Understanding the Role of Marketing from a President’s Perspective

In this episode of "Confessions of a Higher Ed CMO," Jaime sits down with Thom Chesney, former president of Clarke University, to gain insights into his views on the relationship between the university president and chief communications and marketing officer. Thom shares his perspectives on the impact of the past three years on communication with stakeholders, and how he encourages innovation and experimentation in marketing strategies. 

Takeaways from this episode include:

• How a college president views the role of a chief marketing officer
• Insights into what traits make an excellent CMO – from a president’s perspective
• Ideas about how CMOs can help a president be more effective and make better decisions
• Insights into what marketers should understand about the role of the president

Episode Summary

How Presidents and CMOs Can Work Together Effectively

Jaime Hunt opens the discussion with Tom Chesney by exploring the intricacies of the president-CMO relationship. Chesney emphasizes that for CMOs to serve the institution well, they need to be "in the room where it happens." Having a direct line to presidential strategy discussions enables CMOs to preemptively shape communication and respond quickly to any shifts in institutional focus. Chesney recalls a turning point early in his career when his CMO advised him to lead with curiosity—posing questions with genuine interest rather than immediate judgment. This approach, he shares, has shaped his leadership style and empowered his CMOs to provide real-time feedback and insights without hesitation.

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Qualities of an Effective CMO

When asked what qualities he values in a CMO, Chesney points to confidence, expertise, and willingness to provide feedback—even if it’s challenging. He explains that CMOs must feel comfortable voicing opinions, owning their area of expertise, and providing a unique perspective that presidents often lack. A successful CMO, he adds, is an equal partner in the leadership process, bringing their brand management and storytelling prowess to help drive institutional success. In Chesney’s view, this collaboration enhances both the CMO’s effectiveness and the president’s ability to represent the university to various stakeholders, including alumni, prospective students, and the community.

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Navigating Budgets and Resources in Higher Education Marketing

The discussion naturally transitions to the ongoing challenge of resource allocation. Chesney acknowledges the pressures on marketing budgets in higher education, especially in times of financial constraints. However, he emphasizes that disinvesting from marketing can be detrimental to a university’s ability to communicate effectively, attract students, and maintain its brand. He provides examples of reallocating resources within marketing—such as scaling back certain print materials or daily email updates—and redeploying them toward digital campaigns with higher returns. Chesney praises CMOs who can make these strategic shifts and says that empowering CMOs to help prioritize institutional needs has been key to his success as a president.

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This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

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!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Corynn Myers, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!