Breaking News: Country Roads Trust Hires New Director of Operations

In the rapidly changing landscape of college sports, a school’s NIL collective serves as an essential aspect of the health of a college program. And with new rules concerning NIL (Name, Image and Likeness) on the horizon, Country Roads Trust is revamping itself in an effort to best serve WVU.

WV Sports Now has learned one new aspect of CRT is bringing in someone to a new high ranking position. CRT has hired Taylor Scarnato as the company’s new Director of Operations. Scarnato, who officially signed on in early July, has since been working with her CRT colleagues, West Virginia’s director of athletics Wren Baker and prominent WVU alums to learn the best course of action in her new role.

Scarnato explained what embarking on this new professional journey means to her in a statement to WV Sports Now.

“In a word: everything. The opportunity to serve the University in any capacity is an incredible honor that I don’t take lightly. Since graduating in 2012, I’ve dedicated my time to running alumni chapters, interest groups, fundraisers, traveling to games near and far and furthering the Mountaineer spirit wherever I can. It’s easy because of how much love I have for WVU and West Virginia as a state, but it also feels like a responsibility I carry because of how much both have given me.”

Country Roads Trust General Manager and Chief Operating Officer Stephen Ford sent his own statement about adding Scarnato to the team.

“We’re extremely excited to bring Taylor onboard. Her love and passion for the university is unmatched, and we think the fans are going to see that instantly. We believe with her background and our goals, it’s a great fit.”

Image from the Country Roads Trust Facebook page

There’s no denying players being compensated for their name, image and likeness has had a significant impact on college sports. There’s also no denying the programs who have adapted to the advent of NIL have flourished while the ones more hesitant have faced issues.

While speaking with the media at the Big 12 Media Days, WVU head coach Neal Brown opened up about how he’s managed NIL in terms of recruiting and retaining players.

“I wish it was as simple as just a local concept, right? I think you’ve got to think big picture on this. From an NIL standpoint, from a head coaching perspective, it’s money in and money out,” said Brown.

“And we’re tasked with a lot of the money coming in, and so I’ve grown in that realm of how to do it and how to be productive in it. And also I think it’s about figuring out what people are — I’m talking about donors and supporters of your program — who’s wanting to help in what areas. There’s some that are really interested in NIL. There are some really interested in facilities,” he explained.

Brown was able to retain most of WVU’s key contributors from 2023 thanks to Country Roads Trust, who has also helped assist other teams within the West Virginia athletic department, most notably the men’s basketball program as it transitions into a new era under head coach Darian DeVries.

For some background on Scarnato, a proud WVU alum herself, read what she offered to WVSN below.

“I grew up in a rural county in Pennsylvania that many joked was “connected to West Virginia by a dirt road.” I graduated from WVU in 2012 with a degree from the (then) P.I. Reed School of Journalism, with a major in Public Relations and a minor in Communications. Over my career, I have focused on sales, marketing, and events for hospitality and staffing companies. For the better part of the last decade, I have specialized in acquiring top talent for Fortune 500 companies, most recently as a Principal Recruiter for an award-winning recruitment agency,” Scarnato told WVSN.

WV Sports Now expects Scarnato’s hire will lead to new initiatives and provide fans with a passionate alum who will fight for the greater good of WVU sports.

A story with more from Scarnato will follow this initial breaking news report.