Genia Montford is entering her 10th year with the University of South Carolina Beaufort Athletic Department in fall 2024. She currently serves as Senior Woman Administrator and Deputy Director of Athletics, providing leadership in compliance, policy, and strategic planning. Montford played a central role in USCB Athletics’ successful transition from the NAIA to NCAA Division II, helping position the program for sustained growth and long-term success.
Since joining USCB Athletics full-time in 2014, Montford has steadily advanced into key leadership roles. She was promoted to Associate Director of Athletics in 2019, where she oversaw eligibility and compliance, sports medicine, sports information, and served as sport administrator for the Men’s and Women’s Cross Country and Track & Field programs. In 2022, she was appointed Deputy Director of Athletics and named Senior Woman Administrator, continuing to lead the department while serving as Co-Advisor to the Student-Athlete Advisory Committee (SAAC).
Montford has also been a respected voice at the conference level. While USCB competed in the Sun Conference, she chaired the Champions of Character Committee, advised the Conference Association of Student-Athletes, and served on both the COVID Task Force and Branding Committee. She was instrumental in adding Indoor Track & Field as a Sun Conference sport and in overseeing its inaugural championship in 2021. Her leadership was recognized with back-to-back Sun Conference Charles Morris Administrator of the Year awards in 2020 and 2021.
Before transitioning fully into athletics, Montford worked in USCB’s Business and Finance division as Procurement Manager and Contract and Risk Manager, while also supporting Athletics as Business Manager.
A native of Wilmington, N.C., Montford earned her bachelor’s degree in psychology from UNC Wilmington and an MBA from the University of South Carolina. She is a graduate of the Southern Association of College and University Business Officers (SACUBO) College Business Manager’s Institute and maintains active memberships in NACDA, Women Leaders in College Sports, and the BOSCA Advisory Board.
