Sarah O.

Marketing Director

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Top Advice

"Get involved! There are many opportunities to insert yourself into the campus and the community. Take them...make yourself known and get to know the people here. "

Career path

Northern Michigan University

Senior Director of Marketing

From Jun 2022 to Present

As Marketing Director at NMU, I draw on my background in writing and journalism to craft strategic marketing plans and compelling content. I oversee the full advertising cycle—from ideation and market research to creative development and media buying—ensuring campaigns are both impactful and aligned with institutional goals. With more than a decade of experience across diverse areas of marketing and communications, I bring the expertise needed to keep messaging relevant, engaging, and effective in today’s fast-changing digital landscape.

Northern Michigan University

Marketing Coordinator

From Dec 2020 to Jun 2021

Assisted with the development and implementation of marketing campaigns, events, and communications. Performed daily tasks like creating content, managing schedules, and supporting outreach to help promote the institution and engage key audiences. This was my entry into the world of higher ed.

Tilton School

Interim Director of Communications

From Aug 2020 to Dec 2020

Assisted with the transition after the former Director of Communications departed. I grew a lot as a leader during this time!

Tilton School

Digital Communications Specialist

From Mar 2018 to Aug 2020

Responsible for planning, developing, and executing institution-wide digital marketing strategies. Worked closely with the Director of Communications, I also assisted with planning, scheduling, and execution of photo and video shoots; writing, editing, and production of the school magazine; planning and production of admissions print and digital marketing materials; admissions inquiry email communication; and planning and execution of yearly development campaigns.

S.O. Social

Creator and Director

From May 2017 to Aug 2024

S.O. Social is a social media management, digital marketing, and content creation agency. Using the template of storytelling and classic advertising techniques, I view each business as a tale to be told. The outline of each story is uniquely formatted and used to create a weekly social media plan. From there, I tweak the formula based on weekly analytics and changing social algorithms.

About Sarah O.

Current Position

As Senior Director of Marketing at NMU, I draw on my background in writing and journalism to craft strategic marketing plans and compelling content. I oversee the full advertising cycle—from ideation and market research to creative development and media buying—ensuring campaigns are both impactful and aligned with institutional goals. With more than a decade of experience across diverse areas of marketing and communications, I bring the expertise needed to keep messaging relevant, engaging, and effective in today’s fast-changing digital landscape.

Main Motivation

Northern Michigan University holds a special place in my heart. It’s my alma mater and a beacon of the community that shaped me. The people here are unlike any other, and the welcoming environment fosters growth. I’m passionate about helping students discover the profound impact NMU can have on their personal and professional lives, while also inviting other professionals to share in the same sense of connection, opportunity, and growth that has defined my own journey here.

Top Advice

Get involved! There are many opportunities to insert yourself into the campus and the community. Take them...make yourself known and get to know the people here.

Greatest Achievement

Being promoted to marketing director is definitely the top for me! In addition, I was presented the Innovation Award in 2023 for the marketing research I did to inform a successful recruitment campaign. It was amazing to feel the acknowledgment from my colleagues