CavFutures Marketing Inc. (formerly known as CavFutures), the official collective supporting University of Virginia Athletics, is proud to announce the promotion and hiring of key staff. These strategic moves reflect the organization’s bold response to the shifting NIL landscape following the House Settlement, reinforcing its long-term commitment to positioning UVA and its student-athletes as premier partners for brands and businesses nationwide.

Mark Cooke has been named Chief Operating Officer. Cooke brings more than 30 years of executive leadership in the consumer goods industry, most notably through a distinguished career at PepsiCo, where he served in regional director roles overseeing national sales, P&L, and operations for teams of 500+. He also led the national retail launch of Black Rifle Coffee Company. A proud UVA alumnus and former two-sport athlete (football and basketball), Cooke returns to Charlottesville with a mission to elevate the organization’s infrastructure, execution, and results.

Frances Reimers joins as Senior Advisor, Brand and Revenue Growth. Reimers brings over two decades of experience helping athletes and sports organizations build brand visibility, secure sponsorships, and grow revenue. She is the founder and CEO of Firestarter, a marketing and communications agency serving high-profile clients such as the Denver Nuggets, Las Vegas Raiders, Washington Commanders, Aaron Donald’s AD99 Solutions Foundation, and several high school and collegiate athletes and programs. Reimers is a recognized voice in NIL and athlete brand consulting, regularly training student-athletes and parents on how to build sustainable brand equity in today’s marketplace.

Isabella Frank has been named Director of Marketing and Media. A Charlottesville native and lifelong UVA sports fan, Frank graduated from the University of Virginia in May 2025 with a bachelor’s degree in Media Studies and a minor in Women, Gender & Sexuality. She began her journey with CavFutures Marketing Inc as an intern in October 2024 and was hired full-time following graduation.

In her current role, Frank oversees content strategy, digital engagement, and media production for the organization. Her deep personal connection to the local community and passion for UVA Athletics have made her an essential bridge between student-athletes and the broader Charlottesville fanbase. In addition to leading content efforts, she supports student-athletes by helping secure local opportunities that align with their values and goals. She is especially proud of the opportunity to help athletes grow their personal brands while connecting them with the community she calls home.

“These personnel moves are not just about adapting to the post-House era,” said Lo Davis, Executive Director, “they are about leading it. With this team, we are not only preparing UVA athletes to thrive in a new commercial landscape, we are building a destination for brands that want to partner with excellence—on and off the field.”

CavFutures Marketing Inc. will continue to evolve its strategy, infrastructure, and partnerships in alignment with UVA’s mission, ensuring that student-athletes benefit from forward-thinking leadership and resources that unlock meaningful opportunities now and in the future.

About CavFutures Marketing Inc.
Cavalier Futures Marketing, Inc. is the official NIL collective of University of Virginia Athletics. The organization connects UVA student-athletes with impactful brand, media, and community opportunities while providing education and support to ensure long-term success both during and after their playing careers. To learn more, visit https://www.cavfutures.com/.