Marketing VP leaves, takes new position

Katie Alvino has departed St. Ben’s and St. John’s to take a position at Mothers Against Drunk Driving (MADD).

Alvino, the now-former vice president for marketing and communications, was a member of the President’s Leadership Team since her hiring in 2021 and served an important role during a transformational time for the two colleges.

“My time at St. John’s and St. Ben’s was wonderful. I’m very, very proud of my team. They will continue to do the wonderful work that we had started together,” Alvino said. “I had an incredible job opportunity to be the inaugural CMO [chief marketing officer] at Mothers Against Drunk Driving. It’s an organization that I believe deeply in their mission, and it’s just a fantastic and fabulous opportunity–one that I couldn’t pass up, to be honest with you.”

MADD is a non-profit that seeks to stop drunk driving, support the victims of drunk driving and prevent underage drinking. It was founded in 1980 by Candace Lightner after her 13-year-old daughter, Cari, was killed by a drunk driver.

Hired by transitional presidents Laurie Hamen (CSB) and Jim Mullen (SJU) into a newly created role, Alvino’s tenure at St. Ben’s and St. John’s was marked by significant change.

“As we create a unique national model of collaboration between St. Ben’s and St. John’s, Katie will be a critical partner in developing brand recognition and communicating our tremendous story of excellent student outcomes,” Hamen said via a press release in 2021.

Shortly after being hired, Alvino let go of several marketing and communications department employees and restructured the newly-integrated department to, as she described it, centralize and modernize the marketing department to a modern era of marketing by applying a product and brand model. She also solicited the services of media service companies Goff Public, SimpsonScarborough and BadCat Digital. Most notable, though, was her role in shaping the CSB+SJU brand in the post-pandemic era–with her hands in everything from Google campaigns to social media and the billboards in Minneapolis, St. Paul, Duluth and Rochester.

As of now, Alvino’s former position remains vacant, and St. Ben’s and St. John’s has not posted a new chief marketing officer position.

“At this time, the Marketing and Communications department is being led by Casey Gordon, our Chief Information and Transformation Officer, in partnership with Betsey Kershaw, founder of BK&Co, a respected Minneapolis marketing agency with extensive higher ed experience,” explained Gordon via email in a statement on behalf of herself and Kara Kolomitz, CSB+SJU chief operating officer. “We are thankful for the expertise and guidance of Betsey, who will assist us in evaluating our needs, optimizing our communication strategies and positioning our institution for continued success.”

According to its website, BK&Co has worked with several Minnesota-based brands and organizations, including Red Wing Shoes, the University of St. Thomas and Target. The statement also noted the schools’ intention to “assess our needs before we initiate a new search,” and that “our commitment remains unwavering in ensuring that our marketing and communication strategy aligns seamlessly with our strategic plan utilizing a centralized approach led by content experts.”

Alvino’s departure is one of several among senior administrators at St. Ben’s and St. John’s in recent years, although reasons for each are varied: retirements, big changes at CSB+SJU due to stronger integration, President Bruess’s hiring and significant headwinds in higher education.

Already an externally facing aspect of the administration, the work of marketing and communications has been apparent to students this year in a big way, with the billboards and “Together We Flourish” banners that adorn both campuses this year. Although Alvino’s exit leaves the department without a permanent head, Gordon and Kolomitz assure stability.

“We recognize the importance of effectively telling our story and making a vibrant impact in the market, and this will continue to be a focal point as we move forward. Our strategic plan will call for an intentional commitment to presenting our institutions with relevance. At the heart of our strategic plan, we resolve to share our story more boldly, ensuring that our brand and our story resonate not just today but for future generations,” Gordon and Kolomitz’s statement said. “We look forward to sharing more details in the future.”