In September 2025, Genia Montford was appointed Interim Director of Athletics at the University of South Carolina Beaufort, bringing a decade of dedicated service and leadership within the department. She leads with a bold and strategic vision to position USCB Athletics as the Lowcountry’s NCAA Team—focusing on elevating the Sand Shark brand, cultivating a culture of excellence, and deepening community engagement across the region.
Montford is entering her 10th year with USCB Athletics, currently serving as Senior Woman Administrator and Deputy Director of Athletics. In these roles, she provides oversight in compliance, policy development, and strategic planning. She played a pivotal role in USCB’s transition from the NAIA to NCAA Division II, helping lay the foundation for sustained growth and long-term success.
Since joining the department full-time in 2014, Montford has steadily advanced into key leadership positions. Promoted to Associate Director of Athletics in 2019, she managed eligibility and compliance, sports medicine, and sports information, while serving as sport administrator for Men’s and Women’s Cross Country and Track & Field. In 2022, she was elevated to Deputy Director of Athletics and named Senior Woman Administrator, continuing to guide departmental operations and co-advise the Student-Athlete Advisory Committee (SAAC).
Montford has also contributed significantly at the conference level. During USCB’s tenure 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. Her leadership was instrumental in the addition of Indoor Track & Field as a conference sport and in organizing its inaugural championship in 2021. She was honored with consecutive Sun Conference Charles Morris Administrator of the Year awards in 2020 and 2021.
Prior to her full-time transition into athletics, Montford served 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 holds a 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.
