University of Miami Athletics

Carter Toole


Senior Associate AD, Strategic Communications/Chief of Staff



Carter Toole -  - University of Miami Athletics

Carter Toole serves as the Senior Associate Athletic Director for Strategic Communications and the athletic department’s Chief of Staff. He joined the Hurricanes as the Associate Athletic Director for Communications & Digital Strategy in 2016 and was promoted to Senior Associate Athletic Director in 2017 before assuming his current role in 2022.

Toole assists in the analysis and execution of department-wide initiatives, develops and manages benchmarks for all varsity sport programs, serves as the primary department writer for all athletic department communications, serves as the department liaison for campus-related communications matters and assists the Vice President/Director of Athletics and Senior Deputy Athletic Director with special projects. He also serves as the sport administrator for the swimming and diving and women’s tennis programs. When he was Senior Associate Athletic Director of Communications & Digital Strategy, Miami’s communications staff won its first two Football Writers Association of America Super 11 Awards in 2018 and 2021.

Toole previously co-owned a Nashville-based marketing agency, Wheelhouse Marketing Advisors, which was acquired by a local technology firm (Atiba) at the end of 2015. Before launching Wheelhouse he served as Vice President, Digital, at another Nashville firm, January & Associates.

Prior to entering the agency business, Toole worked in the National Football League for nine seasons with four teams. After public relations stints with the Green Bay Packers, Tennessee Titans and Tampa Bay Buccaneers, he joined the Houston Texans as the club’s first Director of Internet Services & Publications. He was part of the Texans’ communications staff that won the Pete Rozelle Award in 2004 as voted on by the Pro Football Writers Association of America. He also authored the book Opening Night on Houston’s return to the NFL. Toole has worked eight Super Bowls as a member of the NFL’s media relations staff.

Toole started his sports communications career in the media relations offices at Arizona State University and the University of North Carolina at Chapel Hill, where he earned his bachelor’s degree in English.

A native of Alexandria, Va., Toole and his wife, Barbara, have two daughters.