Career Education Corp. hires top-tier marketing exec
Vocational education provider Career Education Corporation announced the appointment of Robert “Todd” DeYoung as the new senior vice president of corporate marketing and chief marketing officer, according to the company
DeYoung joins Hoffman Estates, Ill.-based CEC with more than 20 years of experience in strategic marketing, branding, distribution and business development across a variety of industries within large and complex organizations.
He most recently served as corporate VP and general manager of Latin America Mobile Devices Sector at Motorola Inc. There, he had responsibility for overall business results across Motorola’s Latin American region.
DeYoung also held senior positions with Allstate Insurance Company, Ameritech and The Procter & Gamble Company. His appointment comes a few months after Career Education brought the rights to its Le Cordon Bleu brand back into its portfolio (DailyVista article
The colleges, schools and universities that are part of the Career Education Corporation family offer high-quality education to a diverse student population of more than 90,000 students across the world in a variety of career-oriented disciplines.
DeYoung will be responsible for Career Education Corporation
’s brand development, lead generation and marketing strategies to enhance company growth.
“I look forward to joining a leader in education with a strong and diverse portfolio of valuable brands in a growing industry,” DeYoung said in a statement. “The opportunity to work with an organization that positively impacts the lives of so many is particularly exciting.”
Spokesperson Bridget Glavaz told DailyVista that Career Education Corporation uses various media channels to reach its intended audiences, and added that the company continues to tap into social media for its marketing mix.
“Career Education Corporation is a global educational company committed to quality outcomes for our students,” she said. “We offer doctoral, masters, bachelor’s and associate degrees and certificate programs... our online institutions attract students from 65 different countries.”
The most important part of Career Education Corporation’s long-term plan is ensuring the success of its diverse student population, Glavaz said.
“Todd brings significant customer-focused marketing and branding experience that will improve our ability to attract and retain students,” she added.
Glavaz noted that there is an enormous education gap in America today, and that the types of real-world, skills-based education that CEC’s schools can provide can help to create and sustain jobs that will “preserve our leadership status in the world,” she said.
Our source said that Career Education currently contracts with public relations and advertising agencies, and at this time is using New York-based Ogilvy & Mather for some of its television and online advertising.
Career Education spent about $2 million on national advertising in 2008. About $1.5 million was spent on spot television ads, $300,000 was spent on Internet ads and about $200,000 was spent on network radio ads, according to The Nielsen Company.
Agencies with expertise in public relations and advertising should reach out to DeYoung once he has settled into his new position at Career Education Corporation. Because he just joined the team, you may want to hold off and further refine your approach until he is ready to process it thoughtfully.
Career Education Corporation
2895 Greenspoint Parkway
Hoffman Estates, IL 60195
Robert (Todd) DeYoung
Senior Vice President, Corporate Marketing & Chief Marketing Officer
Chairman & President & Chief Executive Officer