Andrew Swenson

Director of Marketing & Communications

University of Nebraska–Lincoln

Lincoln, Nebraska

• Led the creation of the first full-service, in-house agency for Academic Services and Enrollment Management Led all marketing efforts for recruitment and a team of 13 people; contributed to the highest enrollment of new students in 35 years
• Earned international media attention for the social campaign Perls of Knowledge: Social Squadron Team Alpha+, featuring Warren Buffett and Ev Williams
• Oversaw creative execution and placement of annual digital advertising budget of nearly $1 million
• Achieved a response rate 7 times higher than national average on undergraduate digital campaign assets (example components: pre-roll; streaming audio; Facebook video)
• Increased undergraduate inquiries by 16.5% through revamped lead generation tactics and new creative
• Served as creative lead on a complete website overhaul of six websites, including admissions.unl.edu (background) which increased visits by 51% and doubled daily active users
• Implemented the first programmatic advertising campaign for online programs and achieved a response rate 5 times national average
• Increased online program inquiries by over 400% YoY
• Earned an email response rate 5 times higher than the national average
• Annually oversaw the execution of more than 3,000 direct communications to prospective students and their families
• Solely responsible for managing the complete marketing and advertising budget for recruiting

---

Director of Marketing & Communication

Concordia University, Nebraska

Seward, Nebraska

• Conducted a full-scale brand audit and developed new brand/communication standards to integrate the messaging of undergraduate admission, graduate recruiting, alumni relations and advancement for the first time in university history
• Reorganized and built Concordia’s in-house marketing agency (an office of seven professional staff and 12 student workers) to focus on digital content production
• Managed the university marketing budget (and championed its importance); coordinated all advertising and media purchases
• Increased new student leads for online programs by 76% in three months using a combination of SEO, SEM, content marketing, social media advertising and remarketing
• Designed and programmed Concordia’s first integrated student lead to enrollment CRM tracking system
• Served as editorial head of the Broadcaster, Concordia’s official magazine

---

Integrated Marketing Strategist & Community Manager

Concordia Publishing House

St. Louis, Nebraska

• Responsible for profit and loss of $3 million product line; developed and executed annual business plans
• Managed product life cycle from development to launch and through liquidation, including responsibility over all inventory and supply chain
• Served as lead on all promotional efforts including direct marketing (direct mail, catalog, telemarketing, and email), advertising and media purchasing, SEM, SEO, and social integration
• Instituted a product sales follow-up recommendation strategy that was 10 times more effective than traditional marketing efforts and 98% less expensive
• Implemented inbound marketing strategies integrated across seven distinct product lines to build community equity and enhance brand identity

---

Director of Marketing Communications

Spectrum (acquired by Liaison)

Poughkeepsie, New York

• Developed and executed dynamic cross-media marketing campaigns; worked on flagship product development team
• Served as data analysis lead to determine response, conversion, and ROI results for clients
• Led messaging development for all clients; served as the creative contact for most client accounts
• Integrated social networking strategies across client and in-house campaigns; developed, programmed, and managed the corporate blog
• Mapped prospective student response trends of over 600 universities in a comprehensive market research inquiry