Confessions of a Higher Ed CMO — with Jaime Hunt

In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with higher ed storyteller and communications strategist Kristin Hanson to unpack the strategic value of proactive storytelling. Together, they explore how colleges and universities can move from passive, transactional content to authentic, intentional narratives that deepen emotional connection, support enrollment and advancement goals, and highlight the real people behind the institution. If you're looking to elevate your storytelling game in higher education marketing, this conversation is your roadmap.

Guest Name: Kristin Hanson, freelance writer

Guest Bio: Kristin Hanson is an...

Jaime Hunt welcomes Dale Leatherwood, Chief Marketing Officer at Columbia Southern University, to explore one of the most pressing issues in higher ed today: the public’s shifting perception of the value of a college degree. Together, they dig into the real drivers behind skepticism—not the return, but the investment—and unpack how institutions can better align academic offerings, improve cost transparency, and reclaim the narrative around higher ed's true impact.

Columbia Southern University is accredited by the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) to award associate, baccalaureate, masters, and doctorate degrees and ce...

In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with Collegis Education’s Dan Antonson to unpack how artificial intelligence is transforming the entire student lifecycle—from initial inquiry to post-graduation. The conversation dives deep into how AI is enabling smarter personalization, unlocking insights from previously untapped data, and helping institutions move beyond guesswork to strategic student support. Whether you’re grappling with summer melt or thinking about AI ethics in higher ed, this one’s worth a listen.

Guest Name: Dan Antonson, Associate Vice President of Analytics & Technology Solutions, Collegis Educatio...

In this energizing episode of Confessions of a Higher Ed CMO, host Jaime Hunt chats with Daniel Andreani, Creative Director at Do Not Disturb, about the critical need for creative reinvention in higher education marketing. From dissecting branding stagnation to exploring the evolving role of AI in creativity, this conversation dives deep into how institutions can—and must—break free from outdated visuals and messaging to truly connect with today’s students. If you're feeling stuck in the same old admissions campaign loop, this one’s for you.

Guest Name: Daniel Andreani, Chief Creative Officer, Do Not Disturb<...

In this episode of Confessions of a Higher Ed CMO, Jaime Hunt sits down with leadership coach, author, and longtime friend Melissa Farmer Richards to unpack her new book, The 30-60-90 Day Handbook. The conversation dives deep into how new and seasoned leaders alike can thrive in higher ed by mastering the fundamentals of trust, credibility, and commitment—while navigating modern leadership challenges like burnout, crises, and emerging AI tools. Whether you're stepping into a VP role or eyeing leadership from your current position, this episode offers actionable strategies to lead with authenticity and resilience.

The 30-6...

Jaime Hunt sits down with Ellen Whitlock Baker — executive coach, leadership consultant, and founder of EWB Coaching — for a candid, no-holds-barred conversation on what truly makes a good leader in higher education. They tackle toxic workplace norms, explore the role of empathy in leadership, and dig into how AI and generational shifts are reshaping leadership expectations. If you're rethinking what it means to lead well in this evolving higher ed landscape, this is your blueprint.

Guest Name: Ellen Whitlock Baker, Wwner and Principal, EWB Coaching

Guest Social: https://www.linkedin.com/in/ellenwhitlockbaker/

Gues...

Jaime Hunt sits down with Cristina Lopez Yakimenko, marketing director at Florida International University’s Chapman Graduate School of Business, to explore the advantages of managing enrollment marketing entirely in-house. Cristina shares how her small but mighty team generates millions in ad spend, executes content marketing strategies, and drives enrollment growth—all without the help of an external agency. She also reveals how leveraging AI, optimizing real-time data, and fostering close collaboration with recruiters has been a game-changer. If you're curious about bringing digital marketing in-house or simply want to optimize your current strategy, this episode is packed with acti...

Social mobility is a defining mission for many regional public universities, but what does it take to truly move the needle? In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with Ellen Neufeldt, President of Cal State San Marcos, to discuss how institutions can break down barriers for first-generation and underrepresented students. From innovative dual enrollment programs to rethinking enrollment marketing strategies, Neufeldt shares actionable insights on how universities can drive economic and social change.

Guest Name: Ellen J. Neufeldt, President, California State University San Marcos

Guest Social: https...

