Wake Forest Athletics
Austin FC’s Ryan Madden Named Wake Forest Executive Associate AD/Chief Brand & Revenue Officer
7/29/2026 12:57:00 PM | General
Madden’s addition highlights a realigned Demon Deacons’ Executive Leadership Team.
WINSTON-SALEM, N.C. - Ryan Madden, a communications and marketing leader with broad experience spanning college athletics, the Olympic movement, and professional sports, has been named Executive Associate Athletic Director/Chief Brand & Revenue Officer, Wake Forest University Vice President & Director of Athletics John Currie announced today.
In this role, Madden will provide leadership for the communications, creative, Fan Experience, and sales units and serve as the chief spokesperson for Wake Athletics. As a member of the Athletics Executive Leadership Team (ELT), Madden will work closely with Currie, Senior Deputy AD/COO Scott Garrett, recently hired Deputy Athletics Director/SWA Janeen Lalik, and other senior leaders on comprehensive brand and revenue strategy development.
"I'm tremendously excited to have Ryan Madden joining the Demon Deacon leadership team," Currie said. "His experience in brand building and communications will unquestionably help us take the next step towards our goal of delivering The Best Fan Experience in North Carolina while we continue to elevate our revenue generation to serve our student-athletes and competitive expectations. I'm proud of Scott Garrett and multiple staff members for their thoroughness and aggressiveness in identifying and recruiting Ryan for our team."
"I'm very grateful to John Currie, Scott Garrett, and the entire leadership team for the warmth with which they have welcomed our family," Madden said. "Wake Forest has one of the strongest brands in college athletics, and the chance to help it grow, in a way that is true to this community, is what drew me here. I can't wait to get to work, and for Heather, Atticus, Ashton, and Maddux to call Winston-Salem home."
"We are delighted to welcome Ryan and his family to Wake Forest and Winston-Salem," Garrett said. "I look forward to working with Ryan and the units he will lead to amplify our student-athletes' accomplishments, to deliver outstanding experiences for Demon Deacon fans and to continue to build an innovative revenue and attendance growth strategy."
Madden arrives in Winston-Salem following five years at Austin FC of Major League Soccer, serving as the organization's Vice President of Communications & Media before being elevated to the role of Senior Vice President of Marketing.
In his role, Madden served as Austin FC's lead marketer while overseeing the club's communications, media, creative, content, game experience, fan development, advertising, brand, and merchandise departments. Austin FC holds the longest active sellout streak in Major League Soccer, having sold out all 96 regular season and playoff home matches at Q2 Stadium since the club's inaugural home match in June 2021.
In 2025, Austin FC was named Best Fan Experience by the Austin American-Statesman and Q2 Stadium was recognized by Newsweek as one of the loudest home environments in MLS.
During Madden's tenure at Austin FC, the club was recognized as MLS Communications Team of the Year, MLS Marketing Team of the Year, and was a finalist for Sports Business Journal's Team of the Year in 2022. In subsequent seasons, Austin FC was named MLS Sponsorship Activation of the Year, and finished both the 2024 and 2025 seasons ranked top five in Major League Soccer for net new social media followership growth. Austin FC's 2026 "Rooted Kit" was named the top new jersey in MLS by Diario AS, and its 2024 "Armadillo Kit" was the first-ever new MLS jersey to be featured in a story in Rolling Stone.
During Madden's tenure, Austin FC and Q2 Stadium hosted the 2025 MLS All-Star Game, U.S. Men's and Women's National Team matches including a World Cup qualifier, in addition to multiple Gold Cup and Copa America matches.
During the 2026 FIFA World Cup, Austin FC's watch events drew more than 70,000 unique registrants, including over 46,000 fans new to the club's database.
Prior to Austin, Madden served in two roles for the United Soccer League's league office including being the Senior Vice President of Marketing, Communications & Community. While at the USL, Madden helped grow the league's earned media coverage and social followership while also playing a role in the launch of more than 25 new professional teams across the country.
Previously, Madden served as Director and later Senior Director of Communications for the Colorado Rapids of Major League Soccer, part of Kroenke Sports and Entertainment. Before Kroenke, he was Communications Manager at the United States Anti-Doping Agency. Madden began his career in college athletics, working in the athletics communications departments at the University of Missouri and the College of Charleston.
