LaToya M. Williams joins the Alabama State football staff as the Associate Athletic Director for Football Administration in 2022.
She brings with her a wealth of experience at different levels including serving as the Director of Football Operations at Jackson State last season. Williams played an integral role in pitching, planning, and orchestrating the historic hire of Deion Sanders resulting in a top-ranked recruiting class. She also provided oversight, leadership, and direct support with assigned strategic projects for Jackson State football, while also working with student-athletes on the understanding of NILs and the correct usage of name, image, likeness, official logos, and brand collateral.
Among other aspects Williams was responsible for at Jackson State were serving as the academic and compliance liaison, overseeing the football media team, recruiting assistants, graduate assistants, and day to day operations for the football staff. She was also responsible for team travel, the football training table, and growing and enhancing relationships between Jackson State football various entities on campus as well as within the community. She also helped to foster an environment that was committed to the best interests of all football student-athletes consistent with their educational, ethical, social, physical and professional development.
Prior to her time at Jackson, Williams spent time at FOCUS Learning Academy/AAA as an instructor. She split her duties as an athletic academic advisor, college and career readiness specialist, and the director of football and baseball operations. She assisted juniors and seniors with academic opportunities and requirements, policies, and procedures. She helped get a 100 percent college admittance and graduation rate while there and was the lead facilitator for all athletic academic and NCAA initial eligibility requirements.
She also spent time at Prime Prep Academy (2013-15) serving as co-chair of the Campus Leadership Team while serving in multiple roles. During her time at Prime Prep, she appeared on season one and two of “Deion’s Family Playbook” on the Oprah Winfrey Network (OWN) as the school’s Academic Advisor. Prior to that, she spent time at the Mo Williams Academy (2011-15) where she was the Executive Director, General Manager, and Social Events Coordinator.
Williams has also spent time at two other Southwestern Athletic Conference (SWAC) schools prior to her time at Jackson State, spending time as the Director of Media Relations and Communications (2011-12) at Alcorn State and the Athletic Academic Enhancement Coordinator (2009) at Prairie View A&M.
While at Alcorn State, Williams helped get Donald “Quickie” Driver into the SWAC Hall of Fame. At Prairie View A&M, she established the first athletic academic enhancement program on the campus while also serving as the sole academic advisor for 17 sports.
Between her stops at the two institutions, Williams spent time at Deuce McAllister Enterprises where she was the producer of “Talking Sports Live with Deuce McAllister and Rob Jay,” as well as serving as the public relations consultant and business concierge. Additionally, she was an instructor for one year in the Jackson Public School Systems (2008-09).
Williams started her career at the NCAA as an Education Services Intern (2005-06), before serving a stint at Alabama State (2006-08) serving as the initial Athletic Academic Enhancement Coordinator where she helped manage and evaluate the academic performance for over 500 student-athletes throughout 17 sports. She also assisted with football operations for then-head coach Reggie Barlow.
Since 2010, Williams has been an executive consultant for 4th Quarter Agency, LLC where she delivers effective strategic communication strategies to clients with respect to protecting and growing their brand. She serves as a trusted advisor to her clients as well as identifying and anticipating their needs and propose dynamic solutions.
She is a member of the National Association of Black Journalist (NABJ), the National Association of Academic Advisors for Athletics (N4A), the Mo Williams Foundation, and the Catch 22 Foundation.
Williams received her B.A. in Political Science/Pre-Law from Alcorn State in 2003, while also receiving her Master of Education in Physical Education with an emphasis in Sports Administration in 2005. Williams received a Master’s in Public Affairs/Human Resource Management from Texas Southern in 2011.
Williams is a native of Louise, MS and a 1999 honors graduate of Humphreys County High School in Belzoni, MS.
