Virginia Tech athletic director Brian White announced his fourth hire on Wednesday morning in PJ Mullen, who will serve as the Hokies' deputy athletic director and chief marketing officer.
Mullen comes from Rutgers, where he spent five years as the Scarlet Knights' executive senior associate athletic director for marketing, fan experience and brand strategy.
"PJ is one of the most innovative and forward-thinking leaders in college athletics, and we're thrilled to welcome him and his family to Blacksburg," White said in the release. "I've said many times that college athletics is in the entertainment business, and our responsibility is to create the very best fan experience and gameday atmosphere in the country. PJ understands exactly what that looks like.
"He has built a reputation for elevating brands, creating memorable experiences for fans and driving innovation across every area he leads. His vision, creativity and collaborative leadership will be instrumental as we continue to strengthen the VT brand, deepen our connection with Hokie Nation and position Virginia Tech for long-term success."
He'll take up responsibilities in Blacksburg previously held by Brad Wurthman. Mullen will serve on White's executive leadership team and oversee marketing and the fan experience, communications, the creative department, the ACC Network, broadcast operations and the in-venue experience.
At Rutgers, he was pivotal in the creation of The Rutgers Boardwalk, the university's guide to the football gameday experience. He also elevated the Scarlet Knights' annual blackout game into one of the best promotional events across the country.
He chaired Rutgers' revenue generation task force to identify and implement new revenue opportunities. Mullen also led the athletic department's NIL branding strategy and commercial opportunities.
On top of his responsibilities in Piscataway, he worked in Philadelphia on the live event production teams for the Eagles and Phillies, including the 2026 MLB All-Star Game and Home Run Derby.
"My family and I are incredibly grateful to Brian White for the opportunity to join Virginia Tech and become part of such a special university and athletics department," Mullen said. "From our very first conversations with Brian and his team, it was clear they have a bold vision for the future of Virginia Tech athletics, and I knew I wanted to be part of it. We couldn't be more excited to join Hokie Nation and the Blacksburg community.
"Virginia Tech has an iconic brand, rich traditions and one of the most passionate fan bases in college athletics. We're excited to embrace what makes this place so special, build on that foundation and help bring new ideas and unforgettable moments to life."
Mullen is a 2007 Penn State alum with a bachelor's degree in communications and served as an adjunct professor at the school. After serving as the program director and morning show host at WBHV-FM in State College for five years, he got his start in athletics under James Franklin as the football program's director of player development and community relations. He was heavily involved with on-campus recruiting visits, student-athlete life off the field and the gameday experience.
Mullen then shifted into a director of marketing role for five years, where he handled marketing, fan experience and in-game production efforts for football and men's basketball. He was specifically tasked with the atmosphere and in-game flow at Beaver Stadium.
"I'm incredibly excited for Virginia Tech athletics and for PJ as he steps into this role," Franklin said. "I've known PJ for a long time, and I can tell you he's one of the most creative, energetic and passionate people I've been around. He has a unique ability to combine vision with execution, building experiences that energize fans, strengthening a program's brand and bringing people together around a common purpose.
"PJ will be a tremendous asset to our department, our university and our community, and I'm excited to work alongside him again. I'm extremely confident he'll amplify the incredible traditions we already have, elevate our gameday atmosphere and create unforgettable experiences for Hokie Nation."
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Mullen is the fourth addition to White's executive leadership team, joining Ryan Gottlieb (deputy AD, chief strategy officer), Brad Bell (executive associate AD of advancement, executive director of Hokie Club) and Mary Giardina (deputy AD, chief of staff).
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