About the Episode
About the Episode: In this episode of "Confessions of a Higher Ed CMO," Jaime engages in a compelling conversation with Andrew Careaga, a retired chief marketing officer with over 30 years of experience in higher education marketing at Missouri University of Science and Technology. Careaga shares insights from his extensive career, reflecting on the evolution of higher ed marketing and the impact of technological advancements like the internet, social media, and AI.
Takeaways from this episode include:
- How to navigate a long-term career with humble beginnings that conclude with a CMO role
- Tips for maintaining a balance between professional responsibilities and personal interests
- Tips for staying adaptable and open to growth over the course of your career
- Insight into making the transition from individual contributor to leader
- A peek into the ways an institution changes over three decades
Episode Summary
How Can Higher Ed Professionals Grow and Advance within Their Institutions?
Andrew's 33-year career at Missouri S&T exemplifies how internal advancement within one institution can provide unique insights and lasting impact. Starting as a writer, Andrew eventually became CMO, underscoring the benefits of learning and growing internally. He credits his progress to saying yes to new challenges, constantly educating himself, and fostering a genuine curiosity. Jaime highlights that this progression is increasingly rare, emphasizing the need for personal investment and a growth-oriented mindset for young professionals.
Why Was the Missouri S&T Name Change Significant for the University?
One of the most defining moments of Andrew's career was leading Missouri S&T through a name change, moving from the University of Missouri-Rolla to its current designation. This decision was rooted in the need for a brand that better represented the university's strong STEM focus, with over 85% of students majoring in STEM fields. This strategic shift helped the institution attract students aligned with its strengths, building greater recognition both in and outside Missouri. However, Andrew describes the rebranding process as a challenge, especially as it required alumni, faculty, and the local community to adjust to a new identity.
How Did the Role of Marketing in Higher Ed Change During Andrew’s Career?
When Andrew started, "marketing" and "branding" were nearly taboo words in higher ed. Over time, digital marketing transformed the field, turning universities into media hubs capable of direct communication with various audiences. Andrew notes the significant changes technology brought to his role, from early web development to engaging alumni through social media. The shift to digital and data-driven marketing meant that higher ed could become more strategic in reputation management, branding, and student recruitment efforts. For Missouri S&T, these advancements made it easier to communicate their unique strengths to a broader audience.
What Leadership Qualities are Most Important for Higher Ed Marketing Professionals?
Andrew stresses that moving from individual contributor to manager is an essential transition for career growth. Early on, he learned to adapt to different working styles, gain leadership insights through programs like CASE, and encourage his team to take advantage of professional development opportunities. For Andrew, being a data-driven and effective communicator were key components of success. He also emphasizes the importance of curiosity and adaptability, advising new marketers to stay open to learning and to develop a data-focused approach to support their arguments for funding and growth.
How Can Higher Ed Marketing Leaders Avoid Burnout?
Navigating multiple responsibilities as CMO and Chief of Staff at Missouri S&T led Andrew to face potential burnout. He advises leaders to acknowledge when they are stretched too thin and to advocate for role clarity to manage workloads effectively. Andrew recommends engaging in personal interests and creative outlets to maintain balance, emphasizing the value of stepping back periodically to avoid burnout. Jaime echoes this sentiment, acknowledging the critical role of recognizing burnout before it impacts one’s career.
About the Show: Confessions of a Higher Ed CMO is like a conference in a podcast, offering a blend of professional wisdom, innovative ideas, and personal anecdotes. Whether you're a higher ed marketer, a faculty member curious about the behind-the-scenes of university branding, or just someone with an interest in the intersection of education and marketing, the podcast is your gateway to the lesser-known narratives of higher education.
In each episode, host Jaime Hunt engages in candid and insightful conversations with leading minds in the field, exploring not just the nuts and bolts of marketing but also the diverse and often unexpected challenges and stories that define higher education marketing.
Our guests, a mix of seasoned CMOs, innovative thinkers, and key influencers in the higher ed sector, don't just share their professional triumphs; they open up about their personal journeys and share their candid insights. The podcast goes beyond the conventional, bringing to light the real stories behind campus campaigns, the evolving nature of student engagement, and the creative challenges in this unique field.
With a host renowned for establishing a warm and engaging rapport, each episode feels less like an interview and more like a conversation between old friends. The discussions are not only thoughtful and informative but sprinkled with moments of humor and fun, capturing the essence of what it's like to navigate the complex world of higher education marketing. Confessions of a Higher Ed CMO is hosted by Jaime Hunt and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC
About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Talking Tactics and Higher Ed Pulse.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit:
Exciting news — Jaime will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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