Support Staff Spotlight: Jillian Jakuba

A sports information director (SID) is the behind-the-scenes powerhouse of college sports, managing everything from media relations to social media, game-day operations, and storytelling. They are responsible for promoting their programs, supporting student-athletes, and keeping fans engaged. SIDs are the main link between teams, media, and the public. They do this through managing social media strategy, press releases, organizing interviews, updating websites, sharing stats, and much more. It’s a role that demands creativity, adaptability, and an unyielding passion, often requiring long hours and quick thinking to ensure every detail is executed purposefully.

Jillian Jakuba has spent over 16 years at the University of Massachusetts, where she’s served as the Director of Communications and the hockey Sports Information Director since midway through the 2011-12 season. Her career in sports information began long before that, though, with roles at Bucknell, UConn, and Franklin Pierce following her graduation from Boston University in 2003. 

“I’ve been doing this since I was 18 years old,” she says. “This is all I’ve ever done.”

Jakuba’s journey into sports information was somewhat serendipitous. As a freshman at BU, a work-study placement landed her in the SID office, and she was hooked from the start. 

“I originally went to BU as a journalism major but switched to public relations my first semester,” she explains. “[What] really attracted me to sports information was that every day was different, and it was more than just writing. Even back then, before social media, there were so many other elements to it.”

Over the years, Jakuba has amassed a wealth of memorable experiences, but the 2021 National Championship with UMass hockey stands out as a pinnacle moment. 

“That season began with me coming off indefinite furlough just five days before our season opener,” she recalls. “Navigating a COVID season [was] a long, hard road, [but] not a day goes by that I’m not grateful for those memories in Pittsburgh. I’m well aware many people go their entire careers without being part of a National Championship, and I was able to experience that before turning 40.”

Jakuba credits mentors like legendary BU SID Ed Carpenter and former UMass supervisor Jason Yellin with shaping her career. 

“[Ed] taught me the value of building relationships [and] that this job is all about the people. Jason, [on the other hand,] always pushed me out of my comfort zone and challenged me to get better,” she says. “Even though we haven’t worked together in years, [Jason] remains a key figure in my life—always there for advice or a confidence boost.”

Throughout her career, Jillian has been part of transformative moments for UMass hockey, including three NCAA Tournament appearances, two Frozen Fours, and two Hockey East Tournament championships. She also spearheaded a Hobey Baker campaign for 2019 winner Cale Makar and led branding initiatives like the “Flagship” identity used across the athletic department. 

“I’m extremely proud of the work I did on Cale Makar’s campaign and the materials we used that season,” she says. “I also [loved] leading the 40th Anniversary of Division I hockey celebration last year and designing the helmet logos the players wore.”

For Jillian, the student-athletes remain at the heart of her work. 

“Some people call me old-fashioned, but it’s always about the student-athletes,” she says. “I want to do everything I can to make their college experience the best it can be and prepare them for what’s next.” 

Her dedication extends to mentoring student-athletes who’ve interned in the communications office, several of whom have gone on to careers with the NHL, Seattle Kraken, and Hockey Canada. 

“If their time at UMass helped them even the tiniest bit to get to where they are today, I would feel extremely honored,” she shares.

Reflecting on the challenges of being a SID, Jillian acknowledges the evolving demands of the role. “When I started, it was all about who had the best-looking media guides. Then media guides went away, social media emerged, and now creative skills like photography and videography are vital,” she explains. At away games, she’s capturing photos and video, running social, and writing recaps—all at once.

Despite the long hours and constant evolution, Jakuba remains energized by the relationships she’s built. “It’s sad to see people move on or graduate, but it’s exciting to never know who’s going to come into my life next,” she says. “There are so many people I cannot imagine my life without, and I owe so much to this job.”