University of Phoenix

Repositioning a legacy education brand for modern learners

Overview

As a senior creative leader at Apollo Education Group, I played a key role in revitalizing the University of Phoenix brand during a time of public scrutiny and industry disruption. Our team evolved the brand from being purely transactional and product-led to purpose-driven and student-centered by building scalable systems, integrated campaigns, and messaging that reflected the real lives of working adult learners.

Contributions

To elevate brand perception and improve marketing efficiency, I led initiatives that combined user-centered design, scalable systems, and emotionally resonant storytelling.

Key contributions included:

Redesigned key digital experiences including Alumni, Continuing Education, and Graduation, to enhance post-enrollment engagement and brand continuity.

Led a full-funnel marketing overhaul with modular, audience-specific content to military, first-gen, and working adult segments.

Built and launched the University Brand Center to centralize assets, messaging, and guidelines across teams and partners.

Directed integrated campaigns across digital, social, and print that featured authentic student stories and audience targeting.

Developed scalable toolkits and systems including UI frameworks and branded illustration libraries, to accelerate production and reinforce identity.

Collaborated on major brand events such as graduation activations and alumni storytelling to strengthen community and emotional connection.

Results

Reduced campaign deployment timelines by 50% through improved operations and asset reuse.

Boosted channel performance with a 20% lift via responsive email campaigns, optimized ad spend through a modular display banner system, and revamped Continuing Education UX, driving a 77% conversion increase.

Strengthened audience engagement through emotionally led, segment-specific storytelling.

Elevated internal team performance and cohesion across creative, brand, and media.

Contributed to improved sentiment and credibility in a highly scrutinized education category.

Brand Center