Resume - Pat McGraw

5601 Honeygo Ridge Court
White Marsh, Maryland 21162
(H) 410.529.3136
(M) 410.977.7355
pat@pat-mcgraw.com
www.linkedin.com/in/patmcgraw
twitter.com/patmcgraw
PATRICK MCGRAW
Senior Vice President/Vice President of Marketing & Enrollment Management
More than 15-years providing leadership in planning, developing, executing and evaluating strategic
enrollment management and marketing plans for small, medium and large non-profit and for-profit
colleges and universities. This includes working closely with various offices across campuses in order to
develop and implement effective recruitment, retention and student success programs, as well as
advising the President and other key institutional leaders on enrollment management and marketing
matters including strategy, budget, data analytics and policy development.
ESSENTIAL SKILLS










Market Research
Competitive Intelligence
Data Analytics
Strategic Planning
Budgeting and Revenue Forecasting
CRM
SEO/SEM
Marketing Automation/Technology
Digital Marketing
Content Marketing









Student Recruitment Campaigns
Student Retention Campaigns
Student Win-back Campaigns
Audience Segmentation and Personas
Mobile Marketing
Integrated Marketing Communications
Social Media
Event Marketing
Media Relations
PROFESSIONAL EXPERIENCE & RESULTS
Director of Consulting
2014 – Present
Hobsons
50 E Business Way, Cincinnati OH 45241
As the founding director of consulting services, responsibilities include providing leadership teams at a
variety of colleges and universities with the data-driven strategic insights necessary to improve their
student recruitment, retention and tuition revenue performance.
Results include:
 Developed the go-to-market strategy that increased annual revenue by more than 300% within
6-months.
Associate Consultant
2013 – present
Ruffalo Noel Levitz
5660 Greenwood Plaza Blvd., Greenwood Village, CO 80111-4216
Providing colleges and universities with market research, data analysis, competitive intelligence and
strategic planning that improves performance in key performance areas such as student recruitment,
student retention, and student success.
Founder and Chief Marketing Officer
1999 - Present
mcgraw | marketing
5601 Honeygo Ridge Court, White Marsh, Maryland 21162
Providing growth-oriented organizations in education, technology, retail and professional services with
strategic integrated marketing campaigns that consistently improve overall operational performance
and generate profitable revenue.
1
Results include:
● Developed integrated multi-channel customer acquisition and retention campaigns for a variety
of clients that have generated more than $50 million in annual revenue to-date.
Consultant/Director of Sales/Assistant Director, Marketing
2010 - 2013
Pearson/Connections Education LLC
1001 Fleet Street, Baltimore, Maryland 21202
Primary responsibilities included developing and directing integrated sales/enrollment and marketing
activities targeting consumer and business markets. Directed market research, competitive intelligence,
CRM/analytics as well as daily enrollment/marketing operations.
Integrated marketing communications plans address lead generation, lead nurturing, customer
retention, win-back and referral programs across advertising (online, broadcast, print, outdoor), direct
mail, digital marketing (online advertising, PPC, email, social media, mobile), content marketing (white
papers, webinars, videos, blogs), telemarketing/call centers.
Results included streamlining lead generation and conversion processes for an inside and outside sales
team incorporating Salesforce.com that produced double-digit increases in new customer acquisition
and customer retention performance. Other key results to-date includes:
● Successfully launched new blended learning high schools (Nexus Academy) generating more
than $1.4 million in revenue within 2 months
● Increased enrollments at the private tuition-based charter school, International Connections
Academy, by more than 100% within 2 years
● Successfully launched a new B2B business unit that generated more than $6 million in first year
revenue, exceeding annual goals within 6 months.
Director of Marketing
2007 - 2009
Walden University
650 S. Exeter Street, Baltimore, Maryland 21202
Primary responsibilities included directing global marketing strategies and operations aimed at
increasing enrollments in existing and new markets within Europe, Latin America and Canada. Directly
oversaw market research, competitive intelligence, CRM/analytics, program development as well as
daily marketing operations.
Integrated marketing communications plans address lead generation, lead nurturing, customer
retention, win-back and referral programs across advertising (online, broadcast, print, outdoor), direct
mail, digital marketing (online advertising, PPC, email, social media, mobile), content marketing (white
papers, webinars, videos, blogs), telemarketing/call centers.
Spearheaded integrated marketing campaigns that attracted and retained highly profitable consumer
and business clients.
Results included:
● Surpassed all objectives. Increased revenue from $40 million to more than $60 million;
● Generated more than 3,000 new students and $30 million in revenue annually.
Director, Market Research and Intelligence
2001 - 2006
Assistant Director/Consultant
University of Maryland University College
3501 University Blvd., East Adelphi, Maryland 20783
Developed and led global marketing operations including market research, competitive intelligence,
business intelligence and analytics, strategic planning, and enrollment management operations. Directly
oversaw market research, competitive intelligence, CRM/analytics, program development as well as
daily marketing operations.
2
5601 Honeygo Ridge Court
White Marsh, Maryland 21162
(H) 410.529.3136
(M) 410.977.7355
pat@pat-mcgraw.com
www.linkedin.com/in/patmcgraw
twitter.com/patmcgraw
PATRICK MCGRAW
Integrated marketing communications plans address lead generation, lead nurturing, customer
retention, win-back and referral programs across advertising (online, broadcast, print, outdoor), direct
mail, digital marketing (online advertising, PPC, email, social media, mobile), content marketing (white
papers, webinars, videos, blogs), telemarketing/call centers.
Results included:
● Surpassed all objectives and generated 5 consecutive years of double-digit growth;
● Developed and deployed integrated global marketing campaigns that increased revenue from
tuition and fees from $139 million to $179 million;
● Developed and deployed global new student recruitment programs that generated more than
$25 million in revenue annually.
EDUCATION
M.S., Marketing (Strategy) – Johns Hopkins University
B.S., Business Administration – Arizona State University
TEACHING EXPERIENCE
Southern New Hampshire University Online
Introduction to Marketing/Marketing Research/Direct Marketing
2012 – Present
Towson University
Marketing Channels (MKTG 357)
2008
Axia College at the University of Phoenix
Introduction to Marketing
2007-08
INDUSTRY EXPERIENCE
Business Services
Education
Retail
Financial Services
Information Technology and Communications
Computer Hardware and Software
3