Riley Kohler ’25: Marketing in Motion
Graduate assistant leads the Marketing team in driving engagement and empowering students
Behind every one of Rec Sports’ polished marketing campaigns lies a whirlwind of strategy and creativity. Promoting each event and offering from all seven Rec Sports program areas demands a balancing act of analytics, vision, and leadership. At the helm is Riley Kohler ’25, a graduate assistant shaping success in the Marketing & Communication office.
Originally from Waller, Texas, Kohler is currently pursuing a master’s degree in marketing at Mays Business School after completing her undergraduate degree in communication. Her decision to attend graduate school is one she credits to the support and motivation from her supervisors.
“Rec Sports was able to open a lot of doors for me,” Kohler said. “It helped me get into grad school, learn more about analytics and content creation, and it’s just been a beautiful experience overall. Having two big motivators push me to go to grad school was the best thing I could have received.”
What started as a social media assistant position quickly evolved into supporting other students in a management role. Now, as a graduate assistant, Kohler oversees 12 student employees, seven program areas, four social media accounts, and endless marketing projects.
“Every day it’s a new ball game,” she said. “What’s so cool about our department is that we’re able to market for so many different programs–it’s so engaging. Sometimes I’m analyzing data, sometimes I’m just changing schedules. What I love the most is remembering how I started off in this position and how I’ve grown.”
With her team of videographers, graphic designers, social media assistants, and a writer, Kohler ensures that every project runs smoothly. Using tools like Ravetree and Sprout, she spearheads campaigns, assigns tasks, tracks progress, and ensures that no one is overwhelmed. Her goal is to create a collaborative environment where every member of her team feels supported and empowered to be creative.
“There’s always a lot running through our office,” Kohler said. “I assist my two pro staff members, Kelly VonDrehle and Mariaelena Lozano. They have a lot on their plates, so whenever some starts to overflow, it comes to me and I help manage all of our projects. It’s very high energy, high impact.”
Every day, Kohler embraces the ever-changing nature of marketing, from creating engaging social media content to analyzing data to refine strategies. Whether brainstorming creative trends, coordinating campaigns for Rec Sports’ seven programs, or digging into analytics to measure impact, Kohler thrives in the dynamic, fast-paced world of marketing and communications.
“I used to think I was purely creative,” she said. “That was what I did for a year and a half here. But towards the end, I started doing all the analytics, and I loved seeing how trends would spike our engagements. I get so proud of my work when I create something, but I also enjoy the strategy side of it.”
Kohler takes the most pride in her ability to support her team─seeing new student employees step into their roles, experiment with creative ideas, and make their own impact are her metrics for success. Having grown through the same process, she recognizes the importance of mentorship and creating space for others to learn.
“[What I’m most proud of] is seeing all of the new students come into Rec Sports,” Kohler said. “I was in their shoes two years ago. Everybody has new ideas, and everyone is able to leave their footprint here. Marketing & Communications had such a big impact on me, so I know it’s going to have an even bigger one on them because of all the different roles they’re going to try, all the new challenges, all the new events that are coming up. It’s all worth something.”
Her team aside, Kohler’s own creativity shines most through her roots in social media. Her love for putting together goofy reels highlights the fun and unexpected side of marketing while demonstrating the power of connecting with an audience through humor and authenticity, all while staying on top of evolving trends.
“I’ve always loved making funny reels for programs,” Kohler said. “Any time there’s an opportunity, I think that’s where our best impact comes from. I just love to see the staff get excited, I love to see all of the comments on these videos. Now that we have three new social media workers, it’s fun to see them get to take on that as well and enjoy that process.”
Looking ahead, Kohler dreams of owning her own marketing agency, where she can bring the energy and collaborative spirit of Rec Sports marketing to small and medium-sized businesses.
“I am in an environment that is very similar to where I want to be working in the future,” she said. “We have so many different people all working towards the goal that is marketing Rec Sports. I am who I am now because of Marketing & Communication. I want to bring that energy into my own company.”
