Primus is responsible for creating marketing plans to enhance tickets sales and game entertainment experience, as well as production and distribution of promotional information. He also supervises the functions of Sioux Crew, the department's student attendance incentive program, coordinates all UND student attendance initiatives and serves as the point person for UND student and department relations. 

Primus brings extensive athletics sales and marketing experience to UND, having worked at or with the University of Wyoming from 2004 through 2010.

Primus began his career as a marketing and promotions intern from 2004-07 while attending the University of Wyoming. He oversaw the Sixth Man Club, UW's student fan club for men's basketball, and the Powder River Posse, its student fan club for football. He also designed and coordinated promotions, stimulated attendance, and activated partners at university athletics events.

After graduating with honors in 2007 from Wyoming with bachelor's degrees in marketing and finance, Primus spent three years with Brown 'N Gold, Inc., an official retailer for University of Wyoming apparel and merchandise.

While serving as a wholesale sales associate (2007-08) and account executive (2008-10), Primus helped increase apparel and promotional product wholesale sales by 25 percent and expanded the product line of licensed University of Wyoming collegiate apparel and gifts. He also served as the logistics lead for the Poke Pride committee, developing a city-wide welcoming atmosphere to Cowboy and Cowgirl Athletics fans.

In 2011, Primus earned his master's degree in business administration from the University of Notre Dame.