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DE S I RE E
REED-FRANCOIS
D E P U T Y A T H L E T I C S D I R E C T O R
Desiree Reed-Francois fills a critical role for Virginia Tech
Director of Athletics Whit Babcock, overseeing the football
and volleyball programs and the day-to-day operations of the
external team, which includes ticketing services, marketing
and promotions, HokieVision, strategic communications,
graphic design/publications, corporate development, and
IMG, as well as having oversight of sports medicine.
Reed-Francois followed Babcock to Tech in May of 2014 after
serving as Babcock’s Senior Associate Athletics Director and
Senior Woman Administrator at the University of Cincinnati.
She served as the interim AD at Cincinnati for five months
after Babcock left to take the same position at Tech, making
her the first Hispanic female (interim) AD at the FBS level.
“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,” Babcock
said in announcing her hire. “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.”
Coming to Tech as the Executive Associate Athletics Director
and Senior Woman Administrator, Reed-Francois received a
promotion to Deputy Athletics Director in June of 2016. A
2009 graduate of the Division I Athletics Director Institute, she
is among an elite group of Power Five female administrators
who have ascended to the role of Deputy AD.
She is also among an even more exclusive group of women
who oversee the day-to-day operations of a nationally
prominent FBS football program. Along with Babcock, she
played a pivotal role in the hiring of head coach Justin Fuente
to succeed Frank Beamer.
“I lean on her for advice and counsel often and she is an
executive leader of our department in her own right,” Babcock
said. “She has my trust and respect. She does a wonderful
job for the Hokies.
“Thanks to her steadfast approach and commitment, we have
developed a very collaborative culture in athletics and an
enhanced commitment to excellence across the board. She
has made a very positive impact on our department and our
student-athletes, while strengthening our relationships on
campus and across the country. We are very fortunate that
Desiree is leading so many aspects of our team at Virginia
Tech.”
“I am humbled by the trust and responsibility that Whit has
placed in me,” Reed-Francois said. “But this is truly a team
effort and I’m grateful for the many talented individuals who
have all been part of the positive momentum that we are
collectively building. Whit has been a tremendous mentor and
example for us all. I appreciate his continued leadership and
his support of our work as we seek to uphold and exceed the
very high standards of Virginia Tech.”
As a former NCAA Division I student-athlete herself – she was
a member of the UCLA rowing team – Reed-Francois brings
a unique perspective to her post and has been a staunch
advocate of making the student-athlete and fan experience
at Virginia Tech even better. She and her respective units
have listened to feedback from coaches, students, ticket-
holders, donors and many other groups to more effectively
and authentically engage a wide array of Virginia Tech
stakeholders. Their efforts have recently been recognized
for national awards by the National Association of Collegiate
Directors of Athletics (NACDA) and Information Display and
Entertainment Association (IDEA).
Prior to coming to Virginia Tech, Reed-Francois oversaw
the football, women’s basketball and volleyball programs
at Cincinnati 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.
During her more than 17 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, 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,
NACMA, NACDA and CoSIDA annual meetings.
Reed-Francois lives in Blacksburg with her husband, Joshua,
and son, Jackson.
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