Her Story
About Veleta C.
Veleta C. Rogers serves as the Administrative Assistant to the Athletic Director at Alabama State University in Montgomery, Alabama, a position she has held for roughly thirteen years since joining the institution in 2011. Within this role, she manages a broad scope of administrative and operational responsibilities that support the day-to-day functioning of the athletics department. Rogers built her academic foundation with a Bachelor of Arts in Political Science from the University of Alabama, later added a certificate in Non-Profit Management and Public Administration from Auburn University at Montgomery, and most recently completed her MBA, rounding out a career grounded in both public service and business administration.
Before stepping into collegiate athletics, Rogers built a diverse professional background across government and nonprofit sectors. She spent time in the Alabama Attorney General's office, the Lieutenant Governor's Office, and the Governor's Office, gaining experience in legislative affairs, constituent relations, and executive support. She also worked in healthcare development coordination with the Alabama Community Healthcare Network and spent nearly a decade as an Executive Assistant at MAX Credit Union, where she supported board operations, event coordination, and executive scheduling. This wide-ranging experience shaped her into a versatile administrative professional skilled in strategic planning and organizational leadership.
Beyond her professional role, Rogers remains deeply engaged in her community and alumni network. She is a member of Women Leaders in Sports, sits on the Executives Board of the Malone Society — the Black Alumni Association of the University of Alabama — and co-chairs the Communications Committee for the Junior League, where she also contributes to the Student Relations Committee. In recognition of her contributions, she was selected as one of the Influential Women representing Montgomery, Alabama for 2026. Rogers credits much of her success to the strength of her relationships, guided by a personal philosophy centered on open communication, approachability, and making the people around her feel genuinely valued.
Her Interview
Ten minutes with Veleta C.
01What do you attribute your success to?
I attribute my success to the relationships I build with people. I try to make others feel comfortable and approachable, so they know they can come to me and talk to me openly. I truly believe relationships matter — no matter what you do, you have to build some kind of relationship with someone in order to grow and succeed.
02What’s the best career advice you’ve ever received?
The best career advice I've ever received is to make sure this is truly what you want to do, and to enjoy doing it.
03What advice would you give to young women entering your industry?
I would tell young women to be prepared to work hard. This industry is fun and exciting, but it also comes with long hours. You have to genuinely care about the people you serve — the students in particular — and be invested in their success and wellbeing.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field is the demanding, fast-paced nature of athletics, along with the pressures around student mental health, and at times feeling limited to a single role. At the same time, I see real opportunity in increasing visibility and expanding my network, which can open doors for advancement within athletics.
05What values are most important to you in your work and personal life?
Open communication is essential to me — I believe in keeping the lines of communication open in everything I do. Building strong relationships and making people feel valued and seen, regardless of who they are or what they do, are values I hold close in both my work and personal life.
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