Funding Signals – Activity Through February 3, 2026
Highlights Waymo raised $16B (Series D) led by Dragoneer Investment Group, DST Global, and Sequoia Capital Waymo builds autonomous driving technology and operates driverless ride-hailing. The company framed this round as a shift from proving the tech to scaling it commercially. It also tied the raise to expanding fleet capacity and hiring to meet rising ride demand. Agency lens: As Waymo expands into more cities, it will likely need sharp launch communications, local rider growth campaigns, and stakeholder messaging that reinforces trust and safety. Press release Decagon raised $250M (Series D) led by Coatue Management and Index Ventures Decagon builds conversational AI agents for “concierge-style” customer experiences across channels like voice, chat, email, and SMS. The company positioned the funding around growing enterprise adoption and pushing customer experience AI beyond cost savings into a strategic, brand-linked platform decision. Agency lens: If the goal is bigger enterprise penetration, expect needs around category narrative, proof-led messaging (case studies), and demand gen that speaks to CX, product, and engineering buyers. Press release Cellares raised $257M (Series D) led by BlackRock and Eclipse Ventures Cellares is an automated manufacturing platform for cell therapies, aiming to replace traditional labor-intensive production with GMP-compliant automation. The company said this capital funds a global buildout of automated “Smart Factories,” with clinical manufacturing targeted for the first half of 2026 and commercial-scale manufacturing beginning in 2027. Agency lens: This kind of scale-up usually pulls in recruiting and corporate communications, plus partner-facing content that explains capabilities and de-risks adoption for biopharma customers. Press release CesiumAstro raised $470M (Series C) led by Trousdale Ventures CesiumAstro develops connectivity solutions for space and defense, spanning satellites, communications payloads, and computing systems built and tested in-house. The company said it will use the funding to expand manufacturing, accelerate AI-enabled communications development, scale production of its LEO satellite, and grow technical and program teams. Agency lens: Manufacturing expansion and team growth often translate into hiring campaigns and sharper market positioning across commercial, government, and national security audiences. Press release VulcanForms raised $220M (financing round) led by Eclipse and 1789 Capital VulcanForms is building a fully integrated digital metal manufacturing platform that consolidates fragmented supply chains into domestic “digital factories.” The company said the financing supports expansion of its integrated facilities and continued execution of its technology roadmap, R&D programs, and future capacity growth. Agency lens: The onshoring + reliability story is a communications asset—expect needs in PR, executive messaging, and vertical-specific positioning for sectors like aerospace, defense, medical devices, and industrial. Press release All Funding Signals
UC Law SF Hiring Digital Marketing Agency for HPL Program With $175K–$225K Budget
At a Glance Buyer: University of California College of the Law, San Francisco (UC Law SF) Industry: Higher education (law school/graduate program marketing) Location/markets: San Francisco, California; national reach implied (program visibility and reputation) Primary scope: Digital marketing strategy, execution, and optimization for the Master of Health Policy & Law (HPL) program Key deliverables/channels: Multi-channel paid campaigns (Google, Bing, Meta/Instagram/Facebook, YouTube, LinkedIn), lead generation/purchase, email creation + drip/nurture, reporting/funnel tracking, SEO + GEO services Budget: $175,000–$225,000 estimated annual total; includes anticipated $100,000–$150,000 annual ad spend (subject to change) Contract type/term: Professional services; 3 years total potential (1-year initial + up to two 1-year renewals) Key dates: Pre-bid Zoom (optional) Feb 6, 2026, 11:00 AM PST; questions due Feb 11, 2026, 5:00 PM PST; proposals due Mar 27, 2026, 5:00 PM PST Eligibility/must-haves: Submit via PlanetBids; digital channel expertise; analytics/predictive modeling; AI-driven personalization; compliance with FERPA, GDPR, CCPA; provide 3+ references, pricing in Excel, transition plan, and required forms/exhibits Why This Could Be Interesting UC Law SF (formerly UC Hastings) is an independent public law school in California, established in 1878, seeking support for its Master of Health Policy & Law (HPL) program. They’re hiring a digital marketing firm to boost visibility, enrollment, and national reputation—specifically through a data-driven, multi-channel approach that reaches audiences in health care and health-adjacent fields. The scope is hands-on: manage paid media across major platforms, generate and purchase leads, build email journeys across the admissions cycle, and report performance with a top-down funnel view. They also expect ongoing optimization, creative refreshes, and channel shifts based on results. The budget signal is meaningful for a program-level engagement ($175K–$225K annually, including a sizeable media buy), and the term structure supports relationship upside (one year plus two renewal options). The RFP also raises the bar on privacy compliance (FERPA/GDPR/CCPA) and measurement tied to outcomes like CPL and conversion rates. Best suited for performance-minded digital agencies with paid media, lifecycle email, analytics, and higher-ed/regulated-data discipline. Proposal deadline: March 27, 2026, at 5:00 PM PST Download the full RFP here.