Jaime Hunt sits down with Brittney Westbrook to discuss the nuances of working with graphic designers and managing creative teams. They dive into the challenges of balancing creative freedom with strategic goals, the importance of giving actionable feedback, and how marketing leaders can foster stronger partnerships with designers. Whether you’re leading a creative team or collaborating with designers on marketing projects, this episode is packed with insights on how to improve workflows, enhance communication, and ultimately create more effective marketing materials.

Key Takeaways

In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with enrollment marketing expert Will Patch to tackle a critical issue in higher education—summer melt. They explore the key reasons why admitted students fail to enroll in the fall and share actionable strategies to combat melt before it happens. From financial aid misunderstandings to social anxieties, they discuss how institutions can proactively support students and improve yield. If you’re looking for ways to refine your enrollment marketing and retention strategies, this conversation is packed with valuable insights.

Key Takeaways

In this lively episode of Confessions of a Higher Ed CMO, Jaime Hunt sits down with Robin Oliver, Vice President for Communications and Marketing at Ohio University, to discuss how creativity can break through the traditional boundaries of higher ed marketing. Robin shares the story behind Ohio University’s wildly successful "Name a Squirrel" campaign, her approach to fostering a culture of trust and creativity on her team, and the lessons she's learned about leading with boldness in an industry often bogged down by bureaucracy. If you're looking for inspiration to bring fresh, innovative thinking to your higher ed ma...

In this episode of Confessions of a Higher Ed CMO, Jaime Hunt sits down with Eric Hollenbeck from Washington State University’s Carson College of Business to unpack the findings of the 2024 Ethical Marketing Survey. This groundbreaking research highlights public perceptions of ethical practices in marketing, including AI usage, misinformation, and the need for transparency. Together, they discuss actionable strategies for higher education marketers to build trust, address generational differences, and navigate the evolving ethical landscape of marketing in the AI era.

Key Takeaways

Jaime Hunt speaks with Jenny Petty about a pressing issue few are discussing: the “Search Cliff.” While the “Demographic Cliff” has been a hot topic for years, the Search Cliff highlights a significant shift in the availability of prospective student data, fundamentally altering how higher education institutions attract and enroll students. Tune in as Jenny breaks down this emerging challenge, its implications, and strategies institutions can adopt to stay ahead of the curve.

Key Takeaways

In this episode of the Higher Ed CMO Podcast, host Jaime Hunt welcomes Jennifer Lonchar, founder of Ambio, to explore the transformative potential of Performance TV for higher education marketing. Jennifer breaks down how this technology provides the reach of traditional TV with the precision of digital advertising, delivering measurable ROI and enabling schools to craft highly targeted campaigns. From personalized storytelling to integrating AI for advanced analytics, this episode is packed with actionable insights for enrollment marketers, advancement professionals, and beyond.

Key Takeaways

In this Enrollify webinar, Balancing Bites and Bonds: How AI Can Humanize Higher Ed, Mallory Willsea and an expert panel dive deep into how artificial intelligence is transforming student engagement in higher education. Featuring Confessions of a Higher Ed CMO host Jamie Hunt, Generation AI co-host JC Bonilla, AI for U host Brian Piper, and The Hidden Gem host Maya Demishkevich, the discussion addresses the dual challenge of automating processes while maintaining meaningful, human connections. Through innovative examples, insights, and lively conversation, this episode provides a roadmap for leveraging AI to create more personalized and efficient student experiences.

Got a story to tell? An innovative idea to share? Fill out our guest nomination form, and let's chat!

Host Jaime Hunt speaks with Shaun Carver, the Executive Director and Chief Executive Officer of the International House at the University of California, Berkeley, about the challenges, opportunities, and strategies for better supporting international students in higher education. The discussion sheds light on the cultural and economic benefits international students bring, the need to foster inclusivity and free speech, and how universities can adapt to societal and political changes to create a more welcoming environment.

Key...

Host Jaime sits down with Christian Cardona, Social Media Manager for ODU Global, to explore the unique challenges and opportunities in managing social media for online learners. As a first-time attendee at the AMA conference, Christian shares his reflections, dives into strategies for building digital communities, and highlights the critical role of storytelling in fostering engagement among non-traditional students. This engaging conversation sheds light on how social media can effectively amplify the experiences of online learners, even when separated by distance.

