June 3 – 5

Share your big ideas in the Big Easy.

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

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 – 9:00 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 | How Higher Ed CMOs are the Resistance

Higher education is contracting, but as CMOs, we have the power to do something about it. This session will explore why influence and connectivity are more crucial than ever. If higher ed is going to shrink, CMOs must ensure they are at the center of institutional decision-making, driving impact far beyond the Promotional P.

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 – 2:30 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.

2:30 PM – 2:45 PM | Break and Refreshments

Take a moment to reset before the afternoon sessions.

2:45 PM – 3:30 PM | Measuring & Communicating Institutional Impact (Lightning Talks)

In these fast-paced lightning talks, industry leaders will share actionable insights on how CMOs can better measure, report, and communicate institutional success. From enrollment impact to perception tracking, we’ll explore the most critical reporting tools and frameworks for higher ed marketing leaders so your work can be understood and supported like it deserves.

3:30 PM – 4:50 PM | Roundtable Sessions: Bringing Data to Life: Showcasing Higher Ed’s Most Impactful Reports

This highly interactive session is designed for attendees to share their own internal reporting wins, challenges, and questions. Moderated by SimpsonScarborough experts and lightning talk presenters, this highly interactive session includes the sharing of 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.

6:00 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 – 9:30 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 on how to navigate it.

9:35 AM – 10:35 AM | 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.  

10:35 AM – 10:45 AM | Refreshment Break

Take a short break to recharge before the next session.

10:45 AM – 11:45 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.

11:45 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 comradery 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

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

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

2025 CMOLab Rate

$999

The CMOLab regular rate includes registration for one CMO, all sessions, workshops, and breakout discussions, breakfasts and lunches, and entry into the welcome reception and CMOLab Social.