Jasmine Washington was hired as the associate commissioner of communications and creative media in September 2024.
Overseeing the Southland Conference's social media, branding and marketing initiatives, Washington leads the conference's digital strategy, championship marketing efforts and sponsorship fulfillment. She also serves as the communications contact for football, cross country, track & field, women's basketball, beach volleyball and baseball. Washington ensures the successful execution and implementation of innovative digital campaigns that elevate the Southland Conference brand. Washington also serves as the liason between the conference office and member institutions' communications staffs.
Washington creates and monitors the conference's social media metrics that have become an essential component of the conference's championship planning process, providing actionable insights that have shaped social media strategy and content development. Since 2024, those efforts have contributed to an increase of more than 40,000 followers (33%), helped drive a 143% increase in engagement and a 190% increase in social media views for championships.
For the Southland Conference Basketball Championships, she directs the conference's digital marketing strategy, including ticketing promotion, social media planning, in-venue digital signage and email marketing campaigns. She also assists with fan engagement efforts that include sponsorship activiations with VanWanger. Washington supervises a team of creative and social media volunteers from member institutions, providing leadership, coordinating responsibilities and fostering a collaborative environment that encourages creativity, professional development and innovative storytelling.
Prior to joining the Southland Conference, she served as Director of Marketing and Creative Services at the University of New Orleans, where responsibilities included leading marketing, fan engagement, social media and graphic design efforts for all 12 varsity sports and the department's primary digital platforms. During that time, Facebook reach increased by 113%, Instagram Reels plays rose by 72%, and the department launched its first TikTok account, which grew to more than 16,500 followers and 1.2 million likes in its first three months. As the department's lead graphic designer, photographer and social media manager, she contributed to a 55.6% annual increase in overall social media followers while also serving on the athletics senior staff as a secondary sport administrator and liaison for the pom team.
Washington also worked at the Southern Conference, initially serving as the communications contact for seven sports before transitioning into the role of Director of Creative Services. In that position, she oversaw the conference's creative branding, digital marketing, championship video board content, signage and brand standards while enhancing the conference's digital presence. During the first six months in the role, social media engagement on X increased by 38%, accompanied by a gain of more than 1,800 followers.
She is a member of the 2023 CSC 30-Under-30 Honoree Class, 2022 NCAA Inclusion Grant Recipient and has volunteered at the 2022 Men's March Madness First and Second Rounds and 2026 Women's March Madness Sweet 16 & Elite Eight - assisting with social media, communications and marketing/fan engagement efforts.
Washington is from Woodbridge, Virgina, and graduated in 2020 from the University of Maryland with a Bachelor's of Arts and Humanities in Communications (Public Relations) and Criminal Justice/Criminology. She is a proud member of Delta Sigma Theta Sorority, Incorporated.