June 3 – 5

Share your big ideas in the Big Easy.

Time:
6:00 p.m. – 12:00 p.m.
Location:
New Orleans, LA

Join your fellow higher ed CMOs and SimpsonScarborough for our third annual CMOLab!

This exciting two-and-a-half-day event features insights-packed discussions led by SimpsonScarborough experts and industry peers on must-know topics like amplifying marketing results and collaborating with academic leaders across campus.

"The CMOLab feels truly customized for the unique set of challenges that face higher ed marketing leaders every day."

Carly Kite Lapinski
VP for Marketing Communications and Content Strategy, Brown University

CMOLab 2025 Event Schedule

Day 1 / June 3 / Welcome to the CMOLab!

CMOLab Social | 6:00 PM – 8:00 PM | Henry’s Gin Bar

Kick off the event with a casual evening of networking, drinks, and great conversations at a stunning venue. This is the perfect opportunity to meet fellow CMOs, industry leaders, and speakers in a relaxed setting before diving into the sessions ahead. 

Day 2 / June 4 / All About Influence & Impact

Join us for a day of bold conversations, strategic insights, and actionable takeaways that will help CMOs assert their influence, defend higher ed’s value, and drive institutional impact.

 

9:00 AM – 10:00 AM | Finding Stability in the Unstable

It’s been a year. From the uncertainty regarding DEI language, policies, and offices to the massive reduction in NIH funding, CMOs have had to play a more direct role in campus politics and policies than at any point in history. This session will feature an expert perspective on how political and governance trends influence marketing, institutional positioning, and public perception. We can’t guarantee your role will get easier, but we can guarantee you’ll walk away with a better mindset and perspective. 

 

10:00 AM – 10:15 AM | Coffee Break

Recharge before diving into the next big conversation.

 

10:15 AM – 11:45 AM | (Re)Taking Control of the Narrative

Higher education has been caught in the crosshairs, and it’s causing meaningful reductions in federal and state funding. This session brings together higher ed leaders from diverse institutions—state systems, public flagships, and private universities—to discuss how they’ve taken back control of the narrative. We’ll explore their strategies for rebuilding confidence, engaging stakeholders and community members, and amplifying higher education’s true impact.

 

11:45 AM – 1:00 PM | Lunch and Networking 

Fuel up and continue the conversation with your peers. 

 

1:00 PM – 1:45 PM | A More Assertive Approach to Product Management 

Higher education has traditionally been slow to act when it comes to product development. But in today’s competitive landscape, institutions must take a more assertive approach to picking, pricing, and promoting their programs. Learn how leading institutions and industry experts are shifting product strategy to align with market demand and institutional goals.

 

1:50 PM – 2:50 PM | Measuring & Communicating Institutional Impact  

In our latest CMO Study, one in two CMOs reported not having measures in place to track their institution’s brand strength over time, and one in three said they did not report on overall marketing performance to institutional leadership at least annually. In this session, you’ll learn how Boise State University is measuring, reporting, and communicating the connection between marketing success and institutional success, from a wide-angle lens.

 

2:50 PM – 3:10 PM | Break and Refreshments 

Take a moment to reset before the afternoon sessions.

 

3:10 PM – 3:45 PM | Roundtable Sessions 

This highly interactive session is designed for attendees to share their own internal reporting wins, challenges, and questions. Moderated by SimpsonScarborough experts, this highly interactive session includes sharing attendees’ most impactful reports, dashboards, and data-driven insights. You will see what’s working at peer institutions, exchange best practices, and leave with new reporting frameworks to take back to your own campuses.

 

3:50 PM – 4:50 PM | Aligning with the Front Porch: The CMO Relationship with Athletics   

From the Power 4 to Division III, athletics and central campus share a symbiotic relationship where both benefit from connectivity and collaboration with one another. But while it’s well established that athletics is the front porch to the university, how marketing can better align with athletics—strategically and promotionally—is less established. As the headlines around athletics increasingly move further away from the playing field, there is no better time to learn how teams within these two units can work together and emerge victorious.

 

6:30 PM – 9:00 PM | CMOLab Social @ The Rooftop on Basin  

Join us for the CMOLab Social at The Rooftop on Basin for an evening that blends classic New Orleans charm with unbeatable networking. Savor local cuisine, connect with fellow higher ed marketing leaders, and take in stunning city views as you unwind from a full day of big ideas. 

 

For those feeling adventurous, we’re offering exclusive nighttime tours of St. Louis Cemetery No. 1—home to some of the city’s most legendary figures and storied past. Whether you’re here for the conversation, the cuisine, or the intrigue of New Orleans after dark, this is a night you won’t want to miss. 

Day 3 / June 5 / All About Positioning & Professional Growth

Positioning. Influence. Growth. Day 3 is about equipping CMOs with the tools to navigate external pressures, expand their leadership reach, and drive lasting impact. 

