Sam Proffitt ’02

From the land to the sea, Seahawks help Seahawks any way they can. This case remains true for Sam Proffitt ’02, whose compassion extends from the classroom to the shores of the surrounding Wilmington community. 

Proffitt is the director of Wrightsville Beach Ocean Rescue and a marketing faculty member at the Cameron School of Business. Though distinct roles, Proffitt sees a commonality between his talents in the classroom and sea. 

“In public safety, when you are trying to gain support for a new initiative, additional resources or a change within an organization, you are ultimately selling that need to decision-makers,” Proffitt said. “You have to understand your audience, communicate the value of what you are proposing and explain why it is important. Those are many of the same principles we discuss in marketing.”  

Proffitt’s journey to becoming the director of Wrightsville Beach Ocean Rescue started in his junior year at UNCW. Taking on a lifeguard position, Proffitt fell in love with his first job in public safety. Many years later, Proffitt returned to UNCW during his doctoral studies to teach at the undergraduate level. 

“I was fortunate to be given the opportunity to teach at UNCW, which made the experience especially meaningful since it is also where I earned my undergraduate degree,” he said. “The most rewarding part of teaching marketing is watching students begin to recognize how the concepts we discuss in class apply to the world around them.” 

His dual role in the community gives him the opportunity to teach not only young college students but aspiring rescuers as well. 

“I also have the opportunity to watch young lifeguards grow into confident leaders and eventually move on to successful careers in medicine, emergency services, the military, business and many other fields,” he said. “Knowing that their time with us helped prepare them for those next steps is extremely rewarding.” 

“I wish more people understood the level of training, responsibility and professionalism the job requires, with the hope that lifeguards will one day be recognized as first responders,” Proffitt added.  

In May 2026, Proffitt and his team were responsible for the ocean rescue of Nicole Woods, UNCW women’s basketball head coach. Woods has since used her platform to share important information about beach and water safety, helping reach both UNCW students and members of the broader community. 

“First and foremost, I am grateful that she was okay. I am also incredibly appreciative that she chose to use her experience to become an advocate for water safety,” Proffitt said. 

Proffitt’s leadership and compassion remain a valuable asset to not only the Seahawk community, but for Wilmington and beyond. 

“The most rewarding part of working for WBOR/FD is the people. Each day, I get to work alongside some of my best friends and an incredible group of people who genuinely enjoy what they do and are committed to serving the community,” Proffitt said.