Mallory Willsea sits down with Jaime Hunt to discuss why more institutions are turning to fractional marketing leadership instead of hiring full-time CMOs.
The AI Engage Summit is a free, virtual experience built to help higher ed leaders actually do something with AI. Over two afternoons, you’ll hear from peers, see practical demos, and walk away with ideas you can use immediately — no travel required, no cost to attend. If you’re ready to move AI from “interesting” to “impactful,” this is the place to be. Register now, don't miss out.
About the Episode:
Apply by Feb 10 for Let’s Go Upstate
Mallory Willsea sits down with Jaime Hunt — founder of Solve Higher Ed and former cabinet-level CMO — to discuss why more institutions are turning to fractional marketing leadership instead of hiring full-time CMOs. As the role of marketing in higher ed has evolved rapidly, many campuses are struggling to keep up with growing demands. This episode explores the tension between expectations and reality and unpacks how fractional CMOs can fill leadership gaps during key inflection points. Whether you're restructuring your MarCom office or navigating leadership turnover, this episode delivers a clear-eyed look at a fast-emerging trend.
For decades, higher education didn’t recognize marketing as a strategic function. Admissions handled recruiting, communications managed press releases, and advancement shaped messaging for donors. Marketing, when it existed, was often fragmented and reactive. Faculty and leadership viewed branding as antithetical to the academic mission, and early CMOs were often tucked under advancement or administrative services with limited scope.
It wasn’t until digital channels became critical for student recruitment — and competition intensified — that campuses began to embrace the strategic value of marketing. The CMO role gained traction, especially around the 2010s, but many early CMOs were under-resourced, over-tasked, and placed in environments resistant to change. As Jaime Hunt points out, these conditions set many first-generation CMOs up to fail.
According to Jaime, 2017 was a major inflection point. That’s when she started seeing more institutions promote marketing directors to VP-level roles and assign CMOs a seat at the cabinet table. By then, the stakes had changed. Institutions were missing enrollment targets, the student audience had grown savvier, and digital-first strategies were non-negotiable. Then came COVID, which further accelerated the elevation of marketing leaders — often thrusting them into crisis communication roles that proved essential to campus operations.
Today’s CMO isn’t just a storyteller. They're expected to lead across enrollment, brand, digital infrastructure, data analytics, and now, AI adoption. That’s a massive scope — one that often exceeds what small or midsize institutions can support full-time.
This episode makes a clear distinction between consultants and fractional leaders. A consultant is typically project-based, scoped around deliverables, and works on the periphery. A fractional CMO, on the other hand, operates like a senior team member. They’re available 9 to 5, managing staff, making strategic decisions, shaping communication plans, and even hiring new team members.
Jaime describes her own fractional work as being embedded in the day-to-day operations — but only focusing on the highest-impact activities. She makes it clear: she’s not writing press releases or managing event RSVPs. Her job is to bring executive-level judgment and experience to strategic priorities, then step back when a permanent leader is ready to take over.
Presidents or cabinet members should start by asking: Can we afford — and effectively support — a full-time CMO with the right experience for our needs? If the answer is no, a fractional CMO might be the right fit. Especially for small, lean institutions or campuses in transition, fractional leadership can offer immediate clarity, faster results, and interim support without the long-term financial commitment.
Fractional CMOs are also ideal during moments of change — launching a capital campaign, rebranding, or overhauling enrollment strategy. Instead of promoting an internal team member who may not be ready for the demands of a VP role, institutions can bring in someone who’s done it before, has the strategic muscle, and can stabilize the team while setting them up for long-term success.
Jaime and Mallory both emphasize that campus politics matter. It’s easy to misread the culture if you’re moving fast. So, fractional leaders need to align with presidential expectations, understand what’s off-limits, and avoid getting sucked into legacy structures that can slow progress.
The goal is to change outcomes — not attend more meetings. That means being strategic about where your presence is necessary and declining work that others can (and should) do. As Jaime puts it: “They shouldn’t be paying me what they’re paying me to do something that an admin could do.”
Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Get new podcasts, articles, videos, and exclusive content from Enrollify delivered straight to your inbox.
Search podcasts, blog posts, people
