Virginia Tech Athletics Department
Jamerson Athletic Center
165 Spring Rd.
Blacksburg, VA 24061
Virginia Tech Director of Athletics Whit Babcock brought a familiar face to his executive staff when he named Desiree Reed-Francois as the Hokies’ Executive Associate Athletics Director on May 22, 2014. Her responsibilities include overseeing all of the external units of the department – a group that encompasses marketing and promotions, athletics communications, ticketing services, IMG College and video/HokieVision.
“We are thrilled to have someone of Desiree’s ability and skill set join our team at Virginia Tech,” Babcock said. “She earned my trust and respect at Cincinnati and did an outstanding job leading and enhancing all of the external units of the department along with successfully collaborating with our coaches, staff and university administration. Desiree believes in creating ‘memorable experiences’ for our fans, students, donors and alumni and will bring tremendous energy, organization, creativity and work ethic to the department. She will help move Virginia Tech forward and will be an asset to our program and overall vision. I’m pleased to welcome her and her family to Blacksburg.”
A member of Babcock’s staff at the University of Cincinnati, Reed-Francois was named the Bearcats’ interim Director of Athletics in early 2014 when Babcock left for the AD job at Tech, making her the first Hispanic female (interim) director of athletics in the NCAA Football Bowl Subdivision.
“Having seen his leadership firsthand, I have great respect for Whit Babcock and his values,” Reed-Francois said. “He has set forth his vision for Virginia Tech athletics, and I am enthused to join him and his team in achieving this mission. It’s a privilege to join a storied program like Virginia Tech, and my family and I are honored to be a part of the community. I could not be more excited to get started and help Hokie athletics advance the collective interests of our student-athletes, coaches, community and fans.”
Reed-Francois served as the senior associate AD and senior woman administrator at Cincinnati in 2013, with duties that included direct oversight of the football, women’s basketball and volleyball programs in addition to the sports communications, marketing and promotions and video services and production departments. She also led the department’s strategic planning initiatives and assisted in management of external partnerships.
Prior to working at Cincinnati, Reed-Francois spent four years (2008-12) at the University of Tennessee, where she advanced from associate AD for strategic initiatives to senior associate AD for strategic planning and initiatives.
During her more than 16 years in intercollegiate athletics administration, Reed-Francois has occupied positions at the University of California, San Jose State, Santa Clara, Fresno State and the University of San Francisco. Prior to that, she held numerous positions of progressive leadership, including working as a legal associate for the Oakland Raiders and serving in a similar position with the NFL’s Management Council.
A 1994 graduate of UCLA and a member of the Bruins’ rowing team, Reed-Francois earned a Juris Doctorate from the University of Arizona College of Law. She is a member of the California Bar, taught law classes at Tennessee and Santa Clara University and is involved on the national level, serving as a Division I-A Fellow and presenting at the NACDA Mentoring Institute and the NACWAA annual meeting.
A 2009 graduate of the Division I-A Athletics Director Institute, Reed-Francois is joined in Blacksburg by her husband, Joshua, and son, Jackson.