I am a leader, strategic marketer and communications professional specializing in the higher education industry. Prior to consulting, I served as Vice President, Interim Vice President and Associate Vice President at several institutions.
Rachel Reuben Senor believes in the power of higher education, and the profound effect it has on the lives of students—and, by extension, the global community. A seasoned veteran in marketing and communications in the higher education industry, she has worked on staff in leadership positions in both public and private institutions, as well as with marketing agencies. She now fuses that experience into a comprehensive, strategic approach to marketing that identifies challenges and develops creative solutions to improve marketing processes. As a result, she is able to help colleges and universities find and effectively communicate with prospective students, as well as provide ongoing stewardship as they transition into their roles as alumni.
In March 2020 Rachel transitioned from consulting on her own into a new full-time role as Vice President, Account Strategy with OHO Interactive where she is bringing new perspectives to their clients on long-term marketing strategy, organizational design, and enrollment marketing.
After earning her bachelor’s and master’s degree while working full-time, Rachel was recruited for a position at the State University of New York at New Paltz. For the first time, she saw how tight higher education budgets really are, and how hard universities work to offer the best possible services at the best value. The concept of using a student’s tuition dollars in the most fiscally conservative way possible has stayed with her throughout her 25-year career as a higher education professional.
Rachel has led marketing and communications departments at several colleges. From January – June 2019 she served as interim vice president for marketing and communications at California College of the Arts during their leadership transition.
In her role as vice president of communication at Colgate University, she provided strategic communication counsel to former President Jeffrey Herbst and his senior leadership team, trustees, and university colleagues. She also developed a crisis communication and issues-management program, including extensive standard operating procedures documentation.
As the associate vice president for marketing communications at Ithaca College, Rachel spearheaded a new brand identity and strategy, including a brand-awareness advertising campaign. She co-authored the college’s first institutional strategic marketing plan, implemented integrated marketing tactics, and created a trademark and licensing program. Under her leadership, the Office of Marketing Communications transformed into a more flexible and effective team, providing support and strategic advisement to the broader college community. In addition, she led efforts in advancement communications, athletic communications, client marketing services, editorial services, media relations, creative services, and recruitment marketing.
She has also served as the director of web communication, strategic projects, and the welcome center at her alma mater, SUNY New Paltz, where she earned her bachelor of science in organizational communication and her MBA in marketing and management.
Rachel has worked alongside boards of trustees, university presidents and their councils or cabinets, and key stakeholders such as university-wide marketing councils. She also works with select marketing-related agencies who serve higher education as a subcontractor for assessments, web strategy, brand strategy launch implementation planning, and more.
While Rachel has found her strategic work tremendously rewarding, at heart she’s a doer. Her approach to working with clients starts with listening closely to their needs and challenges, then applying creative problem-solving skills. Working at both the big-picture and detail level, she is able to help colleges and universities develop marketing processes and programs that are customized to their needs, and then help implement them. Her extensive experience in marketing and leading teams means she’s able to steer an institution through a variety of challenging situations—from staff turnover to identifying marketing-agency partners and crisis communications—always ensuring that milestones are met on time and on budget.
Higher Education Positions Held
- Interim Executive Director, Marketing Strategy
- Interim Vice President, Marketing and Communications
- Vice President of Communications
- Associate Vice President, Marketing Communications
- Director of Web Communication & Strategic Projects
Rachel is a sought-after speaker for a variety of higher education events. She has presented at dozens of conferences and educational events, among them the American Marketing Association’s Symposium for the Marketing of Higher Education, the Council for the Advancement and Support of Education (CASE), the Public Relations Society of America (PRSA), eduWeb, HighEdWeb, the University and College Designers Association (UCDA), the Association to Advance Collegiate Schools of Business (AACSB), Statmats, and the State University of New York Council for University Advancement (SUNY CUAD).
A multi-award-winning communications leader, Rachel’s work has been featured in The Chronicle of Higher Education, University Business, CASE Currents, Campus Technology, and on many blogs. She was an early adopter of social media and pioneered its use in marketing higher education.
Awards & Honors
- Bronze CUPPIE award, the Association for University Communicators for the category “Electronic Media – Social Media” for “Life at IC,” 2013
- Bronze CUPPIE award, the Association for University Communicators for the category “Print Publications: Magazines” for Ithaca College Fuse Magazine, 2013
- Gold CUPPIE award, the Association for University Communicators for the category “Advertising – Complete Campaign” for the Ithaca College “Ready” advertising campaign, 2012
- Gold CUPPIE award, the Association for University Communicators for the category “Electronic Media – Website” for the Ithaca College website (ithaca.edu), 2012
- 2009 eduStyle Best Higher Education Blog, .eduGuru, staff writer Nov. 2008 – Jan. 2010Graphic Design USA
Awards of Excellence in the 2012 American Graphic Design Awards
- Ithaca College Fuse magazine
- Ready campaign advertisements
International Brand Master Finalist
- Educational Marketing Group’s 2013 International Brand Master Nominee and Finalist
Sigma Beta Delta International Business Honor Society
- Honorary member 2007, MBA graduate student 2009
SUNY Council for University Advancement Awards for Excellence
- 2008 Best of Category: Electronic Communications and Interactive Media/Social Networking – SUNY New Paltz Facebook Fan Page
- 2007 Best of Category: Community Relations Programs – SUNY New Paltz Welcome Center
- 2006 Judge’s Citation: Student Recruitment Web site – npbloggers.newpaltz.edu
- 2005 Judge’s Citation: Student Recruitment Web site – Faces of New Paltz
- 2005, 2000 & 1999 Best of Category: University Web site – www.newpaltz.edu
- 2002 Best of Category: Media Relations – SUNY New Paltz News & Experts
- 1999 SUNY Confederation of Alumni Associations: Internet Sites and Electronic Communication – SUNY New Paltz Office of Alumni Affairs Web site
- 2012 Award of Excellence: Ready campaign video