Northwestern admissions brings in CMO

ev_arch_purpleSteve’s breakdown: We have a real advertising exec here. Ex-marketing exec of the Red Sox and Kraft which make us think this is not really about recruitment but elevating the North­eastern brand.

BOSTON, MA: North­eastern Uni­ver­sity has appointed Brian Sul­livan vice pres­i­dent and chief mar­keting officer, effec­tive Dec. 18. Sul­livan has held senior mar­keting posi­tions at world-​​class brands throughout his career and is known as a results-​​oriented brand leader who has cre­ated suc­cessful mar­keting orga­ni­za­tions fea­turing strong mul­ti­fac­eted teams, insight-​​driven decision-​​making, and effec­tive communication.

In this newly cre­ated posi­tion Sul­livan will work closely with the pres­i­dent and senior lead­er­ship team to develop and imple­ment multi-​​year mar­keting and branding strate­gies that ele­vate Northeastern’s global vis­i­bility. This work will build on the university’s existing suc­cesses in mar­keting and communications.

I am thrilled to be joining such an amazing uni­ver­sity under the inno­v­a­tive direc­tion of Pres­i­dent Aoun and his senior lead­er­ship team,” Sul­livan said. “North­eastern has a truly com­pelling story to tell. I am excited to help advance our mes­sage across the global com­mu­nity and fur­ther strengthen Northeastern’s rightful place among the world’s best insti­tu­tions of higher learning.”

Over the past decade, North­eastern has expe­ri­enced unprece­dented suc­cess across a range of crit­ical dimen­sions, including stu­dent selec­tivity, research sup­port, and fundraising. Today, North­eastern stu­dents par­tic­i­pate in co-​​op and other forms of expe­ri­en­tial learning in 131 coun­tries. North­eastern has also launched an inno­v­a­tive net­work of regional cam­puses across North America. The university’s mar­keting and branding strategy will ensure that these suc­cesses are well known to Northeastern’s key constituencies.

By recruiting Brian Sul­livan, we have added a first-​​rate pro­fes­sional to lead the university’s future mar­keting and branding efforts,” said Michael Armini, senior vice pres­i­dent for external affairs. “In recent years we have ele­vated Northeastern’s rep­u­ta­tion dramatically—and given how rapidly the uni­ver­sity has been trans­formed there is still much left to do. I’m thrilled to wel­come Brian to North­eastern, where he will lead us in both writing and telling the North­eastern story.”

Prior to North­eastern Sul­livan was the director of mar­keting for the Boston Red Sox, a role in which he led the team’s brand mar­keting efforts and spear­headed its mar­quee Calling All Kids youth ini­tia­tive. He also super­vised the expan­sion of the Red Sox social media pres­ence to improve fan engage­ment, reor­ga­nized the team’s adver­tising strategy, and launched the franchise’s first-​​ever com­pre­hen­sive pro­mo­tional mar­keting strategy.

Sul­livan has also man­aged cre­ative direc­tion, online and mobile strategy, and busi­ness devel­op­ment around key brands at both H.J. Heinz Com­pany and Kraft Foods Inc. Those glob­ally rec­og­nized brands include Oreo, Bagel Bites, Planters, and Bal­ance Bar.

At Kraft Foods, Sul­livan led a 20-​​member cross-​​functional team in launching break­through “Snack ’n Seal” pack­aging. Ear­lier in his career, he served as a project man­ager in com­mu­ni­ca­tions and high tech­nology at Accen­ture LTD, where he man­aged end-​​to-​​end project duties for a 12-​​person team that suc­cess­fully imple­mented new con­sumer invoicing and bill pro­cessing efforts.

Sul­livan holds a master’s degree in busi­ness admin­is­tra­tion from the Fuqua School of Busi­ness at Duke Uni­ver­sity and a bachelor’s degree in chem­ical engi­neering from Vil­lanova University.


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