CHAPEL HILL, N.C. – Maggie Goloboy, a Carolina women’s basketball alumna and seasoned executive with extensive leadership experience in strategy across the media, consumer and sports sectors, has been named Senior Associate Athletic Director of Strategy and Special Initiatives for Carolina Athletics. 
  
In this newly created position, Goloboy will help to shape departmental strategy, support enterprise-level decision-making and lead select initiatives from concept through execution. Working cross-functionally across Athletics, the University and external partners, her role complements existing departmental leadership by driving collaboration and stakeholder alignment. She also will serve on Athletic Director Steve Newmark‘s executive leadership team. 
  
“Maggie’s expertise in strategy, media, technology, analytics and content, blended with her pedigree as a former Tar Heel student-athlete, makes her an ideal addition to our department – particularly as we continue to evolve and tackle revenue challenges across all of college athletics,” Newmark said. “Her experience in originating, building and executing large-scale projects will be invaluable as we work even more closely with partners across the University on new collaborations that will have a positive impact on the Carolina community.” 
  

Goloboy, who grew up in Chapel Hill, N.C., was most recently a partner at McKinsey & Company in the Technology, Media & Telecommunications Practice. Working primarily with clients across the media, consumer and sports sectors on a breadth of topics, Goloboy focused on strategy and revenue growth. She has experience across the corporate, nonprofit and higher education sectors. 
  

Prior to returning to McKinsey & Company in 2021, Goloboy was a leader on the Content Strategy & Analysis team at Netflix. She held various positions working with the content and studio teams, helping to guide business decisions through key insights and performance assessment. She previously was a vice president at NBCUniversal in a corporate finance and strategy role, focused on the television and film businesses. Goloboy started her career in media and telecom investment banking, and prior to business school was an assistant at Endeavor Agency (now WME). 
  
“I am thrilled to join Carolina Athletics at such a transformational time in college sports under the leadership of Steve Newmark and Chancellor Lee Roberts,” Goloboy said. “As someone who loves this University and is so thankful to have been a former student-athlete here, I am excited to use my experiences built over the past 20-plus years in business to help Carolina Athletics continue its mission to educate and inspire through athletics.” 
  
Goloboy played on UNC’s women’s basketball team from 1998-2000, later transitioning into a student assistant role from 2000-02. A Carolina Scholar, she graduated with honors from UNC with a bachelor’s degree in philosophy and a minor in business…