Madden currently serves as an adjunct instructor in Ohio University's Sports Administration program, where he teaches a special topics course titled "The Business of Soccer in a World Cup Summer." He also serves on the Advisory Council for the University of Texas Center for Sports Communication and Media.
Madden graduated from the University of Missouri with a BA in Political Science, before earning a Masters in Sports Administration from Ohio University and an MBA from Johns Hopkins University. He and his wife Heather have three sons: Atticus, Ashton, and Maddux.
Currie announced several executive promotions and additional duties for existing senior leaders.
"Today's announcements reflect a process in which we have intentionally considered how we evolve and adapt, including with the redeployment of time and resources towards initiatives and priorities that are most important to navigate the challenges of college athletics and higher education," Currie said. "The addition of Janeen and Ryan's specific skills and capacity coupled with the ability of our senior leaders to efficiently assume more responsibility best positions Wake Forest Athletics for championship success and achieving our five core goals."
Lalik and Madden fill the openings created with Lindsey Babcock's ascension to be commissioner of the South Atlantic Conference in May, and Will Pantages' departure in March to become Ohio State's senior associate AD for football strategic communications.
What They Are Saying
Senior Deputy Athletics Director Scott Garrett has been designated as Chief Operating Officer while maintaining oversight of the department's student-athlete licensing front office and external operations. Garrett will continue to oversee facilities, event operations, ticket sales, fan experience, communications and creative services while serving as football sport administrator and providing leadership support for the Athletics sport administration team.
Randy Casstevens has been promoted to Deputy AD and Chief Financial Officer and will support the sports medicine group while continuing to lead overall financial strategy. Casstevens will also serve as chief risk-manager, including being the primary point-of-contact with the Wake Forest University Police Department.
Barry Faircloth has been promoted to Deputy Athletics Director for Development and Partnerships. Faircloth will continue to provide strategic leadership for the Athletics development team while leading major University partnership initiatives, including future corporate partnerships and multimedia rights opportunities.
Craig Zakrzewski has been promoted to Executive Associate AD for Capital Projects & Operations. In his expanded role, Zakrzewski will provide executive leadership support for the sports performance unit while continuing to oversee capital projects, equipment services, facilities management, event operations, information technology, and ACC Network and in-venue broadcast production.
Daren Koudele has been named Executive Associate AD for Regulatory Affairs & Student-Athlete Success. In addition to continuing to serve as Wake Forest's chief compliance officer, Koudele will oversee the department's academic services and student-athlete development efforts, ensuring the Demon Deacons continue to provide a holistic student-athlete experience while operating with the highest level of integrity.
Annette Medalie has been promoted to Executive Associate AD for Finance & Workforce Administration. Medalie will continue to lead the Athletics business office operations while assuming oversight of the department's human resources functions, helping support staff and strengthening operational effectiveness across the organization.
Mike Piscetelli has been promoted to Executive Associate AD for Development. Piscetelli will continue leading the Deacon Club's fundraising strategy, donor cultivation and stewardship efforts after helping guide the department to a record-setting fundraising year.
Jordan Jarry has been promoted to Senior Associate AD for Administration. In his expanded role, Jarry will serve as the department's primary liaison with Campus Life and the Dean of Students on student conduct matters while also assuming responsibilities as sport administrator for the men's soccer program.
In this role, Madden will provide leadership for the communications, creative, Fan Experience, and sales units and serve as the chief spokesperson for Wake Athletics. As a member of the Athletics Executive Leadership Team (ELT), Madden will work closely with Currie, Senior Deputy AD/COO Scott Garrett, recently hired Deputy Athletics Director/SWA Janeen Lalik, and other senior leaders on comprehensive brand and revenue strategy development.
"I'm tremendously excited to have Ryan Madden joining the Demon Deacon leadership team," Currie said. "His experience in brand building and communications will unquestionably help us take the next step towards our goal of delivering The Best Fan Experience in North Carolina while we continue to elevate our revenue generation to serve our student-athletes and competitive expectations. I'm proud of Scott Garrett and multiple staff members for their thoroughness and aggressiveness in identifying and recruiting Ryan for our team."