 

7:30 AM – 8:30 AM | Breakfast and Networking 

Start the morning with networking over breakfast, connecting with peers before diving into a full day of strategic discussions. 

 

8:30 AM – 9:40 AM | Tackling the Biggest Challenges Facing Higher Ed CMOs

The role of the lead marketing is one of the most challenging on campus, and rarely does it look the same across campuses. In this session, you’ll hear about four distinct challenges facing higher education CMOs, with insights into how CMOs are tackling these challenges on their campus head-on.

 

9:40 AM – 9:50 AM | Coffee Break

Take a short break to recharge before the next session. 

 

9:50 AM – 10:50 AM | Lightning Talk Roundtables  

This highly interactive session is designed for attendees to share their own experiences, challenges, and wins. Moderated by SimpsonScarborough experts, this session will present an opportunity for attendees to workshop their own approaches, challenges, and wins related to the lightning talk topics previously shared. You will see what’s working at peer institutions, exchange best practices, and leave with new ideas to take back to your own campuses.     

  

10:55 AM – 11:55 AM | What’s Next? Examining Career Pathways Beyond the CMO Role 

CMOs have a unique skill set that can propel them into broader leadership roles across institutional strategy, revenue management, and even the presidency. This session brings together former CMOs who have transitioned into executive leadership, sharing insights on how to position yourself for higher-level strategic roles, expand influence, and leverage marketing expertise to drive institutional success. 

  

11:55 AM – 12:00 PM | Closing Remarks  

Join us for a final reflection on the insights and trends shared over the past three days. We’ll summarize the emerging priorities for higher ed marketers so you can travel home with the confidence and camaraderie that only comes from the CMOLab. 

  

Starting at 12:00 PM | Grab & Go Lunch 

Grab a takeout lunch for your travels home, because elevating marketing on campus can’t happen on an empty stomach.  

Speakers

Jason Simon became SimpsonScarborough’s CEO in 2020 and has led the agency’s growth while championing the value of higher education and ensuring our work has a lasting impact. Before joining SimpsonScarborough, Jason served in marketing communications leadership roles for the University of California and NC State University. He also has brand strategy experience working with corporate and consumer brands such as John Deere, IBM, RedHat, and Sony Ericsson. He managed media and public relations for NC State men’s basketball, and began his career as a sportswriter and editor. Jason was also honored as the American Marketing Association’s Higher Education Marketer of the Year in 2013.

Jason Simon

CEO & Partner
Since joining rpk GROUP in 2015, Donna’s research has focused on creating sustainable business models for student success and academic innovation. She is an authority on higher education finance data and has analyzed issues in education and the economy for more than 20 years, reporting on changes in higher education spending, revenues, and outcomes. Donna’s recent research has examined the creation of sustainable business models for student access and success initiatives, including transfer credit mobility, credit for prior learning, competency-based education, open educational resources, and new advising models. Donna has applied best practices emerging from this research to rpk’s cohort-based capacity building efforts.

Donna Desrochers

Donna Desrochers, Senior Associate, rpk GROUP
Tisha serves on the chancellor’s cabinet as a key advisor and member of the University of Tennessee, Knoxville’s senior leadership team. In her role as vice chancellor, she is the university’s chief communications and marketing officer, leading the talented team in the Office of Communications and Marketing charged with stewarding and evolving the UT brand. In her time at UT, Benton has restructured the Office of Communications and Marketing to bring focus to the office’s role as the strategic central marketing hub of the university, and to better integrate central resources and messages throughout the institution.

Tisha Benton

Vice Chancellor, Communications & Marketing, University of Tennessee Knoxville
L. Hazel Jack brings 20 years of experience in higher education, specializing in strategy development, communications, fundraising, partnership development, community engagement, and board relations. For the past eight years, she has been a key leader at Colgate University, where she currently serves as Vice President and Chief of Staff to the President. In this role, she is a member of the President's Cabinet, overseeing presidential communications and outreach, government relations, university-wide events, and the management of the president's office. During her tenure at Colgate, she has held several leadership positions, including Vice President for University Communications and Acting Chief Diversity Officer.

L. Hazel Jack

Chief of Staff, Colgate University
Steven is the Chief Revenue Officer at Abilene Christian University, bringing over 20 years of leadership experience in higher education across finance, marketing, and analytics. He has led transformative initiatives at the intersection of strategy and performance, including managing the largest performance marketing budget in the sector. Under his leadership, ACU’s online enrollment has grown by more than 250% over the past five years. Steven is passionate about data-informed growth strategies, cross-functional collaboration, and building scalable systems that drive long-term revenue growth in an increasingly competitive market.

Steven Rutt

Chief Revenue Officer, Abilene Christian University
As president of Spalding University, Dr. Anne Kenworthy is guiding the institution’s future through faith-driven leadership and transformative innovation. With a focus on expanding access to education, she has led initiatives that elevate institutional brand identity, drive enrollment growth, and strengthen financial sustainability—all while fostering an environment where students thrive academically and personally. Prior to joining Spalding, Dr. Kenworthy served as the Vice President of Enrollment Services, Marketing Communications, and Strategic Initiatives at the University of Findlay (UF) in Findlay, Ohio, where she successfully increased enrollment revenue, shaped UF’s brand strategy and served as a key member of the transition team for the acquisition of Bluffton University.

