognitions for excellence in fan engagement along with several CU Athletic Department Employee Recognition Awards. Under her direction, Colorado earned recognition as a finalist for NACMA Marketing Team of the Year in 2025 and Ticket Team of the Year in 2024. She also assisted in the development of the department’s last two gender equity plans, contributing to strategic assessment and long range planning efforts. In addition, she supported the athletic communications unit during a period in which the team earned the 2024 College Sports Communicator’s Changemaker Innovation Award, reflecting a broad departmental commitment to creative excellence and storytelling innovation.
Williams is also known across the industry as a passionate advocate for diversity, equity and inclusion. Upon her return to Colorado, she served as the department’s diversity and inclusion officer and was instrumental in advancing the creation of a full time DEI leadership role. She chaired the hiring committee for the Associate Athletic Director for DEI and has continued to lead efforts that strengthen departmental culture. Her commitment to fostering belonging and supporting student athletes and staff earned her the inaugural Championing Change Award.
Her influence extends nationally through service and membership in leading professional organizations. She is active in MOAA, Women Leaders in Sports, NACDA, NACMA, NAATSO where she serves on the board and the Diversity, Inclusion and Equity Council of Excellence. She is also a member of the 2018 NCAA Women Leaders Institute for Administrative Advancement West Class.
A proud graduate of Louisiana State University, Williams earned a bachelor’s degree in mathematics and a master’s degree in sports management. During her time at LSU she worked with the women’s basketball program under WBCA Hall of Fame coach Sue Gunter. She is also a devoted member of Delta Sigma Theta Sorority Inc.
