Ep. 77: How to Start Strong as a Higher Ed CMO

In this episode of Confessions of a Higher Ed CMO, Jaime Hunt sits down with leadership coach, author, and longtime friend Melissa Farmer Richards to unpack her new book, The 30-60-90 Day Handbook. The conversation dives deep into how new and seasoned leaders alike can thrive in higher ed by mastering the fundamentals of trust, credibility, and commitment—while navigating modern leadership challenges like burnout, crises, and emerging AI tools. Whether you're stepping into a VP role or eyeing leadership from your current position, this episode offers actionable strategies to lead with authenticity and resilience.

The 30-60-90-Day Handbook: Checklists for Communications and Marketing Leaders in Higher Education

Guest Name: Melissa Richards, Founder and Principal, iMarketingMix

Guest Socials: 
LinkedIn: http://www.linkedin.com/in/melissafarmerrichards
Instagram: https://www.instagram.com/imarketingmix/
Bluesky Social: https://bsky.app/profile/melissarichards.bsky.social

Guest Bio: Principal and founder of iMarketingMix LLC, Melissa Farmer Richards, MPA, APR is an author, teacher, consultant, facilitator, and leadership coach. Dubbed The Checklist Guru™, she authors The Weekly Leadership Checklist™ and designed The Three Fundamentals of Leadership™ proprietary coaching curriculum.

Melissa’s 32-year career spans corporate industry, technology, small business start-ups, nonprofits, and higher education administration. She has held senior positions at start-up software companies and global technology organizations, and later led in such roles as chief of staff and vice president for communications, marketing, and enrollment, serving liberal arts colleges and a large public university. She also has founded two small businesses and co-founded two nonprofits, a children’s museum and a genetics research foundation.

Melissa earned a Master of Public Administration at Virginia Tech and a Bachelor of Arts at the University of Virginia. She also achieved the Accreditation in Public Relations credential and the Association of Governing Boards Board Professional Certificate. Having led award-winning creative teams, she was nominated for the American Marketing Association Nonprofit Marketer of the Year 2022 and named one of 30 Vice Presidents to Follow in 2018 by Leadership in the Digital Age.

A natural public speaker and experienced writer, Melissa has spoken at dozens of national conferences and authored more than 100 papers and articles. Her first book, “The 30-60-90 Day Handbook: Checklists for Communications and Marketing Leaders in Higher Education,” is now available from the Council of Advancement and Support of Education. She has collaborated to organize four major TEDx events — including pitching the event and mentoring dozens of speakers —and led numerous conference planning committees. Throughout her three decades of leading internal teams, she developed many small and large professional development events, including a 10-course brand ambassador certificate program. She has contributed her leadership of communications strategy to significant fundraising campaigns, the largest of which was $400 million.

Melissa serves as chair of the Public Relations Society of America Northeast District and immediate past president of the Central New York Chapter. She is a part-time adjunct instructor at Aurora University and previously taught at Utica University and the S.I. Newhouse School of Public Communications at Syracuse University.

iMarketingMix LLC is a CASE Educational Partner, a Rising Team Channel Partner, and a CenterState CEO Member. As an entrepreneur, Melissa is a member of The Upside and the Central New York Women’s Network. As an adjunct teacher, Melissa is a member of UPCEA, the online and professional education association.

Author of The 30-60-90-Day Handbook: Checklists for Communications and Marketing Leaders in Higher Education (Council for Advancement and Support of Higher Education, 2025).

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Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC

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Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 

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