"I'm very grateful to John Currie, Scott Garrett, and the entire leadership team for the warmth with which they have welcomed our family," Madden said. "Wake Forest has one of the strongest brands in college athletics, and the chance to help it grow, in a way that is true to this community, is what drew me here. I can't wait to get to work, and for Heather, Atticus, Ashton, and Maddux to call Winston-Salem home."
"We are delighted to welcome Ryan and his family to Wake Forest and Winston-Salem," Garrett said. "I look forward to working with Ryan and the units he will lead to amplify our student-athletes' accomplishments, to deliver outstanding experiences for Demon Deacon fans and to continue to build an innovative revenue and attendance growth strategy."
Madden arrives in Winston-Salem following five years at Austin FC of Major League Soccer, serving as the organization's Vice President of Communications & Media before being elevated to the role of Senior Vice President of Marketing.
In his role, Madden served as Austin FC's lead marketer while overseeing the club's communications, media, creative, content, game experience, fan development, advertising, brand, and merchandise departments. Austin FC holds the longest active sellout streak in Major League Soccer, having sold out all 96 regular season and playoff home matches at Q2 Stadium since the club's inaugural home match in June 2021.
In 2025, Austin FC was named Best Fan Experience by the Austin American-Statesman and Q2 Stadium was recognized by Newsweek as one of the loudest home environments in MLS.
During Madden's tenure at Austin FC, the club was recognized as MLS Communications Team of the Year, MLS Marketing Team of the Year, and was a finalist for Sports Business Journal's Team of the Year in 2022. In subsequent seasons, Austin FC was named MLS Sponsorship Activation of the Year, and finished both the 2024 and 2025 seasons ranked top five in Major League Soccer for net new social media followership growth. Austin FC's 2026 "Rooted Kit" was named the top new jersey in MLS by Diario AS, and its 2024 "Armadillo Kit" was the first-ever new MLS jersey to be featured in a story in Rolling Stone.
During Madden's tenure, Austin FC and Q2 Stadium hosted the 2025 MLS All-Star Game, U.S. Men's and Women's National Team matches including a World Cup qualifier, in addition to multiple Gold Cup and Copa America matches.
During the 2026 FIFA World Cup, Austin FC's watch events drew more than 70,000 unique registrants, including over 46,000 fans new to the club's database.
Prior to Austin, Madden served in two roles for the United Soccer League's league office including being the Senior Vice President of Marketing, Communications & Community. While at the USL, Madden helped grow the league's earned media coverage and social followership while also playing a role in the launch of more than 25 new professional teams across the country.
Previously, Madden served as Director and later Senior Director of Communications for the Colorado Rapids of Major League Soccer, part of Kroenke Sports and Entertainment. Before Kroenke, he was Communications Manager at the United States Anti-Doping Agency. Madden began his career in college athletics, working in the athletics communications departments at the University of Missouri and the College of Charleston.
Madden currently serves as an adjunct instructor in Ohio University's Sports Administration program, where he teaches a special topics course titled "The Business of Soccer in a World Cup Summer." He also serves on the Advisory Council for the University of Texas Center for Sports Communication and Media.
Madden graduated from the University of Missouri with a BA in Political Science, before earning a Masters in Sports Administration from Ohio University and an MBA from Johns Hopkins University. He and his wife Heather have three sons: Atticus, Ashton, and Maddux.
Currie announced several executive promotions and additional duties for existing senior leaders.
"Today's announcements reflect a process in which we have intentionally considered how we evolve and adapt, including with the redeployment of time and resources towards initiatives and priorities that are most important to navigate the challenges of college athletics and higher education," Currie said. "The addition of Janeen and Ryan's specific skills and capacity coupled with the ability of our senior leaders to efficiently assume more responsibility best positions Wake Forest Athletics for championship success and achieving our five core goals."
Lalik and Madden fill the openings created with Lindsey Babcock's ascension to be commissioner of the South Atlantic Conference in May, and Will Pantages' departure in March to become Ohio State's senior associate AD for football strategic communications.
What They Are Saying
- Andy Loughnane, President of Austin FC
- "Ryan is an outstanding person, and Wake Forest is fortunate to be gaining his leadership and expertise. We will miss him as he has been an important contributor since joining Austin FC in our inaugural season."
