Purdue University brand director calls it quits
Steve’s breakdown: Something is fishy about this exit and I suspect it was the “Makers, All” campaign that brought her down. The image above is from that campaign’s website. What ever the reason, Purdue is going to be developing a new marketing program soon. If you’re an alum, it’s time to make the call.
WEST LAFAYETTE, IN: After a year in which Purdue University’s marketing efforts came under public scrutiny, one of the school’s top marketing officials is stepping down.
Rwitti Roy, senior director of brand and advertising, announced last week that she is resigning and leaving the spot at the end of May.
Roy, who held the job for more than two years, cited personal and family reasons for her decision.
“We have gone through this brand launch and everything else, and it made sense,” she said. “I’ve wanted to start something of my own, and this seems the opportune moment.”
Purdue’s marketing efforts attracted widespread attention, much of it negative, after campus officials launched the “Makers, All” branding campaign last fall and unveiled a new Purdue Pete in April. The Makers, All campaign continues, but the new Purdue Pete was quickly shelved.
Roy, who played a major role in overseeing “Makers, All,” declined to comment on the campaign or the department’s struggles but said they had nothing to do with her resignation.
“Essentially it is a very personal reasoning why I am leaving,” she said, citing spending more time with her toddler-age son and starting up her own marketing-related company.
Roy joined Purdue in 2003 as the director of marketing and communications for the College of Engineering after working with clients such as PepsiCo and GlaxoSmithKline while working with Bates Marketing and JWT.
In 2009, she was part of an organizational restructure that led to the creation of the Marketing and Media office, put together by Teri Lucie Thompson, vice president for marketing and media. Roy’s role was overseeing the Purdue brand blueprint and keeping advertising and marketing in line with Purdue goals.
On Tuesday, Thompson said Roy’s “insights, work product and leadership” will be missed.
“Rwitti has done an excellent job during her time at Purdue and has been a valued member of the Marketing and Media leadership team,” she said.
Thompson said an interim director will be named while a search is opened to fill the position.
The Purdue University salary database for the current school year lists Roy’s salary as $99,960.
“The high education marketing is a complex category,” Roy said. “There are so many stakeholders who have perceptions, so a challenge is, how do you come to a consensus with all of the stakeholders?