Office of the Governor of Texas Hiring Tourism PR + Influencer Marketing Across Asia Region
At a Glance Buyer: Office of the Governor of Texas (Travel Texas program) Industry: Tourism/destination marketing (public sector) Location/markets: Asia Service Region (primary: India, Taiwan; secondary: Japan, Korea; other markets as directed) Primary scope: Tourism public relations & marketing services (PR-led, with social and promotions) Key deliverables/channels: Media relations + pitching, press releases/kits, influencers, social strategy/content, consumer promotions, travel trade support, missions/FAM tours/events, reporting Budget: Not specified (monthly service fee proposed by respondent; maximum contract amount “to be determined”) Contract type/term: Firm fixed monthly service fee; reimbursables/ad hoc deliverables by prior written approval; term through Aug 31, 2026, with up to three 12-month renewals through Aug 31, 2029 (plus possible transition extension) Key dates: Questions due Feb 6, 2026; Q&A posted Feb 11, 2026; Response deadline March 3, 2026, no later than 2:00 PM CT; Anticipated start date April 1, 2026 Eligibility/must-haves: Fully operational office within the target market within 60 days of contract award; demonstrated tourism/travel/DMO PR + marketing experience in the target market; must meet required reporting/measurement expectations Why This Could Be Interesting The Office of the Governor of Texas, through its Travel Texas program, is hiring a partner to promote Texas as a travel destination in the Asia Service Region, with primary focus on India and Taiwan (and other Asia markets as directed). This is positioned as an ongoing program: the contract term runs through August 31, 2026, with up to three one-year renewals through August 31, 2029, plus a potential short extension to support vendor transition. A fully operational office within the target market is required within 60 days of award. Scope is full-funnel PR + marketing—proactive media pitching, press releases, evergreen press kits, influencer identification and agreements, social media strategy (content calendars, community management, asset production), and measurable consumer promotions. The vendor may also support travel trade activity as directed, including missions, seminars, product launches, and FAM tours, plus collateral production, storage, and fulfillment. Pricing matters: monthly service fees carry major weight in the best-and-final evaluation, so be clear on what’s included in the retainer versus reimbursables and ad hoc work. Best suited for agencies that can prove tourism/DMO PR experience in Asia, run social + influencer programs end-to-end, and staff an in-market team that can execute across multiple countries. Proposal deadline: March 3, 2026, at 2:00 PM CT. Download the RFP Part A here. Download the RFP Part B here.
SUNY Fredonia Digital Marketing Partner for $250K Annual Paid Media and Creative Production
At a Glance Buyer: State University of New York at Fredonia (SUNY Fredonia) Industry: Higher education (public university) Location/markets: Fredonia, New York; campaign markets not specified Primary scope: Digital advertising strategy, creative development, and media placement/campaign management Key deliverables/channels: Omnichannel media plan; paid search/social/video/programmatic; ad creative (static/video/vertical); GA4 + conversion tracking; real-time dashboard; monthly reporting; quarterly strategy reviews Budget: Up to $250,000 per year (no markup on media buys permitted) Contract type/term: Fixed-price; 1-year term with option to renew for two additional 1-year terms Key dates: Questions due Feb 23, 2026, at 4:00 PM EST; Q&A issued Feb 25, 2026, at 4:00 PM EST; proposal deadline Feb 27, 2026, at 3:00 PM EST; presentations end of Mar 2026 (tentative); award end of Apr 2026 (tentative); anticipated start Jul 1, 2026 Eligibility/must-haves: 4+ years across major ad platforms; 3+ years higher-ed experience; lines of credit with Google/Meta; GA4 proficiency; secure file transfer/data privacy; keyword research/paid search; real-time reporting dashboard; ability to produce all creative assets Why This Could Be Interesting SUNY Fredonia is a four-year, public residential university in western New York, focused on strengthening awareness and driving enrollment through integrated digital marketing. They’re hiring a full-service digital marketing partner to plan, build, and optimize paid campaigns—plus produce the creative—across platforms like Google, Meta, TikTok, YouTube, and programmatic display. Expect end-to-end execution: strategy, media buying, creative testing, tracking, and ongoing performance reporting. The practical upside is the scale and structure: SUNY anticipates up to $250,000 per year across media placement, creative development, and related services, with a one-year award and two optional one-year renewals. They also require real-time dashboard reporting and clear monthly/quarterly performance cadence, which signals a serious measurement culture. Best suited for a performance-focused digital agency with in-house creative, higher-ed experience, and GA4 + CRM integration chops (Slate preferred). Proposal deadline: February 27, 2026, at 3:00 PM EST. Download the full RFP here.
