University of North Carolina Athletics
Staff Directory
- Title:
- Director of Scouting & Data Management
Laurence joined the North Carolina football staff in 2025 and currently serves as Director of Scouting & Data Management.
Prior to arriving in Chapel Hill, Laurence served as Director of On-Campus Recruiting at UCLA in 2024. Before joining the Bruins, she spent two years at USC as Assistant Director of Recruiting Operations from 2022-24, helping coordinate recruiting operations for the Trojans football program.
Laurence began her professional career at Baylor, where she served as an Assistant Character Formation Coordinator in the Student-Athlete Center of Excellence. In that role, she helped implement leadership, personal, career and professional development programming for student-athletes while also supporting community engagement efforts.
As an undergraduate at Baylor, Laurence spent three years working with the football program in several roles, including student recruiting operations, sideline video and creative, where video work was used by ESPN and FOX. In 2019, she was selected for the Women in Sports Technology Fellowship and interned with Learn to Win Sports in San Francisco, California.
A native of San Antonio, Texas, Laurence graduated summa cum laude from Baylor with a bachelor’s degree in Corporate Communications and a minor in Educational Psychology. She was also a four-time Academic Dean’s List honoree and recipient of the Kyle Lake Memorial Scholarship.
Laurence comes from a family with a strong history in collegiate athletics. Her brother, Mason, was a football letterman at North Carolina from 2017-20, while her father, Donnie Jr., played football at Baylor from 1991-96. Her grandfather, Donnie Sr., lettered in football and baseball at Baylor and was later inducted into the Baylor Athletic Hall of Fame. Her great-grandfather, Ernie Sr., played football at Rice in 1937 and competed in the second-ever Cotton Bowl. His bowl watch is currently on display at the Texas Sports Hall of Fame Museum in Waco, Texas.