- David Wright, Chief Commercial Officer of the U.S. Soccer Federation
- "As the collegiate landscape continues to evolve, the need to combine commercial strategic thinking, breakthrough creativity, and contagious hustle has never been greater. Those characteristics summarize Ryan and were key drivers in his great success at Austin FC, where his impact will be felt for years to come. Ryan is an absolute pro in this industry, and I could not be more excited for his next chapter at Wake Forest."
- Radhika Duggal, Chief Marketing Officer of Major League Soccer
- "Not only is Ryan an incredible brand builder, helping to build the beloved Austin FC brand, but he's also an incredible partner and leader. He leads with thought and care, and is focused on growth of the business and platform above all else."
- Tim Hinchey, Chief Revenue Officer of Canucks Sports and Entertainment
- "Ryan is an exceptional leader that brings people together to accomplish great work. He focuses on authentic collaboration that creates trust with all of his key stakeholders while delivering results. This is a great appointment for Wake Forest!"
- Travis Tygart, Chief Executive Officer of the U.S. Anti-Doping Agency
- "Wake Forest University's athletics programs are gaining a communications expert and brand star in Ryan Madden. All of us had the privilege of working alongside Ryan for several years at the U.S. Anti-Doping Agency. During his time here, Ryan built trust with athletes, the public, and sport organizations to embrace competing and winning the right way. He handled many high-profile and difficult situations with grace and humility, achieving great success through his dedication and hard work. He has a proven ability to navigate high-stakes, high-visibility situations with clarity and composure. Beyond his professional skill, it is important to know Ryan is who he is. In all our years working together, Ryan never once cut a corner. He believed and lived the idea that how you win matters just as much as whether you win. In an industry where the pressure to compromise is constant, Ryan's integrity always prevailed. His work ethic matched his character: thorough, honest, and relentlessly prepared. Wake Forest is getting an executive who knows how to protect and build a brand under pressure. They're also getting someone whose values you can trust implicitly."
Senior Deputy Athletics Director Scott Garrett has been designated as Chief Operating Officer while maintaining oversight of the department's student-athlete licensing front office and external operations. Garrett will continue to oversee facilities, event operations, ticket sales, fan experience, communications and creative services while serving as football sport administrator and providing leadership support for the Athletics sport administration team.
Randy Casstevens has been promoted to Deputy AD and Chief Financial Officer and will support the sports medicine group while continuing to lead overall financial strategy. Casstevens will also serve as chief risk-manager, including being the primary point-of-contact with the Wake Forest University Police Department.
Barry Faircloth has been promoted to Deputy Athletics Director for Development and Partnerships. Faircloth will continue to provide strategic leadership for the Athletics development team while leading major University partnership initiatives, including future corporate partnerships and multimedia rights opportunities.
Craig Zakrzewski has been promoted to Executive Associate AD for Capital Projects & Operations. In his expanded role, Zakrzewski will provide executive leadership support for the sports performance unit while continuing to oversee capital projects, equipment services, facilities management, event operations, information technology, and ACC Network and in-venue broadcast production.
Daren Koudele has been named Executive Associate AD for Regulatory Affairs & Student-Athlete Success. In addition to continuing to serve as Wake Forest's chief compliance officer, Koudele will oversee the department's academic services and student-athlete development efforts, ensuring the Demon Deacons continue to provide a holistic student-athlete experience while operating with the highest level of integrity.
Annette Medalie has been promoted to Executive Associate AD for Finance & Workforce Administration. Medalie will continue to lead the Athletics business office operations while assuming oversight of the department's human resources functions, helping support staff and strengthening operational effectiveness across the organization.
Mike Piscetelli has been promoted to Executive Associate AD for Development. Piscetelli will continue leading the Deacon Club's fundraising strategy, donor cultivation and stewardship efforts after helping guide the department to a record-setting fundraising year.
Jordan Jarry has been promoted to Senior Associate AD for Administration. In his expanded role, Jarry will serve as the department's primary liaison with Campus Life and the Dean of Students on student conduct matters while also assuming responsibilities as sport administrator for the men's soccer program.
Thursday, July 16
Thursday, July 09
Thursday, July 02
Thursday, June 25