Tarleton State University Wants A Five-Year Sponsorship and Digital Advertising Revenue Partner
At a Glance Buyer: Tarleton State University Industry: Higher education (public university) + NCAA Division I athletics Location/markets: Stephenville, TX; plus Fort Worth, Waco, Bryan, and online audiences Primary scope: Manage campus sponsorships/digital advertising + exclusive athletics & rodeo multimedia rights Key deliverables/channels: Sponsorship sales + activation; TV/radio; in-venue and game-day assets; social/digital; digital signage; guest Wi-Fi/5G; reporting; required asset inventory audit Budget: Not specified (respondents must propose guarantees/pricing and revenue arrangements) Contract type/term: Services agreement; intent is 5 years with option to renew up to 5 additional years Key dates: Questions due Feb 2, 2026; answers posted Feb 9, 2026; proposals due Feb 26, 2026 at 2:00 PM CT; approx award Apr 1, 2026; expected start Jun 1, 2026 Eligibility/must-haves: Experienced and financially stable; able to run both programs; comply with University approval/retained-rights limits; VETHUB subcontracting plan required if using subcontractors; complete pre-contract asset inventory audit Why This Could Be Interesting Tarleton State University is a public university in the Texas A&M University System, serving roughly 18,000 students across multiple Texas locations and online. They’re hiring a single partner to run two monetization engines under one umbrella: a campus-wide digital advertising program (non-athletics) and the exclusive sponsorship/advertising and multimedia rights program for Tarleton Athletics and Rodeo. In plain English, this is about building and selling sponsorship inventory, then activating and managing it across broadcast, in-venue, digital, and campus platforms—everything from TV/radio and game-day elements to digital signage and guest Wi-Fi/5G advertising—while coordinating tightly with University Advancement and Athletics. The signal here is long-term upside with structured controls. The University states a five-year term with renewal options up to five additional years, and it requires a comprehensive asset inventory audit before contract execution to establish what exists, what it’s worth, and what’s off-limits. Vendors are also expected to commit to real commercial terms (annual guarantees, potential cash/signing bonuses, and capital investment assumptions). Best suited for agencies/operators with sponsorship sales, campus media monetization, and compliance-ready account management. Proposal deadline: Thursday, 26 February, 2026, at 2:00 PM CT. Download the full RFP here.
Pace Seeks Marketing AOR for Creative + Media Buying and Transit Campaigns
At a Glance Buyer: Pace, The Suburban Bus Division of the Regional Transportation Authority Industry: Public transit/transportation (bus + paratransit) Location/markets: Northeastern Illinois Primary scope: Marketing and advertising services (AOR) Key deliverables/channels: Creative + media strategy; ability to meet regular deadlines + emergency requirements; specialized capabilities (digital, social, events, PR, multilingual writing) Budget: ~$4M/year anticipated advertising budget Contract type/term: Not specified Key dates: Pre-bid meeting: Feb 6, 2026, 10:00 AM CT; questions due: Feb 13, 2026, 2:00 PM CT; proposal deadline: Mar 13, 2026, 2:00 PM CT Eligibility/must-haves: Must register in Pace iSupplier Portal; submit signed AI certification; provide public-sector-relevant case histories (at least two) Why This Could Be Interesting Pace, the Suburban Bus Division of the Regional Transportation Authority, is hiring a full-service advertising agency of record for marketing and advertising services. This RFP reads like a true “do-the-work” account: you’re expected to propose creative strategies and marketing activities that show an understanding of Pace’s organizational strategies, then execute against deadlines Pace sets—sometimes on an emergency basis. What makes it notable is the breadth of capabilities Pace wants to see in one partner: digital marketing, social media, event execution, public relations, and in-house writing in languages other than English with culturally appropriate creative. If you’ve built an integrated shop that can move from strategy to production without handoffs, this is the kind of scope that can stay busy. Best suited for agencies with integrated creative + media capabilities, public-sector experience, and proof you can handle formal process and scrutiny (with relevant case histories). Proposal deadline: March 13, 2026, at 2:00 PM CT. Download the full RFP here.
