The New Executive Class in Public Education: Vice Presidents of Marketing, Directors of Communications, and Chief Strategy Officers

• In Event: 54.052 - School Choice Implementation: Finance, Access, and Leadership

Abstract

This study examines the roles, responsibilities and compensation of the newest additions to the public education arena—educational marketing executives. We not only categorize the roles themselves, but also the organizations in which they work, vis-à-vis their strategic power and background in marketing. Through interviews with marketing personnel at charter management organizations and in districts, and reviews of IRS 990 tax forms, we gather information about the work and compensation of individuals in charge of marketing and branding practices in these organizations. The authors examine their findings from multiple perspectives, including developing an original typology of educational marketing roles.

Authors

• Catherine C. DiMartino, St. John's University

• Sarah Butler Jessen, Bowdoin College