Deshon Lawrence enters his third season with the UCF football program and was recently promoted to the Senior Director of Player Development, Pro-Liaison, and Internal Operations. In this role, he serves as the primary liaison between football staff, academic services, university housing, and compliance for student-athletes, while also guiding football student-athletes through financial processes and academic participation. He works closely with the Director of Recruiting to enhance team personnel and the on-campus experience for all recruits, particularly focusing on the state of Georgia. Additionally, he mentors and assists student-athletes in their transition to university life and career development. He coordinates professional development and community service initiatives, ensuring they align with NCAA requirements.
Prior to his role at UCF, Lawrence spent nearly a decade as the Operations Manager for the Cam Newton Foundation from 2012 to 2021. In this capacity, he served as the Director of Operations and Player Personnel for the Cam Newton "C1N 7v7" Organization, overseeing travel for staff and over 100 athletes and managing player scouting throughout the Southeast. He was the lead contact for players and parents, organized and negotiated contracts for foundation sponsorships, and played a key role in raising over $5 million in partnerships and donations for foundation programming. His work in social media strategy helped grow the foundation’s presence, increasing its followers by over 150k and generating 500 million impressions. He also created and executed more than 50 community events, positively impacting over 10,000 children in lower-income areas of Atlanta and Charlotte.
Additionally, Lawrence worked as a Sports Marketing Consultant with the Consilio Agency from 2015 to 2020, where he developed business plans, product marketing strategies, and go-to-market strategies. He also organized branding opportunities for clients and created talent brand strategies, generating $250k in revenue through endorsement partnerships and charitable fundraising initiatives.
Earlier in his career, Lawrence contributed to the academic community at Georgia State University as an Academic Ambassador for the Department of Kinesiology & Health in 2013-2014. He provided valuable information to prospective students and assisted with department tours. Additionally, he served as a Football Defensive Graduate Assistant at Arkansas State University in 2012, where he organized team meetings, developed scouting reports, and produced practice and game films.
Lawrence began his coaching career as a Paraprofessional/Community-Based Instructor at Banneker High School from May 2011 to January 2012, where he assisted with teaching and coached defensive backs, special teams, and the junior varsity football team. He also worked as a Student Assistant Cornerbacks Coach at Western Michigan University during the 2010-2011 academic year, assisting with team highlight reels and game film breakdowns.
He holds a Master of Science in Sports Administration from Georgia State University (2013-2014) and a Bachelor of Science in Recreation with a specialty program in Alcohol and Drug Abuse from Western Michigan University (2007-2011). He is also a proud alumnus of the Western Michigan football team.