Meta’s Incrementality Push Creates New Measurement Partnership Openings
At a Glance Interviewee: Alex Schultz, CMO & VP Analytics Company: Meta Location: Menlo Park, California Industry: Consumer technology and advertising Company Notes: Ads across a “Family of Apps,” plus longer-horizon bets like Reality Labs Best-Fit Agencies: measurement and experimentation, creative production at scale, lifecycle and growth, brand and trust communications, marketing ops and automation Source: CMO Confidential Podcast The Big Picture Meta is in a growth-and-trust balancing act across a portfolio of global products. Alex Schultz runs global marketing, plus major parts of analytics and internationalization. His lens is “truth-seeking” measurement, aligned messaging, and faster learning loops. At the same time, AI is changing both how marketing gets done and how ad performance is won. This moment matters because new surfaces are being monetized, and the bar for proof is rising. Top Stated Priorities Build marketing alignment through a centralized marketing team, so the brand pulls in one direction. Without shared direction, multiple “right answers” can dilute impact. Push incrementality measurement as the standard, not post-click credit. It supports clearer decisions and stronger platform positioning. Keep external metrics disciplined and defensible, from in-product monitoring to disclosure-grade reporting. That rigor protects trust with leaders, partners, and advertisers. Treat AI as a threshold technology and keep a “human in the loop”. The upside is speed, but quality still depends on review and taste. Accelerate user growth through lifecycle levers like email, SMS, push, SEO, paid DR, and CRO. Improvements in flows and merchandising compound at Meta’s scale. Under-the-Surface Signals Meta is optimizing for speed of learning across product, marketing, and analytics. This is implied because he emphasizes peer review in analytics and faster feedback loops in growth. Trust work is not a side project; it shows up as marketing’s job when scrutiny spikes. This is implied because he stresses “tell the truth” and points to privacy campaigns as core work. Product and marketing are tightly coupled in the go-to-market engine. This is implied because his remit includes in-product promotions, onsite merchandising, and flow optimization. Your Next Big Wins Bring an incrementality and experimentation program that can scale across teams and regions. The timing favors analytics-led leaders, especially measurement shops and performance consultancies. Build a creative testing and production system designed for newer placements and faster iteration. As monetization expands, performance creative, and modular production teams can win here. Help strengthen trust narratives tied to privacy, safety, and policy realities without hand-waving. Under regulation pressure, brand strategy and comms partners are best suited. Stand up AI-assisted marketing workflows with clear review gates and quality checks. With AI crossing key thresholds, martech, ops, and AI enablement partners can deliver fast value. Optimize one lifecycle growth loop end-to-end, from message strategy to measurement. Since Schultz owns notification marketing and CRO, lifecycle and growth teams are a strong fit. How I’d Break In I’d lead with a proof-first offer: help them find what is truly incremental, then scale what works. Anchor messaging on measurement that supports better decisions, not better slides. Share a clear POV on experimentation design and creative iteration at platform scale. Propose a 30-day pilot to audit one growth loop and ship two tests.
