As president and chief executive officer of newly formed Rutgers subsidiary Scarlet Assets Management Co. LLC, Tirrell oversees management of multimedia and naming rights, merchandise and ticket sales for the university’s athletics department. Prompted by the Scarlet Knights’ record-setting success in recent years, Rutgers created SAMCO in 2023 to expand available revenue streams and drive commercial profitability for athletics via new corporate partners and naming rights opportunities. SAMCO also handles signage, both traditional and digital, and broadcast inventory. Additionally, it manages new gameday experiences and premium offerings, according to Rutgers, while also managing sponsorships and marketing efforts for the University. To lead the new entity, Rutgers tapped Point Pleasant native Tirrell, who most recently served as the associate athletic director for marketing and business development. In that role, she oversaw naming rights of both SHI Stadium and Jersey Mike’s Arena, as well as managed Rutgers’ partnerships with corporate sales, multimedia and merchandise. Tirrell also was liaison to the university’s trademark and licensing division and led the athletics’ marketing staff and its efforts in game presentation, promoting and advertising the Scarlet Knights’ two dozen sports. Before her arrival at Rutgers in 2014, Tirrell spent nine years in minor league baseball where she held various leadership roles, being named the league’s Female Executive of the Year, along with several years at the Late Show with David Letterman. Commenting on the new position, Tirrell said, “This is an exciting opportunity to be part of SAMCO at such a pivotal time at Rutgers. I am absolutely thrilled to lead an unbelievable team that will make an impact on our Rutgers community from day one. Rutgers is at the forefront of major advancement in research, science, and technology.” She went on to say, “The Block R brand is the first thing you see when you arrive at Newark Liberty International Airport, it appears on primetime television, at the Macy’s Thanksgiving Day Parade – Rutgers is everywhere.”