An experienced integrated communications executive, most recently holding the title of senior vice president and client strategy director at Edelman in Washington, D.C., Aimee Rose serves as vice president of external affairs at Mary Baldwin University (MBU).
Rose has led digital strategy and campaigns across the media landscape to manage reputations, support brand positioning, and increase visibility. She has a proven record of turning client challenges into brand opportunities; developing and implementing messaging strategies; running integrated, cross-functional teams; and pioneering innovation initiatives to meet growth objectives.
“Having spent the better part of my career dedicated to helping brands effectively communicate who they are at their core, I see tremendous opportunity with MBU,” Rose said. “From the rich heritage to modern expansion and new horizons of innovation, the institution’s core mission remains unwavering with remarkable stories to share. I am truly honored to be joining Mary Baldwin at such an exciting time, and am thrilled to help bring these dynamic stories to life.”
From her work in the agency space, Rose brings to Mary Baldwin a wealth of experience leading digital PR and public affairs, communications, and marketing efforts for large, global brands — including SC Johnson, BP, and BlackBerry. During her tenure on BP, she supported brand reputation-building campaign efforts through both the Deepwater Horizonincident and the 2012 London Olympics sponsorship; she also ran point as the social media command center lead for the global product launch of the BlackBerry Z10 during her time working with RIM.
In addition to corporate clients, Rose supported organizations in the non-profit and government sectors including the IRS, Association of American Railroads, and The Ohio State University. Prior to her agency experience, she also helped to launch the Animal Planet network to United States and global audiences.
“Aimee brings an impressive background, high level of expertise, and bold and strategic vision to our efforts in communications, marketing, and public affairs on behalf of Mary Baldwin University,” said MBU President Pamela R. Fox. “A proven leader and able mentor, she understands how to be successful in enhancing performance and achieving institutional goals.”
In addition to Rose’s tenure at Edelman — a leading global communications marketing firm — she has also held leadership positions with Ogilvy Public Relations in Washington D.C, and Discovery Communications, Inc. in Silver Spring, MD.
She holds a bachelor of arts in journalism from the University of Rhode Island.
Evolving our MBU brand and running the content engine that brings our stories to life requires a deft and competent Director of Operations. That’s where Ginny comes in. Our lead project juggler, relationship builder, efficiency miner, and problem solver is your first stop in requesting a partnering with External Affairs. Let’s talk.
#MBUfamily, if you have an interesting and important story to tell, Liesel wants to help. As AVP of Media and Government Relations, she is the head storyteller for MBU. Liesel serves as liaison to media outlets and government agencies, develops and oversees content creation and delivery — including the MBU newsletter, magazine and social media.
In her role as AVP of Marketing, Lisa works with campus partners to craft data-driven, yet flexible marketing campaigns to recruit students, support fundraising and advance the brand of the university.
As a copywriter, Leighton connects MBU’s core message to target audiences through words. Not the easiest task in today’s busy world where less is more and competition for people’s attention is fierce. The MBU story, however, is an important one to tell and Leighton is more than up to the challenge. In addition to writing and editing for news, magazine, and marketing materials, Leighton produces the entire Mary Baldwin Academic Catalog.
That intangible, but distinct look and feel that makes MBU, MBU? It starts with Pam. As Art Director, Pam oversees the visual brand of the university, providing guidance and creative direction to freelancers, vendors and assistant student designers to advance the MBU story. An experienced graphic designer, she delivers authentic narratives through relatable and emotive design that engages our audiences.
Nicole is the voice of MBU across social channels. As digital content is the modern currency and MBU’s brand is still evolving, it’s a tricky gig. Good thing Nicole has a passion for connecting with people and storytelling. So, let’s connect. #ICYMI, what we’re building…it’s kind of a big deal — but we need you to help us do it. Send Nicole your social content and ideas at email@example.com.
Phoebe provides the spark and enthusiasm for wild ideas, good food and better design that helps fuel the creative soul of the External Affairs team. From graphic design to illustration and social media content, Phoebe develops visual content that delivers on the MBU brand promise of student-centered excellence.