Summary
Overview
Work History
Education
Skills
Websites
Timeline
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Beth Reabold

Scottsdale,AZ

Summary

Strategic marketing executive with over 20 years of experience leading cross-functional teams and developing national and local campaigns. Expert at driving brand awareness, scaling growth through data-driven strategies, and managing budgets exceeding $75M. Adept at overseeing integrated digital marketing campaigns, building stakeholder relationships, and increasing ROI. Skilled at nurturing high-performing teams and fostering a culture of innovation and trust.

Overview

28
28
years of professional experience

Work History

Vice President, Marketing & Communications – Audiences, Markets and Pathways

Western Governors University
Salt Lake City, UT
02.2024 - Current
  • Orchestrate fully integrated marketing programs leveraging a broad range of tactics
  • Drive geography-and audience-based forecasting, reporting, and root cause analysis
  • Excellence in competitive, market, and channel analysis and strategic synthesis
  • Lead a multi-year regional strategic communications plan that contributes to core university objectives, particularly related to expanding access to education for strategic audiences
  • Strategic oversight included media relations, reputation enhancement/management, and thought leadership
  • Create and execute strategies that drive product-line priorities, including brand development and new customer growth
  • Drive marketing and sales-enablement support for regionally based field teams; identifying ways to develop new partnerships and grow existing partnerships
  • Exceeded new student start projections by 21% with a blended CPA of $480
  • Surpassed Partnership new start targets by 6.1%.

Vice President, Region and Audience Marketing

Western Governors University
Salt Lake City, UT
04.2022 - 02.2024
  • Led the development and execution of strategic outreach plans tailored for WGU's priority geographies and audiences
  • Budget stewardship and accountability for achieving growth-related KPIs
  • Managed in-depth market-level competitor and prospect research and analysis
  • Built and nurtured a team of Regional Marketing and Communications professionals ranging from Directors to Specialists based within their respective territories
  • Exceeded all regional overall app targets from 7% to 24%
  • Delivered a 3-month ACE of 24% versus 19.7%.

Associate Vice President of Marketing

Mary Baldwin University
Staunton, VA
10.2020 - 03.2022
  • Led the Office of Integrated Marketing & Communications, overseeing marketing and public relations priorities
  • Developed and implemented marketing plans across residential, online, graduate, and undergraduate programs, boosting student applications by 20%
  • Spearheaded a website re-design optimizing SEO, UX, and ADA compliance, resulting in enhanced prospective student engagement.

Vice President, Brand & Integrated Marketing

University of Phoenix
Phoenix, AZ
09.2018 - 02.2020
  • Drove enterprise growth through strategic, ROI-focused marketing plans
  • Led brand transformation initiatives that resulted in a 30% increase in brand favorability and site traffic.

Associate Vice President, Integrated & Lifecycle Marketing

University of Phoenix
Phoenix, AZ
01.2010 - 09.2018
  • Designed multi-touch marketing campaigns, increasing visits by 32% in one year
  • Improved enrollment efficiency, reducing cost per enrollment to below $1K.

Associate Vice President, Regional Marketing

University of Phoenix
Phoenix, AZ
04.2008 - 09.2010
  • Orchestrated region-specific marketing plans including differentiated strategies at the state and DMA levels
  • Forecast marketing performance based on historical trends, spending, marketing conditions, etc
  • Built Regional Marketing team to support new student growth in geographic territories.

Senior Marketing Manager

Verizon Wireless
01.1997 - 01.2001

Education

Bachelor of Science in Business & Marketing -

St. John Fisher College
Rochester, NY

Skills

  • Strategic Marketing and Communication
  • Data-Driven Marketing
  • Brand Awareness and Growth
  • Leadership and Talent Development
  • Audience Engagement Strategies
  • Creative Campaign Development
  • Digital Marketing & Analytics
  • SEO and UX Optimization
  • Social Media Strategy
  • Budget Management and ROI

Websites

Timeline

Vice President, Marketing & Communications – Audiences, Markets and Pathways

Western Governors University
02.2024 - Current

Vice President, Region and Audience Marketing

Western Governors University
04.2022 - 02.2024

Associate Vice President of Marketing

Mary Baldwin University
10.2020 - 03.2022

Vice President, Brand & Integrated Marketing

University of Phoenix
09.2018 - 02.2020

Associate Vice President, Integrated & Lifecycle Marketing

University of Phoenix
01.2010 - 09.2018

Associate Vice President, Regional Marketing

University of Phoenix
04.2008 - 09.2010

Senior Marketing Manager

Verizon Wireless
01.1997 - 01.2001

Bachelor of Science in Business & Marketing -

St. John Fisher College

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Beth Reabold