Since taking over as head coach of the Oregon Ducks in December 2021, Dan Lanning has wasted no time establishing himself as one of the premier recruiters and program builders in college football. As the sport continues to evolve with the emergence of the Name, Image, and Likeness (NIL) era, Lanning has embraced a forward-thinking approach — one that mirrors professional football more than ever before.
A key part of that transformation was a somewhat under-the-radar move made in Lanning’s first year at the helm: the hiring of Marshall Malchow as Oregon’s Chief of Staff. More than just a title, Malchow essentially operates as the Ducks’ general manager, overseeing vital aspects of roster management, recruiting strategy, and support staff coordination. This GM-style structure has helped Oregon stay ahead in the hyper-competitive landscape of college football, especially in an era where managing the transfer portal and NIL logistics are just as important as calling plays on Saturdays.
Lanning understands that building a championship-caliber team today goes far beyond the football field. “This isn’t the same college football it was ten years ago,” Lanning recently told reporters. “You’ve got to build an organization, not just a team. And that means having the right people in the building.”
One of those people is Malchow, a seasoned football strategist who has served in similar capacities at Georgia, Texas A&M, and Alabama — three programs known for elite recruiting and national championships. His experience in navigating the nuances of modern recruiting has proven invaluable in Eugene. Together, Lanning and Malchow have helped Oregon land back-to-back top-five ranked recruiting and transfer classes in 2024 and 2025, setting the Ducks up for a bright future.
But it’s not just about star rankings. Oregon has leaned into the NIL era with a clear and cohesive plan. While some programs have stumbled through this transition, the Ducks have shown that with the right infrastructure and leadership, NIL can be used as a powerful tool to attract and retain top talent. The program’s alignment between administration, coaching staff, and NIL collectives has allowed Oregon to remain not just relevant, but dominant.
Lanning’s emphasis on staff building is also reflected in his assistant coaching hires. One notable example is Tony Tuioti, Oregon’s defensive line coach, whose journey and philosophy perfectly match Lanning’s culture. Every hire Lanning makes is strategic, designed to fit into the larger blueprint of sustainable success.
On game days, Lanning is the face of Oregon football — intense, passionate, and laser-focused. But behind the scenes, it’s clear he operates more like a CEO. He understands that the days of the head coach doing everything alone are over. Whether it’s evaluating talent through advanced analytics, coordinating NIL efforts, or building relationships with recruits and their families, Lanning has created a system where responsibilities are shared but expectations remain sky-high.
His background under coaches like Nick Saban and Kirby Smart has clearly influenced his approach. Much like the Alabama and Georgia programs he once served, Lanning is building Oregon with a structure that looks like a Fortune 500 company — complete with scouting departments, player personnel execs, and a deep focus on long-term program health.
With all these pieces in place, Oregon isn’t just chasing Pac-12 (or now Big Ten) titles — they’re positioning themselves to be perennial contenders on the national stage. And as Lanning himself puts it, “We’re just getting started.”
As the Ducks charge ahead, it’s clear that Oregon’s evolution under Dan Lanning represents the new standard in college football — one that blends tradition with innovation and puts them firmly in the national spotlight.