Zach Greenwell, a veteran administrator with 15 years of experience in the collegiate athletics and media industries, serves as LSU’s Deputy Athletic Director and Chief Strategy Officer.
Greenwell began his tenure in Baton Rouge in June 2024 as Senior Associate Athletic Director for External Affairs/Chief Communications Officer and was elevated to his current deputy role in October 2025.
Greenwell oversees revenue share and third-party NIL strategy for all LSU sports. He leads the department’s talent management efforts for student-athletes, with a particular focus on cap management/budgeting, clearinghouse compliance, athlete contracting, and LSU’s third-party relationships in the NIL space, including corporate support and fundraising.
He also directs the department’s brand strategy, storytelling, and overall messaging initiatives, while also overseeing the NILSU, communications, social media, creative video, photography, design, marketing and broadcast operations teams.
Additionally, Greenwell spearheads the department’s strategic and crisis communications strategy, acts as the primary media liaison for the Director of Athletics and serves as the sport administrator for men’s and women’s tennis. The women’s tennis program reached the NCAA Elite Eight for the first two times in its history consecutively in 2025 and ’26, while the men’s and women’s programs both earned top-10 national seeds in 2026.
In 2025, Greenwell led the launch of “The Brand,” which unified multiple external units of the athletic department to create the ultimate hub for student-athlete and team brand elevation and innovation. “The Brand” is structured as the internal marketing agency for LSU Athletics with a focus on storytelling, brand-building, monetized content and recruiting support, while also integrating professional front office elements such as contract negotiations, roster cap budgeting, talent acquisition and retention.
Located on the renovated third floor of Tiger Stadium South, “The Brand” is comprised of approximately 50 full-time staff, as well as 100-plus undergraduate and graduate students earning valuable hands-on experience.
In 2025, Greenwell led collaboration with Nike to launch the apparel provider’s “Blue Ribbon Elite” NIL program on LSU’s campus with Tiger student-athletes, becoming the first school in the country chosen to lead the campaign. In 2024, he oversaw the rebranding of the department’s premium video streaming service, LSU GOLD, to LSU+ with a reimagined focus on integrating NIL opportunities.
Greenwell joined LSU Athletics from the University of Louisville, where he served as the Associate Athletic Director for Media Relations & Strategic Communications. In his position, Greenwell oversaw Louisville Athletics’ efforts in Media Relations, Creative Communications/Social Media and NIL services, also serving as a member of the Director of Athletics’ executive team and senior staff.
Greenwell additionally acted as the sport administrator for the Louisville men’s basketball and baseball programs.
Prior to his time at Louisville, Greenwell spent six years at his alma mater, Western Kentucky, where he served as Senior Associate Athletic Director for Communications, Brand Strategy and Men’s Basketball. Amongst his responsibilities at WKU, Greenwell oversaw all communications, creative content and brand strategy efforts, also acting as the department spokesman and the sport administrator for the men’s basketball, men’s golf and women’s golf programs.
In August 2022, Greenwell was named to The Athletic’s “College Sports 40 Under 40 List” as one of 11 college administrators in the country recognized.
Greenwell and his wife Caitlin reside in Baton Rouge.