Snap’s AR-First Playbook Signals New Creative Tech Demand
At a Glance Interviewee: Grace Kao, Chief Marketing Officer Company: Snap Inc. Website: https://www.snap.com/ Industry: Consumer camera + messaging platform with digital advertising and AR tooling Company Notes: Snap is the parent company of Snapchat, with an ad-led model and a growing Snapchat+ subscription revenue stream Best-Fit Agencies: Brand strategy, performance media, creator partnerships, AR/creative tech studios, B2B platform marketing, measurement, and analytics Source: Building Better CMOs Podcast The Big Picture Snap is re-centering marketing as a growth lever, not a support function. Grace Kao is focused on clearer differentiation and stronger advertiser belief in outcomes. The company is balancing brand distinctiveness with performance credibility. Product and platform bets are expanding the story, including AI and the announced 2026 Specs launch. For agencies, this is a moment when messaging, proof, and partner enablement all matter at once. Top Stated Priorities Snap must clearly explain what makes Snapchat different from “social media.” With attention commoditized, the brand has to win on meaning, not just reach. Snap aims to strengthen advertiser confidence that it can drive outcomes. The push for performance growth depends on simpler buying paths and stronger proof. Snap wants to serve multiple audiences with one coherent story across consumers, businesses, and developers. A platform brand has to stay consistent while speaking to very different decision-makers. Snap is leaning into creators as collaborators, not just inventory, and it expects shared values. As brands brief creators more often, “be yourself” has to translate into brand-safe partnership models. Snap is encouraging marketers to test, learn, and use more than one format or channel. Results improve when brands stop treating Snapchat as a single tactic. Under-the-Surface Signals The marketing org is being asked to connect product truth to brand meaning across the whole platform. This is implied because she anchors the story in how people use the camera, the map, and daily habits. Creativity is positioned as the bridge between brand lift and measurable performance. This is implied because she praises work that blends culture, ad formats, and advertiser goals in one idea. Snap is signaling that creator work should be treated like a partnership portfolio, not a one-off campaign list. This is implied because she describes creators as brands and stresses alignment and collaboration beyond ads. Snap wants to modernize how advertisers experience the platform, including new surfaces like Sponsor Snaps and Chat. This is implied because she highlights early adopters and frames innovation as the path to “surprise and delight.” Your Next Big Wins Help Snap sharpen its differentiated platform narrative into a buyer-friendly positioning system. It supports the clarity goal for both users and advertisers, and brand strategy shops are best suited. Build an “outcomes credibility” engine that turns performance improvements into simple proof. Partner programs and DR growth rely on clean measurement stories, best handled by performance and analytics agencies. Create a creator partnership playbook that makes collaboration easier and safer for brands. Creators are treated as a “creative class,” and creator-focused agencies can operationalize testing and governance. Develop AR-first campaign ideas that feel native, playful, and scalable across entertainment and consumer brands. Lenses and interactive formats reward strong creative tech execution, suited to AR studios and integrated shops. Support the runway toward Specs with narrative planning and launch-ready creative systems. Since the 2026 launch is already announced, experiential, PR, and product launch teams can prepare the story arcs. How I’d Break In I’d lead outreach with a point of view on differentiation that also improves advertiser confidence. Anchor messaging on authentic connection at scale, paired with “creative that performs.” Bring proof from platform GTM work that turns product features into buyer clarity and usable playbooks. Propose a short pilot: a 4-week “native growth sprint” that pairs one new format test with a measurement and learning plan.
CMO Moves – Week of February 2, 2026
Highlights Nakul Goyal named CMO at CARFAX CARFAX is a vehicle history report company that also runs an automotive marketplace. Goyal was promoted after more than nine years as VP of Growth. He says his focus has been scaling consumer reach through product-led growth and performance marketing, and he’ll now lead the broader marketing organization to drive growth for both dealers and consumers. Agency lens: Expect a tight blend of performance marketing and product-led growth, with messaging that has to work for two audiences—dealers and car buyers. Press release Executive’s LinkedIn Company website Robyn Zacharias named CMO at Atlantic Bay Mortgage Group Atlantic Bay Mortgage Group is a Virginia Beach-based residential mortgage lender with more than 80 branches and more than 225 producing loan officers. Zacharias will oversee marketing, brand, and communications strategy. The announcement frames her hire as a move to elevate marketing efforts and strengthen connection with borrowers, partners, and communities, with a specific emphasis on raising brand awareness in their markets. Agency lens: Brand awareness and communications are the headline—clear story, clear differentiation, and a louder presence in the markets that matter. Press release Executive’s LinkedIn Company website Natalie Bastian named CMO at InMarket InMarket is an advertising technology company focused on real-time marketing and measurement. Bastian will lead the marketing organization to strengthen InMarket’s strategic positioning and long-term enterprise value. Her remit includes evolving go-to-market and growth strategies, sharpening brand and product narrative, and increasing visibility with brands and partners—across PR, product marketing, brand, content, events, creative, and inside sales. Agency lens: This is narrative + GTM discipline—product marketing, PR, and brand working together to drive relevance with enterprise buyers and partners. Press release Executive’s LinkedIn Company website All Appointments The following is a complete list of CMO appointments and transitions tracked this week across industries. CMO Moves are tracked weekly based on public announcements, filings, and market intelligence. Not every leadership change results in agency engagement, but historically, these moments often precede strategic reviews and realignment of partners.