Dr. Anne Kenworthy

President, Spaulding University
As the vice president for marketing and enrollment at the University of Hartford, Molly Polk is responsible for the strategy, execution, and evaluation of marketing communications, admission, and financial aid at the University of Hartford. Molly joined UHart from Carthage College, where she led a successful rebranding effort and the launch of an award-winning institutional website as vice president for communication. Prior to joining Carthage, she was the director of client marketing services at Ithaca College, where she managed the development and execution of marketing strategies for five academic schools, athletic communications, and administrative units across campus.

Molly Polk

Vice President for Marketing and Enrollment, University of Hartford
Christie joined St. Edward’s University in 2012 as Associate Vice President of Marketing with more than 17 years of marketing and communications experience across industries including education, non-profit and technology. Her expertise includes implementing integrated marketing strategies and successfully developing talented teams. At St. Edward’s, Christie oversees the marketing mission of promoting the university story to increase engagement, attract resources, and achieve the university’s strategic goals. Christie is proud to work with the award-winning marketing and communications team as well as the St. Edward’s government and community relations programs.

Christie Campbell

Vice President of Marketing and Communications, St. Edward's University
Libby Eckhardt joined Denison University as vice president for university communications and branding in 2021. In this role, she directs the Office of University Communications & Marketing (UCM). UCM oversees all institutional websites and social channels, Denison Magazine, digital marketing, creative services, media relations, reputation management, and internal communications.

Libby Eckhardt

VP for Communications & Branding, Denison University
With over 20 years of experience in higher education communications, Zack Higbee has worked across both institutional and athletics communications, developing strategies to elevate brand awareness, engage audiences, and manage issues. He currently serves as Assistant Vice President for Communications at the University of Oklahoma, where he leads reactive media engagement.

Zack Higbee

Assistant Vice President for Communications, University of Oklahoma
Andres “Andy” Ybarra is the Chief Communications Officer at the University of St. Thomas, where he oversees the central marketing and communications team for Minnesota’s largest private university. Prior to joining St. Thomas in 2019, he spent 15 years at the Minneapolis office of global PR agency Weber Shandwick, where he worked on a range of technology clients. Andy started his career in journalism, as a reporter for the Minneapolis bureau of The Associated Press before moving into public relations.

Andy Ybarra

Chief Communications Officer, University of St. Thomas
Lauren joined Boise State in 2019 as Associate Vice President for Creative Strategy and was promoted in 2020 to oversee Boise State’s Office of Communications and Marketing as the Associate Vice President for Communications, Marketing and Creative Strategy. Lauren is an innovator, storyteller and culture keeper who has worked in higher education at both the community college and university levels. Most recently, Lauren was recognized as a finalist for Marketer of the Year in the higher education category by the American Marketing Association.

Lauren Griswold

Chief Communications and Marketing Officer, Boise State University
Sara analyzes insights developed from brand research to understand the impact on the consumer journey. She then translates that into effective marketing and media plans and campaigns.

Sara Wallace

Vice President, Strategy
Andrea Jones serves as the Vice President of Marketing and Communications at the University of North Florida (UNF), a role she assumed in June 2024. With over 15 years of experience in higher education marketing, Jones leads UNF's strategic communications initiatives to enhance brand awareness and elevate the university's reputation both regionally and nationally .

Andrea Jones

Vice President of Marketing and Communications, University of North Florida
Bob leads the agency’s primary areas of practice, including Research, Strategy, Creative, and Digital, as well as Agency Operations. Bob joined SimpsonScarborough in 2019 through an acquisition of Knowble Media, where he was a founder and managing partner. He led the start-up of SimpsonScarborough’s Digital division and was Vice President of Creative before moving into his current role. He has been a featured speaker at AMA and CASE, and has led teams to nationally recognized work.

Bob Rafferty

EVP & Partner
Dan is a respected national leader and strategist with a distinguished career in higher education. He brings his dynamic vision and industry expertise to Baker Tilly after serving as the Chancellor of the Pennsylvania State System of Higher Education (PASSHE) for six years and reinforces the firm’s ability to help higher education institutions and systems nationwide meet today’s complex challenges.

Dan Greenstein

Managing Director, Baker Tilly US
Scenes from CMOLab 2024 in Pittsburgh, PA

The CMOLab will take place at the NOPSI Hotel New Orleans, in the heart of downtown. The hotel is a quick 30 minute commute from New Orleans International Airport, and in close proximity to some of The Big Easy's most exciting attractions and restaurants. Book your room under the CMOLab event room block and enjoy a rate of $169/night.

Book Your Room by May 2

Featured Thinking

What do you need from your partner?

Contact Us