Exactly one year ago today, on Oct. 17, 2017, Otto launched his first mission—Boost the ’Cuse, Syracuse University’s first-ever day of giving. With a goal of inspiring 1,870 donors to support SU in one day, Otto knew he needed to…
Arts and Sciences Welcomes Newest Communications Director
Daeya Malboeuf G’10 brings 20 years’ experience to position, including time in Division of Marketing and Communications, Syracuse Abroad
The College of Arts and Sciences (A&S) continues to strengthen its leadership team with the appointment of Daeya Malboeuf G’10 as director of communications.
Malboeuf brings nearly 20 years’ experience to the position—13 at Syracuse University—and proven success in integrated marketing communications.
“Daeya is a creative and strategic thinker whose familiarity with the University and its value propositions makes her a natural fit for the college,” says A&S Dean Karin Ruhlandt. “She takes an audience-centered approach to storytelling and respects the value of a liberal arts education.”
Malboeuf follows Sarah Scalese, the new senior associate vice president of university communications.
A veteran of Syracuse’s Division of Marketing and Communications, Malboeuf has developed effective, well-articulated communications plans for multiple departments and divisions. Her areas of expertise include research-based marketing plans and campaigns, content and digital marketing, and brand strategy.
Malboeuf previously was executive director of marketing and communications for undergraduate enrollment. In this capacity, she brought together marcom efforts for four areas—the Office of Admissions, University College, Syracuse Abroad and the Office of Financial Aid—to improve brand consistency and cross-departmental partnership.
In addition to overseeing the creation of “enterprise-level and school- and college-specific value propositions,” Malboeuf instituted the first-ever integrated marketing plans for all four areas, ensuring their efforts were goal-driven and aligned. Much of this work drew on quantitative and qualitative data analysis to realize specific enrollment goals within the broader context of the University mission and vision.
The result? “More cohesive branding and messaging across audience groups, and improved collaboration across divisions,” says Malboeuf, who earned a master’s degree in communication and rhetorical studies at the College of Visual and Performing Arts. “Our team’s culture of calculated experimentation and measurement gave us confidence in our direction and inspiration for constant improvement.”
From 2008-12, Malboeuf was Syracuse’s director of communications and creative services—part of a senior leadership team whose strategic efforts realized several years of record-breaking applications and changed the way technology and social media engaged students during the recruitment and enrollment process. “New technologies are changing how we communicate with students from across the country and all over the world, with diverse backgrounds and interests,” she adds.
Malboeuf also spent three years as assistant director of marketing and communications at Syracuse Abroad. Advancing its reputation as a best-in-class study abroad provider (thanks, in part, to well-placed articles in The Wall Street Journal, U.S. News & World Report and The Chronicle of Higher Education), Malboeuf pioneered the program’s inaugural marketing plan. She also oversaw two brand-identity upgrades, myriad web launches and the introduction of a social media strategy. Today, Syracuse Abroad remains one of the highest-ranked international study programs in the country.
Prior to joining the University, Malboeuf held leadership positions at Cowley Associates, a Syracuse-based advertising agency, and Directions Group, a Skaneateles-based business consulting firm.
“My goal is to build on the success of Sarah Scalese and the expert communications team in A&S,” says Malboeuf, who earned bachelor’s degrees in English and art at SUNY Geneseo. “As the flagship college of a major research university, A&S has been instrumental in Syracuse’s rise to national prominence. I am committed to telling our story in compelling ways, always within the context of the University’s vision and aspirations.”
Now in its 14th year, the Office of Communications provides leadership and direction for advancing the college’s liberal arts mission. The office partners with the Division of Marketing and Communications to raise the University’s profile, while supporting the Syracuse vision, mission and strategic plan.