Chris Foley Pilsner’s Journey From Agency Life to University Leadership
Executive: Chris Foley Pilsner, Chief Marketing & Communications Officer Company: Oakland University Industry: Public research university; higher education Company Snapshot: Mid-sized public research institution serving roughly 16,000 students with a strong regional, experiential focus. Format: CMO Journeys Interview In This Article Why It Matters Their Path, in Short Big Themes From the Conversation How They Choose the Right Agency Partners What Stood Out The Inside Scoop Why It Matters Chris Foley Pilsner is Oakland University’s first Chief Marketing and Communications Officer, and her path to the role runs straight through the agency world. She grew up inside creativity and client service, then moved into higher education, where the stakes are families, futures, and entire communities. Her story shows how classic agency training, data fluency, and a deep belief in education can work together. For agencies, she is both a former insider and a current buyer — someone who knows what great partnership feels like on both sides of the table. Their Path, in Short Chris grew up just outside Manhattan on Long Island, the daughter of two New York City public school educators. Education was always the family conversation. Her parents ended their careers as principals and superintendents, helping other leaders succeed. She knew she was not meant to be a classroom teacher, but the value of education was wired in early. At Villanova University, she studied English, women’s studies, and political science. She was drawn to the intersection of image and power — fascinated by moments like the Kennedy–Nixon debate and how perception shaped outcomes. She graduated during a recession, knowing only that she loved to write and loved figuring out how people tick. That curiosity led her into advertising, first as a secretary to a senior account person. Someone took a gamble on her, and that is how she “stumbled” into the industry. She became an account person at big agencies, working on consumer packaged goods, a bit of luxury, and pharmaceuticals. She learned how to sell products where you cannot always say the direct benefit, and she worked with multinational corporations. A transfer to London broadened her view of how business works and how to build disciplined client relationships — understanding the business situation, defining what needs to be done, and then delivering. Life moved her next to Ann Arbor, Michigan, where she joined a small regional agency just as social media was becoming mainstream. It was a different scale but another rich learning experience. A later move to Western Massachusetts shifted the picture again; there were few agencies there, and the region was rural. She began consulting and, through her husband’s connections at the University of Massachusetts, got a first look at higher education as a marketer. That consulting work became her on-ramp into a new industry. In higher ed, she discovered a world that felt both familiar and very different. Her agency training served her well, but she also saw how immature the sector could be in marketing and communications. She had to explain why marketing mattered and why people and budgets for it were not a luxury. At UMass’s Isenberg School of Management, she worked for a dean who deeply valued branding. With his support, she hired a marketing consultancy to run the school’s first brand study and brought in its first ad agency — critical inflection points that gave her data, not just anecdotes, about the brand. That experience led to a series of leadership roles in higher ed marketing and communications. Over time, she realized how much she enjoyed not just storytelling but also CRM, digital transformation, and data. Eventually, Oakland University asked her to become its first Chief Marketing and Communications Officer, charged with unifying brand, marketing, and communications for a regional public research university with big ambitions. Big Themes From the Conversation One theme that runs through Chris’s story is a love of what makes people tick. In agencies, she gravitated toward strategy and consumer insights, not just the flashy creative. She loved pairing classic CPG discipline with harder categories like spirits and pharma, where you must tell a story without saying everything outright. That same curiosity now applies to prospective students, parents, faculty, and alumni — understanding what they care about and how to talk to each of them clearly. Another theme is how deeply she believes in the power of education. Coming from a family of educators, she jokes that she was never going to be a teacher, but she never lost the sense that education is essential. She talks about learning to sell things the world may not truly need, like another toothpaste, and then contrasts that with education, which she sees as a partial solution to many of society’s problems. That belief gives her work in higher ed a mission-driven energy. Data is a third throughline. Early in higher ed, she realized they had almost no hard data about their brand — only stories and perceptions. So she brought in a firm to conduct a brand study and used that as a baseline. Later, working in CRM and digital transformation, she came to see data as “everything.” She laughs that if you had told her early in her career that she would geek out on spreadsheets and first-party data, she would have laughed. Looking back, she wishes she had taken that Excel course sooner. She also thinks about brand as the end-to-end experience, not just a tagline. In her view, higher ed asks people to make a huge, complex, multi-year decision. No two students will have the same experience, yet universities still have to boil it down into a short, clear idea and then build a journey around it. For Chris, that means mapping the customer journey, simplifying the story without flattening it, and recognizing that branding includes customer service, advising, and every interaction — because “the brand is the experience.” Finally, there is a quiet but firm commitment to sustainability and self-care. Chris loves her job and throws herself into it, but she is
