Carlos Garcia was hired as the Associate Athletic Director for Marketing and Fan Engagement in August of 2022, where he leads marketing, ticket sales, and fan engagement efforts to drive attendance, revenue, and an enhanced game day experience. He oversees external strategy and key partnerships while working across campus and the community to elevate the Santa Clara Athletics brand. Garcia is also a member of Santa Clara Athletics’ Diversity, Equity and Inclusion committee.
Prior to joining Santa Clara in 2022, Garcia spent eight years at Oregon State University in progressive marketing roles. As Director of Marketing, he led strategy and fan experience for football and men’s basketball, while previously managing marketing and game presentation for sports including men’s and women’s soccer, gymnastics, wrestling, baseball, and softball. He also led email marketing efforts and served on the department’s Diversity, Equity and Inclusion committee.
Garcia began his career at UC Santa Barbara (2009–2014) as Team Services Coordinator and later Assistant Director of Events and Facilities. He was a key contributor to the department’s rebranding, including the development of a new visual identity and the launch of the mascot, Ole, while also overseeing the Nike contract and managing apparel and equipment operations.
He is actively involved in the National Association of Collegiate Marketing Administrators (NACMA), serving on multiple committees, including Marketing, Revenue Generation, Personal & Professional Development, and Diversity, Equity and Inclusion, and has contributed as a mentor within the organization.
Garcia earned his bachelor’s degree in Exercise and Sport Science from Oregon State University in 2008 and his master’s degree in Sports Administration from Ohio University in 2016.
He resides in San Jose with his fiancée, Shellena, their daughter, Gracie, and their Maltese Bichon, Lily.
