AJ Lacefield knows exactly where he’ll be on Saturday afternoon when the Tennessee Titans take on the Cincinnati Bengals in the first game of this weekend’s NFL Divisional Playoffs: in his endzone seats at Nissan Stadium, home of the Titans.
As a member of the Titans’ Marketing Team, AJ is closing in on his first year as the email marketing manager in the Business Intelligence Department. He handles all of the outbound email marketing for the Titans and Nissan Stadium, including ticket sales, game day info and concert info.
As you might imagine, we’re talking millions of emails over the course of a season. That takes some great organization, time management, problem solving, decision making and communication – all transferrable skills he learned at Heidelberg. Despite some long work days, especially on the weekends, AJ loves every second of it.
“I really like being able to have an impact on an organization, internally and externally,” he says from his new office at the Titans’ practice facility. “I love the people I work with … and that we’re winning.”
Everything’s starting to come into focus for this ’15 grad who majored in public relations and minored in international studies and German. Now that he’s landed with a big-time professional sports organization, he plans to never leave.
Training ground
AJ began his professional career on in the corporate world, working in marketing for a couple of companies in Columbus. He landed a job as marketing manager with the Columbus Crew at a great time when the team was opening a new stadium. He was on board in 2020 when the Crew won the MLS title. But his time with the Crew was fleeting, and so, his job search began with sights set on an opportunity in the NFL.
Although he didn’t know anyone with the Titans organization, he took a shot and applied for a job. “Things happen when you least expect them,” AJ says. “I’m really lucky to have landed with a professional sports team.”
Although his job started in March 2021, AJ worked remotely until August, when he moved to Nashville.
Challenges and rewards
AJ would be the first to admit, working with an NFL organization can be taxing. There are long hours, especially during the season, and a need to be available 24/7. Just in the first year, he’s sent millions of emails to millions of people, “and that can be kind of terrifying,” he says.
But those challenges quickly turn into rewards when you realize all the good work that’s being done. “I drink a lot of coffee,” he chuckles.
Value of a Heidelberg foundation
AJ is quick to credit Heidelberg for setting him up for success. “I learned the ability to be flexible and my liberal arts education really helped me become well-rounded in knowledge of a lot of areas,” he says.
“Heidelberg really helped me advance in my career and land this job.”
Three ‘Berg mentors also deserve a lot of credit for helping mold him personally and professionally. Political science professor Dr. Marc O’Reilly was AJ’s advisor and communication professor Dr. Julie O’Reilly taught many of his comm and PR classes. He stays in touch with the O’Reillys regularly. It’s the type of faculty-student connection shared by many other ‘Berg alumni.
As a student, AJ was a founding member of the Student Alumni Association. He was also a member of Rho Eta Delta fraternity and served as a student caller for the Heidelberg Fund phonathon. The common denominator in all three of these: his mentor, Ashley Helmstetter, the executive director of Alumni Engagement and Major Gifts.
“I wouldn’t be here without any of them,” he says.
Playoff time
By virtue of the Titan’s No. 1 seed in their division, they got a bye during the first week of the playoffs. That gave AJ and the marketing team an extra week to make preparations and build hype for Saturday’s matchup with the Bengals.
Although planning began weeks ago, this time of year is more intense for the entire organization. There are more communications to get out. “But I try to keep it business as usual as much as possible,” AJ says.
It’s going to be a super-fun game on what he hopes will be a run to the Super Bowl in three weeks. It’ll be the first NFL playoff game he’s ever attended.
If the Titans make it to Super Bowl LVI on Feb. 13, A.J will be on a plane to Los Angeles. But that may be jumping the gun just a little. In the meantime, “I’m all in on the Titans,” he says.
“I love this job so much. I’m really blessed. It’s really hard to (get hired) by a pro team. Still to this day, I wonder how I got here. It’s crazy to think about.”