Higher education · Growth transformation
Building a full-funnel growth system for a university
Overview
Across a multi-year engagement, Jesse helped connect institutional brand, enrollment marketing, creative execution and performance measurement into a more coordinated growth system.
Repositioned the institution and connected brand, enrollment, media and measurement into one growth engine.
01 · Challenge
What needed to change.
In a crowded higher-education market, the university needed a clearer story and a more connected journey from initial awareness to enrollment. Brand and acquisition work had to reinforce one another while serving multiple programs and audiences.
02 · Approach
How the work moved forward.
Build a shared audience and market foundation, translate it into integrated campaign platforms, and create an operating rhythm that connected brand, enrollment, media, creative and measurement. The work balanced long-term institutional distinction with near-term acquisition goals.
My role
Strategy through execution.
- Audience and market insight
- Institutional positioning and narrative
- GTM and integrated campaign strategy
- Creative and channel direction
- Cross-functional alignment
- Performance measurement and optimization
The work
A connected system, not isolated deliverables.
Results
The work moved the numbers that mattered.
The $63M+ represents institutional revenue influenced across campaigns Jesse led during the three-year engagement. It excludes estimated earned-media value and is not presented as revenue directly attributable to marketing. The 33.8% year-over-year enrollment increase is a separate outcome from fall enrollment reporting.