Key Takeaways

As higher ed faces increasing headwinds, hiring a Chief Revenue Officer (CRO) is no longer a luxury—it's a strategic necessity. As demographic shifts, escalating costs, and growing competition put more pressure on institutions, a CRO's role in unifying revenue-generating efforts becomes critical. 

In this episode, Jaime sits down with Steven Rutt, the Chief Revenue Officer for Abilene Christian University, to tackle this topic. This episode includes insights about:

Host Jaime Hunt reconnects with Bryce Hoffman live from AMA to explore his remarkable career evolution. From an unexpected layoff to his newly appointed role as Vice President and Chief Marketing Communications Officer at Worcester Polytechnic Institute (WPI), Bryce shares insights on resilience, professional growth, and building meaningful connections in the higher ed marketing world.

Bryce Hoffman’s journey from career uncertainty to becoming a higher ed CMO is a testament to perseverance and adaptability. In this episode, Bryce reflects on the challenges of navigating setbacks, the value of leveraging your network, and the importance of embracing ne...

In this thought-provoking episode, Jaime Hunt sits down with Nick Ladany, President of San Francisco Bay University (SFBU), and Jamie Ceman from RW Jones, to explore the creation and launch of SFBU as a true “challenger brand” in higher education. They delve into SFBU’s radical student-centered model and its potential to disrupt the industry’s traditional norms, such as six-year graduation rates and inflated tuition costs. The episode highlights the university's distinctive mission to provide affordable, high-quality education while breaking down barriers to access.

Key Takeaways

Every marketer knows the four Ps–Product, Price, Place and Promotion–but it is the rare higher ed marketing leader who gets to have a voice in anything beyond just Promotion. In this episode, Jaime sits down with Paul McGinnis, vice president for marketing and enrollment at Bethel University, to talk about how he led the charge to completely transform Bethel’s pricing strategy with a tuition reset. 

 Takeaways for this episode include insights into:

Jaime’s nearly a decade as a higher ed CMO and vice president likely wouldn’t have been possible if she hadn’t earned a master’s degree in integrated marketing communications from West Virginia University in 2011. For more the last 15 years, Jaime has used the program as an example of best practices in action for marketing an online graduate program 

In this episode, Jaime sits down with Chad Mezera, Assistant Dean of Online Programs for the College of Creative Arts and Media at West Virginia University, to talk about the program, how it is marketed, and the futur...

There are some marketers you just don’t want to have to compete with. Grant Heston at Virginia Commonwealth University is one of them. In this wide-ranging episode, Jaime sits down with Grant to talk about AI, collaboration, creativity, brand building, and more. Takeaways from this episode include:

Marketing is an investment, not an expense. But too many universities don’t treat it as such. Instead, marketers find themselves with a budget that is not adequate for accomplishing goals and expectations. In this episode, Jaime sits down with Kristin Nichols, a seasoned higher education leader and consultant, to discuss this challenge – and what marketing leaders can do to solve it. 

Takeaways from this episode include:

In this episode, Jaime sits down with Kim Hallman to talk about the role placing faculty experts can play in an integrated marketing communications strategy. By strategically integrating faculty experts into an overall marketing communications strategy, universities can leverage their knowledge and reputation to enhance the institution’s image, attract and retain students, and potentially impact rankings. Takeaways from this episode include:

In this compelling episode of "Confessions of a Higher Ed CMO," Jaime talks with Joe Picini, who opens up about his personal journey of navigating a sudden layoff and the critical role his professional network played in finding new opportunities. 

Takeaways from this episode include:

In this episode, Jaime and Day Kibilds, VP for Strategy at Ologie, explore Ologie’s study on the parents of Gen Alpha, exploring the implications for higher education marketers and institutions. This episode examines the defining traits of Gen Alpha, the pivotal role of technology in their lives, and the profound impact of their parents on their educational choices.

Key takeaways for this episode include:

AI is not the future of technology. It’s the technology of today that is shaping the future. With that mantra in mind, Jaime sits down with Claire Brady, president of Glass Half Full Consulting and a former vice president for student affairs, to discuss how AI is shaping the student experience. 

