NORFOLK, Va. – Norfolk State softball head coach Tatjana Matthews has announced the addition of Ashley Carter to the Spartan coaching staff. 

Carter joins Norfolk State after spending the past two seasons as an assistant coach at Hampton University, where the Pirates saw notable offensive improvements, including an increased team batting average, seven more home runs, 29 fewer strikeouts, and a .032 bump in slugging percentage. 

Carter also owns a recruiting consulting company that has supported programs nationwide, helping institutions such as Eastern Oregon, Iowa State, Sacramento State, and Texas strengthen their recruiting and retention strategies amid the challenges of NIL and the transfer portal. 

She began her coaching career at Menlo College under Matt Lisle, where she quickly became instrumental in teaching hitting concepts, coaching first base and outfield, and leading individual skill sessions. Her work contributed to multiple offensive school records. That success led to her first head coaching role at Notre Dame de Namur, where the Argonauts increased their win totals each season and improved academically in retention and team GPA. 

Carter later returned to Menlo while also serving as Associate Director of Admissions. Before the 2020 season was cut short, the team posted a .320 batting average, .459 slugging percentage, and .454 on-base percentage. 

Most recently, Carter spent the 2022 season at the University of Washington as co-hitting coach and catching coach, helping the Huskies break their single-season home run record with 90.