Bachelor of Arts Degree (Communication)
Central Michigan University; Mt. Pleasant, MI
Associate Vice President of Marketing and Enrollment Strategies 2021 - Present
Norwich University, Northfield, VT
Oversee initiatives related to brand management, brand research, and brand presence of the online program offerings to ensure alignment with market research and the University's brand standards and reputation.
Supervise and develop the University's web strategies, overseeing all digital marketing campaigns, including the University’s website and social media channels.
Manage direct lead-generation initiatives for graduate and undergraduate programs while supporting contracted business development partners' direct lead-generation marketing initiatives.
Develop and execute an annual strategic plan for enrollment management to support student engagement, satisfaction, and retention goals.
Research and coordinate the development of new undergraduate and graduate academic degree programs.
Create an annual strategic marketing plan to successfully support and promote the college's outreach, partnerships, and business development opportunities.
Measure the return on investment of all marketing campaigns.
Conducted marketing/market research projects to validate the development of new academic programs.
Ensure compliance with accreditation, federal regulations, and institutional policies across the marketing and enrollment management spectrum.
Collaborate with University academic program leaders and main campus stakeholders, particularly the Office of Communications, Alumni Office, and the campus Admissions Office, to deliver new strategies for enhancing Norwich's business lines, merchandising specific opportunities, and building more vital bridges with strategic partners.
Negotiate and manage vendor contracts to support marketing and enrollment management initiatives.
Provide University leadership with regular reports and analysis of key metrics and performance indicators related to the Norwich brand and enrollment expectations.
Vice President of Marketing and Communication 2022 - 2024
Norwich University, Northfield, VT
Co-developed Norwich’s new branding campaign that included the creation of a new logo and design guidelines. This led to the elimination of over 60 independent logos used by academic departments.
Oversaw the development of new marketing materials for on-campus degree programs and designed retail merchandise for the campus bookstore. I also managed the rebranding of the University's athletic facilities.
Supervised the creation of the University's website, which resulted in the elimination of five independent web properties.
Developed brand marketing strategies that increased the institution's profile and built pride among employees, trustees, alums, students, cadets, parents, partners, and friends.
Worked with various University departments and leaders to develop growth goals and strategies for revenue-generating units such as enrollment, academic programming, collegiate sports, NU retail and product mix, and student/cadet life.
Collaborated with key stakeholders to develop the University's Operational Marketing Plan and Calendar, oversaw its implementation, and regularly monitored and evaluated progress.
Served as the University's spokesperson with the media, communicating the institution's position and policies on various issues to specific media and University constituencies.
Collaborating with each department, ensuring all University products and services align with the brand promise and student experience.
Approved all marketing collateral, written stories, scripts, special publications, magazine articles, and other marketing and communication tactics.
Managed relationships with strategic and creative agencies to produce press releases, marketing collateral, and other print publications.
Fostered strong working relationships with staff, faculty, and students across the University, creating a collegial, team-building work environment that encouraged innovative thinking and collaborative relationships with all constituent groups.
Executive Director of Marketing, Communications, and Public Affairs 2020 – 2021
Oregon Institute of Technology, Klamath Falls, OR
Established and managed the branding, communication, and public affairs campaigns for the Oregon Institute of Technology.
Developed several advertising campaigns to increase out-of-state enrollment and created a communication plan for the president’s office, office of admissions, and institutional advancement.
Created a content creation plan that involved Oregon Tech faculty, students, alums, and other stakeholders.
Composed various university presidential communication materials regarding Oregon Tech’s labor negotiations with the faculty union, including op-ed pieces, presidential memos, emails, and web stories.
Implemented a series of successful public relations plans that played a crucial role in keeping our students, staff, and Klamath Falls community members well-informed about the conflict between university administrators and faculty during the negotiation period.
A member of the Oregon Manufacturing Innovation Center’s marketing and communication committee, where I showcased research and development activities by faculty, community members, and students.
Initiated new marketing methods, including various video projects, comprehensive social media campaigns, and improved digital advertising expenditures.
Increased awareness of Oregon Tech in Idaho, northern Oregon, southern Washington, and northern California, as documented by Google Analytics, Facebook, Instagram, and Meltwater data.
My initial advertising efforts resulted in a 10% increase in student applications and a 15% increase in deposits.
Director of Marketing and Publications (6/04 - 6/20)
College for Creative Studies; Detroit, MI
Managed a staff of 10 and an annual budget of $1.5 million. I also developed and managed public relations and marketing campaigns for the college's undergraduate, graduate, continuing education and special event programs. I took a lead role in promoting the college’s physical expansion in the city of Detroit and recruitment expansion in markets throughout the United States and abroad. The public relations efforts, led by me, regularly landed the college in The New York Times, Detroit Free Press, Metropolis Magazine and other national publications. During my tenure, I established a clear brand identity for the college and rebranded its marketing messages and processes. I managed the redesign and redistribution of the university's undergraduate, graduate and extended learning recruitment publications. I oversaw the redesign of the college's website and web portals. I developed marketing strategies around various social media (Facebook, YouTube, Vimeo and Twitter). I also managed the creation of promotional material and introduced new media opportunities to promote college events, including the Detroit International Wine Auction and participation in the North American International Auto Show. As a result of all these efforts, the college gained more recognition, both locally and nationally, applications increased by more than 150 percent, and student enrollment reached record levels.
Director of Marketing (12/02 - 6/04)
University of Michigan-Flint; Flint, MI
Managed a staff of eight and an annual budget of $1 million, oversaw and developed marketing campaigns for the university, identified and researched enrollment trends, managed the development of integrated marketing tools for recruitment and retention efforts, hired printing and web vendors, oversaw the production of television and radio ads, established the university's campus tour and speaker programs, and wrote and edited direct marketing and brochure copy. I also managed the creation of the college’s viewbook and graphic identity for several programs, units, departments and offices across campus.
Interim Director of University and Alumni Relations (8/99 - 12/02)
University of Michigan-Flint; Flint, MI
Managed the daily operation of the Office of University and Alumni Relations, which included a staff of seven and an annual budget exceeding $800,000; developed overall marketing theme for the university; wrote and edited copy for monthly campus newsletter, press releases and university brochures; hired media, web and graphic design consultants to produce new web image, campus brochures and placement of media messages; facilitated media requests through administrative and academic departments; and chaired several campus committees including web and external communicators committees.
University Relations Coordinator (7/97 - 8/99)
Penn State Altoona; Altoona, PA
Facilitated campus-wide marketing campaigns; wrote copy for news releases, academic publications, advertisements and brochures; coordinated media requests with campus faculty and staff; helped plan and manage special events for the campus; worked with outside publishers to facilitate the production of campus materials including weekly newsletters, quarterly magazines and departmental publications; promoted student and faculty accomplishments as well as campus achievements to local and national media; and assisted in developing campus policies regarding media and departmental requests.
Reporter (11/92 - 7/97)
Lowell Ledger; Lowell, MI
Wrote in-depth articles on breaking news, features and politics in a two-township beat; took photographs for spot news, features and sporting events; and assumed managing editor's role when he was out of the office – duties included page design and layout, headline writing, selecting and sizing photographs and graphics, and overseeing the overall production of the paper.
Reporter (4/94 - 7/97)
Advance Newspapers; Grand Rapids, MI
Covered breaking news, governmental issues and feature stories in a three-township beat; wrote articles regarding school issues and student achievements; and developed feature stories concerning changes in technology and the workplace.