Takeaways from this episode include:

In this episode, Jaime and John Azoni, founder and executive producer of UNVEILD, explore short-form video content and its potential for colleges and universities. Jaime and John discuss the transformative influence of platforms like TikTok and Instagram Reels on the video content landscape and how these changes are reshaping marketing strategies across the board. 

Key takeaways include:

In this episode of our podcast, Jaime Hunt is joined by Patricia Maben and Jim Rogers from 3 Enrollment Marketing to discuss the transformative power of the experience economy within higher education. Patricia and Jim provide actionable advice for institutions to reimagine their approach to student engagement, emphasizing the importance of every interaction on campus from the classroom to extracurricular activities.

Topics discussed in this episode include:

In this episode, host Jaime Hunt sits down with J-S. Stansel, founder of Saturn 9 Media and former social media manager at the University of Central Arkansas, to explore the landscape of social media management both inside and outside higher education. In this episode, J.S. and Jaime discuss:

In this Bonus announcement, join Mallory, Chief Strategist of Enrollify, as she introduces the newly relaunched Enrollify.org. This episode highlights the fresh features and content now available on the site, emphasizing Enrollify’s commitment to revolutionizing higher education. Learn about the variety of resources—from podcasts to ourses to webinars—that can help professionals make impactful changes in their careers and institutions.

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Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC

About The Enrollify Podcast Network:
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Environmental graphics can play a critical role in not only improving campus aesthetics, but also in building a sense of community and brand on campus. In this episode, Adrienne King, associate vice president for marketing at Indiana University, discusses how IU has leveraged environmental graphics to transform the IU campuses and build pride in their community. 

Takeaways for this episode include:

As Joey Schmit, Associate VP of Global Marketing & Communications at New York University, pointed out in our insightful conversation, higher ed institutions often prioritize departmental needs over their students.

That realization motivated Joey and his peers at NYU to elevate the student experience through human-centered design, a framework that creates solutions using  an empathic lens.

Joey shares how NYU is mapping the student journey by putting students first and addressing the internal cultural dynamics that impact strategic outcomes. 

Join us as we discuss:

Homecoming. Orientation. Welcome Week. Fall Fest. Family Weekend. Ring Dance. Our students experience so many traditions during their four (or more) years on our campuses, but what makes these events create lasting memories? That’s the question that Jaime poses to Alison Paz, associate director of marketing and communications for Louisiana State’s Division of Student Life. In her position, Alison plays a key role in both creating and marketing these events. 

Takeaways from this episode include:

After a 20-year career working in higher education marketing, Jaime is making a big pivot and launching a full-time higher education consulting firm: Solve Higher Ed. 

In this episode, the tables are turned and Jaime is the interviewee. Listen as she shares:

Living with a disability presents a unique set of challenges, especially when it intersects with professional life. In this special and insightful episode, Jaime has an engaging conversation with RJ Thompson, who is the Manager of Digital Strategy in Pitt Health Sciences. RJ shares his personal experiences of working and thriving in a professional setting while living with cystic fibrosis, offering a valuable perspective on this often-overlooked aspect of the workplace.

In this episode, listeners can expect to gain several key takeaways:

This special cross-over episode features clips from Confessions of a Higher Ed CMO, Talking Tactics, and The Application with Allison Turcio. These discussions highlight the significance of diversity, equity, and inclusion (DEI) in higher education marketing. Through these carefully selected clips from several podcasts within The Enrollify Network, this episode illuminates the multifaceted approach needed to authentically represent and engage a diverse student body.

Key takeaways include:

Attracting the “right” kind of student is one way that institutions can position themselves to thrive amid the approaching enrollment cliff. In this episode, Jaime talks with Bart Caylor, president of Caylor Solutions and author of “Chasing Mission Fit” about just that – and how schools can effectively market and brand themselves to reach those students.

Takeaways for this episode include:

Jaime Hunt explores the transformative potential of AI in higher education with Ardis Kadiu, CEO and Founder of Element451. They discuss how AI is reshaping student engagement, administrative efficiency, and the overall educational experience, showcasing Element451's leading role in this revolution. The discussion reveals the challenges facing higher education and how AI solutions, such as personalized content creation and AI-assisted advising, can address these issues, ultimately leading to a more empowered and successful student body. 

This conversation covers: