The emergence of the chief marketing officer as a strategic leadership role in higher education has been well chronicled. According to a 2014 study, approximately half of CMOs report directly to the institution’s president (or chancellor), and nearly 60 percent serve on the president’s cabinet or leadership team. That still leaves a significant percentage of marketing departments that sit elsewhere within the organization, and a variety of models exist. In this episode, two senior-level marketing leaders will take a deep dive into the structures of communications and marketing departments. Whether the scenario is starting a new department or restructuring an existing one, they will explore all of the key considerations – including levels of centralization and relationships with admissions and advancement – and offer suggestions.
Rob ZinkanRob Zinkan became vice president at RHB, a higher education marketing consultancy, in 2019. Rob has more than 20 years of experience in higher education administration, serving in senior leadership positions in marketing and advancement. He spent the past 17 years at Indiana University, most recently in a system-wide role as associate vice president for marketing. He also served in campus-level roles there as vice chancellor for external affairs and assistant dean for advancement. Rob holds a doctorate from Creighton University, a master’s from Xavier University, and a bachelor’s from Wabash College. He serves on the AMA Symposium for the Marketing of Higher Education conference committee, contributes to Inside Higher Ed’s “Call to Action” blog, and is a recent CASE commissioner (Commission on Communications and Marketing).
Kyle Henley is vice president for university communications at the University of Oregon. A veteran strategist and communications leader, Kyle came Oregon in September 2015. He is charged with communicating the university’s academic excellence to a broader audience, sharing stories of research and faculty achievement with the world.
Kyle joined UO from Colorado State University, where he was assistant vice president for strategic communications. He was an award-winning journalist for more than a decade before moving into public relations and communications, with experience in both the corporate world and agency environment. Follow Kyle on Twitter, @jkhenley.
Bill Campbell is vice president of marketing and communications at Chatham University. The 2015 AMA Higher Education Marketer of the Year (Innovator Award), he provides strategic leadership and oversees all aspects of the university’s branding, marketing, and communications activities in support of enrollment, fundraising, alumni engagement, and other institutional priorities. He joined Chatham in 2012 and has played a lead role in Chatham’s transition to coed in its undergraduate women’s college.
Prior to Chatham, Bill worked for more than a decade at Clean Design, a brand and design agency in Raleigh, N.C. in a variety of positions, culminating in his role as vice president and brand strategy director. He began his career in the nonprofit sector at the V Foundation for Cancer Research. Find Bill on Twitter, @billcamps.